GoHenry

What GoHenry does

GoHenry is a UK-founded youth fintech launched in 2012 that delivers a regulated prepaid debit card and integrated financial education app for children and teens aged 6-18, sold on a direct-to-consumer subscription basis to parents (Lite at $8/month, Gold family bundle at $12/month in the US, with legacy UK plans from $5/month retained). The product stack comprises native iOS and Android apps, a Visa/Mastercard-networked prepaid card issued by partner banks (nbkc Bank and Community Federal Savings Bank in the US; UK operations being acquired by Barclays Bank UK PLC), a proprietary 100+-lesson "Money Missions" gamified financial literacy curriculum, automated allowance and chore-based payments, savings goals with autosave, parental controls with real-time spend alerts, category-level spending blocks, instant card lock, Giftlinks and Relatives social gifting, and (in the UK) a Junior ISA capability.

GoHenry was acquired by US fintech Acorns Grow Incorporated in 2023, with the US business rebranded as "Acorns Early" in November 2024; the Gold bundle integrates the youth product with adult Acorns products (Round-Ups investing, 3.35% APY Emergency Savings, IRA with 3% first-year match, and Acorns Early Invest with a 1% match on the first $7,000 invested per child per year). Continental European expansion was achieved via the July 2022 acquisition of French FinTech Pixpay (France, Spain, with planned Italy and Germany entry), and in June 2026 Barclays Bank UK PLC announced an agreement to acquire GoHenry Limited (the UK business) from Acorns, with completion expected in fiscal Q4 2026.

The business serves 2M+ cumulative young people across the UK, US, France, and Spain (with 500,000+ active UK children disclosed at the time of the Barclays announcement), funded by approximately $125M of venture capital including a $55M round in October 2022 from Edison Partners, Revaia, and Nexi, and was valued at $250M-$500M in 2022. GoHenry operates a content-led, product-led growth model, anchored by 280+ financial education blog articles, a 30-day free trial, an affiliate program via impact.com, and organic social across Instagram, Facebook, X, YouTube, and TikTok; it has a 101-250 employee base, leadership including CEO Alex Zivoder, Co-founder & President Dean Brauer, and Founder & Executive Chair Louise Hill, and won the FinTech Breakthrough Award in March 2023.

Name

GoHenry

Legal name

GoHenry Inc.

Website

https://gohenry.com

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Youth Fintech / Kids Banking Platform

NAICS

Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Finance Services (6199)

akta.pro primary industry

Digital Banking & Neobank Platforms (BPAMAFAD)

akta.pro secondary industry

Youth / Family Wallets & Allowance Payments (FSAMAEAK)

Keywords

• Prepaid debit cards
• Financial education
• Youth banking
• Kids money management
• Parental controls

Headquarters

HQ city

Lymington

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription (Acorns Early Lite): Recurring monthly subscription tier priced at $8/month, including a smart money app, up to 4 debit cards per family, automatic allowance and tasks, 100+ educational Money Missions, and real-time spending notifications.
2. Subscription (Acorns Gold family bundle): Premium $12/month family bundle that includes Acorns Early Lite for kids plus the full Acorns Gold suite for adults: Round-Ups investing, 3.35% APY Emergency Savings, IRA with 3% first-year match, and Acorns Early Invest with a 1% match on the first $7,000 invested per year per child.
3. Free Trial / Freemium Conversion: 30-day free trial offered to new customers via the GoHenry signup flow with subsequent conversion to paid Lite or Gold tiers; existing customers can retain legacy plan pricing post-Acorns Early rebrand.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core offering

GoHenry (rebranded Acorns Early in the US following the 2023 Acorns combination) is a mobile-first youth fintech platform that provides a Visa/Mastercard-networked prepaid debit card and a companion mobile app for children aged 6-18. The platform combines automated allowance and chore payments, parental controls with real-time spend notifications, savings goals with autosave, and a proprietary gamified financial education curriculum (Money Missions). In the UK it also offers a Junior ISA, and within Acorns Gold it bundles UGMA/UTMA custodial investing with a 1% match on the first $7,000 invested per child per year.

