Smart Money People

What Smart Money People does

Smart Money People is a UK-based review and customer insight platform focused exclusively on the financial services sector, founded in 2014 and headquartered in Epsom, England. The platform hosts over 3 million customer reviews spanning savings, ISAs, pensions, insurance, banking, credit, mortgages, and business financial products, with each review capturing 16+ structured data points that feed a proprietary analytics layer. On the consumer side, the website operates as a self-serve comparison and education destination with more than 500,000 newsletter subscribers; on the business side, financial services firms subscribe to collect reviews, run bespoke surveys, benchmark performance against competitors, and generate Consumer Duty compliance reporting. The business also operates three annual proprietary awards programs — British Bank Awards, Consumer Credit Awards, and Insurance Choice Awards — that anchor brand authority and engagement with both consumers and B2B customers.

The company monetizes through three channels: paid B2B subscription accounts for financial services companies (with pricing on request and unlimited users/review invites as standard), advertising and featured product placements, and an affiliate/referral partnership with TopCashback that drives newsletter sign-ups. Named enterprise customers include Triodos Bank, Zopa Bank, Newbury Building Society, Leek United Building Society, and Pure Retirement. The technology stack is not publicly disclosed, though the platform supports 1,725+ partner integrations via cookies and tracking, and is GDPR- and CCPA-compliant. With 1-10 employees and only a single disclosed 2015 seed round from 23 Mile Fund and Northstar Ventures (~$234K), the company has operated as a capital-efficient, bootstrapped business for its entire history. Leadership transitioned in February 2026 with the appointment of Peer Jelendorf as CEO, and the company released its first proprietary research study in March 2026.

Name

Smart Money People

Legal name

Smart Money People Limited

Website

https://smartmoneypeople.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Financial Services Review Platform

NAICS

Credit Bureaus (56145)

SIC

Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

akta.pro secondary industry

Expense Tracking & Financial Dashboards (FSAGADAB)

Keywords

• Customer review platform
• Financial services reviews
• Review analytics software
• Consumer finance comparison
• Review management tools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Affiliate/Referral (TopCashback): Newsletter subscription partnership with TopCashback offering £15 bonus to new subscribers. Smart Money People receives referral revenue when subscribers click through to TopCashback.
2. Business Services: Provides paid business accounts for financial services companies to collect reviews, access analytics dashboards, survey customers, and benchmark against competitors. Pricing is available on request.
3. Advertising: Featured product listings and advertising placements on the platform for financial services companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Smart Money People operates a UK financial services review platform where individual consumers can browse, search, read, and write reviews of banking, savings, investment, mortgage, insurance, and credit products to inform their purchase decisions. On the business side, the company offers paid subscription accounts that allow financial services firms to collect reviews, run customer surveys, access an analytics dashboard, benchmark against peers, and generate insights for Consumer Duty regulatory reporting.

Product overview

Smart Money People is a UK-based financial services review platform operating as a website and business services suite. The core offering consists of a consumer-facing review platform where users can search, compare, and review financial products across savings/investments (Easy Access Accounts, ISAs, Bonds, Stocks & Shares, Pensions), insurance (Vehicle, Personal, Specialist), banking (Current Accounts, Prepaid Cards), credit & borrowing (Credit Cards, Loans, BNPL), and mortgages. The business side provides review collection, customer surveys, data analytics, Consumer Duty compliance tools, and industry benchmarking. The platform also hosts three annual awards programs (British Bank Awards, Consumer Credit Awards, Insurance Choice Awards) decided by customer reviews. The ecosystem is supplemented by a newsletter with TopCashback partnership.

Differentiator

Problem solved

Functional benefit

Brands

• British Bank Awards: Annual industry awards for banking products decided by customer reviews
• Consumer Credit Awards
• Insurance Choice Awards

Products and services

• Consumer Review Platform Free-to-use UK financial services review website where consumers search, browse, compare, and write reviews of banking, savings and investment, ISA, pension, vehicle/personal/specialist insurance, current accounts, credit cards, loans, BNPL, mortgage, and business financial products.
• Business Review Management Subscription business dashboard for financial services companies to collect customer reviews, issue review invitations, survey customers, manage their public profile, and promote their business on Smart Money People.
• Analytics Dashboard In-depth business analytics dashboard providing financial services-focused insights, trend monitoring, and board reporting capabilities for subscribed companies.
• Consumer Duty Tools Data and insight capabilities that translate review-based customer experience metrics into outputs that help UK financial firms meet their Consumer Duty regulatory reporting and oversight responsibilities.
• Customer Survey Tool Bespoke survey capability enabling financial services businesses to gather sensitive customer feedback securely without publishing results on the public review platform.
• Mortgage Lender Benchmark Industry benchmarking product that lets UK mortgage lenders compare performance across sectors and versus peer institutions using Smart Money People's review dataset.
• Smart Money People Newsletter with TopCashback Free newsletter subscription distributed to 500,000+ subscribers, providing expert articles, top-rated financial products, money-saving deals, and a £15 TopCashback bonus incentive for new subscribers.

Quantifiable outcome

• Companies with more reviews generate 54% more revenue than those without
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Reviews.io: Reviews and customer-feedback platform serving SMB and enterprise customers, including financial services. Comparable in operating model (review collection, business tools, analytics) and target customer base.
• Feefo: UK-based reviews and customer-insight platform with a particularly strong financial-services focus. Mirrors Smart Money People's B2B subscription + review-collection model and competes for the same FS enterprise budget.
• Trustpilot: Largest consumer review platform globally with a strong financial-services vertical in the UK. Directly comparable business model (review collection, business subscriptions, advertising) and overlapping customers with Smart Money People.
• Fairer Finance: UK specialist ratings and insight provider for financial services, publishing product and service quality scores. Most direct UK-vertical comparable in terms of FS-only focus and benchmarking products.
• Defaqto: UK financial-services data and ratings provider used by advisers and consumers to compare products. Comparable in producing structured FS product-level data and ratings for both B2B and consumer audiences.
• eKomi: European reviews and customer-feedback platform with a financial-services focus. Closely matches Smart Money People's review-collection + business-insight model in a regulated FS context.

Broad incumbents

• MoneySupermarket: UK's largest price-comparison marketplace across financial services, insurance, and utilities. Adjacent rather than direct: uses product data and consumer traffic rather than authentic user reviews, but competes for the same consumer-research moment.
• Compare the Market: Major UK price-comparison platform with deep FS and insurance coverage. Competes for the same consumer financial-shopping intent via a different (price-led) mechanism.
• Bazaarvoice: Enterprise-grade user-generated content and reviews platform serving large retailers and brands, with some FS exposure. Comparable enterprise subscription model and review-aggregation technology stack.
• Yotpo: Global e-commerce reviews, ratings, and UGC platform expanding into financial services. Comparable technology and subscription-based B2B model with broader scale and capital base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/smartmoneyppl
• Facebookfacebook.com/smartmoneypeople
• LinkedInlinkedin.com/company/smart-money-people
• Instagraminstagram.com/smartmoneyppl
• TikToktiktok.com/@smartmoneyppl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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 Smart Money People