What Wealth Wizards does

Wealth Wizards is a UK-based fintech founded in 2009 that operates a multi-tenant, API-first SaaS platform for regulated financial guidance, advice and education. The company sells primarily B2B2C to financial institutions, pension providers, banks, advice firms and employers who embed its white-labelled digital journeys (branded as MyEva for financial wellbeing) to serve their own end customers. The core product surface includes a Financial Health Check, Retirement Planner, Pensions and Investments journeys, and a State Benefits Calculator launched in 2023 that covers 32 UK state benefits. A separate Personal Advice Team sub-brand delivers regulated, fee-based financial planning to individual consumers aged 45-74 with £50,000+ in investable assets.

The underlying platform is built on AWS, supports per-tenant data isolation with unique encryption keys and database credentials, and exposes its capabilities through Core Services APIs, a Client Data API for pre-population, and webhook events. Authentication supports SAML 2.0 and OpenID Connect single sign-on, with OAuth Client Credential authorisation for system access. The company holds ISO/IEC 27001, 27018, 42001 and is aligned with 27701, is GDPR-compliant, and its operating subsidiary Wealth Wizards Benefits Limited is FCA-authorised (reference 596641) with corporate Chartered status from the CII.

The business combines SaaS platform licensing to enterprise clients with professional services revenue from the Personal Advice Team. Personal advice is sold on fixed, transparent flat fees (no percentage-of-wealth charges), with free introductory calls, one-time planning consultations, and annual ongoing advice subscriptions. Wealth Wizards is privately held and is owned by Royal London, one of the UK's largest mutual financial institutions, which provides brand backing, a flagship enterprise client reference, and balance-sheet support while the operating subsidiary retains regulatory independence to deliver impartial advice. Operations are UK-only and explicitly restricted to the UK regulatory regime.

Name

Wealth Wizards

Legal name

Wealth Wizards Limited

Website

https://wealthwizards.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Wealth Wizards is a UK fintech that sells an API-first, multi-tenant SaaS platform for regulated financial guidance and advice to financial institutions, pension providers and employers, and also delivers fee-based financial planning directly to consumers through its Personal Advice Team.

Ownership category

akta.pro rank

Product category

WealthTech / Digital Financial Advice Software

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

akta.pro secondary industries

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)

Keywords

• Digital financial advice
• Wealth management platform
• Pension consolidation services
• Financial guidance software
• Regtech financial services

Headquarters

HQ city

Leamington Spa

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Licensing: B2B SaaS licensing of the multi-tenant digital guidance and advice platform to financial institutions, pension providers, banks, and employers. Institutions use the white-labelled platform to serve their end customers.
2. Personal Advice Team - Advisory Services: Direct-to-consumer financial advisory services with fixed, transparent, low-cost pricing. Includes free initial introductory calls, followed by fee-based financial planning and advice services. Fees are typically taken directly from pension pots for tax efficiency.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Wealth Wizards builds and licenses a multi-tenant, API-first SaaS platform (the Advice Journey Platform) that powers digital financial guidance and regulated advice journeys — notably MyEva — for UK banks, pension providers, advice firms, and employers who white-label it for their end customers. Alongside the SaaS platform, the Personal Advice Team delivers chartered, FCA-regulated (reference 596641) advisory services direct to individual consumers covering retirement planning, pension consolidation, investments, and inheritance tax planning.

Product overview

Wealth Wizards is a fintech company offering a multi-tenant SaaS platform for regulated financial advice, guidance, and education. The core product is MyEva, a digital financial wellbeing platform deployed to institutions and employees that includes Financial Health Check, Benefits Calculator, and Retirement Planner modules. The Personal Advice Team (PAT) is a sub-brand providing regulated financial advice services including protection planning, investments, pensions, retirement planning, and inheritance tax planning. All products are powered by the underlying Advice Journey Platform, which provides calculation engines, recommendation systems, AI capabilities, and API infrastructure. The platform is white-label ready and can be customized per tenant.

