What AmplifyME does

AmplifyME (legally Amplify Trading Limited, Company No. 06798566) is a London-based education technology company founded in 2009 by former finance professionals Will de Lucy (CEO) and Piers Curran (Co-Founder and CFO/COO). It operates a browser-based finance simulation platform offering 250+ proprietary, in-house-built role-specific simulations covering markets, banking, M&A, and quant. Each simulation captures real-time behavioural and performance data — including decision-making, risk tolerance, and adaptability under pressure — that surfaces candidate ability in ways CVs and standardised tests cannot.

The company serves three connected customer segments: financial institutions (Morgan Stanley, Citadel, UBS, RBC, Evercore, BGC, TP ICAP, Trafigura, TwentyFour Asset Management, Dare, Bank of America, Citibank, EDF, JP Morgan, Millennium) for talent attraction, candidate assessment, and intern/graduate training; universities (Oxford Saïd, Leeds, Stirling since 2014, Loughborough, Duke, HKUST, and 400+ others globally) for curriculum-integrated employability and performance tracking via the Pathways platform; and individual learners via free tasters, the Summer Analyst Training Programme, and the London-based Finance Bootcamp. The platform is built and maintained in-house by a product and technology team, including AmplifyLAB technology apprentices, and integrates with Stripe (payments), Google Analytics, Hotjar, MouseFlow, and HubSpot.

Revenue is generated through three streams: B2C learner programme fees (one-time/Pay-as-you-go), B2B2C university licensing (annual or multi-year institutional agreements), and B2B bespoke corporate training and assessment contracts with financial institutions. Top simulation performers are flagged as High Potential Candidates (HPC) and fast-tracked to employer partners, creating a self-reinforcing candidate pipeline. After 17 years of self-funded operation, AmplifyME received its first outside investment from Northcote Equity in March 2026 to accelerate international expansion and technology development.

Name

AmplifyME

Legal name

Amplify Trading Limited

Website

https://amplifyme.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

AmplifyME operates a London-based browser platform offering 250+ proprietary role-specific finance simulations that generate performance data for early-careers hiring and training. It serves financial institutions (Morgan Stanley, Citadel, UBS), 400+ universities, and individual learners across 100+ countries.

Ownership category

akta.pro rank

Product category

Finance Simulation and Talent Assessment Software

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Financial Data, Analytics & FinTech Tools (BI, ERP, Automation) (EDABAJAM)

Keywords

• Finance simulation platform
• Talent assessment software
• Graduate recruitment tools
• University employability solutions
• Finance training programs

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, Infrastructure, Operations

Revenue model

1. Learner Programme Fees (B2C): AmplifyME charges individual learners for structured programmes including the Summer Analyst Training Programme (intensive 3-week online programme with 20+ simulations) and the Finance Bootcamp (1-week in-person programme in London with 10+ simulations). Pathways for Students is available as a one-off payment. Split payment options are available for certain programmes subject to approval. Payment methods include debit/credit card, bank transfer, and PayPal. Revenue is recognised at point of registration; access is conditional on payment receipt.
2. University Licensing (B2B2C): AmplifyME licenses its Pathways platform to universities through a University Pathways Licensing Agreement. Universities pay for access to premium simulation content and performance tracking for their students. This creates a recurring revenue relationship with academic institutions (e.g., University of Stirling since 2014, Leeds University Business School, Oxford Saïd, Loughborough University, Duke University).
3. Corporate Training & Assessment Contracts (B2B): Financial institutions (Morgan Stanley, Citadel, UBS, RBC, Evercore, BGC, Trafigura, TwentyFour Asset Management, Dare) engage AmplifyME for talent attraction events, candidate assessment, and intern/graduate training. These are bespoke enterprise contracts typically involving simulation events, data reporting, and ongoing programme delivery. The company also earns fees for identifying top simulation performers and referring them to employer partners for hiring.
4. External Investment (Northcote Equity): In March 2026, AmplifyME received its first outside investment from Northcote Equity, a private equity firm established in 2024. The investment was made after 17 years of self-funded growth. Funding will support international expansion and technology development.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

AmplifyME provides a live, browser-based finance simulation platform with 250+ proprietary role-specific simulations covering markets, banking, M&A, and quant, used by financial institutions for candidate assessment and training, by universities for employability-focused curriculum integration, and by individual learners for hands-on career preparation. The platform generates proprietary behavioural and performance data that informs hiring, upskilling, and career progression decisions.

Product overview

AmplifyME operates a platform-plus-modules architecture built around its core 250+ proprietary finance simulations. The primary platform serves three segments: financial institutions (talent attraction, assessment, and training services), universities (Pathways platform with curriculum-integrated simulations), and individual learners (programmes including Summer Analyst Training, Finance Bootcamp, and free Experience Finance). Simulations cover four main domains: Markets, Banking, Quant, and M&A, with each generating performance data for hiring and development purposes.