Product overview

Acorns Early (formerly GoHenry in the US) is a financial education platform for children built around a core mobile app and a prepaid debit card product. The platform consists of the Acorns Early app (core product, with parental controls, allowance management, and savings goals), the Acorns Early Invest module (a UGMA/UTMA custodial investment account offering a 1% match), and a co-branded Prepaid Debit Card for Kids issued by FDIC-member partner banks (nbkc Bank under Visa, and Community Federal Savings Bank under Mastercard). Together, these three named offerings form the unified Acorns Early (GoHenry) experience in the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Acorns Early: U.S. rebrand of the GoHenry kids' debit card and money management app, launched November 2024 after Acorns' acquisition of GoHenry.

Products and services

• Acorns Early (formerly GoHenry in the US) Mobile-first financial education app and prepaid debit card platform for children aged 6-18, offering parental controls, automated allowance and chore management, savings goals with autosave, real-time spending notifications, and the proprietary Money Missions curriculum. Sold as a monthly subscription (Acorns Early Lite at $8/month, Acorns Gold family bundle at $12/month) with a 30-day free trial.
• Acorns Early Invest UGMA/UTMA custodial investment account for minors offered within the Acorns Early platform (formerly GoHenry), featuring a 1% match on contributions up to the first $7,000 invested per child per year. Designed for parents seeking to invest for their child's future beyond education savings.
• Prepaid Debit Card for Kids Co-branded prepaid debit card issued by FDIC-member partner banks (nbkc Bank under Visa; Community Federal Savings Bank under Mastercard) with parental controls, real-time spend notifications, configurable spending limits, spend category blocking, instant card lock, and 35+ customizable designs. Usable anywhere Visa is accepted, including online, in stores, and at ATMs.
• Junior ISA UK-specific Junior ISA product integrated into the GoHenry platform, providing tax-advantaged long-term savings for children alongside the prepaid debit card and savings goals functionality.
• Acorns Gold Family Bundle Premium $12/month family bundle that includes Acorns Early Lite for kids plus the full Acorns Gold suite for adults, bundling Round-Ups investing, 3.35% APY Emergency Savings, IRA with 3% first-year match, and Acorns Early Invest with a 1% match on the first $7,000 invested per year per child.

