EValue

What EValue does

EValue Limited is a UK-based financial technology company headquartered in Newbury that provides modular financial planning technology to financial advisers, banks, product providers, investment managers, and employers. The company's offering is built on a single proprietary Planning & Advice Engine, the EV Asset stochastic calculation engine, which has been operating for over a decade and runs 1,000 independent scenarios across 27 asset classes with dynamic correlation. This engine powers an integrated suite of products: EVPro (a five-module adviser software covering Risk, Invest, Goal, Solver, and Review), EVDirect and EVDigital (white-labelled digital guidance and advice tools), EVBuild (more than 35 APIs enabling client developers to embed the engine), and a Fund Risk Ratings service used by 50+ investment managers including HSBC, Legal & General Investment Management, and Vanguard.

The business operates three commercial models: SaaS subscriptions for off-the-shelf white-labelled products, API access for clients integrating the calculation engine into their own platforms, and professional services for custom builds. Revenue is generated primarily through recurring subscriptions and API consumption, though pricing is not publicly disclosed. Distribution is sales-led with a direct enterprise field force for large institutions, complemented by a self-serve adviser portal and API catalogue. EV serves an exclusively UK market and positions itself as the country's market leader in digital personal finance advice products and services, with risk profiling questionnaires covering 25% of the UK market in 2023 and £6 billion in assets allocated via its engine.

The company has expanded into employee financial wellness and has layered generative AI / voice-responsive avatars over its calculation engine to deliver conversational 'what if' scenarios. It holds ISO 27001 information security certification and Carbon Neutral Britain certification, and operates as an independent private limited company with no disclosed parent, external investors, or M&A activity.

Name

EValue

Legal name

EValue Limited

Website

https://ev.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

EValue Limited is a UK fintech that provides modular financial planning software and a stochastic calculation engine to financial advisers, banks, asset managers, and employers, distributed via SaaS, white-label tools, and 35+ APIs.

Ownership category

akta.pro rank

Product category

Financial Planning Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Enterprise Performance Management (EPM) & FP&A Platforms (HDAEAEAK)

Keywords

• Financial planning software
• Wealth management technology
• Investment risk analytics
• Retirement planning APIs
• Stochastic asset modelling

Headquarters

HQ city

Newbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscriptions: EV's calculation engine is available as SaaS through white labelled tools - EVDirect (guidance), EVDigital (digital advice), and EVPro (traditional financial advice), configured to reflect clients' house advice policy.
2. API Access: The EV calculation engine is available entirely through more than 35 different APIs, giving clients the components to create their own custom solutions using their own developers. Pricing strategy information was noted as being updated.
3. Custom Build Services: EV's team can create and integrate new custom solutions for clients, supporting with front and backend development to bring new ideas to market or create new organizational systems.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

EValue provides a modular financial planning technology platform built on a proprietary stochastic Planning & Advice Engine. Its core products include EVPro (an end-to-end adviser software suite with five integrated modules: Risk, Invest, Goal, Solver, and Review), white-labelled digital tools EVDirect and EVDigital, and EVBuild which exposes the calculation engine through 35+ APIs covering investment, retirement, calculator, and risk functionality. The company also offers a Fund Risk Ratings service used by over 50 investment managers including HSBC, LGIM, and Vanguard.

Product overview

EValue provides a modular financial planning technology platform built on a single Planning & Advice Engine. The core product is EVPro, an all-in-one adviser software suite with five integrated modules (Risk, Invest, Goal, Solver, Review). Additional delivery options include off-the-shelf white labelled tools (EVDirect for digital guidance, EVDigital for traditional advice, EVPro for advisers) and EVBuild APIs offering 35+ endpoints covering investments, retirement, calculators, and risk functionality. The platform is powered by the EV Asset stochastic calculation engine that has supported advice for over 10 years.

