Octopus Money

What Octopus Money does

Octopus Money is a UK-regulated financial advice and investment platform operating as part of Octopus Group, providing 1-to-1 financial planning, wealth management, investment, mortgage, and protection services to UK consumers and employer-sponsored workplace financial wellbeing programmes. The company serves three primary customer segments: UK individual consumers seeking accessible financial advice (including portfolios as small as £50K), UK employers purchasing financial wellbeing as an employee benefit (reaching 250,000+ employees across legal, banking, professional services, insurance, real estate, and other sectors), and high-net-worth individuals with £200K+ in investable assets. Pricing spans a one-time £299 financial planning fee, percentage-based wealth management fees averaging 1.25% per year, and a low-cost investment platform charging 0.58–0.60% per year for ISA, GIA, and SIPP accounts.

The company operates a proprietary investment platform built on Seccl custody infrastructure, with three ready-made portfolios (Cautious, Balanced, Adventurous) and an interactive financial planning interface supporting what-if scenario forecasting. AI tooling is delivered through a partnership with Aveni, deploying assistants named Harry, Ron, and Hermione to automate back-office processes and free advisers for client-facing work. Distribution follows a hybrid model: direct-to-consumer via website bookings, B2B2C employer partnerships, and a B2B technology and methodology licensing stream to other financial services brands. The company holds FCA authorisation, FSCS client protection, ISO/IEC 27001 certification, and B Corp certification, and was named 2025 Money Marketing Awards Advice Firm of the Year.

Name

Octopus Money

Legal name

Octopus Money Financial Solutions Limited

Website

https://octopusmoney.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Octopus Money is a UK-regulated financial advice and investment platform serving individual consumers, high-net-worth clients, and employers via workplace financial wellbeing partnerships, combining human advisers with a proprietary Seccl-powered investment platform and AI-assisted planning tools.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282), Finance Services (6199)

akta.pro primary industry

Employee Financial Wellness Platforms (Workplace PFM) (FSAGADAK)

akta.pro secondary industries

Workplace Wealth & Employee Investing Programs (FSAAAAAK), Net Worth & Personal Balance Sheet Tracking (FSAGADAF)

Keywords

• Financial planning services
• Wealth management advice
• Investment platform
• Workplace financial wellbeing
• Mortgage protection advice

Headquarters

HQ city

Holborn

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Services: One-time fee for creating a personalised financial plan. Includes starter session (free), planning session, and action session. Access to coach for 3 months included.
2. Wealth Planning and Investment Management: Percentage-based fees on assets under management for comprehensive wealth planning, investment advice, and portfolio management. Includes ongoing 1-to-1 support with financial advisers.
3. Investment Platform Fees: Platform fees for managing investment accounts including ISA, GIA, and SIPP. Includes portfolio management, platform access, and fund costs.
4. Workplace Partnership Revenue: B2B2C model where employers pay for employee financial wellbeing benefits. Cost depends on uptake and company size. Can be funded via salary sacrifice, employer funding, or direct debit.
5. Technology and Methodology Licensing: Octopus Money licenses their award-winning methodology, training and technology to financial services brands, helping them deliver financial advice to more customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Octopus Money provides personalised financial planning, wealth management, and investment services to UK individuals, combining 50+ human advisers and coaches with a proprietary Seccl-powered investment platform. It also delivers workplace financial wellbeing programs to UK employers as an employee benefit, reaching 250,000+ employees, and licenses its methodology and technology to other financial services brands.

Product overview

Octopus Money is a unified financial advice and investment platform offering a portfolio of interconnected services. The core offering combines human expert support (50+ advisers and coaches) with proprietary technology. Services span Financial Planning (for individuals with up to £200K), Wealth Planning (for those with £200K+), and an Investments and Pensions platform with three ready-made portfolios. Additional services include Mortgage Advice, Protection Advice, and Workplace Financial Wellbeing solutions for employers. The platform is built on Seccl for custody services and uses AI (via Aveni) to enhance adviser productivity. All services are regulated by the FCA and the company holds B Corp certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning
• Wealth Planning Comprehensive wealth management for individuals with £200,000+ in savings, pensions or investments, including financial planning, investment management, retirement planning, tax-efficient strategies, and inheritance tax planning with ongoing 1-to-1 adviser support.
• Investments and Pensions Digital investment platform offering three ready-made portfolios (Cautious, Balanced, Adventurous) managed by professionals, supporting Stocks & Shares ISA, General Investment Account (GIA), and SIPP pension accounts with total fees around 0.60% per year.
• Mortgage Advice Whole-of-market mortgage advisory service covering first-time buyers, home moves, remortgaging, and buy-to-let properties, delivered by dedicated mortgage advisers.
• Protection Advice Whole-of-market protection insurance advice including life insurance, critical illness cover, income protection, and combined cover policies matched to individual circumstances.
• Workplace Financial Wellbeing Employer-funded employee benefit providing 1-to-1 personalised financial support to employees, including free sessions, financial planning, mortgage advice, benefits navigation, financial education, and will writing. Reaches 250,000+ employees through UK workplace partnerships.
• Octopus Money Platform Seccl-powered digital investment platform enabling clients to manage investments, view portfolios, track performance, and access financial tools, with FSCS protection.

