Pie
Pie (Pie Money Limited) is a Dublin-registered fintech operating a mobile-first Self Assessment tax app for UK taxpayers. It offers free Open Banking-powered bookkeeping, real-time tax calculation, and direct HMRC submission, monetising via £59-£199 paid add-ons.
- Company typePrivate
- Founded2022
- HeadquartersDublin, Ireland
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Pie does
Pie (Pie Money Limited) operates a mobile-first Self Assessment tax management platform for UK individual taxpayers, positioned as the UK's first dedicated Self Assessment mobile app. The Dublin-registered, UK-serving company delivers a free core app that combines Open Banking-powered transaction ingestion (via TrueLayer), automated bookkeeping through a Smart Match categorisation feature, real-time tax calculation across multiple income streams (self-employment, PAYE, rental, investments, capital gains), receipt capture and invoicing, and direct HMRC submission. Underlying technology integrates FCA-authorised Account Information Services with HMRC-recognised filing infrastructure, allowing the platform to reconcile bank data, compute live tax liabilities, and submit returns without third-party accountant involvement.
The business operates a freemium model: the core app and direct HMRC submission are free, with monetisation driven by optional paid add-ons — a £59 Tax Return Check, a £126 Done-For-You filing service, and a £199/year MTD compliance package. Go-to-market is product-led and content-led, targeting a fragmented long tail of UK personas (freelancers, sole traders, landlords, investors, PAYE workers with side income, gig-economy workers, CIS construction workers, and £100k+ earners). Distribution relies on self-serve mobile app stores, the Tax Pible content hub, the Piecast podcast, a Tax Queen persona, and an Ambassador referral programme, supplemented by partnerships with InvestEngine (pension tax relief), Contractwise (construction-sector MTD), TrueLayer (Open Banking) and eToro (trading data reconciliation). The company holds CIMA approval, is a recognised HMRC software developer, and is FCA authorised as an agent of TrueLayer.
Pie firmographics
Firmographics- Name
- Pie
- Legal name
- Pie Money Limited
- Website
- https://pie.tax
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pie (Pie Money Limited) is a Dublin-registered fintech operating a mobile-first Self Assessment tax app for UK taxpayers. It offers free Open Banking-powered bookkeeping, real-time tax calculation, and direct HMRC submission, monetising via £59-£199 paid add-ons.
- Ownership category
- akta.pro rank
Pie industry classification
Industry- Product category
- Tax Preparation Software
- NAICS
- Tax Preparation Services (541213), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)
- SIC
- Services-Computer Processing & Data Preparation (7374), Investment Advice (6282)
- akta.pro primary industry
- Tax Planning & Personal Tax Optimization Tools (FSAGADAJ)
Keywords
Where Pie is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Pie business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Freemium Core App: The base Pie app is free to download and use, providing bookkeeping, real-time tax calculations, invoicing, and direct HMRC submission at no cost. This drives user acquisition and adoption.
- Tax Return Quality Check: Optional paid service where Pie's tax assistants review the user's tax return before HMRC submission to identify errors. Priced at £59.
- Done-For-You Tax Filing: Premium service where Pie's team handles the entire tax return process on behalf of the user for a one-off fee of £126.
- MTD (Making Tax Digital) Package: Full MTD compliance package including software, quarterly filing, and support for £199 per year, positioned as cheaper alternative to accountants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free core plan with 10 features |
| One time/ perpetual license | Pay-as-you-go | Tax Return Check (optional add-on) |
| One time/ perpetual license | Pay-as-you-go | We Do It For You (optional add-on) |
| Subscription | Annual | Full MTD Package (annual subscription) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
Pie product offering
Product offeringCore offering
Pie provides a mobile-first Self Assessment tax management application for UK individual taxpayers, enabling bookkeeping, real-time tax calculation across multiple income streams (self-employment, rental, PAYE, investments, capital gains), automated receipt storage, invoicing, and direct HMRC submission. The core app is free, with optional paid add-on services including a £59 Tax Return Check, a £126 'We Do It For You' full filing service, and a £199/year Making Tax Digital compliance package.
Product overview
Pie is a mobile-first Self Assessment tax management platform for UK taxpayers, offering a free core app with optional premium add-on services. The main product is the Pie Self Assessment App (free tier) which provides bookkeeping, income tracking, real-time tax calculations, receipt management, invoicing, and direct HMRC submission. Premium services include a Tax Return Check (£59 one-off), a full 'We Do It For You' filing service (£126), and Making Tax Digital compliance support (£199/year). The ecosystem also includes Tax Calculators, the Tax Pible knowledge hub, and the Charlotte 'Tax Queen' expert content program. The platform targets freelancers, landlords, investors, sole traders, PAYE workers with additional income, and gig economy workers.
Differentiator
Problem solved
Functional benefit
Products and services
- Pie Self Assessment App (Free Plan) Free mobile Self Assessment app for UK taxpayers providing bookkeeping, real-time tax visibility, multiple income stream tracking, Smart Match automated categorisation, receipt storage, invoicing, and direct HMRC submission at no cost.
