What Good With does

Good With is a UK-based financial wellbeing software company that builds a mobile and web app for young adults experiencing money-related anxiety. The product combines Cognitive Behavioural Therapy (CBT)-based psychoeducation with Open Banking data (via a read-only TrueLayer integration on Google Cloud) and a proprietary AI-driven Readiness Score™ to deliver personalised learning pathways, bite-sized lessons, and digital journaling. Content is curated and reviewed by in-house behavioural scientists before delivery, and the company explicitly avoids generative AI for content creation.

The company's core differentiator is its scientific positioning: a Co-Founder & Chief Scientific Officer, two PhD-level behavioural scientists, and validation through a 2022 University of Plymouth study with 85 young adults. Supporting infrastructure includes a Money Dictionary, an editorial blog, and data assets combining psychometric responses with anonymised transaction patterns held on UK-based Google Cloud infrastructure.

Good With distributes exclusively via a B2B2C model, offering the app free to consumers through partnerships with UK banks and lenders — including Barclays, NatWest, TSB, and Lloyds — under FCA-regulated agency arrangements (as agent of TrueLayer, FRN 901096). Revenue is intended to flow from these institutional partnerships rather than direct consumer subscription. Founded in 2021 (incorporated as Good With Limited, registered number 12181792), the company has raised approximately $682,735 in disclosed funding alongside non-dilutive Innovate UK grants and EHE Venture Studio support, and is currently operating with a team of approximately 12 in Bude, Cornwall.

Name

Good With

Legal name

Good With Limited

Website

https://goodwith.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Good With is a UK fintech that builds a CBT-based mobile app for young adults to reduce money anxiety, combining Open Banking data with a proprietary AI Readiness Score. It distributes free to consumers via partnerships with UK banks such as Barclays, NatWest, TSB, and Lloyds.

Ownership category

akta.pro rank

Product category

Financial Wellbeing Software

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Finance Services (6199)

akta.pro primary industry

Youth / Family Wallets & Allowance Payments (FSAMAEAK)

akta.pro secondary industry

Student & Youth Banking (FSABAAAH)

Keywords

• Financial wellbeing app
• CBT-based money platform
• Open Banking insights
• AI financial coach
• Behavioural finance software

Headquarters

HQ city

Stratton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. B2B2C Partnership Model: The app is provided free to consumers through partnerships with UK banks and lenders. Financial institutions partner with Good With to offer the app to their customers as part of responsible lending practices and financial wellbeing support. Revenue is generated from these B2B partnerships rather than direct consumer subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Good With operates a financial wellbeing mobile and web application that combines Cognitive Behavioural Therapy (CBT) psychoeducation with AI-driven personalisation and Open Banking data to help users — primarily young adults aged 18–30 — reduce money anxiety, build financial confidence, and improve their relationship with money. The app generates a proprietary Readiness Score™ and delivers personalised bite-sized lessons, interactive games, and digital journaling tools, with all AI-selected content finalised by human experts. Revenue is generated from B2B partnerships with UK banks and lenders (including Barclays, TSB, NatWest, and Lloyds) that distribute the app free of charge to their customers as part of responsible lending and FCA Consumer Duty initiatives.

Product overview

Good With is a single consumer mobile and web application (currently in beta) focused on financial wellbeing for young adults. The core product consists of the Good With Mobile App, which integrates Open Banking data via TrueLayer with a CBT-based educational framework. At the centre of the experience is the Readiness Score™ — an AI-generated predictive score built from Open Banking transaction data and psychological questionnaire responses — which drives a Personalised Learning Pathway of bite-sized lessons, interactive games, and digital journaling. The app's content ecosystem is supplemented by the Good With Blog (an editorial financial wellbeing publication) and the Money Dictionary (a jargon-busting glossary). All AI-generated content is reviewed by real psychologists before delivery. The app operates in read-only mode and does not use generative AI.

Differentiator

Problem solved

Functional benefit

Products and services

• Good With Mobile App A financial wellbeing mobile app for iOS and Android (also accessible via web browser) that uses CBT-based psychoeducation, Open Banking data, and AI-driven personalisation to help users — primarily young adults — reduce money anxiety, build financial confidence, and receive a personalised Readiness Score. The app is currently in beta and is distributed free to consumers through partner banks and lenders.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, key and supporting.

