Sidekick
Sidekick Money is a London-based, FCA-authorised digital wealth management platform offering UK mass-affluent customers curated investment portfolios, multi-bank FSCS-protected savings, an ISA wrapper, private equity and Lombard lending through a single mobile app, targeting professionals holding £10K to £1M+.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Sidekick does
Sidekick Money Ltd is a London-based, FCA-authorised (FRN 984829) digital wealth management platform founded in 2022 that offers retail-eligible UK mass-affluent customers access to investment, savings, tax-wrapping and lending products traditionally associated with private banks. The platform is delivered as a single mobile-first app (iOS and Android) plus web, combining curated managed portfolios (Smart Cash, All Weather), self-directed core portfolios (Global Stocks, Global Bonds), personalised portfolios (Custom Index direct indexing of S&P 500 constituents), and advanced opportunities (Schroders Capital private equity via LTAF, Bitcoin ETN, forthcoming Thematics and VCTs). Underlying technology is assembled rather than built end-to-end: listed-asset custody sits with Interactive Brokers, the e-money wallet with Griffin Bank, savings distribution with Bondsmith (cascading deposits across HSBC, Lloyds and Santander to deliver up to £360,000 FSCS protection), open banking with TrueLayer, KYC biometrics with Entrust, credit referencing with TransUnion, and AI planning with Anthropic. A Stocks & Shares ISA wrapper and Lombard lending (portfolio-secured line of credit up to 40% LTV, 6.0% representative APR) complete the product suite.
Sidekick's business model is AuM-led: it charges 0.50% per year (inc. VAT) on managed and personalised portfolios and 0.25% on self-directed cores, billed monthly on daily average market value, with fees waived on self-directed balances under £3,000. There are no custody, FX or execution fees, and no charge to the customer for savings products — revenue from savings is earned via partner-bank spreads or fees routed through Bondsmith. Lombard lending contributes usage-based interest income, and underlying ETF fund costs, market spread and regulatory pass-throughs (UK Stamp Duty 0.5%, PTM Levy, US SEC, FINRA TAF) are passed through. Go-to-market is direct-to-consumer, content-led and self-serve, with marketing concentrated in an Academy, a weekly Market Pulse newsletter, persona-based storytelling, and earned media coverage, supported by app store distribution and no disclosed paid acquisition. The customer base is segmented into five personas (Busy professional, Family planner, Goal achiever, Sum strategist, Exited founder) targeting UK investors typically holding £10K–£1M+, and industry coverage positions Sidekick within the UK mass-affluent segment (£100K–£2M).
As of February 2026 the platform reported over £145M in AuM, ~14 named team members plus active hiring in Cardiff, and a Series A of £7.8M led by Eos Ventures and the Development Bank of Wales — bringing total funding to roughly £14.5M+ since the 2022 Octopus Ventures-led pre-seed. Distribution is exclusively UK-domestic with a European licence secured for future expansion. The company does not offer regulated financial advice; the AI planning layer is explicitly informational.
Sidekick firmographics
Firmographics- Name
- Sidekick
- Legal name
- Sidekick Money Ltd
- Website
- https://sidekickmoney.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sidekick Money is a London-based, FCA-authorised digital wealth management platform offering UK mass-affluent customers curated investment portfolios, multi-bank FSCS-protected savings, an ISA wrapper, private equity and Lombard lending through a single mobile app, targeting professionals holding £10K to £1M+.
- Ownership category
- akta.pro rank
Sidekick industry classification
Industry- Product category
- Digital Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239), Other Financial Vehicles (525990)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Investment Advice (6282)
- akta.pro primary industry
- Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)
- akta.pro secondary industries
- Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access) (FSAGAEAL), Brokerages & On/Off-Ramps (fiat rails, instant buy/sell) (FSAPADAG), Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)
Keywords
Where Sidekick is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Sidekick business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- AuM-based platform fees: Recurring percentage fees on assets under management, billed monthly on the daily average market value: 0.50% (inc VAT) for managed portfolios (Smart Cash, All Weather) and personalised portfolios (Custom Index); 0.25% for self-directed core investments (Global Stocks, Global Bonds). No Membership Fee. Fees waived for self-directed account balances under £3,000.
