RoosterMoney
RoosterMoney is a UK fintech subsidiary of NatWest Group that provides a children's pocket money app and a prepaid Visa debit card (Rooster Card) for ages 6–17, offering parental controls and financial education tools to UK parents and guardians.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What RoosterMoney does
RoosterMoney, trading as NatWest Rooster Money, is a UK-only children's financial product operated by World Learning Limited, a subsidiary of NatWest Group plc. The company serves parents and guardians of children aged 6–17, offering a freemium mobile app (iOS, Android, Amazon) that combines a Virtual Money Tracker, a Stars reward chart, and a Chores manager. Its premium tier, the Rooster Card, is a prepaid Visa debit card issued by National Westminster Bank Plc under a Visa Europe licence and FCA/PRA regulation, providing parental controls (spending limits, online spend restrictions, card freeze, real-time push notifications), Apple Pay/Google Pay support, and savings goals. Card-issuing relies on the regulatory and infrastructure stack of NatWest, while card processing runs through Thredd and subscription/payment processing through Adyen.
The business model is direct-to-consumer subscription: the Rooster Card is priced at £1.99/month or £19.99/year with a 1-month free trial, while Stars and the Virtual Money Tracker are free. A core distribution advantage stems from embedded placement within NatWest Group — NatWest, Royal Bank of Scotland, and Ulster Bank customers receive up to three free Rooster Card subscriptions as a retention/loyalty benefit, generating scale while suppressing monetised conversion in that segment. Marketing is content-led, anchored by the annual Pocket Money Index (based on anonymised data from 119,000+ children) and supported by an education blog, organic social (Instagram, Facebook, TikTok), in-app email, and partnerships such as Bikeability's Cycle to School Week. Vertically-focused specialisations include a Foster Families offering, and the Rooster Labs surface functions as an experimentation channel. The company has a small operating team (1–10 employees), with offices in London (registered) and Manchester (business); CEO Will Carmichael is a co-founder.
RoosterMoney firmographics
Firmographics- Name
- RoosterMoney
- Legal name
- World Learning Limited
- Website
- https://roostermoney.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- RoosterMoney is a UK fintech subsidiary of NatWest Group that provides a children's pocket money app and a prepaid Visa debit card (Rooster Card) for ages 6–17, offering parental controls and financial education tools to UK parents and guardians.
- Ownership category
- akta.pro rank
RoosterMoney industry classification
Industry- Product category
- Kids' Financial Education App
- NAICS
- Nondepository Credit Intermediation (5222)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Youth / Family Wallets & Allowance Payments (FSAMAEAK)
Keywords
Where RoosterMoney is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
RoosterMoney business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Rooster Card Subscription: Parents/guardians pay a recurring subscription for the Rooster Card, a prepaid Visa debit card for children aged 6–17. The subscription includes the chore manager, spending controls, and the full app experience. NatWest, Royal Bank of Scotland, and Ulster Bank customers can receive up to three Rooster Card subscriptions free for as long as they maintain their bank account, making it a customer retention tool for NatWest Group. The Star Chart and Virtual Money Tracker are provided free of charge.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free tier — Star Chart & Virtual Money Tracker |
| Subscription | Monthly | Rooster Card — Paid subscription |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
RoosterMoney product offering
Product offeringCore offering
RoosterMoney is a mobile-first pocket money and financial education app for children aged 6–17 in the UK, offering a free Virtual Money Tracker, Star Chart, and Chore Manager together with a paid Rooster Card subscription (£1.99/month or £19.99/year) — a Visa prepaid debit card issued by National Westminster Bank Plc with parental controls, spending limits, real-time notifications, freeze/unfreeze, and Apple Pay/Google Pay support. The product runs on iOS, Android, and Amazon app stores, targeting parents and guardians as the primary customers, with free subscriptions offered to NatWest Group banking customers.
Product overview
NatWest Rooster Money is a kids' pocket money app and financial education platform marketed under NatWest Group. The product portfolio consists of a free tier with the Virtual Money Tracker (for tracking allowance and spending), Stars reward chart app, and Chores feature, plus a premium Rooster Card subscription (£1.99/month or £19.99/year) that adds a prepaid Visa debit card with parental controls, Apple Pay/Google Pay support, and real money management capabilities. Additional specialized offerings include Foster Families support and experimental Rooster Labs features. The platform targets children aged 6-17 in the UK and is available as both a web and mobile application.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Money Tracker Free virtual money tracker that lets parents and children monitor pocket money, allowances, and spending in real time without requiring actual deposits, providing visibility into spending habits and saving progress for children aged 6–17 in the UK.
- Stars (Reward Chart App) Free digital reward chart that helps parents build good money and behaviour habits in young children by tracking stars earned for positive actions, provided at no charge with eligibility criteria.
- Chores (Chore App) Chore manager that lets parents assign household tasks and reward children on completion, reinforcing the link between effort and earning, integrated into the Rooster Card subscription and the broader RoosterMoney app.
- Rooster Card Subscription-based (£1.99/month or £19.99/year) prepaid Visa debit card for children aged 6–17, issued by National Westminster Bank Plc pursuant to a Visa Europe licence, paired with a pocket money app and chore manager. Includes parental controls, spending limits, real-time notifications, freeze/unfreeze, Apple Pay and Google Pay support, and no overdraft facility. NatWest, RBS, and Ulster Bank customers can get up to three subscriptions free while they hold their bank account.