Quantifiable outcome

• 78% of employees know how to make their money stretch further after using Octopus Money
• +4 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Virgin MoneycoreStrategic or Co-development Partner · 5 August 2025Octopus Money expanded their direct investment platform with the purchase of Virgin Money's investment business (subject to FCA approval). OpenMoney and evestor customers found a new home with Octopus Money.
• BNP ParibascoreChannel Partner/ Reseller/ Distributor · 10 June 2025BNP Paribas partnered with Octopus Money to launch financial coaching for 8,000 UK employees as part of their workplace financial wellbeing benefits program.
• amicablecoreStrategic or Co-development Partner · 6 December 2023Octopus Group acquired a majority stake in amicable, a UK-based company that helps couples divorce in a kinder, more affordable way. Founded in 2015, amicable offers a fixed-fee, tech-enabled, empathetic process focusing on emotional and financial support during separation. The acquisition supports Octopus's mission of offering emotional and financial support during major life events.
• SecclcoreTechnology or IntegrationOctopus Money developed their own Seccl-powered investment platform to lower costs and enhance the client experience for managing investments including ISA, GIA, and SIPP accounts.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Wealthify: UK digital investment service offering ready-made and ethical portfolios with a flat-fee model. Comparable to Octopus Money on digital investment product, ISA/SIPP wrappers, and target mass-market UK customer seeking low-cost managed investing.
• Moneybox: UK app-based investing and saving platform with a strong workplace channel via salary sacrifice and a partnership with NatWest. Comparable to Octopus Money on workplace GTM motion, ISA/SIPP product set, and target younger mass-affluent customer.
• True Potential: UK platform and wealth manager with a strong workplace and adviser channel via True Potential Wealth Platform and partnerships with major UK employers. Comparable to Octopus Money on workplace financial wellbeing GTM, technology-led platform model, and UK retail investor base.
• PensionBee: UK online pension consolidation and management platform with employer workplace contributions and a SIPP-led proposition. Overlaps Octopus Money on workplace financial wellbeing, pension consolidation use case, and UK direct consumer funnel.

Direct peers

• Nutmeg: Digital wealth manager offering diversified portfolios (Cautious/Balanced/Adventurous style), ISAs and SIPPs at similar percentage-of-AUM fees. Most direct competitor to Octopus Money's Investments & Pensions product on customer profile, portfolio style, and fee economics.
• AJ Bell: UK investment platform offering ISAs, SIPPs and dealing accounts with a Youinvest self-investment proposition. Comparable to Octopus Money on platform custody (via Seccl-adjacent back-ends), fee structure, and target UK retail/SIPP customer.
• Hargreaves Lansdown: Largest UK direct-to-consumer investment platform offering ISAs, SIPPs, funds and investment ideas. Directly comparable to Octopus Money on D2C investment platform functionality, fee model, and UK retail customer base.
• Moneyfarm: UK and Italian digital wealth manager offering managed portfolios, ISAs, SIPPs and pension consolidation with human adviser support. Closely comparable to Octopus Money on the human-plus-tech advice hybrid model and fee-based portfolio management.
• Bestinvest: UK investment platform offering SIPPs, ISAs, funds and a discretionary managed portfolio service with adviser support. Directly comparable to Octopus Money on D2C investment platform proposition, fee tiering, and target UK mass-affluent customer.

Broad incumbents

• St. James's Place: UK's largest face-to-face wealth manager with an adviser network offering ISAs, pensions and portfolio management at higher fee points. Comparable to Octopus Money on wealth planning proposition but competes as a broader incumbent with established adviser scale and brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hioctopusmoney?lang=en
• LinkedInlinkedin.com/company/octopusmoney
• Instagraminstagram.com/hioctopusmoney/?hl=en

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Octopus Money