- Savings product economics (third-party bank spread and partner fees): No fee charged to the customer for savings. Revenue is earned either via a fee from the third-party bank where money is deposited or by retaining the spread between the rate received from the bank and the rate paid to the customer. Partner banks include OakNorth (Easy Access), Hampshire Trust Bank (Fixed Term), and HSBC/Lloyds/Santander (Multi Shield via Bondsmith).
- Lombard lending interest income: Interest charged on Portfolio Line of Credit loans secured against investment portfolios. Representative 6.0% APR fixed (on £10,000 over 24 months), with a maximum APR of 8.0%; loan range £1,000–£60,000 over 6–30 months.
- ETF and underlying fund cost pass-through: Customer portfolios also bear underlying ETF fund fees, market spread (~0.10% estimated), and government/regulatory pass-throughs (UK Stamp Duty 0.5%, UK PTM Levy £1 on trades >£10k, US SEC fee, FINRA TAF fee), which Sidekick passes through rather than retaining directly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Managed portfolios (Smart Cash, All Weather): 0.50% AuM p.a. (inc VAT) + ~0.10% portfolio expenses |
| Subscription | Monthly | Self-directed core investments (Global Stocks, Global Bonds): 0.25% AuM p.a. |
| Subscription | Monthly | Personalised investments including Custom Index: 0.50% AuM p.a. (covers rebalancing) |
| Other | Pay-as-you-go | Multi Shield savings: 3.23% AER variable + 1% Sidekick bonus (first 6 months on up to £120,000), up to 4.23% AER; £10,000 minimum |
| Other | Pay-as-you-go | Easy Access savings (OakNorth): 3.61% AER variable + 0.56% Sidekick bonus (12 months on first £60,000), up to 4.17% AER |
| Other | Pay-as-you-go | Fixed Term savings (Hampshire Trust Bank): 4.22% AER (12 months) or 4.19% AER (24 months) |
| Other | Annual | Stocks & Shares ISA wrapper: no additional wrapper fees; no platform fees for the first 6 months (T&Cs apply) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Sidekick product offering
Product offeringCore offering
Sidekick operates a single FCA-regulated digital wealth management platform that combines curated ETF investment portfolios (Smart Cash, All Weather, Global Stocks, Global Bonds, Custom Index), savings products with FSCS protection (Multi Shield cascading across HSBC, Lloyds and Santander, Easy Access, Fixed Term), a Stocks & Shares ISA wrapper, and portfolio-secured Lombard lending. The product is delivered via iOS and Android apps and a website to UK individual investors, with assets custodied at Interactive Brokers and savings distributed via Bondsmith to FCA-authorised partner banks.
Product overview
Sidekick operates a single unified digital wealth management platform that combines curated investment portfolios, savings products, a tax-efficient ISA wrapper, borrowing services and access to private markets under one FCA-authorised app. The investment suite spans Managed Investments (Smart Cash, All Weather) and Self-Directed Core portfolios (Global Stocks, Global Bonds), with a Personalised Investments module offering Custom Index and forthcoming Thematic portfolios. An Advanced Opportunities module provides Private Equity (via Schroders Capital), Bitcoin ETN exposure and forthcoming VCTs. The Savings module delivers three FSCS-protected products—Multi Shield (cascaded across HSBC, Lloyds and Santander), Easy Access (OakNorth Bank) and Fixed Term (Hampshire Trust Bank)—all routed through the Bondsmith savings platform. A Stocks & Shares ISA wrapper can hold Global Stocks and Global Bonds with a £20,000 annual allowance, and a Lombard Lending Borrowing service provides a portfolio-secured line of credit. Sidekick does not offer regulated financial advice; an AI-powered financial planning layer powered by Anthropic is being introduced.
Differentiator
Problem solved
Functional benefit
Products and services
- Smart Cash Low-risk money-market portfolio diversified across money market funds and overnight rate-tracking ETFs (including BlackRock-managed funds), automatically rebalanced and reinvested for compounding, with next-day access. Targets higher returns than traditional savings accounts for individual investors seeking low-risk short-duration yield.
