What Defaqto does

Defaqto is a UK-based financial information and software business that operates the country's largest independent financial product database, covering 45,000+ products and 3.6 million features updated daily by in-house analysts. The company builds expert-led Star Ratings (1-5 scale), Diamond Ratings, Service Ratings, and Risk Ratings, and packages these alongside structured product data into a platform-plus-modules architecture targeting six core segments: financial advisers (the primary segment), insurers, banks, asset managers, wealth and protection providers, and price comparison websites. Its three flagship software products are Matrix (the underlying whole-of-market database with Data Numerical Analysis benchmarking), Matrix 360 (an interactive insurance market-intelligence platform with visual dashboards, configurable reports, and automated alerts refreshed up to four times daily across 10,000+ products), and Engage (an all-in-one financial planning system incorporating cashflow modelling, risk profiling, pension switching, and suitability documentation, through which more than £50bn of investment recommendations flow annually).

The company monetises through enterprise software subscriptions (Matrix, Matrix 360, Engage, MPS Comparator, Data Services), licensing of Star Ratings and Banking Award badges to product providers and comparison websites, and professional investment reviews for fund managers and DFMs. Pricing is quote-based with annual or multi-year billing, and sales are predominantly enterprise-led with tailored demonstrations; more than 30% of UK financial advisers use Defaqto tools daily, with 300+ brands across 250 companies contributing data. Defaqto Unity connects Engage with MICAP, Competent Adviser, IFA Dash, and VouchedFor to create an integrated adviser ecosystem. Founded in the mid-1990s and now a wholly-owned subsidiary of publicly listed Fintel Plc, Defaqto has expanded through the 2023 acquisition of MICAP (tax-advantaged investment research) and the January 2026 acquisition of Pearson Ham Group's market pricing business for £11.0m, and operates exclusively in the UK market.

Name

Defaqto

Legal name

Defaqto Limited

Website

https://defaqto.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Defaqto is a UK financial information business operating the country's largest independent financial product database (45,000+ products, 3.6m features), serving financial advisers, insurers, banks, and asset managers through Matrix, Matrix 360, Engage, and proprietary Star Ratings.

Ownership category

akta.pro rank

Headquarters

HQ city

Haddenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Subscription-based access to Matrix, Matrix 360, and Engage platforms. Pricing depends on organisation size, data requirements, and integration needs. Tailored proposals provided following demonstrations.
2. Data Services: Provision of financial product data feeds, market intelligence, and analytics. Data can be integrated with customer pricing information and other metrics for tailored analytics tools.
3. Star Ratings Licensing: Licensing of Star Ratings, Diamond Ratings, and Banking Award badges for use in marketing materials across digital channels, product pages, print, and point-of-sale.
4. Investment Reviews: Detailed fund, MPS, and ESG investment reviews examining people, processes, and philosophy. Reviews are available in Engage and support adviser recommendations and asset manager marketing.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Defaqto operates the UK's largest independent financial product database (45,000+ products, 3.6 million features updated daily) and sells subscription access to it through Matrix and Matrix 360, alongside the Engage financial planning software for advisers and a suite of expert-derived 1-5 Star Ratings, Diamond Ratings, Service Ratings, Risk Ratings and Investment Reviews used by UK financial institutions and advisers for product selection, compliance and competitive intelligence.

Product overview

Defaqto is a UK-based financial product and market intelligence firm offering a platform-plus-modules architecture. The core products include: Matrix (static financial product database with 45,000+ products and 3.6m features), Matrix 360 (interactive insurance market-intelligence platform with daily updates), and Engage (all-in-one financial planning software for advisers). Supporting these are rating products including Star Ratings (1-5 scale product quality assessments), Diamond Ratings (fund quality), Service Ratings (provider service quality), and Risk Ratings (investment risk alignment to 10 profiles). Additional tools include MPS Comparator (portfolio performance), Compare (feature comparison), Data Services, Market Pricing, and Customer Experience Insights. Defaqto Unity connects these tools into a unified adviser ecosystem. The company also offers MICAP (acquired 2023) for tax-advantaged investment research and the Defaqto Banking Award for savings rate consistency recognition.

