The Just Finance Foundation

What The Just Finance Foundation does

The Just Finance Foundation (JFF) is a UK-registered charity (England & Wales 1172050; Scotland SC053095) and company limited by guarantee (10204667), operating as an autonomous subsidiary of the Church Urban Fund. Founded in 2016/2017 (sources conflict) and headquartered in London, JFF delivers values-based financial education to UK primary schools through its flagship LifeSavers programme, a free, whole-school offering covering Early Years through Key Stage 2 that includes CPD training for teachers, curriculum-aligned resources, assemblies, family materials, and a digital savings club platform provided via technology partner Incuto. In 2025, JFF supported 551 schools and reached 135,809 children, with cumulative reach of 151,356 children and 555 schools across its lifetime.

JFF does not charge schools for the programme. Its revenue model is a charitable mix of individual donations, corporate partnerships (anchored by an Investment Sector Supporter Group that includes abrdn, BlackRock, JP Morgan Asset Management, Janus Henderson, Hargreaves Lansdown, M&G, Schroders, and Brooks Macdonald, alongside Scottish Friendly), and institutional grants — most notably a £1.1 million grant programme from the Money and Pensions Service (MaPS) focused on financial education for vulnerable children, including those in Alternative Provision settings. Archbishop Justin Welby serves as President; Chris Cummings, CEO of the Investment Association, became Chair in February 2023.

Distribution is multi-channel: direct school sign-up via website, a strategic co-marketing partnership with Jigsaw PSHE (the leading UK PSHE curriculum provider), corporate partner referrals, university partnerships for initial teacher training, and the embedded Incuto savings club platform. JFF positions for the UK Government's announced mandate that financial education become compulsory in the primary Citizenship curriculum from 2028, and has explicitly expanded into Alternative Provision settings via a dedicated coordinator role and a partnership with PRUsAP. The organisation is small (~10 staff), delivery-light, and grant-and-partnership-led, with its differentiation resting on a values-based methodology (the "Five Big Questions" framework), Early Years specialisation (Milo's Money for ages 3–7), and high reported teacher-outcome metrics (e.g., 97% of teachers reporting increased confidence, 100% reporting increased money conversations in schools).

Name

The Just Finance Foundation

Legal name

Just Finance Foundation

Website

https://justfinancefoundation.org.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Just Finance Foundation is a UK charity that delivers free, values-based financial education to primary schools through its LifeSavers programme, serving teachers, children (ages 3–11), and families across England, Wales, Scotland, and Northern Ireland.

Ownership category

akta.pro rank

Product category

Financial Literacy Education

akta.pro primary industry

Personal Finance & Financial Literacy for Students (EDAMAIAH)

Keywords

• Financial literacy education
• Primary school programmes
• Teacher training
• School savings clubs
• Values-based education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Giving: Individual donations from supporters who contribute to help deliver financial education across the UK. Donations fund teacher training, resource creation, and long-term projects.
2. Corporate Partnerships: Funding and expertise from corporate partners in the financial services sector. Partners include investment management firms that provide both financial support and strategic guidance.
3. Government and Institutional Grants: Grant funding from organisations like Money and Pensions Service (MaPS) for specific programmes including research into financial education for vulnerable children.
4. Subsidiary of Church Urban Fund: JFF is an autonomous subsidiary charity of Church Urban Fund, which provides organizational support and shared services.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Just Finance Foundation is a UK registered charity that delivers the LifeSavers programme, providing free values-based financial education, teaching resources, and teacher CPD training to primary schools across the UK. The programme combines a structured values framework (Five Big Questions) with classroom resources (Milo's Money for ages 3-7, Money Adventure Game, Conversation Cards) and a digital savings club platform to help children build money skills, confidence and healthy financial habits.

Differentiator

Problem solved

Functional benefit

Brands

• LifeSavers: Flagship primary school financial education programme offering a whole school approach with resources, training for teachers, and school savings clubs to give children practical experience of handling money.
• Milo's Money
• 5 Big Questions

Products and services

• LifeSavers Programme
• Milo's Money
• 5 Big Questions about money
• Money Adventure Game
• Conversation Cards

Quantifiable outcome

• 97% of teachers report increased confidence to teach financial education after programme engagement
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• Jigsaw PSHEcoreStrategic or Co-development Partner · 27 March 2023Partnership with leading PSHE provider Jigsaw PSHE to bring LifeSavers financial education to more schools across the UK. Joint webinars and training to support teachers to practically embed financial education in Primary Schools alongside the PSHE curriculum.
• Scottish FriendlycoreGTM or Marketing PartnerCorporate partnership with Scottish Friendly, a mutual organisation dedicated to helping individuals and families achieve financial wellbeing. Partnership supports financial education in primary schools across Scotland with essential funding and expertise to train teachers and provide lesson plans.
• Church Urban FundcoreOthersJFF is an autonomous subsidiary charity of Church Urban Fund (registered charity number 297483). Church Urban Fund provides organizational support and shared services, and JFF delivers the LifeSavers programme as part of this relationship.
• National Organisation of Pupil Referral Units and Alternative Provision (PRUsAP)supportingStrategic or Co-development PartnerPartnership with PRUsAP to break barriers for vulnerable children in Alternative Provision settings. Sarah Johnson, President of PRUsAP, provides strategic guidance on inclusive financial education.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Young Enterprise: Long-standing UK charity delivering enterprise and financial education in primary and secondary schools. Overlaps with JFF on school-based financial capability content, teacher CPD and UK-wide school partnerships.
• The Money Charity: UK charity providing money education, advice and guidance across schools and wider communities. Comparable mission of improving financial literacy, with similar non-profit funding model and school-facing delivery.
• MyBnk: UK charity that delivers money management and financial education programmes directly to young people in schools and youth settings. Closely comparable mission and delivery model to JFF's LifeSavers, with overlapping primary school audiences.

Emerging players

• RoosterMoney: UK kids allowance and chore app with embedded financial education features aimed at primary-age children. Targets the same end-beneficiaries as JFF's Milo's Money and savings-club resources.
• Greenlight: US-headquartered kids and teens debit card with structured financial literacy content. Operates outside the UK but is a comparable commercial model pairing banking with financial education for primary-age children.
• GoHenry: UK-based kids and teens prepaid card and banking app with built-in Money Missions financial education content. Competes for parent and school attention on children's financial literacy through a digital, consumer-paid model.
• Centre for Financial Education (UK): Specialist financial education organisation active in UK schools focused on teacher training and curriculum-aligned resources. Operates in an adjacent niche to JFF's LifeSavers programme with similar mission.

Broad incumbents

• NatWest MoneySense: Major UK bank's free financial education programme for schools (primary and secondary), offering lesson plans, teacher resources and workshops. A scaled, well-funded competitor operating in the same school channel as LifeSavers.
• Money & Pensions Service (MaPS): UK arm's-length government body that funds the UK Strategy for Financial Wellbeing and operates consumer-facing Money Helper. Strategic counterpart and a major JFF funder, with overlapping mandate to drive financial education including primary-age children.
• Santander UK (Discovery Days / Financial Education): Major UK bank's Discovery Days and wider financial education programme delivers free in-school workshops and resources for primary and secondary pupils, putting it in direct competition for school sign-ups.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JustFinanceFoundation
• LinkedInlinkedin.com/company/justfinancefdn

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 The Just Finance Foundation