Moneyfarm
Moneyfarm is a UK-based digital wealth manager founded in 2011 that operates as a robo-advisor, offering algorithmically managed portfolios and DIY share investing within ISA, SIPP, and GIA wrappers to retail investors and families, regulated by the FCA and backed by Allianz and Poste Italiane.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Moneyfarm does
Moneyfarm is a UK-headquartered digital wealth manager founded in 2011, operating as a robo-advisor under the legal entity MFM Investment Ltd (FCA Firm Reference Number 629539). The company delivers algorithm-driven portfolio management to UK retail investors and families through a self-serve online platform and native iOS/Android apps, with account onboarding reported to complete in approximately ten minutes. The core technology is a risk-profiling algorithm that matches customers to globally diversified multi-asset portfolios constructed primarily from ETFs, with automated rebalancing and aggregated order routing executed via a partnership with Saxo Capital Markets. The product suite spans managed portfolios, a DIY Share Investing platform, and tax wrappers including Stocks & Shares ISA (£20,000 annual allowance), Cash ISA, Junior ISA (£9,000), Self-Invested Personal Pension (SIPP) with up to 45% tax relief, and a General Investment Account. Thematic Investing (Sustainability, Technology, Multi-trend) and ESG portfolio variants are available as add-on modules.
The company operates across the UK and Italy, where it maintains a Milan-based regional branch, and has previously acquired Vaamo Finanz (Germany, 2018), Ernest (2017), and Profile Pensions (2022) to extend capabilities and footprint. Distribution is primarily direct-to-consumer, augmented by a B2B white-label platform (moneyfarmpartners.com) and a strategic partnership with eToro to distribute a Cash ISA product in the UK. Marketing emphasis is on low-cost transparent fees, FCA regulation, FSCS protection up to £85,000, and B-Corp certification. Strategic shareholders include Allianz and Poste Italiane, which have participated in multiple funding rounds.
Moneyfarm generates revenue through recurring management fees on assets under management across its managed and advisory offerings, supplemented by execution-related economics on its DIY Share Investing platform and B2B/white-label partnerships. Go-to-market is digital-first with self-serve onboarding, supported by content marketing (blog, podcast, social), SEO, and qualified consultant guidance. The company is privately held with no parent company disclosed and has raised approximately $200M+ in cumulative equity funding across nine rounds from 2011 to 2025, most recently a $13.4M round in 2025 backed by Allianz and Poste Italiane.
Moneyfarm firmographics
Firmographics- Name
- Moneyfarm
- Legal name
- MFM Investment Ltd
- Website
- https://moneyfarm.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Moneyfarm is a UK-based digital wealth manager founded in 2011 that operates as a robo-advisor, offering algorithmically managed portfolios and DIY share investing within ISA, SIPP, and GIA wrappers to retail investors and families, regulated by the FCA and backed by Allianz and Poste Italiane.
- Ownership category
- akta.pro rank
Moneyfarm industry classification
Industry- Product category
- Digital Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)
- akta.pro secondary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
Keywords
Where Moneyfarm is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Moneyfarm business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Management Fees: Moneyfarm charges management fees for expertly managed portfolios. The platform emphasizes low-cost fee structure with no hidden fund charges. Fee structure is transparent and based on assets under management.
- Investment Advisory Services: Provides discretionary investment service where portfolios are built and managed by investment experts. Revenue derived from advisory and management fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Managed Portfolio Service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Moneyfarm product offering
Product offeringCore offering
Moneyfarm operates a digital wealth management platform that combines an algorithm-driven robo-advisor with human adviser support. Customers can invest in expertly managed globally diversified multi-asset portfolios matched to their risk profile, or trade individual shares and ETFs through a self-directed Share Investing platform. These capabilities are accessed through UK tax wrappers including Stocks and Shares ISA, Cash ISA, Junior ISA, Self-Invested Personal Pension (SIPP), and a General Investment Account (GIA), with a separate B2B Partners platform extending the technology to financial advisers and institutions.
Product overview
Moneyfarm is a digital wealth management platform operating as a robo advisor that combines automated portfolio management with human expertise. The core offering consists of managed portfolios (robo advisor) and Share Investing (DIY platform), accessible through multiple account types including Stocks and Shares ISA, Cash ISA, Junior ISA, Pension (SIPP), and General Investment Account (GIA). Thematic Investing and ESG Portfolios are add-on modules that allow users to customize their portfolios with growth themes and sustainability preferences. The platform also offers B2B partnership solutions through its dedicated partner portal.
Differentiator
Problem solved
Functional benefit
Products and services
- Managed Portfolios (Robo-Advisor)
Quantifiable outcome
- Account setup in 10 minutes
- +5 more outcomes
Companies that use Moneyfarm
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Moneyfarm technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Moneyfarm partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered strategic and core.
- eTorostrategicPartnership where eToro offers Cash ISA product to UK investors through Moneyfarm's platform. eToro launched its Cash ISA in the UK market with Moneyfarm as the underlying platform provider, offering 4.67% AER for 12 months.
- Saxo Capital Markets Limited UKcoreSaxo Capital Markets Limited UK is Moneyfarm's counterparty for order execution, providing full solution from order routing to clearing, settlement and custody services. Moneyfarm executes orders via Saxo, an FCA regulated institution.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Moneyfarm competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Moneyfarm social profiles
Digital presenceMoneyfarm compliance and trust
Trust signalCompliance5 records
Moneyfarm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moneyfarm leadership team
Management profileNumber of profiles
Profiles7 records
Moneyfarm subsidiaries and ownership
Company hierarchySubsidiaries1 record
Moneyfarm funding detail
Funding detailFunding overview
Funding rounds9 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moneyfarm M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moneyfarm
What does Moneyfarm do?
Moneyfarm operates a digital wealth management platform that combines an algorithm-driven robo-advisor with human adviser support. Customers can invest in expertly managed globally diversified multi-asset portfolios matched to their risk profile, or trade individual shares and ETFs through a self-directed Share Investing platform. These capabilities are accessed through UK tax wrappers including Stocks and Shares ISA, Cash ISA, Junior ISA, Self-Invested Personal Pension (SIPP), and a General Investment Account (GIA), with a separate B2B Partners platform extending the technology to financial advisers and institutions.
Is Moneyfarm a public or private company?
Moneyfarm is a private company. It is classified as venture growth investor backed and is currently operating.
When was Moneyfarm founded?
Moneyfarm was founded in 2011. It employs 251 to 500 people.
Where is Moneyfarm based?
Moneyfarm is headquartered in London, United Kingdom, in the Europe region.
How does Moneyfarm make money?
Two revenue lines are on record. Management Fees are the primary driver. The others are investment Advisory Services.
Does Moneyfarm have an API?
No public API is recorded for Moneyfarm.
What industry is Moneyfarm in?
Moneyfarm's product category is Digital Wealth Management. Its primary akta.pro industry code is FSAAAAAA, Full-Service Retail Brokerage & Wealth Platforms, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.