Gretel
Gretel is a London-based fintech that operates a free, two-sided platform connecting UK consumers with lost or unclaimed financial assets, including pensions, life insurance, bank accounts, and investments. Financial institutions pay to access the reconnection portal.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Gretel does
Gretel, trading under the legal entity IntelliTeq Limited, is a UK-based fintech founded in 2019 and headquartered at 71-75 Shelton Street, Covent Garden, London. The company operates a two-sided platform that helps UK consumers locate lost or unclaimed financial assets — pensions, life insurance, bank accounts, Child Trust Funds, shares, and investments — by matching user-provided identity information against partner financial institutions' client databases in real time. Identity verification is delegated to third-party credit reference and fraud prevention agencies under KYC obligations, with continuous bi-weekly rescanning and email notifications for new matches; the consumer sign-up flow is positioned as a three-minute process requiring only name and address.
The consumer-facing service is free, with no fees or cuts taken from recovered assets. Revenue is generated on the B2B side: financial institutions pay Gretel to participate in a corporate reconnection portal (foundby.gretel.co.uk) so they can reunite customers with dormant holdings and satisfy regulatory obligations. Gretel also resells/white-labels the search capability as a third-party administration offering for other brands. The platform supports Power of Attorney and executor use cases, allowing users to search on behalf of others.
Go-to-market combines a product-led consumer funnel (SEO, content, and earned media in outlets such as The Sun, Which?, Daily Telegraph, Mail Online, The Mirror, and ITV Lorraine) with direct B2B outreach to financial institutions, including named partners Aviva, Foresters Financial, OneFamily, JPMorgan, Jupiter Fund Management, and Rathbones. Capital is limited: a single pre-seed round of $1 million was raised in March 2022 from Insurtech Gateway and RLC Ventures, headcount is 1–10, and operations are UK-only.
Gretel firmographics
Firmographics- Name
- Gretel
- Legal name
- IntelliTeq Limited
- Website
- https://gretel.co.uk
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gretel is a London-based fintech that operates a free, two-sided platform connecting UK consumers with lost or unclaimed financial assets, including pensions, life insurance, bank accounts, and investments. Financial institutions pay to access the reconnection portal.
- Ownership category
- akta.pro rank
Gretel industry classification
Industry- Product category
- Lost Asset Reunification / Pension Tracing Platform
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Identity Verification & Digital ID (IDV, eIDAS, biometrics) (FSAGAFAA)
- akta.pro secondary industry
- Governance, Risk & Compliance (GRC) Platforms (BPAEAPAA)
Keywords
Where Gretel is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Gretel business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- B2B Financial Institution Services: Financial institutions pay Gretel to make it easier for their customers to find lost money. The company generates revenue from financial institutions who join the platform and pay for reconnection services, enabling these institutions to do the right thing by their customers while potentially reuniting them with dormant assets.
- Consumer Direct (Free): Free service for consumers - they get 100% of any money found with no fees or cuts taken. Gretel does not charge consumers to join or use the service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free consumer service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Gretel product offering
Product offeringCore offering
Gretel runs a free consumer-facing search portal that matches a UK resident's identity against partner financial institution databases to locate lost pensions, life insurance, bank accounts, Child Trust Funds, shares, and investments. In parallel, it sells a paid B2B reconnection service that lets financial institutions surface dormant-asset matches to their own customers and comply with reunification obligations. The platform performs live identity verification, multi-asset matching without consumer-supplied per-asset proof, and continuous bi-weekly rescans with email alerts.
Product overview
Gretel operates a dual-sided platform connecting consumers seeking lost financial assets with financial institutions seeking to reunite customers with unclaimed holdings. The consumer-facing service (core offering) is free to individuals and searches across multiple asset types including pensions, life insurance, bank accounts, Child Trust Funds, shares, and investments. The corporate offering (Gretel for Financial Institutions) is a paid B2B service where partner FIs pay to make it easier for customers to find their money. The company is funded by financial institutions rather than consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Consumer Lost Asset Search Service Free self-serve service enabling UK consumers to search for and reclaim lost financial assets including lost pensions, unclaimed life insurance, forgotten bank accounts, Child Trust Funds, lost shares, and misplaced investments by matching user-provided identity information against partner financial institution databases.
- Gretel for Financial Institutions Corporate service enabling financial institutions such as Aviva, JPMorgan, Jupiter Fund Management, Rathbones, Foresters Financial, and OneFamily to reconnect with customers who have unclaimed assets at that institution, with institutions paying for access to the reconnection platform.
