Doshi app
Doshi App is an AI-native financial engagement platform that helps banks, credit unions, lenders, and building societies deliver gamified personal finance education via embedded or white-label deployment in the UK, US, and Canada.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Doshi app does
Doshi (legal entity Doshi App Limited) is a London-based AI-native financial engagement platform founded in 2021 that licenses white-label or embedded financial education technology to retail banks, credit unions, lenders, and building societies in the UK, US, and Canada. The core product is a gamified learning experience built on a 1,000+ module content library, supported by a gamification engine (XP, streaks, leaderboards, Dosh rewards, quests) and a behavioral tagging system that produces financial-literacy, risk, and product-readiness signals for partner CRM and risk workflows. The platform is delivered via two deployment models — Embedded (web components, webviews, or APIs integrated into a partner's app or website, typically live in under four weeks) and Standalone (a fully branded app) — and is exposed through RESTful Infrastructure, Enrichment, and Reporting APIs with Firebase-based authentication.
Doshi monetizes via custom-priced, multi-year B2B SaaS contracts structured by deployment model, active member-count tiers (less than 50K to 5M+), and outcomes such as acquisition, conversion, loyalty, education, and insights. Distribution combines direct enterprise sales to FIs (Lloyds Bank pilot, TSB, Santander, Castle Trust, Manchester CU, Commsave, Furness, Creditspring, Smile Credit) with channel partnerships through banking-platform vendors (ebankIT, Plumery, Wellington IT, CUApps, Incuto) and BaaS middleware (AAZZUR), allowing the company to reach both retail banks and the mutual-sector segment without a proportional sales headcount. The company is registered in England and Wales (company number 13807674), is GDPR-compliant, has a leadership team of three named executives (CEO Daniel Rose, CPO Benji Fisher, Head of Engineering Venkatesh Prasad) plus a Head of Customer Experience, and has a single disclosed funding event (Calm/Storm VC, March 2023).
Operationally, Doshi reports 300,000+ active users, 2M+ hours of completed learning, +70% growth in active learners, an 8X retention multiplier, and institution-level outcomes including a 75% lower cost per acquisition (Lloyds), 9X CTR versus Google Ads (TSB), 35% adoption within six months (Creditspring), and a 6X ROI through churn reduction. The strategic posture in 2025–2026 is to expand from UK retail-bank pilots into global banking infrastructure (ebankIT), BaaS orchestration (AAZZUR), central bank/supervisory engagement (Koenig & Bauer), and continental European banking (Creand via Plug and Play Andorra).
Doshi app firmographics
Firmographics- Name
- Doshi app
- Legal name
- Doshi App Limited
- Website
- https://doshi.app
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Doshi App is an AI-native financial engagement platform that helps banks, credit unions, lenders, and building societies deliver gamified personal finance education via embedded or white-label deployment in the UK, US, and Canada.
- Ownership category
- akta.pro rank
Doshi app industry classification
Industry- Product category
- Financial Education SaaS
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)
Keywords
Where Doshi app is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Doshi app business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B SaaS Platform Licensing: Doshi licenses its AI-native financial engagement platform to financial institutions (banks, credit unions, lenders, building societies). Pricing is based on deployment model (Embedded vs Standalone), active member count tiers, and desired outcomes. Institutions embed or white-label the platform to drive customer acquisition, conversion, loyalty, education, and insights.
- Enterprise Pricing Tiers: Pricing plans aligned to institution objectives with options for integration (embed into existing app/website), mobile app (fully branded Doshi app), or both deployment models. Tiers based on active member count: Less than 50,000; 50,000 to 1,000,000; 1 million to 5 million; 5 million+.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom enterprise pricing based on institution needs and member count |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Doshi app product offering
Product offeringCore offering
Doshi provides an AI-native financial engagement platform that enables banks, credit unions, lenders, and building societies to deliver gamified, personalized financial education to their customers. The platform combines a Learning Academy of 1,000+ modules with a gamification engine, conversational AI, behavioral tagging, and rewards to drive engagement, deposits, and product conversion. It is deployed either embedded inside a partner's app/website or as a standalone white-label experience.
Product overview
Doshi is an AI-Native Financial Engagement Platform designed to help financial institutions transform customer behavior into action. The platform operates on a unified core with modular components: the AI-powered Learning Academy (1,000+ modules) serves as the educational foundation, powered by a Gamification Engine that drives engagement through XP, streaks, leaderboards, and the Dosh Rewards System. Integration is achieved through multiple deployment models (Embedded or Standalone) using Web Components, Webviews, and APIs (Reporting, Enrichment, Infrastructure). The platform serves diverse financial institutions including banks, credit unions, lenders, and building societies through strategic partnerships with banking platforms like ebankIT, AAZZUR, Plumery, and Wellington IT.
