What Embark Group does

Embark Group is a UK-based wealth technology platform provider offering white-label Platform-as-a-Service solutions to financial advisers, corporates supporting intermediaries, and direct-to-consumer / fintech companies. Founded in 2013 and operating from London, Dundee, Edinburgh, and Leeds, the company combines FNZ's underlying platform technology (partnered since 2014) with its own proprietary front-end UI/UX and API layer to deliver configurable wrappers including SIPP, Junior SIPP, Stocks & Shares ISA, Junior ISA, and General Investment Account. The platform supports access to over 6,000 mutual funds, 2,000 ETFs, 84 discretionary fund managers, and integrated planning and CGT tools. As at December 2025, Embark administers £42.9bn in assets across 466,186 individual investment accounts serving 310,054 customers.

Embark generates revenue primarily through recurring white-label platform fees, transaction-based execution services (via the Stocktrade sub-brand, which holds £2.4bn AUA across 14,000 accounts), corporate solutions for share schemes and corporate ISAs/GIAs, and revenue-share arrangements with partners. Pricing is quote-based, multi-year, and not publicly disclosed. Distribution is exclusively B2B and channel-partner focused, with anchor relationships including Lloyds Banking Group, Scottish Widows, LV=, BestInvest, JP Morgan Personal Investing (formerly Nutmeg), Wealthify, and HUB Financial Solutions. Go-to-market combines direct sales engagement with thought-leadership content, case studies, and industry research partnerships.

Embark became a wholly-owned subsidiary of Lloyds Banking Group in January 2022, providing balance-sheet backing, brand credibility, and access to Lloyds Bank, Halifax, and Bank of Scotland distribution. The company retains the AKG 'A Superior' financial strength rating (as at January 2026) and has been named to the WealthTech 100 list for six consecutive years. The group has executed multiple acquisitions (Hornbuckle 2013, Avalon 2016, Rowanmoor 2016, EBS 2017, Alliance Trust Savings/Zurich 2019, Halifax Share Dealing 2023) and launched a fintech skills school in Dundee to expand its technology talent pipeline. Operations are UK-domestic, with content restricted to UK residents per the company's terms.

Name

Embark Group

Legal name

Embark Group Limited

Website

https://embarkgroup.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Embark Group is a UK white-label wealth technology platform provider, wholly-owned by Lloyds Banking Group, offering Platform-as-a-Service built on FNZ technology to advisers, corporates, and fintechs, administering £42.9bn AUA across 466,186 accounts.

Ownership category

akta.pro rank

Product category

Wealth Technology Platform

NAICS

Portfolio Management and Investment Advice (523940), Investment Banking and Securities Intermediation (523150)

SIC

Investment Advice (6282), Services-Prepackaged Software (7372), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM)

akta.pro secondary industries

Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC), Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

Keywords

• Wealth technology platform
• White-label platform as a service
• Investment platform solutions
• Pension and retirement platform
• Execution-only stockbroking

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. White-Label Platform Fees: Revenue generated through white-label platform partnerships where Embark provides the platform infrastructure, custody, and operational services. Partners gain access to a full platform proposition with regulatory burden managed by Embark.
2. Trade Execution Services: Stocktrade brand provides execution-only stockbroking services supporting UK wealth propositions with equity trading across UK, Europe and North American markets. Revenue from transaction-based dealing services.
3. Corporate Solutions (Sharesave/ISA/GIA): Corporate-sponsored ISAs and GIAs for UK-based employees, bulk dealing for share schemes, cashless exercise facilities, and corporate ISA solutions through Stocktrade brand.
4. Revenue Share: Partners have the opportunity for revenue sharing arrangements as part of the white-label proposition, providing medium to long-term margin protection.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Embark Group provides a white-label Platform-as-a-Service for the UK wealth management market, combining FNZ core platform technology with Embark's proprietary front-end UI/UX and APIs. The offering enables adviser firms, corporates, and fintechs to launch branded investment platforms with wrappers including SIPP, Junior SIPP, Stocks & Shares ISA, Junior ISA, and GIA, supported by custody, execution, and regulatory permissions. Complementary offerings include Stocktrade execution-only stockbroking and the Horizon Funds multi-asset fund range.