Quantifiable outcome
- 100% free for consumers - no fees or cuts taken from recovered assets
- +3 more outcomes
Companies that use Gretel
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Gretel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Gretel partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- AvivacoreMajor UK financial services company that has partnered with Gretel to help reconnect customers with lost or unclaimed assets. Aviva is one of the trusted financial institutions listed on Gretel's consumer-facing website.
- Foresters FinancialcoreUK financial services provider that has partnered with Gretel to enable customers to find unclaimed assets. Listed as a trusted partner on Gretel's platform.
- OneFamilycoreUK financial services company providing pensions and savings products, partnered with Gretel to facilitate customer reunification with dormant accounts.
- JPMorgancoreGlobal financial services firm with UK operations that has partnered with Gretel as a trusted financial institution partner on the reconnection platform.
- Jupiter Fund ManagementcoreUK-based investment management company partnered with Gretel to help locate customers with unclaimed or lost investment accounts.
- RathbonescoreUK investment management firm partnered with Gretel to facilitate reunification of clients with dormant or lost investment accounts.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Gretel competitors and assessment
Company assessmentOthers
- Plaid: Global financial data aggregation network. Plaid is a thematic peer in financial-data connectivity, relevant to Gretel's identity-and-data-matching approach to discovering consumer financial assets.
- Pension Tracing Service (UK Government): Free UK government service providing pension scheme contact details. Operates as a non-commercial baseline service against which Gretel's lost-pension product is differentiated.
- Onfido: UK-based identity verification provider. Onfido supplies underlying KYC technology that could power Gretel or competing platforms, making it an enabling adjacent player rather than a direct competitor.
Emerging players
- MoneyHub: UK financial data aggregation and open finance platform serving consumers and advisers. MoneyHub competes in adjacent territory by aggregating consumer financial data, which can support asset discovery and reunification use cases.
- Capitalise.com: UK platform matching consumers with financial advisers. Capitalise.com addresses an adjacent financial-discovery problem and is a credible alternative destination for UK consumers seeking help with their finances.
Broad incumbents
- TransUnion UK: Global information and insights company with significant UK credit bureau operations. TransUnion's data assets and FI relationships position it as a broad incumbent in the same identity-data ecosystem.
- Equifax UK: UK credit bureau and data analytics provider. Equifax holds consumer financial datasets that could be leveraged for asset-tracing products, making it a broad incumbent peer in identity and credit data.
- Experian UK: Major UK credit reference agency with broad consumer and business data assets. Experian could extend dormant-asset reunification as part of its wider data services portfolio, representing a scaled incumbent threat.
Direct peers
- Profile Pensions: UK-focused pension tracing and consolidation service. Profile Pensions is the closest direct competitor to Gretel in the UK lost-pension vertical, addressing the same consumer need through a similar self-serve model.
- My Lost Account: UK industry scheme backed by major banks that helps consumers trace dormant bank and building society accounts. Directly overlaps with Gretel's bank-account recovery offering in the UK market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Gretel social profiles
Digital presenceGretel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gretel leadership team
Management profileNumber of profiles
Gretel funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gretel 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 Gretel
What does Gretel do?
Gretel runs a free consumer-facing search portal that matches a UK resident's identity against partner financial institution databases to locate lost pensions, life insurance, bank accounts, Child Trust Funds, shares, and investments. In parallel, it sells a paid B2B reconnection service that lets financial institutions surface dormant-asset matches to their own customers and comply with reunification obligations. The platform performs live identity verification, multi-asset matching without consumer-supplied per-asset proof, and continuous bi-weekly rescans with email alerts.
Is Gretel a public or private company?
Gretel is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gretel founded?
Gretel was founded in 2019. It employs 1 to 10 people.
Where is Gretel based?
Gretel is headquartered in London, United Kingdom, in the Europe region.
How does Gretel make money?
Two revenue lines are on record. B2B Financial Institution Services are the primary driver. The others are consumer Direct (Free).
Who are Gretel's main competitors?
Others on record are Plaid, Pension Tracing Service (UK Government) and Onfido. Emerging players are MoneyHub and Capitalise.com. Broad incumbents are TransUnion UK, Equifax UK and Experian UK. Direct peers are Profile Pensions and My Lost Account.
Does Gretel have an API?
No public API is recorded for Gretel.
What industry is Gretel in?
Gretel's product category is Lost Asset Reunification / Pension Tracing Platform. Its primary akta.pro industry code is FSAGAFAA, Identity Verification & Digital ID (IDV, eIDAS, biometrics), with a secondary code of BPAEAPAA, Governance, Risk & Compliance (GRC) Platforms. Its NAICS code is 522320 and its SIC code is 6199.