What Yodelar does

Yodelar is a UK-based investment research and advisory firm that combines a proprietary fund-ranking technology platform with regulated investment advice, serving primarily UK private investors. The firm operates the Investor Hub™ platform, which covers 80,000+ investment funds and 100+ fund managers and applies a proprietary algorithm to rank funds against sector peers over 1, 3, and 5-year periods, producing a 1-5 star rating with quartile colour coding. Adjacent tools include a Fund Search Tool covering 88,000+ fund variants, a Portfolio Analysis Tool that delivers an overall portfolio grade, and a free, 24-hour portfolio performance analysis used as the primary lead magnet. Yodelar is FCA-authorized under firm reference number 810056, and its sister entity MKC Wealth Limited (FCA FRN 428734) provides regulated advisory services; both are wholly owned subsidiaries of MKC Wealth Holdings Limited, headquartered at Walsingham House, 35 Seething Lane, London with an admin centre in Derry.

The company monetizes through a freemium-to-subscription funnel (free portfolio analysis leading to a 7-day Investor Hub trial and ongoing subscription), fee-based regulated investment advice, the SafeGuard™ portfolio strategy, and managed MKC Invest portfolios aligned to defined risk profiles. Content distribution — daily Yodelar Insights articles, monthly Investor Magazine, Top Funds Reports, and a Fund Manager League Table — is used to drive both top-of-funnel SEO and mid-funnel email engagement. Distribution combines direct sales via a regulated advice team booking Calendly consultations, a self-serve digital platform (web plus iOS and Android apps), and a partner channel for financial advice firms and education authorities.

Yodelar's customer base is horizontally segmented: private investors (primary), charities and trusts (trustee advisory), professional advisers (research tools), financial advice firms (partner program), and education authorities (grassroots financial literacy). The firm has 101-250 employees, an estimated base of 60,000+ UK users of its research services, and brand presence secured via UK financial media features (The Times, Citywire, FT Adviser, Money Marketing, Money Saving Expert).

Name

Yodelar

Legal name

Yodelar Investments Limited

Website

https://yodelar.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Yodelar is a UK-based investment research and advisory firm that serves primarily UK private investors with proprietary fund-ranking analytics, portfolio analysis tools, and FCA-regulated investment advice. It operates the Investor Hub platform covering 80,000+ funds under parent MKC Wealth Holdings Limited.

Ownership category

akta.pro rank

Product category

Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Multi-Manager / Multi-PM Platforms (FSAHAKAD)

akta.pro secondary industry

Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC)

Keywords

• Fund research platform
• Investment advisory services
• Portfolio analysis tools
• Wealth management advice
• Fund performance rating

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advice Services: Regulated investment advice from expert advice team providing personalized investment recommendations based on fund research and portfolio optimization.
2. Investor Hub Subscription: Premium subscription to Investor Hub fund research platform providing access to 80,000+ investment funds and 100+ fund managers, with 7-day free trial offered.
3. Free Portfolio Analysis: Free portfolio performance analysis service (24-hour turnaround) used as lead generation for paid advisory services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Yodelar provides UK investors with a fund research and investment advisory platform, anchored by the Investor Hub subscription covering 80,000+ investment funds and 100+ fund managers. Core offerings include a proprietary ranking algorithm that scores funds against sector peers over 1, 3, and 5-year periods, free portfolio analysis as a lead-generation service, FCA-regulated personalised investment advice, the SafeGuard portfolio strategy, and managed portfolios through the MKC Wealth brand. Mobile apps for iOS and Android support on-the-go access to fund research and portfolio monitoring.

Product overview

Yodelar is an investment research and advisory platform offering a suite of fund analysis tools and services. The core platform includes the Investor Hub™ for comprehensive fund research, supported by tools like the Portfolio Analysis Tool and Fund Search Tool. The service offering includes free portfolio analysis, regulated financial advice, and curated reports including the Top Funds Report, Fund Manager League Table, and monthly Investor Magazine. The company has developed a proprietary algorithm for ranking funds and fund managers, and serves both retail investors (via DIY tools and magazine) and professional advisers (via the partner program and managed portfolios through MKC Wealth).

Differentiator

Problem solved

Functional benefit

Brands

• SafeGuard™: A comprehensive protect and recover strategy to help investors protect their wealth during market volatility such as the coronavirus pandemic.
• Investor Hub™

Products and services

• Investor Hub

Quantifiable outcome

• 90% of portfolios reviewed contain funds that underperform
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• MKC Wealth Holdings LimitedcoreOthersParent company registered in England with company No 12743231 at Walsingham House, 35 Seething Lane, London, EC3N 4AH. Yodelar Investments Limited and MKC Wealth Limited are wholly owned subsidiaries.
• MKC Wealth LimitedcoreOthersWholly owned subsidiary of MKC Wealth Holdings Limited, registered in England and Wales with company No 05016078. Authorised and regulated by FCA under firm reference number 428734.
• MKC Wealth LimitedcoreOthersYodelar Investments Limited is a wholly owned subsidiary. Both companies operate under FCA regulation at the same London address.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• FundCalibre: UK fund research and ratings boutique that produces the Elite Ratings system for funds and fund managers. Directly competes with Yodelar's star rating methodology and fund selection reports.
• Citywire: UK-based investment research, fund manager ratings, and adviser intelligence publisher. Directly comparable to Yodelar in fund manager league tables, fund research, and adviser/retail investor media.
• Trustnet: UK fund research and comparison platform (part of FE fundinfo) that lets investors search, compare, and rate funds across providers. Most directly comparable to Yodelar's Fund Search Tool and Portfolio Analysis Tool on a like-for-like basis.
• Bestinvest: UK investment platform offering fund research, model portfolios, and managed investment services to private investors. Closely matches Yodelar's combination of research tools and discretionary portfolio service (MKC Invest).
• Money Observer: Long-running UK fund research and ratings publication serving self-directed investors with model portfolios and fund recommendations. Mirrors Yodelar's monthly magazine and Top Funds Report approach.

Broad incumbents

• AJ Bell: UK investment platform with fund research, model portfolios (Favourite Funds), and execution services. Comparable to Yodelar's research-led retail proposition but bundled with full platform custody and execution.
• Hargreaves Lansdown: UK's largest direct-to-consumer investment platform, offering fund research alongside execution, SIPP, and ISA services. Competes with Yodelar in fund research but as part of a much broader wealth platform offering.
• Morningstar UK: Global investment research leader with a strong UK footprint, offering fund ratings (star ratings), portfolio analysis, and data feeds. Operates at a far larger scale than Yodelar but covers the same core product categories.
• Interactive Investor: UK investment platform providing fund research, model portfolios (Super 60), and rated fund lists to self-directed investors. Overlaps with Yodelar's research and recommended-funds proposition at platform scale.

Emerging players

• Adler Financial Services: Smaller UK wealth and investment advisory firm providing research-led portfolio construction. Niche but comparable to Yodelar's advice-led, research-supported service for private investors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/yodelar
• Facebookfacebook.com/official.yodelar
• LinkedInlinkedin.com/company/yodelar

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Yodelar