Product overview

Embark Group is a digital retirement and wealth technology solutions provider offering a Platform-as-a-Service model. The core offering is the White-Label Platform, which combines FNZ's underlying technology with Embark's proprietary front-end and comprehensive API suite, enabling partners to launch branded investment platform capabilities. The platform supports multiple wrappers including SIPP, Junior SIPP, Stocks & Shares ISA, Junior ISA, and GIA. Complementary products include Stocktrade for execution-only stockbroking, Horizon Funds (five actively managed multi-asset funds), and Stand-alone SIPP solutions. The company serves adviser firms, corporates supporting intermediaries, D2C companies, and fintechs.

Differentiator

Problem solved

Functional benefit

Brands

• Stocktrade: Execution-only stockbroking platform providing equity trading covering UK, Europe and North American markets. Has been providing equity trading services since 1993.
• Horizon Funds

Products and services

• White-Label Platform

Quantifiable outcome

• £42.9bn Assets Under Administration
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• FNZcoreTechnology or Integration · 1 September 2014Strategic technology partnership commenced in September 2014. FNZ provides the core platform infrastructure that Embark's white-label solutions are built upon. Embark combines FNZ's technology with its proprietary front-end UI/UX and API capabilities. The partnership enables Embark to offer leading-edge technology while maintaining control over customer digital journeys.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Avaloq: Swiss-based wealthtech platform provider offering core banking, CRM, and portfolio management technology to private banks and wealth managers. Comparable as a B2B platform-as-a-service provider, though focused on private banking rather than UK retail wealth.
• Wealthify: UK D2C robo-investment firm and Embark white-label partner, using Embark's platform and APIs to deliver its digital SIPP and ISA. Comparable as a digital wealth proposition built on third-party platform infrastructure, illustrating the API-first D2C channel Embark serves.

Direct peers

• Quilter Platform: UK wealth manager and platform operator offering advised platform services, model portfolios, and a wide range of wrappers. Direct peer in the UK adviser platform market with overlapping partner and adviser customer base.
• Transact Platform (Integrafin): UK wrap platform serving adviser firms with custody, execution, and platform services. Direct peer in the advised platform market, with a similar model of providing platform infrastructure to adviser networks and corporate partners.
• FNZ: Global wealthtech platform provider and Embark's core technology partner since 2014. FNZ is both a direct competitor (offering its own white-label propositions to banks and insurers) and the underlying infrastructure for Embark's platform, making it the most strategically comparable peer.
• Hargreaves Lansdown: UK's largest direct-to-consumer investment platform with ~£140bn AUA, serving advised and D2C clients. Direct peer in the UK platform and wealth technology space, with comparable wrappers and adviser tooling.
• AJ Bell: UK investment platform with ~£80bn AUA serving both advised and direct clients, including SIPP, ISA, and dealing accounts. Direct competitor in the UK platform market and a useful scale benchmark for Embark's £42.9bn AUA platform business.

Broad incumbents

• Abrdn (formerly Standard Life Aberdeen): Global asset and wealth manager with a substantial UK platform business (Abrdn Platform) serving advised and direct clients. Broader incumbent with overlap on platform technology, model portfolios, and adviser services.
• SS&C Technologies: Acquirer of FNZ and provider of broader financial services technology including wealth management, custody, and fund administration. Broad incumbent that, through FNZ, is both a technology partner and a direct competitive threat to Embark.
• Fidelity International (Fidelity Platform): Global asset manager with a UK advised platform offering adviser technology, model portfolios, and platform services. Broad incumbent with overlapping platform proposition targeting UK adviser firms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/embark_group

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A4 records

Investments

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

Frequently asked questions about Embark Group