Differentiator
Problem solved
Functional benefit
Brands
- The Money Hive: Digital financial coaching platform launched by Manchester Credit Union in partnership with Doshi, offering personalized financial learning for credit union members.
Products and services
- Doshi AI-Native Financial Engagement Platform AI-powered SaaS platform that transforms banking interactions into personalized financial education journeys, helping financial institutions drive deposits, reduce churn, and improve customer engagement through gamified learning.
- Learning Academy Comprehensive financial education content library of 1,000+ bite-sized modules covering topics from building credit and investing to home buying, saving, borrowing, and budgeting, with AI generation and automated compliance checking.
- Doshi Marketplace & Dosh Rewards In-app reward currency (Dosh) and digital marketplace where users redeem points earned through educational activities for gift cards, partner rewards, and charitable donations.
- Doshi APIs (Reporting, Enrichment, Infrastructure) RESTful client API suite (Reporting, Enrichment, Infrastructure) with sandbox support and IP whitelisting, enabling banking partners to embed Doshi's engagement layer via web components, webviews, or direct API integration.
- The Money Hive White-label financial coaching platform for Manchester Credit Union featuring 200+ bite-sized lessons on saving, borrowing, budgeting, and financial confidence, integrated via CUApps and Incuto.
Quantifiable outcome
- 75% lower cost per acquisition vs traditional channels (Lloyds)
- +12 more outcomes
Companies that use Doshi app
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles2 records
Doshi app technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability6 records
Feature7 records
Doshi app partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, flagship and minor.
- ebankITcoreGlobal digital banking platform partnership embedding Doshi's financial education and engagement tools—quests, leaderboards, community challenges—into ebankIT's infrastructure, helping financial institutions connect with Gen Z at scale.
- Creand (Crèdit Andorrà)flagshipPartnership through Plug and Play's Open Valley accelerator programme in Andorra. Direct access to senior stakeholders at Creand including Head of Marketing, Head of IT, innovation and digital banking teams. Exploring content workflows and technical integration for financial education.
- AAZZURcoreModular financial services orchestration platform partnership enabling banks to turn customer engagement into revenue. AAZZUR's middleware connects Doshi's engagement signals (savings education modules, loan literacy courses) to product offerings (savings accounts, pre-qualified credit applications).
- Manchester Credit UnioncoreManchester Credit Union launched The Money Hive powered by Doshi, embedded via API integration with CUApps and Incuto. First API-powered rollout with a UK credit union, live for 30,000+ members. Over 200 bite-sized lessons on saving, borrowing, budgeting, and financial confidence.
- Koenig & Bauer Banknote SolutionsflagshipStrategic partnership to build world's first integrated financial literacy ecosystem. Combines Doshi's gamified digital learning with K&B's global experience in cash and value systems. Developing AI-driven framework for central banks, financial institutions, and policymakers to monitor and improve financial literacy outcomes at national levels.
- Lloyds BankflagshipLloyds Bank partnered with Doshi to develop a gamified financial education platform targeting 18-24 year-olds. Six-month pilot program using interactive lessons, quizzes, and real-world rewards like gift cards. Part of Lloyds' Launch Innovation Programme. Long-term vision to integrate as permanent feature within Lloyds banking app.
- TSB BankcorePartnership with TSB Bank for gamified financial education targeting younger demographics via performance marketing. Reported 9x CTR increase vs Google Ads and 28% average CTR across partners.
- SantandercorePartnership with Santander to improve communities and drive people to their local high street through financial education and engagement.
- CreditspringcorePartnership integrating financial education directly into member experience for responsible lending. Focus on helping members feel in control of finances. 35% adoption within first 6 months, 6x ROI through churn reduction.
- PlumerycoreDigital banking platform partner enabling seamless deployment through existing platform for credit unions and community banks.
- Wellington ITcoreBanking technology partner enabling Doshi deployment for financial institutions through existing banking infrastructure.
- Building Societies AssociationminorAssociation partnership for promoting financial literacy and engagement across building societies in the UK.
- HU University of Applied Sciences UtrechtminorAcademic partnership for research and development in financial education and behavioral learning.
- Castle TrustminorLogo customer listed on website partnerships section.
