Multiply
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Multiply firmographics
Firmographics- Name
- Multiply
- Legal name
- Multiply AI Limited
- Website
- https://multiply.ai
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Multiply industry classification
Industry- Product category
- WealthTech / Financial Advice Software
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Services Personalization (Banking, Investing, Insurance) (HDAAAGAH)
- akta.pro secondary industry
- Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH)
Keywords
Where Multiply is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Multiply business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform/SaaS Licensing: Multiply provides its AI-powered advice platform to financial advice firms, wealth managers, and fintechs through enterprise licensing agreements. The modular platform can be adopted fully or by individual use cases, allowing firms to scale their usage over time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise platform licensing for financial advice firms |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Multiply product offering
Product offeringCore offering
Multiply provides an AI-powered financial advice platform that automates and scales advice delivery for FCA-regulated financial advice firms, wealth managers, and fintech platforms. The platform integrates risk profiling, portfolio construction, document generation, AI agents, and client/adviser portals into a modular solution, with embeddable components such as intelliflo IQ and GraphQL APIs that allow firms to deploy AI advice capability without rip-and-replace of their existing tech stack.
Product overview
Multiply offers a modular AI-powered platform that automates the entire financial advice lifecycle. The core platform consists of the Advice Engine (the 1st FCA-authorised holistic advice engine) and Risk Engine, supplemented by Client Portal, Adviser Portal, Document Generation, and AI Agents modules. Multiply also provides APIs (GraphQL API and Direct Advice API) for partner integrations. The platform is embedded in intelliflo Office via intelliflo IQ partnership, and covers 11 core areas of financial advice including debts, emergency funds, home buying, investing, pensions, and protection. FCA-regulated firms have generated over 1,000,000 personalised recommendations using the platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Multiply Platform A modular, AI-powered financial advice platform that automates risk profiling, portfolio construction, document generation, and client/adviser workflows for FCA-regulated financial advice firms, wealth managers, and fintech platforms. Sold as a suite of modules that can be adopted individually or together.
- Advice Engine An AI-driven advice engine that automates the end-to-end advice workflow — collecting client information, generating suitability assessments, and producing recommendations — for financial advice firms and wealth managers.
- Risk Engine An AI-driven risk profiling and portfolio construction engine that assesses client risk appetite and generates suitable portfolio recommendations for financial advice firms.
- Client Portal A client-facing portal within the Multiply Platform that supports the client-side of the advice journey, including data capture, fact-find, and recommendation delivery, for use by advice firms and their end clients.
- Adviser Portal An adviser-facing portal within the Multiply Platform that gives financial advisers oversight, workflow, and tooling to manage AI-driven advice processes and client cases.
- Document Generation An AI-driven document generation product that automatically produces suitability reports and other regulated advice documentation for financial advice firms.
- AI Agents AI agents within the Multiply Platform that automate tasks across the financial advice workflow — from client fact-find through to ongoing servicing — for advice firms and wealth managers.
- intelliflo IQ An AI-powered advice capability powered by Multiply and embedded directly into the intelliflo Office adviser platform, providing intelliflo's UK advice-firm customer base with Multiply-driven automation inside their existing office software.
- Multiply GraphQL API A GraphQL API product that exposes Multiply's AI-powered advice, risk profiling, and portfolio construction capabilities for integration into third-party fintech platforms and adviser technology stacks.
- Direct Advice API
Quantifiable outcome
- Reduces annual review preparation time by up to 80%
- +5 more outcomes
Companies that use Multiply
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Multiply technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
Feature9 records
Multiply partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- intelliflocoreMultiply is the intelligence behind intelliflo IQ, chosen to power AI across intelliflo's platform. Multiply's Advice Engine is embedded directly into intelliflo Office, bringing intelligent automation and proactive advice to 30,000+ advisers and their clients. The partnership marks the beginning of a long-term collaboration to bring algorithmic tools to the intelliflo ecosystem.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Multiply competitors and assessment
Company assessmentBroad incumbents
- Envestnet: Envestnet provides a broad wealth management platform with advisor technology, portfolio management, and data analytics — competing with Multiply for enterprise contracts with large advice firms and wealth managers.