Differentiator

Problem solved

Functional benefit

Brands

• MyEva: Financial wellbeing software platform providing digital guidance and advice journeys for employees and individuals, including financial health checks, pension planning, and benefits calculators.
• Personal Advice Team

Products and services

• MyEva MyEva is Wealth Wizards' digital financial wellbeing platform deployed to institutions and employees, providing personalised financial guidance journeys including financial health checks, pensions and investments guidance, and retirement planning. The platform is white-labelled for enterprise clients and serves as the primary B2B2C delivery vehicle for partner brands.
• State Benefits Calculator (within MyEva) A state benefits calculator within MyEva that checks eligibility for 32 UK state benefits, identifying unclaimed entitlements for users. Launched in 2023, it has identified over £16.5m in unclaimed potential benefits across the user base.
• Financial Health Check A quick and simple digital assessment tool within the MyEva journey suite that improves customers' financial wellbeing and money confidence through a financial health check. Designed for ease of use and intended to engage users and feed into further guidance and advice journeys.
• Retirement Planner An online tool that helps users forecast retirement income by calculating predicted retirement income based on savings, contributions, current income, and planned expenditure, and comparing this against the user's desired retirement lifestyle. Part of the MyEva digital journey suite.
• Pensions and Investments Journeys Digital guidance journeys that help customers understand their pension and investment options and make more informed decisions via jargon-free interfaces. Part of the MyEva product suite and the Advice Journey Platform.
• Personal Advice Team A regulated financial advice service operating through Wealth Wizards Benefits Limited (FCA reference 596641), providing independent, holistic financial planning. Services include protection planning, investments, pensions consolidation, retirement planning, complex wealth management, tax planning, and inheritance tax planning. Features Chartered Financial Planners and corporate Chartered status from the CII.
• Advice Journey Platform The underlying multi-tenant SaaS platform powering all Wealth Wizards products, including configuration frameworks, calculation engines, recommendation engines, document management workflows, data services, AI capabilities, and robust APIs for decoupled inter-communication. Designed for white-labelling with customisation at tenant and product scopes and built on AWS with API-first architecture.
• Personal Finance Portal A secure client portal where existing Personal Advice Team clients can log in to view their investments, access advice reports, and message the Personal Advice Team directly. Integrates with platforms including abrdn, Quilter, Scottish Widows, AJ Bell, and Aegon.

Quantifiable outcome

• 500k+ engagements with personalised journeys
• +4 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature7 records

Partnerships

Two partnerships are on record, tiered strategic and core infrastructure.

• Fintech Pledge 2025 PartnershipstrategicGTM or Marketing Partner · 1 January 2023Wealth Wizards is a signatory to the Fintech Pledge 2025, a campaign uniting 37+ UK fintechs to improve consumer financial wellbeing. Led by Zopa, ClearScore, and The Money Charity, the pledge aims to reach 10 million consumer actions by 2025.
• Amazon Web Services (AWS)core infrastructureTechnology or IntegrationAWS hosts all Wealth Wizards application infrastructure. Key supplier providing cloud services including compute, storage, DDoS protection (AWS Shield), threat detection (AWS GuardDuty), and configuration assessment (AWS Config).

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moola: UK digital IFA offering affordable regulated financial advice and guidance. Direct competitor to Wealth Wizards' Personal Advice Team in serving UK consumers with retirement and investment planning needs.
• OpenMoney: UK digital financial advice platform offering guided and advised journeys on pensions, investments, and protection. Closely comparable to Wealth Wizards' hybrid advice/value proposition.
• Moneyhub: UK financial data, guidance, and retirement planning platform serving financial institutions and employers. Highly comparable B2B2C SaaS model targeting the same enterprise buyers as Wealth Wizards.
• PensionBee: UK pension consolidation and management platform with digital guidance journeys. Comparable in retirement/pension focus and white-label-style partner integrations with institutions.
• Moneyfarm: UK/European digital wealth manager offering managed portfolios and guidance/advice services. Directly comparable hybrid digital advice + discretionary investment proposition.

Emerging players

• Moneybox: UK consumer fintech offering savings, investment, and pension products with guided digital journeys. Comparable end-customer target and emphasis on accessible financial guidance.
• Scalable Capital: European digital wealth platform offering guided investing and B2B/wholesale partner solutions. Comparable in combining regulated advice status with a scalable SaaS-style platform.

Broad incumbents

• True Potential: Large UK wealth management and technology platform serving advisers and institutions via an integrated platform. Comparable B2B2C wealth-tech model targeting UK financial institutions and advisers.
• Abrdn: Major UK/global wealth and asset manager with growing digital advice propositions. Comparable as an incumbent that increasingly competes with B2B advice-tech vendors for enterprise digital advice mandates.
• Backbase: Wealth management digital banking platform vendor serving banks and wealth firms globally. Comparable as an enterprise SaaS vendor enabling financial institutions to deliver digital customer journeys.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wealthwizards
• LinkedInlinkedin.com/company/wealth-wizards-limited

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

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 Wealth Wizards