- Furness Building SocietyminorBuilding society partnership for financial education and member engagement. Testimonial from Head of Marketing praising range, depth, and user-friendly learning experience.
- Commsave Credit UnionminorCredit union partnership for strategic engagement and financial wellbeing. Testimonial from Strategic Partnerships highlighting impressive range and depth of learning.
Scale indicators18 records
Recent moves6 records
Expansion highlights5 records
Doshi app competitors and assessment
Company assessmentDirect peers
- Zogo Finance: Zogo provides gamified financial literacy modules delivered inside bank and credit union apps — the closest direct competitor in embedded, gamified financial education for FIs, with a similar white-label and API distribution model.
- Bud Financial: UK-based open banking engagement platform that helps banks drive product conversion through customer data and personalized journeys, overlapping with Doshi's Enrichment API and behavioral-tagging use cases.
- Moneyhub: UK-based open banking and financial data platform that supports financial institutions with engagement, money management, and education features; competes for the same bank and credit-union wallet share in the UK.
- Greenlight: Greenlight combines a kid/teen debit card with built-in financial education and parental controls, directly competing with Doshi in the Gen Z financial education and engagement category.
- EVERFI: EVERFI delivers digital financial education courses to financial institutions, schools, and employers, with a similar content-library and B2B2C go-to-market targeting banks and credit unions.
Broad incumbents
- Meniga: Meniga provides digital banking enrichment, PFM, and engagement modules for banks globally, competing with Doshi in the embedded-in-bank-app engagement layer.
- Plaid: Plaid provides financial data infrastructure that powers many embedded finance and engagement products; an adjacent enabling player whose data layer underlies some of the same bank-integration use cases Doshi targets.
- NerdWallet: NerdWallet is a large consumer financial education and comparison platform with broader content reach; thematic overlap in financial literacy and education, though primarily consumer-direct.
- Personetics: Personetics provides AI-driven personalized financial guidance and engagement for banks; broader incumbent that competes in the same AI-for-bank-engagement category but with a focus on financial advice rather than literacy.
Emerging players
- Cleo: Cleo is an AI-powered conversational financial assistant and money management app focused on Gen Z consumers; overlapping in conversational AI for financial engagement but consumer-direct rather than B2B distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Doshi app social profiles
Digital presenceDoshi app compliance and trust
Trust signalCompliance1 record
Doshi app financial estimates
Financial estimateRevenue estimate
Valuation estimate
Doshi app leadership team
Management profileNumber of profiles
Profiles4 records
Doshi app funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Doshi app 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 Doshi app
What does Doshi app do?
Doshi provides an AI-native financial engagement platform that enables banks, credit unions, lenders, and building societies to deliver gamified, personalized financial education to their customers. The platform combines a Learning Academy of 1,000+ modules with a gamification engine, conversational AI, behavioral tagging, and rewards to drive engagement, deposits, and product conversion. It is deployed either embedded inside a partner's app/website or as a standalone white-label experience.
Is Doshi app a public or private company?
Doshi app is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Doshi app founded?
Doshi app was founded in 2021. It employs 1 to 10 people.
Where is Doshi app based?
Doshi app is headquartered in London, United Kingdom, in the Europe region.
How does Doshi app make money?
Two revenue lines are on record. B2B SaaS Platform Licensing is the primary driver. The others are enterprise Pricing Tiers.
Who are Doshi app's main competitors?
Direct peers on record are Zogo Finance, Bud Financial, Moneyhub, Greenlight and EVERFI. Broad incumbents are Meniga, Plaid, NerdWallet and Personetics. Cleo is listed as an emerging player.
Does Doshi app have an API?
Yes. Doshi offers a RESTful Client API for partners to integrate the platform into their existing systems. The API supports authentication via custom Firebase tokens, user management (Get User, Get Users, Get Sessions, Get User Attributes, Get Survey Responses), Academy features (Get Courses, Get Lessons, Get Paths, Get Lesson Submissions), Marketplace (Get Rewards, Get Redeemed Rewards), and Quest management (Get Quest Attempts, Submit Quest Result). Authentication requires IP whitelisting and API keys. A sandbox environment is available at sandbox.api.doshi.app. The API is designed for banking partners, credit unions, and financial institutions to embed Doshi's engagement layer via web components, webviews, or direct API integration. Developer documentation is at docs.doshi.app.
What industry is Doshi app in?
Doshi app's product category is Financial Education SaaS. Its primary akta.pro industry code is FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech). Its NAICS code is 5132 and its SIC code is 7372.