- All Weather Multi-asset managed portfolio inspired by Harry Browne's Permanent Portfolio, allocating across stocks, bonds, cash and gold to remain resilient across prosperity, deflation, recession and inflation regimes. Rebalanced in-house and aimed at long-term growth-oriented individual investors.
- Global Stocks Low-cost self-directed ETF portfolio tracking the MSCI World Index across 23 developed-market countries via the SPDR MSCI World UCITS ETF. Provides diversified global equity exposure, capital growth and reinvested dividends for individual investors seeking long-term market returns.
- Global Bonds Self-directed ETF portfolio providing exposure to global investment-grade government and corporate bonds via the Vanguard Global Aggregate Bond UCITS ETF. Designed to balance stock portfolio volatility and provide potential upside when interest rates fall.
- Custom Index Personalised S&P 500 portfolio providing direct ownership of US stocks with rules-based personalisation to exclude specific companies (e.g., Meta, Tesla, Nvidia), sectors (nine industries) or value-based categories (e.g., polluters, animal testing, sin stocks). Rebalanced monthly and aimed at individual investors who want direct-indexing customisation.
- Private Equity Access to institutional-grade private equity funds in innovative small and mid-sized businesses via a Long-Term Asset Fund (LTAF) structure, delivered in partnership with Schroders Capital. Available only to eligible sophisticated and high-net-worth individual investors; high risk, long lock-up periods.
- Bitcoin ETN Listed exchange-traded note (e.g., iShares Bitcoin ETP) providing Bitcoin price exposure without the need to self-custody wallets or private keys. Available only to eligible sophisticated and high-net-worth individual investors; cannot currently be held within a Sidekick ISA.
- Multi Shield Savings Easy-access savings account that cascades deposits across three UK-regulated partner banks (HSBC, Lloyds, Santander) via Bondsmith to provide up to £360,000 of FSCS protection, with a 1% bonus for six months on the first £120,000 and unlimited next-working-day withdrawals; £10,000 minimum deposit.
- Easy Access Savings High-yield easy-access savings account provided by OakNorth Bank via Bondsmith, with daily interest accrual, monthly bonus payments and FSCS protection up to £120,000. Representative variable rate 3.61% AER with up to a 0.56% bonus for 12 months on the first £60,000.
- Fixed Term Savings Fixed-rate savings accounts at 12 months (4.22% AER) and 24 months (4.19% AER) provided by Hampshire Trust Bank via Bondsmith, with interest paid at the end of term and FSCS protection up to £120,000. No early withdrawals permitted.
- Stocks & Shares ISA Tax-efficient ISA wrapper that can hold Global Stocks and Global Bonds investments with a £20,000 annual allowance, no additional platform fees for the first six months (terms apply), full ISA tax treatment on gains, dividends and interest, and seamless tracking of remaining allowance.
- Borrowing (Lombard Lending) Portfolio-secured line of credit allowing customers to borrow up to 40% of their Sidekick investment portfolio value (LTV capped at 40%). Loans cannot be used for investment purposes; representative 6.0% APR fixed, 8.0% maximum APR, with loans from £1,000 to £60,000 over 6–30 months.
Quantifiable outcome
- Over £145 million in total platform assets under management at Series A announcement
- +7 more outcomes
Companies that use Sidekick
Customer profileSegments6 records
Ideal customer profiles6 records
Sidekick technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability5 records
Feature7 records
Sidekick partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship (custody and execution backbone), flagship (wallet provider), core (ai feature provider), core (identity verification), core (open banking payments), core (underlying fund manager for smart cash), flagship (private equity manager for retail eligible investors), flagship (savings distribution platform), core (easy access savings partner), core (fixed term savings partner), core (multi shield partner bank, first £120k), core (multi shield partner bank, second £120k), core (multi shield partner bank, third £120k), core (operational hub) and core (nominee for private market investments).