- FE fundinfo: FE fundinfo is a UK incumbent financial data and advice technology provider offering portfolio tools, data feeds, and platform services used by many of the same wealth managers and platforms that Multiply serves.
- FNZ: FNZ is a large global wealth management platform serving major financial institutions with end-to-end platform, advisory, and processing infrastructure — a broad incumbent competing for the same enterprise technology budgets as Multiply.
- Orion Advisor Technology: Orion offers a comprehensive wealth management platform with portfolio accounting, reporting, and advisor workflows — a broad incumbent in the same enterprise buyer category Multiply targets with its Advice Engine.
- SS&C Advent: SS&C Advent provides portfolio accounting, performance analytics, and advisor technology to large wealth managers globally — a broad incumbent serving many of the same enterprise financial advice firms as Multiply.
- Addepar: Addepar is a wealth management technology platform serving large advisors, family offices, and private banks with portfolio analytics and reporting — a broader incumbent targeting the same regulated wealth advice buyer as Multiply.
Direct peers
- Conquest Planning: Conquest Planning provides AI-driven financial planning software for financial advisors and institutions, with a planning engine comparable to Multiply's Advice Engine in automating the advice lifecycle for wealth management firms.
- Aveni: Aveni is a UK-based AI platform purpose-built for financial advice and compliance workflows, directly overlapping with Multiply's FCA-regulated advice automation and risk engine capabilities.
- Powder: Powder provides an AI platform for wealth managers and advisors to automate advisor workflows, client communication, and document processing — closely aligned with Multiply's advice automation and AI agents stack.
Emerging players
- Wealthify: Wealthify is a UK digital wealth/robo-advisor providing automated investment services to consumers — an emerging player in adjacent automated advice, with overlap in personalised portfolio and savings use cases Multiply supports for advice firms.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Multiply social profiles
Digital presenceMultiply compliance and trust
Trust signalCompliance2 records
Multiply financial estimates
Financial estimateRevenue estimate
Valuation estimate
Multiply leadership team
Management profileNumber of profiles
Profiles3 records
Multiply funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Multiply 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 Multiply
What does Multiply do?
Multiply provides an AI-powered financial advice platform that automates and scales advice delivery for FCA-regulated financial advice firms, wealth managers, and fintech platforms. The platform integrates risk profiling, portfolio construction, document generation, AI agents, and client/adviser portals into a modular solution, with embeddable components such as intelliflo IQ and GraphQL APIs that allow firms to deploy AI advice capability without rip-and-replace of their existing tech stack.
Is Multiply a public or private company?
Multiply is a private company. It is classified as venture growth investor backed and is currently operating.
When was Multiply founded?
Multiply was founded in 2020. It employs 11 to 50 people.
Where is Multiply based?
Multiply is headquartered in London, United Kingdom, in the Europe region.
How does Multiply make money?
One revenue line is on record: platform/SaaS Licensing.
Who are Multiply's main competitors?
Broad incumbents on record are Envestnet, FE fundinfo, FNZ, Orion Advisor Technology, SS&C Advent and Addepar. Direct peers are Conquest Planning, Aveni and Powder. Wealthify is listed as an emerging player.
Does Multiply have an API?
Yes. Multiply offers a GraphQL API and Direct Advice API (REST). The GraphQL API is stateful, storing customer data to allow incremental completion of factfinds and generating advice. It supports both queries and mutations for user management, assets, debts, policies, goals, income, risk profiles, appointments, and advice generation. The Direct Advice API is a REST API that accepts a completed customer factfind and returns advice output, suitable for partners wanting direct technical control without using Multiply's white-labelled front end. The API supports batching, sandbox testing environment, rate limits set per expected usage, and semantic versioning (current version 1.1.0). Developer documentation is at docs.multiply.ai.
What industry is Multiply in?
Multiply's product category is WealthTech / Financial Advice Software. Its primary akta.pro industry code is HDAAAGAH, Financial Services Personalization (Banking, Investing, Insurance), with a secondary code of HDAEANAH, Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs). Its NAICS code is 522 and its SIC code is 6282.