Differentiator

Problem solved

Functional benefit

Brands

• AmplifyME Pathways: A university platform that builds employability through live simulations, career support, and performance data.
• AmplifyME Finance Bootcamp
• Summer Analyst Training Programme
• Finance Accelerator
• AmplifyLAB

Products and services

• AmplifyME Finance Simulations

Quantifiable outcome

• 94% of students are more likely to apply to a firm after experiencing a real-role simulation
• +8 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core and minor.

• TrafiguracoreGTM or Marketing Partner · 1 August 2024In August 2024, AmplifyME partnered with Trafigura to deliver an immersive virtual event featuring a natural gas trading simulation for over 200 women. The event challenged the perception of commodities as male-dominated and introduced Trafigura's career culture to potential recruits. Olivia Higgins, Global Head of Talent Acquisition: 'Our partnership with AmplifyME has helped us further connect with young female talent coming out of university.' Top 10 performers were shared with Trafigura's talent team.
• TP ICAPcoreGTM or Marketing Partner · 1 May 2018In May 2018, TP ICAP used AmplifyME's broking simulation to identify, assess, and hire 7 new brokers. AmplifyME identified candidates from university events across the UK and invited them to a London simulation day. By July 2018, 8 full-time roles had been offered to candidates identified through AmplifyME's simulation technology. One hire, Inga Sventeckyte, now works as a Bond Broker at TP ICAP Emerging Market Eurobonds.
• 400+ University Partners (including Oxford, Leeds, Stirling, Loughborough, Duke)coreStrategic or Co-development PartnerAmplifyME partners with 400+ universities globally to integrate finance simulations into academic programmes through its Pathways platform. University partners include University of Stirling (since 2014), Leeds University Business School (since 2018), Oxford Saïd Business School, Loughborough University, and Duke University. Universities integrate simulations into postgraduate and undergraduate programmes to boost student employability and generate performance data for industry.
• Hong Kong University of Science and Technology (HKUST)coreStrategic or Co-development PartnerHKUST co-hosted AmplifyME's APAC workshops for high school students (aged 15-18) across Mainland China, Hong Kong, and Singapore. Students managed fictitious $20 million portfolios, mimicking professional trading floor pressures. HKUST partnership enables AmplifyME to deliver programmes in APAC and cultivate a younger talent pipeline for its institutional partner clients.
• Inspiring Girls Hong KongminorStrategic or Co-development PartnerInspiring Girls Hong Kong supported AmplifyME's APAC high school workshop programme, which drew significant female participation. The partnership aligns with AmplifyME's mission to break down traditional barriers in finance and support diversity in early careers talent pipelines.
• Morgan StanleycoreGTM or Marketing PartnerMorgan Stanley partners with AmplifyME for campus recruitment simulation events across UK universities and intern/graduate training. AmplifyME delivers simulation events that help Morgan Stanley identify and assess early careers talent. Lizzie Weeks, VP EMEA Campus Recruitment, reports excellent candidate experience with interns and graduates thoroughly enjoying the training and simulations.
• Citadel and Citadel SecuritiescoreGTM or Marketing PartnerCitadel and Citadel Securities partner with AmplifyME to attract and assess early careers talent for trading and investment teams. Mollie McCarthy, US Campus Recruiter: 'AmplifyME has helped us attract and assess high-quality early careers talent. Their simulations reveal genuine passion for markets, not just technical skill.'
• UBScoreGTM or Marketing PartnerUBS uses AmplifyME simulations as part of its campus recruitment and candidate assessment process. Bryan Wood, Campus Recruiter: 'Students who aced the AmplifyMe Training Process also went on to perform extremely well during the UBS Assessment process, resulting in job offers.' AmplifyME referral of top performers has directly contributed to UBS hiring outcomes.
• RBCcoreGTM or Marketing PartnerRBC partnered with AmplifyME to enhance its Women's Advisory Programme through simulation-based training. Mark Caporiccio, Global Diversity Lead Early Talent Acquisition, described results as 'truly remarkable.' The partnership upskilled first-year women in capital markets and served as a model for RBC's diversity and inclusion initiatives.
• EvercorecoreGTM or Marketing PartnerEvercore partnered with AmplifyME to create immersive virtual events for investment banking campus recruitment. Chelsea Herritt, Head of US Campus Recruiting: 'Before partnering with AmplifyME, we faced challenges in attracting and upskilling candidates. Our aim was to create virtual events that not only educated but also engaged students in a meaningful way.'
• BGCcoreGTM or Marketing PartnerBGC uses AmplifyME simulations to transform its graduate internship experience. Priti Patel, Graduate & Talent Development Manager: 'AmplifyME has been superb, with the team providing valuable guidance to ensure we are accessing the full potential of candidates while reducing effort and cost. It's evident that their team is truly passionate about bridging the gap between theoretical knowledge and practical skills.'
• TwentyFour Asset ManagementcoreGTM or Marketing PartnerTwentyFour Asset Management partnered with AmplifyME to transform its graduate recruitment process. Rachael Yolland, Head of HR: 'We have been able to transform our recruitment processes with confidence. AmplifyME has been superb... It feels like a true partnership.' AmplifyME's data helps TwentyFour Asset Management assess candidate potential with greater confidence.
• DarecoreGTM or Marketing PartnerDare, a sustainable energy solutions firm, partners with AmplifyME to recruit diverse junior talent based on ability rather than background. Bianca Sabatini, Early Careers Manager: 'AmplifyME gives us direct access to high-performing junior talent who can genuinely excel in energy trading. Their simulations show real ability, not just what's written on a CV.' AmplifyME and Dare co-host the Dare Trading Championship, the biggest UK university trading competition.
• GAIN (Girls Are In)minorStrategic or Co-development PartnerGAIN partnered with AmplifyME to prepare women and non-binary students for investment careers. Paige Taylor, GAIN Programmes Manager: the partnership combined GAIN's network with AmplifyME's simulation platform to provide practical finance experience and career pathway support to underrepresented groups in the industry.
• CFA InstituteminorStrategic or Co-development PartnerThe CFA Institute recognised the University of Stirling and AmplifyME partnership with its Innovative Delivery of Education Award (IDEA), acknowledging the integration of trading simulations into academic programmes as an outstanding innovation in finance teaching and education.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Training the Street: Training the Street delivers corporate finance and banking training programmes to university students and to new hires at investment banks and consulting firms. It directly overlaps with AmplifyME's banking simulation and corporate training offerings, particularly in the investment-banking early-carees segment.
• Wall Street Prep: Wall Street Prep provides corporate finance, investment banking, and Excel training used by both universities and financial institutions for early-carees upskilling. It is the closest direct competitor to AmplifyME's banking and M&A training content and shares the same B2B (university licensing), B2C (self-paced courses), and enterprise training customer base.
• Breaking Into Wall Street (BIWS): BIWS is a leading provider of investment banking, valuation, and financial modelling training aimed at students and career-switchers targeting finance roles. It competes with AmplifyME's Banking simulations and individual-learner programmes in the same IB career-prep category.