- Interactive Brokers (IBKR)flagship (custody and execution backbone)Global broker acting as custodian for Sidekick's core investment portfolios. Customers open and hold accounts in their own name with Interactive Brokers, which holds listed investments and cash and is authorised and regulated by the FCA. Sidekick facilitates portfolio management and dealing on top.
- Griffin Bankflagship (wallet provider)Provides the Sidekick Wallet. Griffin is authorised by the PRA and regulated by the PRA and FCA (firm reference number 970920). Eligible deposits up to £120,000 per depositor are covered by the FSCS.
- Anthropiccore (ai feature provider)Powers Sidekick's AI features as a data processor. Personally identifying data is removed before being shared and Anthropic does not train its models on customer data; processing in the US is protected by Standard Contractual Clauses.
- Entrustcore (identity verification)Provides facial-recognition-based identity verification during onboarding, processing biometric (special category) data on the basis of explicit consent and legitimate interests under UK GDPR Article 9.
- TrueLayercore (open banking payments)Facilitates open banking payments to and from Sidekick accounts. Customer data is processed under contract performance with TrueLayer acting as a third-party processor.
- BlackRockcore (underlying fund manager for smart cash)Smart Cash is managed by Sidekick using funds from top-tier managers including BlackRock. Sidekick actively monitors and rebalances the allocation to target yield, liquidity and risk.
- Schroders Capitalflagship (private equity manager for retail eligible investors)Sidekick's private equity offering is built in partnership with Schroders Capital, bringing institutional-quality private market funds to eligible sophisticated and high-net-worth investors on the platform.
- Bondsmithflagship (savings distribution platform)Multi Shield, Easy Access and Fixed Term savings accounts are delivered through savings platform Bondsmith, which allocates deposits across multiple UK-regulated banks to maximise FSCS protection and yield.
- OakNorth Bankcore (easy access savings partner)Provides Sidekick's Easy Access savings product (3.61% AER variable, plus 0.56% Sidekick bonus on first £60,000 for 12 months, up to 4.17% AER). OakNorth is authorised by the PRA and regulated by the FCA and PRA; deposits protected up to £120,000 FSCS.
- Hampshire Trust Bankcore (fixed term savings partner)Provides Sidekick's Fixed Term savings accounts (4.22% AER over 12 months, 4.19% AER over 24 months). Authorised by the PRA, regulated by the FCA and PRA; deposits protected up to £120,000 FSCS.
- HSBC Bank Plccore (multi shield partner bank, first £120k)First of three UK-regulated partner banks in the Multi Shield cascade (HSBC, Lloyds, Santander); the first £120,000 of a Multi Shield deposit is allocated to HSBC.
- Lloyds Bank plccore (multi shield partner bank, second £120k)Second of three UK-regulated partner banks in the Multi Shield cascade; the second £120,000 of a Multi Shield deposit is allocated to Lloyds.
- Santander Financial Services Plccore (multi shield partner bank, third £120k)Third of three UK-regulated partner banks in the Multi Shield cascade; the third £120,000 of a Multi Shield deposit is allocated to Santander. Combined, the cascade delivers up to £360,000 of FSCS protection.
- Tramshed Techcore (operational hub)Cardiff operational hub is based at Tramshed Tech. The Series A funding (Feb 2026) is being used to expand the team across customer service, compliance and operations at this Welsh site.
- Thompson Tarazcore (nominee for private market investments)Holds Sidekick customers' private market investments via a nominee arrangement, with the customer as beneficial owner, in accordance with the nominee terms, the underlying fund documentation and applicable law.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Sidekick competitors and assessment
Company assessmentDirect peers
- Nutmeg: UK digital wealth manager (owned by Jupiter Fund Management) offering curated multi-asset portfolios, ISAs and general investment accounts with low minimums. Directly comparable to Sidekick's managed and self-directed investment propositions targeting UK retail investors.
- Wealthify: Aviva-backed UK digital wealth manager offering themed and ethical investment plans, ISAs and pensions. Comparable to Sidekick on product shape (curated portfolios + ISA) and target customer (UK retail/mass-affluent), though smaller and less differentiated on private-bank-style tools.