Quantifiable outcome
- Rooster Money kids are business-savvy: from February 2022 to February 2023, entrepreneurial Rooster kids raised an average of £50.84 each, up 16% from the previous year.
Companies that use RoosterMoney
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
RoosterMoney technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature6 records
RoosterMoney partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- National Westminster Bank Plc (NatWest)coreThe Rooster Card is issued by National Westminster Bank Plc pursuant to a licence from Visa Europe. NatWest also provides the e-money permission that underlies the Rooster Card product. World Learning Limited (trading as NatWest Rooster Money) is a subsidiary of NatWest Group plc and operates under the NatWest brand umbrella. The card issuer is authorised and regulated by the FCA and PRA.
- Visa EuropecoreThe Rooster Card operates on the Visa payments network, issued by NatWest under a Visa Europe licence. This provides the card's acceptance at millions of merchants worldwide.
- BikeabilityminorRoosterMoney sponsors Bikeability's Cycle to School Week, a national cycling education programme. The partnership includes co-authored road safety content for children (e.g., articles on cycling to school independently, road safety tips), aligning Rooster's financial literacy mission with Bikeability's life skills education.
- National Westminster Bank Plc, Royal Bank of Scotland Plc, Ulster Bank Ireland DAC, Coutts & CompanycoreNatWest Group franchises through which existing retail banking customers are offered free Rooster Card subscriptions as a loyalty and retention benefit. RoosterMoney is marketed within the NatWest Group family of products and shares a privacy ecosystem with these entities.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
RoosterMoney competitors and assessment
Company assessmentDirect peers
- Nimbl: UK prepaid card and pocket-money app for children with parental controls. Closest UK-only independent peer to RoosterMoney at the product and pricing tier.
- Greenlight: US-based kids/teens debit card and financial-education platform with parental controls, chore/allowance features, and investing for kids. Closest US analogue in product scope and age band (3-17).
- GoHenry: UK/US prepaid debit card and financial-education app for children, with parental controls and an app-based allowance/chore system. Direct competitor on product, pricing tier, and target customer to RoosterMoney, and now acquired by Revolut (widening scale).
- Starling Bank (Kite): UK challenger bank that offers 'Kite', a free in-app kids banking feature for existing Starling customers. Direct competitor targeting the same UK family segment with a bank-issued, in-app-only model.
- Acorns Early: Acorns' kids/early investing and money-management product within a US investing app. Comparable on the financial-literacy-for-kids axis and parental-oversight framing.
Emerging players
- Copper: US teen-focused banking and money-management app with debit card and parental features. Partial overlap with Rooster's older-child use case (teens) but US-focused and investing-led.
- Chase (UK / First Chase): JPMorgan's UK digital bank with a teen/junior account feature. Comparable as a bank-distributed youth banking product targeting UK families.
Others
- NatWest Group: Rooster's parent company and the issuer/distributor of the Rooster Card. Strategically critical partner rather than a competitor, but functionally the entity whose banking franchise and brand Rooster relies upon for distribution, regulatory permissions, and credibility.
Broad incumbents
- Revolut (Under 18): Global neobank with a youth/under-18 product in select markets, now owning GoHenry. Competes in the same UK family segment but as part of a much broader consumer-banking portfolio.
- Monzo (Under 16 / Family): UK challenger bank offering family/under-16 features within its consumer banking app. Indirect competitor for the same parent customer but Rooster's specialist proposition is deeper for younger children.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
RoosterMoney social profiles
Digital presenceRoosterMoney financial estimates
Financial estimateRevenue estimate
Valuation estimate
RoosterMoney leadership team
Management profileNumber of profiles
Profiles1 record
RoosterMoney funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RoosterMoney 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 RoosterMoney
What does RoosterMoney do?
RoosterMoney is a mobile-first pocket money and financial education app for children aged 6–17 in the UK, offering a free Virtual Money Tracker, Star Chart, and Chore Manager together with a paid Rooster Card subscription (£1.99/month or £19.99/year) — a Visa prepaid debit card issued by National Westminster Bank Plc with parental controls, spending limits, real-time notifications, freeze/unfreeze, and Apple Pay/Google Pay support. The product runs on iOS, Android, and Amazon app stores, targeting parents and guardians as the primary customers, with free subscriptions offered to NatWest Group banking customers.
Is RoosterMoney a public or private company?
RoosterMoney is a private company. It is classified as corporate owned and is currently operating.
When was RoosterMoney founded?
RoosterMoney was founded in 2015. It employs 1 to 10 people.
Where is RoosterMoney based?
RoosterMoney is headquartered in London, United Kingdom, in the Europe region.
How does RoosterMoney make money?
One revenue line is on record: rooster Card Subscription.
Who are RoosterMoney's main competitors?
Direct peers on record are Nimbl, Greenlight, GoHenry, Starling Bank (Kite) and Acorns Early. Emerging players are Copper and Chase (UK / First Chase). NatWest Group is listed as an others. Broad incumbents are Revolut (Under 18) and Monzo (Under 16 / Family).
Does RoosterMoney have an API?
No public API is recorded for RoosterMoney.
What industry is RoosterMoney in?
RoosterMoney's product category is Kids' Financial Education App. Its primary akta.pro industry code is FSAMAEAK, Youth / Family Wallets & Allowance Payments. Its NAICS code is 5222 and its SIC code is 6199.