Others

• CFA Institute: CFA Institute administers the CFA Programme and related learning content that defines the global standard for investment career credentials. It is an adjacent — not directly competing — player whose curriculum and recognition frame the market in which AmplifyME's finance education operates; CFA has even recognised AmplifyME via the IDEA award.

Emerging players

• Forage: Forage (formerly InsideSherpa) delivers free virtual job simulations for students to explore careers and showcase ability to employers, with enterprise customers among Fortune 500 firms. It competes with AmplifyME in the talent-attraction and candidate-screening layer but across multiple industries, not just finance.
• HireVue: HireVue provides video interview and AI-based assessment technology to enterprise employers for candidate screening. It targets the same 'traditional hiring is broken' pain point AmplifyME addresses, but with a different delivery mechanism (video + AI) and broader industry focus.
• TestGorilla: TestGorilla offers pre-hire assessment tools, including job-simulation tests, to employers across industries. It overlaps with AmplifyME's assessment service for finance but operates as a horizontal platform with broader applicability and lower vertical depth.

Broad incumbents

• Fitch Learning: Fitch Learning, part of Fitch Group, provides financial training and qualifications for banks, asset managers, and corporates globally. As a broader incumbent, it overlaps with AmplifyME's corporate training and assessment offerings but covers a much wider curriculum and serves a more regulated client base.
• Moody's Analytics Training: Moody's Analytics offers risk, regulatory, and finance training programmes to banks and financial institutions as part of its broader analytics platform. It competes for the same enterprise training wallet at AmplifyME's bank clients, though its focus is more risk/regulatory than early-carees simulation.
• Bloomberg Market Concepts (BMC): BMC is Bloomberg's entry-level e-learning course for finance, widely used by university students and graduates. It is a broad-incumbent competitor for AmplifyME's learner programmes, particularly as a low-cost taster, though it lacks AmplifyME's role-specific simulation depth and assessment data.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AmplifyME
• LinkedInlinkedin.com/company/amplifymeofficial
• Facebookfacebook.com/amplifymeofficial
• Xx.com/AT_AmplifyME

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 AmplifyME