Differentiator

Problem solved

Functional benefit

Products and services

• Engage An all-in-one financial planning system that helps UK financial advisers deliver advice from start to finish, with integrated cashflow modelling, risk profiling, research on 21,000+ funds/platforms/products, pension switching, product/platform switching, CIC Compare, recommendations and reporting, and client reviews. Used by more than 30% of UK advisers and powers £50bn+ of investment recommendations annually.
• Matrix 360 An insurance market-intelligence platform for UK general insurers combining Defaqto's financial product database with powerful visualisation and analysis tools, covering 10,000+ personal lines products (home, motor, travel, pet, gadget) and 1.6 million features updated four times daily for product benchmarking, tender support, pricing and Consumer Duty compliance.
• Matrix A comprehensive whole-of-market financial product database providing access to 45,000+ financial products and 3.6 million product features, updated daily, with Data Numerical Analysis (DNA) scoring, Star Ratings, brochure text comparison and automated reporting for product governance and compliance across general insurance, life and protection, retail banking and wealth management.
• Star Ratings Independent expert ratings assessing the quality of financial products on a 1-5 star scale. Defaqto experts choose between 30 and 100 features and benefits per product category, scoring every product in the market using a consistent methodology. Covers almost 100 financial product categories including insurance, pensions, investments and banking products, and is licensed to providers for use in marketing materials and on price comparison websites.
• Diamond Ratings Assess the quality and performance of funds at a glance using a clear and consistent scoring approach, making it easy to understand where a fund or MPS family sits in the market.
• Service Ratings Compare the quality of service across multiple product providers. Can be used by advisers to support product selection and the recommendation process, or by providers to communicate their service quality.
• Risk Ratings Unbiased risk assessments that align a fund or MPS portfolio to a client's agreed level of risk. Maps funds and MPS portfolios to 10 accumulation risk profiles, using Hymans Robertson strategic asset allocations. Used by more than 30% of UK advisers.
• Investment Reviews Detailed annual reviews of funds, MPS portfolios, investment trusts and ESG investments covering people, processes and philosophy, providing comprehensive and unbiased assessments beyond fact sheets, with 87% of advisers finding ESG Reviews useful and 89% finding Fund Reviews useful.
• Compare Feature comparison tool allowing consumers and advisers to check features, cover levels and fees of multiple financial products instantly, helping consumers make informed decisions and giving product providers a way to demonstrate proposition value.
• Data Services Market-leading financial data services providing deeper insight through details of latest rates, features and add-ons. Can be integrated as input for other Software as a Service applications.
• Market Pricing Market pricing intelligence services providing up-to-date interest rates, charges and lending criteria information for the whole UK retail banking market, updated daily.
• MPS Comparator Performance comparison tool for managed portfolio services (MPS) providing performance average tools for passive and active portfolios, aiding advisers and discretionary managers in assessing portfolio performance and meeting regulatory demands through like-for-like comparisons based on real data from over 2,000 platform portfolios.
• Defaqto Unity Connected adviser software proposition that brings Defaqto's data and insight together to support every stage of the advice journey, connecting planning, research, compliance and management information in a joined-up environment and including integrations with Engage, MICAP, Competent Adviser, IFA Dash and VouchedFor.
• Defaqto Banking Award Independently assessed quality mark for UK savings market recognising rate consistency over time, based on savings rate data tracked across 2,114 UK savings products over a 12-month assessment period with no judges, submissions or shortlisting. Covers Instant Access Savings, Fixed Term Savings, Instant Access Cash ISAs, Fixed Term Cash ISAs and Regular Savings categories.
• MICAP (MI Capital Research) Research and data on tax-advantaged investment products including SEIS, EIS and inheritance tax products, connecting over 1,000 IFAs to venture capital and relief products following its acquisition by Defaqto from Indagate Group in July 2023.
• Customer Experience Insights Tool for measuring and analysing customer experience across financial products and services, sold as a standalone insight product within Defaqto's product portfolio.

Quantifiable outcome

• 9 out of 10 consumers buy Defaqto rated products
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Pearson Ham GroupcoreTechnology or Integration · 19 January 2026Fintel (through Defaqto) acquired Pearson Ham Group's market pricing business for £11.0m. Strengthens Software and Data division with proprietary pricing data for the UK insurance industry.
• Aviva InvestorsminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025. Speaker: Shane O'Brien, Head of Investment Specialists.
• BNY InvestmentsminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025. Speaker: Catherine Doyle, Investment Specialist, Real Return team.
• Canada Life Asset ManagementminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025. Speaker: Jon Lewis, Business Development Manager.
• TattonminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025. Speaker: Lothar Mentel, Chief Investment Officer.
• Premier MitonminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025. Speaker: David Jane, Fund Manager.
• Puma InvestmentsminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025. Speaker: James Ramsey, Head of Investment Product Management.
• RBC Brewin DolphinminorGTM or Marketing Partner · 30 April 2025Panel session contributor at 'Unlocking Retirement Strategies' conference 2025 on retirement topics.
• ParkwalkminorGTM or Marketing Partner · 30 April 2025Panel session contributor at 'Unlocking Retirement Strategies' conference 2025 on IHT/Tax efficient investments.
• QuilterminorGTM or Marketing Partner · 30 April 2025Conference partner for 'Unlocking Retirement Strategies' conference 2025.
• Standard LifeminorGTM or Marketing Partner · 30 April 2025Conference partner and publication sponsor for retirement income advice guide. Speaker: Sam Pardoe, Senior Investment Development Manager.
• TIMEminorGTM or Marketing Partner · 30 April 2025Panel session contributor at 'Unlocking Retirement Strategies' conference 2025 on IHT/Tax efficient investments.
• MICAP (MI Capital Research)coreStrategic or Co-development Partner · 27 July 2023Acquired from Indagate Group to expand into tax-advantaged investment products (SEIS, EIS, inheritance tax products). Connects over 1,000 IFAs to venture capital and relief products.
• Zurich InsurancecoreTechnology or IntegrationZurich Insurance uses Matrix 360 for retail proposition benchmarking, competitor analysis, and Consumer Duty compliance. Case study demonstrates how Matrix 360 enables faster market insight and tender response capabilities.
• AXAcoreTechnology or IntegrationAXA uses Matrix 360 insurance market intelligence platform for product design, pricing, and compliance activities.
• Standard LifecoreStrategic or Co-development PartnerPublication partner for retirement income advice guidance. Guide designed for advisers and paraplanners covering FCA thematic review and suitability requirements.
• Triple PointminorStrategic or Co-development PartnerPublication partner for Business Relief and IHT planning guide. Provides insights on tax-advantaged investment schemes and inheritance planning.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/defaqto

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Defaqto