Timeline
Timeline is a UK fintech that provides independent financial advisers with an integrated ecosystem of planning software, evidence-based model portfolios, and a digital platform for custody, onboarding, and client servicing, unified by its Pennee AI assistant.
- Company typePrivate
- Founded2018
- HeadquartersBasildon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Timeline does
Timeline is a UK-based fintech founded in 2018 that builds an integrated ecosystem for independent financial advisers (IFAs) and financial planning firms, combining financial planning software, evidence-based model portfolios and multi-asset funds, and a platform for digital onboarding, order handling, and custody. Its core product surface spans Timeline Planning (factfind, risk profiling, cashflow modelling stress-tested against 100+ years of market data, IHT planning, customisable reporting), Timeline Portfolios and a Multi-Asset Fund Range (low-cost, globally diversified evidence-based investments following Nobel Prize-winning principles), the Timeline Platform (digital LOAs, KYC/AML, account management, custody, client portal with secure messaging), and Pennee, an AI assistant embedded across the ecosystem. The company operates through two wholly-owned UK subsidiaries: Timeline Portfolios Limited (FCA authorised, FRN: 840807) for investment and platform services, and Timelineapp Tech Limited for planning software. The go-to-market is sales-led, targeting UK IFAs through regional representatives, demo-led conversion, an Adviser Success Team, the Timeline Edge webinar series, and the Adviser 3.0 community/podcast, following a B2B2C model where advisers serve end clients through the platform.
Timeline makes money through recurring subscription and AUM-linked fees: software subscriptions for planning tools, management and platform fees on model portfolios and multi-asset funds, and platform/custody fees on order handling and assets held. Pricing is not publicly disclosed. To date, the company has raised approximately £16 million in venture funding across a Series A in April 2022 (led by MTech Capital, with FNZ participating) and a Series B in September 2023 (led by BlackFin Capital Partners, with MTech Capital participating), reaching £3 billion in AUM by the Series B milestone. Headcount sits in the 11-50 range with a stated goal to roughly double by end-2023 following the Series B.
Timeline firmographics
Firmographics- Name
- Timeline
- Legal name
- Timeline Holdings Ltd.
- Website
- https://timelineapp.co
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Timeline is a UK fintech that provides independent financial advisers with an integrated ecosystem of planning software, evidence-based model portfolios, and a digital platform for custody, onboarding, and client servicing, unified by its Pennee AI assistant.
- Ownership category
- akta.pro rank
Timeline industry classification
Industry- Product category
- Wealth Management Technology
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Budgeting & Cash-Flow Management (FSAGADAA), Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI)
Keywords
Where Timeline is headquartered
LocationHeadquarters
- HQ city
- Basildon
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Timeline business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Planning Software Subscription: Subscription-based access to planning software including cashflow modelling, factfind, risk profiling, and IHT planning tools.
- Investment Management (MPS & Multi-Asset Funds): Low-cost model portfolio service and multi-asset fund range with evidence-based investing approach following Nobel Prize-winning principles.
- Platform Services (Custody & Order Handling): Platform technology for order handling and custody, digital onboarding including LOAs, KYC and AML.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Timeline product offering
Product offeringCore offering
Timeline provides a fully integrated fintech ecosystem for UK independent financial advisers, combining financial planning software (cashflow modelling, factfind, risk profiling, IHT planning), evidence-based model portfolios and multi-asset funds, and a wealth platform for order handling, custody, KYC/AML onboarding, and a client portal. The offering is unified by Pennee, an AI assistant that automates adviser workflows across planning, investing, and platform services.
Product overview
Timeline is a fully-integrated fintech ecosystem for financial advisers in the UK, combining three core components: Timeline Planning (planning software with cashflow modelling, factfind, risk profiling, IHT planning, and customisable reporting), Timeline Portfolios/Multi-Asset Funds (evidence-based model portfolios and globally diversified multi-asset funds following Nobel Prize-winning principles), and the Timeline Platform (digital onboarding, KYC/AML, order handling, custody, and client portal). The ecosystem is unified under Pennee, an AI assistant that helps advisers supercharge their practice, allowing advisers to use all components or individual modules as needed.
Differentiator
Problem solved
Functional benefit
Brands
- Pennee: AI assistant that helps financial advisers supercharge their advice practice, integrated into Timeline's unified ecosystem for planning, investing, and platform services.
Products and services
- Timeline Planning
Quantifiable outcome
- Improved investment performance across client base
- +1 more outcomes
Companies that use Timeline
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles1 record
Timeline technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature12 records
Timeline partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Timeline competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Timeline social profiles
Digital presenceTimeline compliance and trust
Trust signalCompliance1 record
Timeline financial estimates
Financial estimateRevenue estimate
Valuation estimate
Timeline leadership team
Management profileNumber of profiles
Profiles1 record
Timeline subsidiaries and ownership
Company hierarchySubsidiaries2 records
Timeline funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Timeline 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 Timeline
What does Timeline do?
Timeline provides a fully integrated fintech ecosystem for UK independent financial advisers, combining financial planning software (cashflow modelling, factfind, risk profiling, IHT planning), evidence-based model portfolios and multi-asset funds, and a wealth platform for order handling, custody, KYC/AML onboarding, and a client portal. The offering is unified by Pennee, an AI assistant that automates adviser workflows across planning, investing, and platform services.
Is Timeline a public or private company?
Timeline is a private company. It is classified as venture growth investor backed and is currently operating.
When was Timeline founded?
Timeline was founded in 2018. It employs 11 to 50 people.
Where is Timeline based?
Timeline is headquartered in Basildon, United Kingdom, in the Europe region.
How does Timeline make money?
Three revenue lines are on record. Planning Software Subscription is the primary driver. The others are investment Management (MPS & Multi-Asset Funds) and platform Services (Custody & Order Handling).
Does Timeline have an API?
No public API is recorded for Timeline.
What industry is Timeline in?
Timeline's product category is Wealth Management Technology. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAGADAA, Budgeting & Cash-Flow Management. Its NAICS code is 523940 and its SIC code is 6282.