Differentiator

Problem solved

Functional benefit

Brands

• EVPro: All-in-one financial planning software for advisers and paraplanners with integrated modules for risk profiling, investment analysis, goal planning, solver, and review.
• EVDirect
• EVDigital
• EV Asset
• EVBuild

Products and services

• EVPro All-in-one financial planning software suite for financial advisers and paraplanners comprising five integrated modules (Risk, Invest, Goal, Solver, Review) enabling advisers to assess, build, stress-test, review, and solve client financial plans within a single solution.
• EVDirect Digital guidance tool designed for consumer-facing financial guidance, white-labelled and configured to reflect house advice policy. Part of EV's off-the-shelf solution suite for organisations providing self-service financial guidance to their customers.
• EVDigital Digital financial advice tool for traditional advice delivery, white-labelled and configured to reflect house advice policy. Part of EV's off-the-shelf solution suite enabling organisations to deliver compliant digital advice at scale.
• EVBuild (API Platform) API-based platform providing access to EV's calculation engine through more than 35 different APIs, organised into Investment APIs (Capacity for Loss, Chance of Beating Cash/Target, Investment Forecast, Portfolio Asset Allocation), Retirement APIs (Annuity Forecast, Drawdown Forecast, Pension Lump Sum Forecast, Budget Planner), Calculator APIs (Affordability, Life Expectancy, LISA vs Pension, Portfolio Optimisation), and Risk APIs (Portfolio Risk Rating, Risk Questionnaire Profiler). Enables client developers to build custom solutions using EV's proprietary calculation engine.
• Fund Risk Ratings Risk rating service for investment funds and portfolios, used by over 50 investment managers including HSBC Global Asset Management, Legal & General Investment Management, and Vanguard. Risk profiling questionnaires covered 25% of the UK market in 2023.

Quantifiable outcome

• Reduce cost of advice by 60-80%
• +4 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

One partnership is on record.

• MORE:TREESminorStrategic or Co-development Partner · 1 July 2021Environmental partnership for tree planting. Since July 2021, they've planted more than 200 trees across sites in Madagascar, representing 84 tonnes of future CO2 reduction. One tree is planted for every new employee, work anniversaries, birthdays, special occasions, and every new customer who partners with EV.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dynamic Planner: UK risk profiling and financial planning tool used by advisers and asset managers. Closely comparable to EValue's risk rating and asset allocation modules, with shared emphasis on suitability and behavioural finance inputs.
• Defaqto: UK financial product data, ratings, and analytics provider used by advisers and product providers. Comparable to EValue on the fund and portfolio risk rating and product research side of the business.
• Ortec Finance: Global provider of investment decision and risk analytics, including stochastic scenario generation for ALM, asset allocation, and personal financial planning. Closely comparable to EValue's stochastic engine and asset modelling capabilities.
• Finametrica: Risk tolerance and risk profiling questionnaire provider serving advisers, wealth managers, and superannuation funds. Directly comparable to EValue's risk profiling questionnaires, which EV says cover 25% of the UK market.
• Intelliflo: UK financial planning and back-office platform for advisers and paraplanners. Comparable on the adviser-facing planning software category and on serving the UK IFA market, though Intelliflo bundles a wider back-office stack.
• Oxford Risk: UK behavioural finance and risk tolerance specialist whose psychometric tools compete head-to-head with EValue's Risk module. Both target the same suitability-and-advice-workflow buyer in UK wealth management.
• CashCalc: UK-based financial planning and cashflow modelling software used by thousands of advisers. Direct overlap with EValue's EVPro suite on suitability-driven planning workflows for the UK IFA market.

Broad incumbents

• FNZ: Global wealth management platform serving major financial institutions with end-to-end investment and planning infrastructure. Adjacent competitor to EValue at the institutional end of the market, with broader platform scope.
• SEI Wealth Platform: Large-scale wealth management technology platform that has expanded into financial planning tooling. Overlaps with EValue on planning and risk for institutional and advised wealth clients, with broader operating footprint.
• Moody's Analytics (MMI): Global risk analytics and decision software business, with stochastic modelling and financial planning capabilities that overlap with EValue's engine at larger enterprise and institutional clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/EV_evalue
• Facebookfacebook.com/evfinancialsolutions
• LinkedInlinkedin.com/company/evalueuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 EValue