What Guiide does

Guiide (operated by Bespoke Retirements Ltd, company number SC463898) is a Glasgow-based, FCA-authorised UK FinTech founded in 2013 that provides a browser-based retirement planning tool aimed at the non-advised retail consumer market. Its core product is a free, self-serve pension calculator that estimates after-tax income required in retirement, builds a plan using fixed and flexible income sources, optimises tax-free allowance usage across pension and savings pots, stress-tests scenarios, and tracks the plan over time; a plan can typically be completed in minutes. The platform supports single and couple planning modes and is positioned as an "independent" middle ground between no planning and full regulated financial advice, which the company benchmarks at £1,000+ upfront and approximately 1.5%-2.5% of pot per year.

The underlying technology is a browser-based needs/tax/stress-test engine combined with a direct integration layer to a pension provider and an investment manager for execution of withdrawal plans and matched investment strategies. Two follow-on products are announced: Guiide+, a retirement dashboard designed to give users enhanced control and visibility over retirement income planning; and "Guided drawdown," an integrated pension product that will link plans built in the calculator directly to a pension provider and investment manager so that withdrawals are paid automatically and investments are matched to the user's expected payment schedule. Both are listed "Coming Soon" and no partner names have been disclosed.

The current go-to-market is product-led growth via guiide.co.uk, with direct-to-consumer distribution and an Olark-powered live-chat widget for user support; a secondary IFA Panel page exists for independent financial advisor referrals. The revenue model is freemium today (the calculator is free), with revenue capture planned via the upcoming integrated drawdown product, which the company positions at a fraction of the cost of full regulated advice. Guiide is privately held, has 1-10 employees, has raised approximately £200,000 from existing investors as of September 2022, and has named Kevin Hollister as founder and Michael Power as chairman.

Name

Guiide

Legal name

Bespoke Retirements Ltd

Website

https://guiide.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Guiide (Bespoke Retirements Ltd) is a Glasgow-based, FCA-authorised UK FinTech that provides a free browser-based retirement planning calculator and an upcoming integrated pension drawdown product for non-advised UK retail consumers.

Ownership category

akta.pro rank

Product category

Retirement Planning Software

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital Retirement Platforms (IRA/401(k), Pension & Decumulation) (FSAGAEAF)

akta.pro secondary industries

Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI), Retirement Income Planning & Decumulation Advisory (FSAEABAD), Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE)

Keywords

• Retirement planning software
• Pension drawdown platform
• Retirement income modelling
• Pension calculator tools
• Guided drawdown product

Headquarters

HQ city

Scotland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Freemium retirement calculator: Free self-serve pension calculator and plan-building tool on Guiide.co.uk acts as the top-of-funnel acquisition mechanism. No direct charge for using the planner; revenue capture is planned via the downstream integrated product rather than the calculator itself.
2. Integrated Guiide drawdown product (upcoming): An upcoming integrated pension drawdown product links the planning experience directly to a pension provider and investment manager, providing automated payments and matched investments. Pricing model not yet publicly disclosed but positioned as a lower-cost alternative to full regulated financial advice (which costs c.1.5%-2.5% of pot per year).

Pricing tiers

Go-to-market motion2 records

Core offering

Guiide operates a free, browser-based pension calculator and retirement planning platform that lets non-advised UK consumers estimate after-tax retirement income, build a plan from existing pensions and savings, optimise use of the tax-free allowance, stress-test scenarios, and track the plan over time. The planned commercial layer is an integrated Guided drawdown product linking each user's plan directly to a pension provider and investment manager to execute automated withdrawals and matched-asset investment strategies, positioned as a low-cost alternative to full regulated financial advice.

Product overview

Guiide (trading name of Bespoke Retirements Ltd) offers a single unified retirement planning product centred on the Guiide Free Pension Calculator, which lets non-advised users model retirement income needs, build a plan from existing pensions and savings, optimise tax and charges, and stress-test and track the plan. On top of this core tool, the company announced Guiide+, a retirement dashboard module that gives users additional control and visibility over retirement income planning. A planned integrated product, Guided drawdown, is announced as Coming Soon and will directly link a user's Guiide plan to a pension provider and investment manager to automate withdrawals and matched investments, making the Calculator's plan executable in practice.

Differentiator

Problem solved

Functional benefit

Brands

• Guiide+: Retirement dashboard designed to enhance user control and planning for retirement income.

Products and services

• Guiide Free Pension Calculator Free, independent online retirement planning calculator for UK consumers that helps users understand the after-tax income they need in retirement, build a plan from existing pensions and savings, optimise use of the tax-free allowance, stress-test scenarios, and track the plan over time; a plan can typically be completed in minutes. Targets non-advised retail users as a guided alternative to full regulated financial advice.
• Guiide+ retirement dashboard Retirement dashboard designed to give Guiide users enhanced control and visibility over retirement income planning, simplifying retirement planning through technology for the non-advised UK market. Announced as part of the September 2022 funding initiative.
• Guided drawdown integrated pension product Upcoming integrated pension product that links a user's Guiide plan directly to a pension provider and investment manager, delivering planned withdrawals paid like a wage, matched-asset investment strategies aligned to expected payments, automatic updates of pot values for annual plan revision, ad-hoc withdrawal and contribution support, and joint planning for couples. Targeted at the non-advised UK market as a fraction of the cost of full regulated advice.

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• Third-party pension provider (unnamed)coreOEM/ Whitelabel/ Licensing PartnerAn unnamed pension provider will be directly integrated with Guiide so that drawdown withdrawals are paid automatically like a wage and investments are matched to the user's expected payments. Listed as Coming Soon on the website.
• Investment manager (unnamed)coreStrategic or Co-development PartnerAn unnamed investment manager will execute a matched investment strategy aligned to the Guiide drawdown plan, using assets matched to expected payments rather than default funds. Listed as Coming Soon.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Moneyfarm: UK/Europe digital wealth manager with pension wrappers, portfolio management and retirement-focused advice tools targeting a similar non-advised retail customer.
• Wealthsimple: Canadian digital wealth platform with retirement and tax-efficient drawdown features; useful comparable for product-led retirement planning UX outside the UK.
• Penfold Pensions: UK digital workplace pension provider with a guided pension product aimed at the non-advised market, sharing Guiide's targeting of consumers put off by traditional advice fees.
• Nutmeg: UK digital wealth manager offering robo-advised and managed portfolios including SIPPs, with retirement planning tools aimed at non-advised mass-affluent customers.
• True Potential: UK platform offering integrated pensions with goal-based planning technology, comparable in approach to Guiide's planned planning-to-execution integration.

Broad incumbents

• AJ Bell: UK platform with self-invested personal pensions, drawdown, and retirement planning calculators, competing with Guiide for the same DIY retiree segment.
• Hargreaves Lansdown: Largest UK retail investment platform with retirement drawdown, planning tools, and an established FCA-regulated offering that overlaps with Guiide's target use cases.
• Aviva Pensions: Large UK incumbent provider of workplace pensions, SIPPs and drawdown products with planning tools aimed at retirees considering decumulation.
• Vanguard UK Personal Pension: Low-cost global incumbent offering a UK SIPP with retirement drawdown and planning tools, competing on price/fees with Guiide's value proposition.

Direct peers

• PensionBee: UK fintech that consolidates old pensions and offers a guided drawdown product aimed at non-advised customers, closely mirroring Guiide's planned integrated drawdown model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/guiidepensions
• Facebookfacebook.com/guiide.co.uk
• LinkedInlinkedin.com/company/guiide

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors

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 Guiide