Maji

What Maji does

Maji Financial Wellbeing Ltd is a UK-based, privately held B2B SaaS company that operates a digital financial wellbeing platform for employers and their employees. Founded in 2019 and headquartered in Beckenham, Kent, the company targets UK employers (both SMEs and corporates) with a subscription-priced platform that combines financial education content, money management tools, salary sacrifice scheme administration (pension and workplace nursery), 1:1 financial coaching with FCA-qualified coaches, employee retail discounts, and mortgage review sessions. Employees access the platform via web and a mobile app on iOS and Android, with open banking connectivity enabling aggregated financial account visibility.

The underlying technology is a cloud-based, digital-first stack featuring open banking integration through a regulated FCA PSD agent relationship with Bud Financial Ltd, multi-provider pension integrations (Nest, Smart Pension, Now Pension), and ISO 27001 plus GDPR/Cyber Essentials-certified security and data protection. The company claims its salary sacrifice tools can deliver 100% ROI for employers through National Insurance savings alone, and cites behavioral science-backed usage insights to refine employer benefit strategies. There is no disclosed use of proprietary AI/ML models; personalization appears to be data-driven but rule-based.

Maji operates a hybrid go-to-market: direct B2B sales to UK employers supplemented by a partner channel of Independent Financial Advisors, HR consultancies, and employee benefit brokers who integrate the platform into client propositions. The business model is annual B2B SaaS subscription with pricing framed as affordable (described as "less than a monthly coffee" per employee), though exact pricing is not publicly disclosed. The company remains very early-stage by scale signals — 1–10 employees, a single £150,000 seed round from Veridian Ventures disclosed in January 2024, and no public revenue or ARR figures.

Name

Maji

Legal name

Maji Financial Wellbeing Ltd

Website

https://maji.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Maji is a UK-based B2B SaaS financial wellbeing platform that helps employers provide employees with personalized financial coaching, salary sacrifice scheme administration, money management tools, employee discounts, and mortgage reviews via web and mobile.

Ownership category

akta.pro rank

Product category

Employee Financial Wellbeing Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Finance Services (6199), Investment Advice (6282)

akta.pro primary industry

Employee Financial Wellness Platforms (Workplace PFM) (FSAGADAK)

akta.pro secondary industries

Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)

Keywords

• Financial wellbeing platform
• Salary sacrifice schemes
• Employee benefits software
• Personal finance coaching
• Workplace pension tools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Employer Subscription: Maji operates as a B2B SaaS platform where UK employers subscribe to provide financial wellbeing services to their employees. Employers pay a subscription fee to access the platform's features including financial coaching, salary sacrifice tools, and employee discounts. The platform claims to often deliver 100% ROI through National Insurance savings alone.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Maji provides a B2B SaaS financial wellbeing platform for UK employers that bundles financial education, money management tools, salary sacrifice scheme administration, employee retail discounts, and unlimited 1:1 coaching sessions with FCA-qualified financial coaches into a single digital product accessible via web and mobile apps. Employers subscribe to provide these services as an employee benefit, with the platform leveraging open banking to aggregate employees' accounts and behavioural science to personalize learning journeys.

Product overview

Maji is a UK-based financial wellbeing platform offering a unified digital solution for employers and employees. The core platform combines a Financial Wellbeing Platform with Salary Sacrifice Schemes, supported by add-on modules including 1-to-1 Financial Coaching, Employee Discounts/Deals, and Mortgage Review Sessions. Users access services via both desktop and a Mobile App available on iOS and Android.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Wellbeing Platform

Quantifiable outcome

• On average, individuals who take financial coaching with Maji are £295,000 better off at retirement (based on 582 people who received 1:1 coaching and increased pension contributions by 4-6% and/or put £100 p/m more towards saving/investments/reducing debt)
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Bud Financial LtdcoreOthersMaji Financial Wellbeing Ltd is registered with the FCA as the PSD agent of Bud Financial Ltd (Registration no 793327). This is a regulatory relationship required for open finance services.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Salary Finance: Salary Finance is a UK workplace financial wellbeing platform offering salary sacrifice-linked savings, loans, and financial education to employees via employer benefits. It is the closest direct competitor to Maji in UK employer-distributed financial wellbeing, pension salary sacrifice, and coaching.
• Wagestream: Wagestream is a UK workplace financial benefits platform providing earned wage access, savings, financial coaching and money management to employees via employers. It overlaps directly with Maji's employer-paid financial wellbeing and coaching proposition for UK employees.
• Bippit: Bippit is a UK workplace financial coaching and PFM platform sold to employers as an employee benefit. It competes head-on with Maji's 1:1 FCA-qualified coaching and money management modules in the same UK employer channel.
• Mintago: Mintago is a UK workplace financial wellbeing and salary sacrifice platform targeting SMEs and mid-market employers with pension engagement and money management tools. It is a near-direct competitor to Maji's salary sacrifice-led UK employer proposition.
• Nudge: Nudge is a UK financial wellbeing platform that gives employees personalised financial guidance and education through their employer. It addresses the same employer-paid PFM and education use case as Maji in the UK.

Emerging players

• Hastee: Hastee is a UK employee benefits platform offering on-demand pay and financial wellbeing tools to employers. It is an adjacent competitor with partial overlap on the UK employer-distributed financial wellbeing theme, but its anchor product is earned wage access rather than coaching or salary sacrifice.
• Vivup: Vivup is a UK employee benefits provider offering salary sacrifice, wellbeing, and discount schemes to employers. It overlaps with Maji on salary sacrifice and employee discounts but is broader and less coaching-led.
• Yulife: Yulife is a UK wellbeing platform sold to employers that combines financial and mental wellbeing benefits via a gamified app. It addresses adjacent workplace wellbeing buyers in the UK and competes for part of the same employer wallet as Maji.

Broad incumbents

• Perkbox: Perkbox (now part of Pluxee) is a UK employee engagement and benefits platform offering discounts, wellbeing, and recognition to employers. It competes for the same UK employer benefits budget as Maji but spans a wider portfolio beyond financial wellbeing.
• Aon: Aon is a global professional services firm with a large UK employee benefits and wellbeing practice, including its acquisition of Salary Finance. It is a broad incumbent that competes for the same UK employer wellbeing wallet as Maji but across an extensive portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/maji-financial-wellbeing-ltd
• Instagraminstagram.com/maji_uk
• Xx.com/maji_uk
• Facebookfacebook.com/majifinancialwellbeing

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Maji