What Belong does

Belong (legal entity Avione Saving & Investment Ltd) is a UK-based, mobile-first wealth-building platform founded in 2021 by Avion Gray and Samantha Rosenberg and headquartered in London with an operational address in Canterbury. The company targets millennials and other young investors with excess cash savings and a long-term horizon, offering a stocks-and-shares ISA and a General Investment Account that can be opened in under five minutes through the iOS app with a £500 minimum investment. The platform's underlying technology is a self-serve mobile onboarding flow combined with a Future Wealth Simulator that lets users model returns under different initial-investment and Boost-loan scenarios. Belong's two proprietary features are the Boost Loan — a low-interest leveraged credit product that allows users to amplify investment exposure — and the Future Wealth Simulator, which together differentiate the platform from conventional robo-advisors and stock-picking apps.

Belong's business model is a hybrid of recurring subscription and asset-based platform fees, plus interest income on Boost loans. As of 29 January 2025, accounts are charged a £1.99 monthly subscription plus a 0.79% annual platform fee (billed monthly), of which 0.1 percentage points is paid out to servicing partners; fund management fees are levied separately by underlying fund managers. The company funds itself through a £2.95 million pre-seed round (March 2024, reported as the largest pre-seed ever raised by female founders in Europe) with a subsequent ~$605K injection in February 2025, and operates within an FCA-regulated wrapper via appointed representatives RiskSave Technologies (investment activity) and Creative Finance Corp (credit activity), with Quai Investment Services as custodian providing FSCS protection up to £85,000. Distribution is currently limited to the UK iOS App Store, and marketing relies primarily on earned media in outlets including Financial Times, TechRound, EU-Startups, CITY A.M., and Yahoo Finance.

Name

Belong

Legal name

Avione Saving & Investment Ltd

Website

https://be-long.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Belong is a UK mobile-first wealth-building platform that lets millennials open an ISA or General Investment Account in under five minutes, invest in diversified funds, and optionally amplify exposure through a proprietary low-interest Boost loan, charging a £1.99 monthly subscription plus a 0.79% annual platform fee.

Ownership category

akta.pro rank

Product category

Wealth Management / Retail Investment Platform

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)

akta.pro secondary industry

Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

Keywords

• Wealth building platform
• Investment accounts
• Stocks and shares ISA
• Leveraged investing
• Personal finance app

Headquarters

HQ city

Canterbury

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription Fees: Monthly subscription of £1.99 plus a yearly platform fee of 0.79% of investment value, billed monthly. Additionally, 0.1% of the platform fee is paid out to partners for servicing.
2. Boost Loan Interest: Interest earned on Boost loans extended to customers. Associated fees are presented clearly before application and outlined in loan agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Belong provides a mobile-first wealth-building platform offering stocks and shares ISAs and General Investment Accounts with a £500 minimum investment that users can open in under 5 minutes. The platform exposes users to diversified fund investments with a long-term compounding philosophy and includes an optional Boost Loan for leveraged investing and a Future Wealth Simulator for projecting growth scenarios.

Product overview

Belong is a unified wealth-building platform targeting millennials and young long-term investors. The core product consists of a stocks and shares ISA or General Investment Account (minimum £500), which users can open in under 5 minutes. The platform offers a unique Boost loan add-on that enables leveraged investing to amplify potential returns, and a Future Wealth Simulator tool to model projected growth scenarios. The platform emphasizes long-term holding, diversification, and the power of compounding as core investment principles. Belong charges £1.99/month plus 0.79% annual platform fee.

Differentiator

Problem solved

Functional benefit

Products and services

• Belong ISA / General Investment Account A stocks and shares ISA or General Investment Account available to UK individual investors via the Belong iOS app, enabling diversified long-term investing with a £500 minimum investment and account opening in under five minutes.
• Boost Loan An optional low-interest leveraged loan that eligible Belong customers can add to their investment account to potentially amplify returns, with associated fees presented before application and outlined in loan agreements.

Quantifiable outcome

• ISA or General Investment Account can be opened in less than 5 minutes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• RiskSave Technologies LtdcoreOthersFCA regulated firm (FRN 775330) acting as Belong's appointed representative for all regulated investment activity.
• Creative Finance Corp LtdcoreOthersFCA regulated firm (FRN 702435) acting as Belong's appointed representative for all regulated credit activity, including Boost loans.
• Quai Investment Services LtdcoreOthersCustodian providing FSCS protection up to £85,000 for customer assets through the Financial Services Compensation Scheme.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moneybox: UK mobile-first investing, savings and pension app targeting young investors with ISA, GIA and SIPP wrappers. Closely comparable in product offering, target customer (millennials) and self-serve mobile onboarding.
• Freetrade: UK self-directed investing platform offering ISA, GIA and SIPP via a mobile app with low/zero-commission trading. Direct competitor in the same UK retail self-directed ISA/GIA category.
• Trading 212: UK-based commission-free self-directed investing app offering ISA and GIA with mobile-first UX. Direct competitor for millennial retail investors, with significantly larger scale.
• Nutmeg: UK digital wealth management platform offering ISAs and GIAs via diversified portfolios with robo-advisory style asset allocation. Comparable in product wrapper and target UK retail audience.
• Wealthify: UK digital investment platform offering ISA, GIA and Junior ISA with diversified portfolios and low minimums. Comparable in passive diversified investing focus and UK retail audience.
• Plum: UK mobile app combining savings, budgeting and investing (including ISA) targeting younger users. Closely comparable in mobile-first PLG approach and millennial customer base.
• Chip: UK savings and investing app with ISA offerings targeting young retail users. Comparable in mobile-first self-serve investing for mass-affluent UK millennials.

Broad incumbents

• Hargreaves Lansdown: Largest UK direct-to-consumer investment platform with broad ISA/SIPP/GIA offerings and established brand. Incumbent competitor in the same ISA/GIA category but at far greater scale.

Regional players

• Wealthsimple: Canadian digital wealth platform offering self-directed and managed investing to younger retail customers. Comparable in mobile-first millennial targeting and passive diversified investing philosophy, but operates in North America.
• Robinhood: US self-directed investing app popular with younger retail investors and a benchmark for mobile-first, low-fee retail investing. Similar target demographic and PLG ethos, but US-focused.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors6 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 Belong