What Boodle does

Boodle (legal entity Boodle Apps Ltd, UK company number 16309981) is a privately-held, UK-based mobile savings application targeting consumer impulse spenders, social savers, and cause-driven givers. The product repositions saving as the by-product of unspent impulse purchases: users log a planned purchase, skip it, and bank the avoided spend into personal 'Stashes', shared group goals, charitable donations, or gift card redemptions via a mobile-first iOS/Android experience. Core features include personal Stashes, collaborative Shared Goals, in-app charity donations, a 'You owe me, homie' peer payment request flow, and a gift card product catalog, with gamified reinforcements (toast notifications, win celebrations) driving engagement. The platform does not require bank login credentials and is positioned around privacy and a 'guilt-free' saving ethos.

Technically, the app is a consumer mobile client distributed exclusively through the Apple App Store and Google Play Store, with all funds held, processed, and safeguarded by Ryft Payments Ltd acting as the regulated Payment Services Provider. There are no public APIs, SDKs, or third-party integrations disclosed; the technology stack is described only at a feature level. Distribution is direct-to-consumer via app stores with no sales team, supported by app store optimization, content/blog marketing, earned media, and viral mechanics embedded in the Shared Goals feature.

The business model is usage-based and consumer-direct: Boodle charges transaction fees on stash contributions, earns revenue share on gift card purchases transacted through the app's catalog, and levies a monthly administration fee on stashes not fully redeemed within 12 months of the contribution end date. There is no subscription, no published fee schedule, and pricing is freemium with a pay-as-you-go transaction layer. The company is founder-owned (Robert Haynes and Andy Peart), operates with 1–10 employees, has no disclosed external funding, and is restricted to UK residents via its banking partner arrangement.

Name

Boodle

Legal name

Boodle Apps Ltd

Website

https://boodleit.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Boodle (Boodle Apps Ltd) is a UK-based mobile savings app that helps consumer impulse spenders convert skipped purchases into savings via personal Stashes, shared group goals, charitable donations, and gift card redemptions, monetizing through transaction fees and gift card revenue share via regulated partner Ryft.

Ownership category

akta.pro rank

Product category

Mobile Personal Finance / Savings Applications

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Finance Services (6199)

akta.pro primary industry

Youth / Family Wallets & Allowance Payments (FSAMAEAK)

akta.pro secondary industry

In-App / Online Checkout Wallets (FSAMAEAH)

Keywords

• Mobile savings app
• Personal finance tools
• Micro-saving application
• Group savings platform
• Charitable giving app

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Transaction Fees: Charges a transaction fee when users make contributions to stashes, automatically deducted from contribution totals before reaching the destination stash
2. Gift Card/Spend Revenue Share: Revenue generated from gift card purchases made through the app's spend feature in stashes and group goals
3. Platform Administration Fees: Monthly administration fee charged on unredeemed stashes not fully redeemed within 12 months from contribution end date

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Boodle is a mobile-first savings application that helps users turn impulse spending into real savings by tracking unspent money from skipped purchases. The core app enables users to allocate those funds across personal savings stashes for individual goals, shared group savings goals with friends and family, charitable donations to verified causes, and digital gift card purchases, all processed through UK-regulated banking partner Ryft.

Product overview

Boodle is a mobile savings application built as a single unified platform that transforms impulse spending into savings opportunities. The core app enables users to track unspent money from skipped purchases and allocate those funds across multiple features: Personal Stashes for individual savings goals, Shared Goals for collaborative group savings, Charity Donations for supporting causes, and Gift Cards for redeeming accumulated savings. The platform also includes a 'You owe me, homie' peer payment request feature. All funds are held and processed through the banking partner Ryft.

Differentiator

Problem solved

Functional benefit

Products and services

• Boodle App

Quantifiable outcome

• 0% of shoppers have spent £200 or more on an impulse buy
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Plum: UK AI-powered savings app that uses algorithms to identify spare cash and move it to savings pots. Direct competitor targeting the same impulse-spender / millennial segment with similar automated micro-savings mechanics, though Plum leverages Open Banking connectivity.
• Emma: UK money management app offering spending analytics, budgeting tools, and savings features. Directly comparable to Boodle in the UK consumer finance app category, with overlapping functionality in savings pots and personal finance management.
• Cleo: UK-based AI chatbot-driven personal finance and savings app targeting millennials with conversational spending insights and automated saving. Comparable to Boodle in target demographic, gamified engagement style, and UK consumer fintech positioning.
• Moneybox: UK consumer fintech app combining micro-savings round-ups with ISA investment and pension products. Targets the same young adult / impulse-spender segment as Boodle with a similar mobile-first, frictionless onboarding model.
• Chip: UK-based micro-savings app that automatically rounds up purchases and allocates spare change to savings goals. Highly comparable to Boodle's micro-savings focus, UK target market, and mobile-first direct-to-consumer model, though Chip uses Open Banking rather than Boodle's manual-skip approach.

Broad incumbents

• Revolut: Global digital banking super-app with UK presence, offering savings vaults, budgeting tools, and personal finance features. Competes with Boodle for the same young, impulse-spending demographic in the UK but with vastly broader geographic and product reach.
• Starling Bank: UK digital challenger bank offering savings goals, pots, and personal finance management features within its full banking app. Competes with Boodle for UK consumer savings behavior but as part of a broader licensed banking offering.
• Monzo: UK digital challenger bank with millions of customers offering built-in pots and savings features alongside its broader banking suite. Operates in the same UK consumer finance space as Boodle but with a full banking license and significantly broader product portfolio.
• Atom Bank: UK digital challenger bank offering savings accounts and personal finance features via mobile app. Operates in the broader UK consumer savings market where Boodle competes, but with full banking license and established deposit-taking infrastructure.
• Monese: UK-based digital banking app serving migrant and expat communities with multi-currency accounts and savings pots. Comparable to Boodle in serving UK consumers with savings features, though Monese offers full banking services rather than a standalone savings wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/boodle.it
• LinkedInlinkedin.com/company/boodleit

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Boodle