- Tax Return Check Service
Quantifiable outcome
- Users can complete tax returns in under an hour depending on complexity
- +3 more outcomes
Companies that use Pie
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles4 records
Pie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature8 records
Pie partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- InvestEnginecorePie partnered with InvestEngine to integrate pension tax relief claims directly into SIPP (Self-Invested Personal Pension) dashboards. This partnership addresses the estimated £1.3bn in unclaimed pension tax relief annually in the UK. The integration allows Pie users to easily claim pension tax relief through their investment accounts, simplifying what is historically an underclaimed government benefit.
- ContractwisecorePie announced a strategic partnership with Contractwise to deliver specialist Making Tax Digital (MTD) solutions specifically for the UK construction sector. This addresses the unique compliance challenges faced by construction industry workers operating under the Construction Industry Scheme (CIS), providing them with MTD-compliant tools for quarterly digital submissions required from 2026.
- TrueLayercorePie uses TrueLayer as its Account Information Services Provider to connect users' bank accounts via Open Banking. TrueLayer provides read-only access to transaction data, enabling automatic import and categorisation of bank transactions in the Pie app. TrueLayer is authorised and regulated by the Financial Conduct Authority (Firm Reference Number: 793171). Pie acts as an agent of TrueLayer for the regulated Account Information Service.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Pie competitors and assessment
Company assessmentDirect peers
- Taxfix: Mobile-first tax filing app originally launched in Germany and expanded into the UK. Closely comparable product, freemium GTM model, and target customer (individual taxpayers needing Self Assessment support) make Taxfix the most direct peer to Pie.
- FreeAgent: UK cloud accounting platform for freelancers, contractors, and small businesses, owned by NatWest. Directly overlaps Pie's freelancer and sole-trader target segment with Self Assessment support, though FreeAgent is broader in scope (full bookkeeping + payroll).
- Coconut: UK fintech offering a combined business current account, bookkeeping, and tax filing solution for self-employed individuals and limited companies. Competes with Pie on tax management for the self-employed, particularly through its mobile-first UX and integration with HMRC.
- GoSimpleTax: UK Self Assessment tax software historically positioned as a low-cost alternative to accountants. Direct overlap with Pie's core Self Assessment offering for UK individuals, though desktop-first rather than mobile-first.
- TaxCalc: Established UK tax software for individuals, accountants, and businesses offering Self Assessment, MTD support, and income tax returns. Direct overlap with Pie's product features and target customers in the UK Self Assessment market.
- ANNA Money: UK business current account and tax tools for freelancers, contractors, and SMBs. Comparable mobile-first, self-employed segment with built-in tax features, overlapping Pie's freelancer and side-hustler target customers.
- Clear Books: UK cloud accounting software for small businesses and sole traders, with HMRC-recognised MTD support. Comparable UK SMB customer base and Self Assessment functionality, though desktop-first product delivery.
Broad incumbents
- QuickBooks Self-Employed: Intuit's self-employed edition serves UK freelancers and sole traders with expense tracking, mileage, invoicing, and Self Assessment. Part of Intuit's broader accounting portfolio, giving it scale advantages Pie lacks, though with a less mobile-centric UX.
- Xero: Global cloud accounting platform widely adopted by UK accountants and SMBs. Offers Self Assessment and MTD compliance as part of a broader suite; competes with Pie for SME and accountant-channel customers despite a different primary persona.
Emerging players
- Countingup: UK combined business current account and accounting app for sole traders and limited companies with built-in tax estimation. Targets a similar self-employed and freelancer segment to Pie with a mobile-first banking + accounting proposition.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights6 records
Customer concentration
Pie social profiles
Digital presencePie compliance and trust
Trust signalCompliance2 records
Pie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pie leadership team
Management profileNumber of profiles
Profiles2 records
Pie funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pie 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 Pie
What does Pie do?
Pie provides a mobile-first Self Assessment tax management application for UK individual taxpayers, enabling bookkeeping, real-time tax calculation across multiple income streams (self-employment, rental, PAYE, investments, capital gains), automated receipt storage, invoicing, and direct HMRC submission. The core app is free, with optional paid add-on services including a £59 Tax Return Check, a £126 'We Do It For You' full filing service, and a £199/year Making Tax Digital compliance package.
Is Pie a public or private company?
Pie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pie founded?
Pie was founded in 2022. It employs 51 to 100 people.
Where is Pie based?
Pie is headquartered in Dublin, Ireland, in the Europe region.
How does Pie make money?
Four revenue lines are on record. Freemium Core App is the primary driver. The others are tax Return Quality Check, done-For-You Tax Filing and MTD (Making Tax Digital) Package.
Who are Pie's main competitors?
Direct peers on record are Taxfix, FreeAgent, Coconut, GoSimpleTax, TaxCalc, ANNA Money and Clear Books. Broad incumbents are QuickBooks Self-Employed and Xero. Countingup is listed as an emerging player.
Does Pie have an API?
No public API is recorded for Pie.
What industry is Pie in?
Pie's product category is Tax Preparation Software. Its primary akta.pro industry code is FSAGADAJ, Tax Planning & Personal Tax Optimization Tools. Its NAICS code is 541213 and its SIC code is 7374.