- Moneybox: UK consumer fintech combining investing (stocks & shares ISA, general investment account, pension), savings and home-buying tools in a single app. Highly comparable GTM (DTC, content-led, mobile-first) and overlapping product set with Sidekick.
- InvestEngine: UK FCA-regulated investment platform offering self-directed ETF portfolios and managed portfolios with low fees. Sidekick's Operations Manager Amy Heath previously worked at InvestEngine, and the proposition (curated ETF portfolios at low AuM-based fees) is closely aligned.
Broad incumbents
- Interactive Investor: One of the UK's largest flat-fee retail investment platforms, offering ISAs, SIPPs, GIAs and a wide fund/ETF marketplace. A broader incumbent with overlapping UK retail investing customers but a fundamentally different (flat-fee) pricing model.
- Hargreaves Lansdown: The UK's largest direct-to-consumer investment platform, offering ISAs, SIPPs, funds, shares and research. A broad incumbent with substantially more AUM and brand reach than Sidekick, competing for the same UK mass-affluent segment but with a much wider product set.
- AJ Bell: UK-listed investment platform offering ISAs, SIPPs and dealing accounts across funds, shares and ETFs. A broad incumbent with overlapping UK retail investment customers and significantly larger scale than Sidekick.
- Bestinvest: UK online investment platform (owned by Evelyn Partners) offering ISAs, SIPPs and managed portfolios. Overlaps with Sidekick on managed portfolios and ISA, but with a longer heritage and broader adviser-style proposition.
Emerging players
- Scalable Capital: European digital wealth manager offering self-directed broker and managed ETF portfolios across Germany, UK and other markets. Comparable business model and product shape, and a relevant peer given Sidekick's stated European expansion plans.
- Wealthsimple: Canadian digital wealth manager offering managed portfolios, self-directed trading, savings and tax-advantaged accounts (RRSP/TFSA). Comparable business model (AuM-fee managed portfolios + self-directed + savings) but operating in North America rather than the UK/EU.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Sidekick social profiles
Digital presenceSidekick compliance and trust
Trust signalCompliance2 records
Sidekick financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sidekick leadership team
Management profileNumber of profiles
Profiles14 records
Sidekick funding detail
Funding detailFunding overview
Funding rounds4 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sidekick M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sidekick
What does Sidekick do?
Sidekick operates a single FCA-regulated digital wealth management platform that combines curated ETF investment portfolios (Smart Cash, All Weather, Global Stocks, Global Bonds, Custom Index), savings products with FSCS protection (Multi Shield cascading across HSBC, Lloyds and Santander, Easy Access, Fixed Term), a Stocks & Shares ISA wrapper, and portfolio-secured Lombard lending. The product is delivered via iOS and Android apps and a website to UK individual investors, with assets custodied at Interactive Brokers and savings distributed via Bondsmith to FCA-authorised partner banks.
Is Sidekick a public or private company?
Sidekick is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sidekick founded?
Sidekick was founded in 2022. It employs 11 to 50 people.
Where is Sidekick based?
Sidekick is headquartered in London, United Kingdom, in the Europe region.
How does Sidekick make money?
Four revenue lines are on record. AuM-based platform fees are the primary driver. The others are savings product economics (third-party bank spread and partner fees), lombard lending interest income and ETF and underlying fund cost pass-through.
Who are Sidekick's main competitors?
Direct peers on record are Nutmeg, Wealthify, Moneybox and InvestEngine. Broad incumbents are Interactive Investor, Hargreaves Lansdown, AJ Bell and Bestinvest. Emerging players are Scalable Capital and Wealthsimple.
Does Sidekick have an API?
No public API is recorded for Sidekick.
What industry is Sidekick in?
Sidekick's product category is Digital Wealth Management. Its primary akta.pro industry code is FSAGAEAC, Digital Brokerage & Self-Directed Investing Platforms, with a secondary code of FSAGAEAL, Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access). Its NAICS code is 523940 and its SIC code is 6211.