Quantifiable outcome

• 2 million+ young people served cumulatively
• +5 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Barclays Bank UK PLCflagshipStrategic or Co-development Partner · 12 June 2026Barclays Bank UK PLC agreed in June 2026 to acquire GoHenry Limited from Acorns Grow Incorporated, with completion expected in fiscal Q4 2026 subject to regulatory approvals. The transaction is expected to reduce Barclays' CET1 ratio by approximately 5 basis points, will not affect the group's 2026 or 2028 financial guidance, and will see Barclays retain the GoHenry brand as a standalone app while gaining an established youth banking platform serving children from age 6 (versus its own youth accounts starting at age 11). Deal value undisclosed.
• Acorns Grow IncorporatedflagshipStrategic or Co-development Partner · 1 January 2023US fintech Acorns Grow Incorporated acquired GoHenry in 2023 (GoHenry's blog announcement 'An exciting new chapter for GoHenry: we've joined forces with Acorns' published April 3, 2023). Under the combination, GoHenry was rebranded 'Acorns Early' in the US (announcement dated November 18, 2024). Acorns retains the US operations (branded 'Acorns Early') and Pixpay in Europe, while selling the UK operations to Barclays in June 2026.
• PixpaycoreStrategic or Co-development Partner · 11 July 2022GoHenry acquired French FinTech Pixpay in July 2022 to expand into continental Europe. Pixpay had an established presence in France and Spain with plans to expand into Italy and Germany, and the deal aimed to enhance financial education for children and teens across these markets. Pixpay continues under Acorns post-2023.
• nbkc BankcoreOEM/ Whitelabel/ Licensing Partnernbkc Bank (Member FDIC) issues the Acorns Early debit card under license from Mastercard International, and also provides Mighty Oak and Emergency Savings banking services to Acorns Checking account holders. Listed as the issuer for the Acorns Early card in US disclosures.
• Community Federal Savings BankcoreOEM/ Whitelabel/ Licensing PartnerCommunity Federal Savings Bank (Member FDIC) is the issuer of the Acorns Early card pursuant to license by Mastercard International. The card is also issued by nbkc Bank under Visa license. Listed in the GoHenry Inc / Acorns Early website footer disclosures.
• VisacoreOEM/ Whitelabel/ Licensing PartnerVisa is the card network that powers the Acorns Early debit card (issued by nbkc Bank, Member FDIC, pursuant to license by Visa). Acorns Early debit cards can be used anywhere Visa is accepted, including online, in stores, and at ATMs.
• Mastercard InternationalcoreOEM/ Whitelabel/ Licensing PartnerMastercard International licenses Community Federal Savings Bank to issue the Acorns Early / GoHenry card, as disclosed in the website footer (Cardholder Terms and limits apply).
• Lincoln Savings BankminorOEM/ Whitelabel/ Licensing PartnerLincoln Savings Bank (Member FDIC) issues Acorns Visa debit cards and banking services for the broader Acorns product family (Acorns Checking), referenced in the Acorns Early legal disclosures for pass-through FDIC insurance.
• London Stock ExchangeminorGTM or Marketing PartnerThe Kids Financial Education Advisory Board that GoHenry launched in October 2025 participates in the London Stock Exchange's 'Ring the Bell For Financial Literacy' awareness events, supporting GoHenry's campaign to make financial education a mandatory part of primary schooling.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Greenlight: Greenlight is a US-based kids and teens debit card and financial literacy platform offering parental controls, chore/allowance features, and an investment account — the closest US direct competitor to Acorns Early/GoHenry.
• Revolut Junior: Revolut Junior is the under-18 product from challenger bank Revolut offering a prepaid card, parental controls, and in-app pocket money — directly comparable to GoHenry's product, with Revolut's scale and pricing as a meaningful competitive threat.
• Starling Bank: Starling Bank is a UK challenger bank offering a children's/youth account with parental controls and a debit card — a direct competitor in the UK youth banking segment alongside GoHenry.
• NatWest Rooster Card: NatWest's Rooster Card is a UK prepaid debit card for under-18s with parental controls and money-management features, serving the same UK youth banking customer segment as GoHenry.
• Step: Step is a US-based teen banking platform offering a secured spending account, debit card, and credit-building features — a US-focused direct peer to Acorns Early for the older teen segment.
• Current: Current is a US challenger fintech offering teen and kids sub-accounts under its family banking product with parental controls — overlapping with Acorns Early's US offering.
• Pixpay: Pixpay is a French youth fintech offering a prepaid card and financial education app for teenagers, now a wholly-owned subsidiary of GoHenry/Acorns but operating as a separate brand in France/Spain.

Emerging players

• Copper (previously known as Copper Banking): Copper is a US teen debit card and banking platform — an emerging player with partial overlap to Acorns Early's teen segment, particularly on financial education and money management features.

Broad incumbents

• Acorns Grow Incorporated: Acorns is the parent company of GoHenry/Acorns Early and a broader incumbent in micro-investing and personal finance for adults; it bundles Acorns Early into its family subscription tier, making it both a parent and adjacent platform peer.
• Monzo: Monzo is a UK challenger bank with a growing family and youth proposition; while not a pure youth fintech, its brand and product expansion overlap with the mass-affluent family segment GoHenry targets.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/GoHenry
• YouTubeyoutube.com/@AcornsGrow
• Facebookfacebook.com/gohenry
• Instagraminstagram.com/acorns
• TikToktiktok.com/@acorns?lang=en
• LinkedInlinkedin.com/company/gohenry

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds9 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoHenry