Incredible
Incredible is a London-based, FCA-authorised consumer fintech whose mobile app acts as an AI-powered credit co-pilot, helping UK consumers manage credit card debt and pay any UK bill via credit card to earn rewards, monetised through transaction fees and subscriptions.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Incredible does
Incredible Technologies LTD is a London-based, FCA-authorised (FRN 901096) consumer fintech operating a mobile app marketed as an "AI Credit Co-pilot" that helps UK consumers manage existing credit card debt without taking a new loan or affecting their credit report. The core product connects to users' UK credit cards via TrueLayer's regulated Account Information Service, parses transaction data, and surfaces repayment strategies and payment schedules, while the recently launched Bill Pay module extends the app by letting users pay any UK bill (rent, utilities, council tax) with a credit card for a transaction fee starting at 1.99%, even where billers do not accept cards directly. Under the hood, the platform is built on third-party regulated infrastructure: TrueLayer for account aggregation, Modulr for e-money issuance, KYC/AML screening and Direct Debit management, and Moneyhub for additional payment processing capacity. Incredible's stated role is operational data structuring rather than solely-automated decisioning, and all account or payment decisions involve human review.
The company monetises through two streams: per-transaction fees on Bill Pay payments (with optional monthly or annual subscriptions that reduce the per-payment fee) and premium subscription tiers. Customer acquisition is product-led and self-serve, relying on the app stores, a waitlist-based website, organic content (blog, Twitter/X, LinkedIn), and word-of-mouth, with no evidence of paid acquisition or an enterprise sales motion. Distribution is exclusively UK-domestic: non-UK residents and non-UK-issued cards are not supported.
Incredible is at an early commercial stage. Founded in 2022 with 1-10 employees, it has raised approximately $1.12M to date across a Techstars round in October 2023 and a $1M pre-seed in May 2024, with no disclosed revenue, ARR, GMV, or active user count. The company competes in a crowded UK consumer credit-management market against incumbents and well-funded fintechs, with its regulatory authorisation and bill-pay-via-credit-card mechanic as the most concrete points of differentiation.
Incredible firmographics
Firmographics- Name
- Incredible
- Legal name
- Incredible Technologies LTD
- Website
- https://getincredible.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Incredible is a London-based, FCA-authorised consumer fintech whose mobile app acts as an AI-powered credit co-pilot, helping UK consumers manage credit card debt and pay any UK bill via credit card to earn rewards, monetised through transaction fees and subscriptions.
- Ownership category
- akta.pro rank
Incredible industry classification
Industry- Product category
- Consumer Personal Finance Software
- NAICS
- Activities Related to Credit Intermediation (5223), Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Credit Intermediation and Related Activities (522)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Bank Bill Pay (Consumer & Small Business) (FSAMAJAC)
- akta.pro secondary industries
- A2A Bill Pay & eInvoicing (Open Banking Enabled) (FSAMAFAL), A2A Checkout & Merchant Acceptance Solutions (FSAMAFAF), Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)
Keywords
Where Incredible is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Incredible business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Transaction Fees (Bill Pay): Incredible charges a transaction fee on each bill payment processed through the platform. The fee starts from 1.99% of the transaction amount. Transaction fees are non-refundable once a payment is processed, except in cases of error attributable to Incredible or provider outages.
- Subscription Plans (Bill Pay): Monthly and annual subscription plans offering reduced transaction fees while active. Monthly plans are billed monthly in advance; annual plans are billed annually in advance. Subscriptions auto-renew at the end of each billing cycle. Non-refundable and non-prorated except where required by law.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Pay-As-You-Go |
| Subscription | Monthly | Monthly Subscription Plan |
| Subscription | Annual | Annual Subscription Plan |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Incredible product offering
Product offeringCore offering
Incredible operates an FCA-authorised mobile app that aggregates users' UK credit card accounts and uses AI to structure account data and recommend optimised repayment strategies, helping consumers pay off existing credit card debt faster without taking a new loan. Its Bill Pay feature processes credit-card-funded bank transfers to virtually any UK biller, enabling users to earn rewards on rent, utilities, and council tax payments that otherwise earn zero rewards via direct debit.
Product overview
Incredible is a single mobile application with an integrated module architecture. The core product is the Incredible App - an AI-powered credit co-pilot that helps users manage and pay off credit card debt faster by connecting to accounts and optimizing repayment strategies. The Bill Pay module extends the app's functionality by enabling users to pay any UK bill (rent, utilities, council tax, etc.) with their credit card to earn rewards, providing cash flow flexibility through interest-free periods.
Differentiator
Problem solved
Functional benefit
Products and services
- Incredible App (AI Credit Co-pilot) AI-powered mobile application that connects to users' UK credit card accounts via TrueLayer, structures financial data, and recommends optimised repayment strategies so consumers can pay off existing credit card debt faster without taking out a new loan. Onboarding does not appear on the user's credit report and the service is FCA-authorised.
- Bill Pay Module within the Incredible App that processes credit-card-funded bank transfers to virtually any UK biller, enabling users to earn credit card rewards (points, cashback, miles) on regular bills such as rent, utilities, and council tax that would otherwise earn zero rewards when paid by direct debit. Supports payments from £100 to £5,000 with transaction fees starting from 1.99%.
Quantifiable outcome
- Helped customers pay off debt 10 years faster
- +2 more outcomes
Companies that use Incredible
Customer profileSegments2 records
Ideal customer profiles1 record
Incredible technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature3 records
Incredible partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- TrueLayercoreTrueLayer provides the regulated Account Information Service that enables Incredible to aggregate and read financial data from users' connected credit card accounts. Incredible acts as an agent of TrueLayer for this regulated service. TrueLayer is a critical infrastructure partner for the core debt management and bill pay products.
- ModulrcoreModulr serves as the e-money provider and handles Direct Debit management for Incredible. It also provides KYC (Know Your Customer) and identity verification services. Modulr is a critical infrastructure partner for payment processing, e-wallet services, and regulatory compliance (KYC/AML screening).
- MoneyhubcoreMoneyhub is referenced in the Bill Pay Terms of Service as one of the regulated third parties Incredible partners with to enable certain regulated activities such as account information services and payment processing, alongside TrueLayer.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Incredible competitors and assessment
Company assessmentDirect peers
- Cleo: Cleo is an AI-powered personal finance app that helps users budget, save, and manage spending, with credit-building features. Closest direct peer because it combines AI-driven financial insights with consumer credit/debt management for UK and US users, mirroring Incredible's AI co-pilot positioning.
- Snoop: Snoop is a UK personal finance app that uses open banking to track spending, manage bills, and offer money-saving recommendations. Highly comparable to Incredible because it serves UK consumers via open banking and competes on the same AI-driven financial insight and bill optimisation surface.
- Emma (by Emma Technologies): Emma is a UK budgeting and bill-tracking app built on open banking that helps users manage subscriptions, bills, and spending. Direct peer because it targets the same UK consumer fintech segment with open banking-powered spend visibility and bill management.
- Plum: Plum is a UK consumer fintech that automates saving, budgeting, and investing via open banking connections. Direct peer in UK consumer fintech with AI-driven automation, though Plum focuses more on saving/investing rather than credit-card debt optimisation.
- Chip: Chip is a UK automated savings app using open banking to help users save and manage finances. Comparable to Incredible as a UK consumer fintech leveraging open banking and AI automation for personal financial management.
- Prism Money: Prism is a bill pay and personal finance management app that lets users pay bills, track balances, and manage finances in one place. Directly comparable to Incredible's Bill Pay product which pays bills via card/bank and tracks account balances.
Emerging players
- Moneyhub: Moneyhub is a UK open banking data and payments platform that powers aggregation and payment initiation. It is both a partner of Incredible and an emerging competitor in the same regulated open banking bill pay and account information space.
- TrueLayer: TrueLayer is a UK open banking API platform providing account information and payment initiation services. It is currently a critical infrastructure partner for Incredible, but its broader platform could enable competing consumer bill-pay or debt-management products.
Broad incumbents
- Monzo: Monzo is a major UK neobank offering current accounts with built-in bill pay, spending categorisation, and savings pots. Comparable as a UK consumer finance incumbent whose app overlaps with Incredible's spend and bill management use cases, though not credit-card debt automation.
- Starling Bank: Starling Bank is a UK challenger bank with built-in bill pay, scheduled payments, spending insights, and credit card management within its banking app. Comparable broad incumbent in the UK consumer banking space whose embedded features compete with Incredible's value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Incredible social profiles
Digital presenceIncredible compliance and trust
Trust signalCompliance2 records
Incredible financial estimates
Financial estimateRevenue estimate
Valuation estimate
Incredible leadership team
Management profileNumber of profiles
Incredible funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Incredible 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 Incredible
What does Incredible do?
Incredible operates an FCA-authorised mobile app that aggregates users' UK credit card accounts and uses AI to structure account data and recommend optimised repayment strategies, helping consumers pay off existing credit card debt faster without taking a new loan. Its Bill Pay feature processes credit-card-funded bank transfers to virtually any UK biller, enabling users to earn rewards on rent, utilities, and council tax payments that otherwise earn zero rewards via direct debit.
Is Incredible a public or private company?
Incredible is a private company. It is classified as venture growth investor backed and is currently operating.
When was Incredible founded?
Incredible was founded in 2022. It employs 1 to 10 people.
Where is Incredible based?
Incredible is headquartered in London, United Kingdom, in the Europe region.
How does Incredible make money?
Two revenue lines are on record. Transaction Fees (Bill Pay) is the primary driver. The others are subscription Plans (Bill Pay).
Who are Incredible's main competitors?
Direct peers on record are Cleo, Snoop, Emma (by Emma Technologies), Plum, Chip and Prism Money. Emerging players are Moneyhub and TrueLayer. Broad incumbents are Monzo and Starling Bank.
Does Incredible have an API?
No public API is recorded for Incredible.
What industry is Incredible in?
Incredible's product category is Consumer Personal Finance Software. Its primary akta.pro industry code is FSAMAJAC, Bank Bill Pay (Consumer & Small Business), with a secondary code of FSAMAFAL, A2A Bill Pay & eInvoicing (Open Banking Enabled). Its NAICS code is 5223 and its SIC code is 6141.