• TrueLayercoreTechnology or IntegrationTrueLayer provides the regulated Account Information Service enabling Good With's Open Banking connectivity. Good With operates as an agent of TrueLayer, authorized and regulated by the FCA (Firm Reference Number: 901096) under Payment Services Regulations 2017 and Electronic Money Regulations 2011.
• University of PlymouthcoreStrategic or Co-development PartnerAcademic research partnership for product validation. In 2022, collaborated with university psychologists to conduct research study with 85 young adults validating the app's effectiveness in reducing financial anxiety and improving money confidence. Published findings demonstrating 54% of financial anxiety predicted by confidence and wellbeing factors.
• Fair 4 All FinancecoreStrategic or Co-development PartnerStrategic partner focused on financial inclusion, supporting Good With's mission to improve financial wellbeing for underserved populations including those with thin credit files or financial exclusion.
• NatWest AcceleratorkeyGTM or Marketing PartnerAccelerator program providing startup support, mentorship, and ecosystem access to help scale Good With's banking partnerships and market presence in UK financial services.
• TSB LabssupportingGTM or Marketing PartnerTSB's innovation lab program supporting fintech startups with resources and ecosystem connections to develop and launch financial technology solutions.
• Barclays / Eagle LabssupportingGTM or Marketing PartnerEagle Labs provides workspace, mentorship, and ecosystem access for fintech startups through Barclays' innovation program.
• Lloyds Banking Group (Lloyds Launch 2025)supportingGTM or Marketing PartnerLloyds Launch 2025 program supporting innovative startups in the financial services space with mentorship and ecosystem access.
• Creative Destruction LabkeyGTM or Marketing PartnerGlobal accelerator program for science-based ventures providing expert mentorship, objective-based milestones, and access to world-class scientific and business advisors to help scale ventures.
• South West Academic Health Science NetworksupportingStrategic or Co-development PartnerRegional health science network supporting innovation in healthcare and wellbeing technologies, aligning with Good With's focus on mental health and financial wellbeing.
• University of Exeter / SET Squared ExetersupportingStrategic or Co-development PartnerUniversity enterprise zone and startup incubator supporting technology ventures in the South West region, providing research collaboration and startup development resources.
• Credit Research CentresupportingStrategic or Co-development PartnerResearch partner contributing expertise in credit and financial research, supporting Good With's evidence-based approach to financial wellbeing and credit education.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Moneyhub: UK Open Banking data and personal finance management platform serving financial institutions and consumers. Directly comparable to Good With in combining bank transaction data with consumer-facing financial planning tools distributed via banks and lenders.
• Salary Finance: UK employee financial wellbeing platform offering loans, savings, and education through employer partnerships. Comparable to Good With's B2B2C wellbeing model targeting UK lenders and large institutions, with similar reliance on regulatory tailwinds around responsible lending.
• Wagestream: UK financial wellbeing service offering earned wage access and money management tools to employees via employer and bank partnerships. Comparable in B2B2C distribution through UK financial institutions and focus on financial stress reduction for working populations.
• Neyber: UK financial wellbeing provider offering loans, savings, and education through employer partnerships. Comparable to Good With in targeting financial wellbeing through institutional partnerships with regulated UK financial services providers.

Broad incumbents

• Credit Karma UK: UK consumer credit education and monitoring platform owned by Intuit. Comparable to Good With in targeting young adults with credit-building and money management education, but operates at significantly larger scale and with a credit-score-centric rather than wellbeing-centric framing.
• ClearScore: UK consumer credit education and scoring platform serving millions of users. Comparable to Good With in helping UK consumers with credit understanding and financial confidence, but at significantly larger scale and with a credit-eligibility-led rather than CBT-led approach.

Emerging players

• Cleo: AI-driven personal finance assistant targeting younger consumers with conversational money guidance. Comparable to Good With in AI-personalised financial engagement with a younger demographic, though Cleo emphasises budgeting and spending versus psychological wellbeing.
• Emma: UK Open Banking-powered money management app for consumers. Comparable to Good With in using TrueLayer-grade Open Banking rails to deliver personalised insights to UK consumers, though Emma focuses on budgeting analytics rather than CBT-based wellbeing.
• Money Wellness: UK provider of debt advice, money guidance, and financial wellbeing tools. Comparable to Good With in targeting financially stressed UK consumers through institutional and charity partnerships, with overlapping regulatory positioning around FCA Consumer Duty and vulnerable customers.

Others

• TrueLayer: UK Open Banking infrastructure provider and Good With's regulated AIS partner. Comparable not as a competitor but as an adjacent enabling technology provider whose API and regulatory authorisation underpin Good With's product functionality and FCA compliance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds3 records

Investors2 records

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

M&A

Investments

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

Frequently asked questions about Good With