Financielle
9 known investors
Financielle publishes personal finance content — including articles and a podcast (The Vault) — covering topics like investing, ISAs, pensions, retirement, and net worth for a general consumer audience. The content has a UK focus, referencing ISAs, LISAs, and UK financial policy.
Also known as Financielle Ltd
Founders & leadership
Investors · 9
Also in the syndicate · 8
Company profile
researched Aug 2026Financielle is a Manchester, UK-based financial wellness company that operates a female-focused budgeting and money-management mobile app alongside a large content operation. The app combines easy-to-digest educational content, planning and tracking tools, and a community forum, and is built around the Financielle Playbook (Money Playbook) — a step-by-step programme structured in three phases: Survive (know your numbers, build a mini emergency fund, clear consumer debt), Build (large emergency fund, saving for a home, big life goals via sinking funds) and Grow (investing in tax-efficient pre- and post-retirement accounts, property investment and mortgage overpayment).
Alongside the app, Financielle publishes articles and guides covering budgeting, debt, home buying, investing, protection and net worth, plus community stories submitted by users, and produces The Vault podcast, in which episodes work through individual members' money situations (retirement and FIRE planning, joint accounts and sinking funds, mortgage deposits, pay cuts). The content is UK-oriented, with sterling figures and UK products such as mortgages and car finance. The company positions itself as "the home of money for women" and describes a community of more than 400,000.
The app runs on a freemium model: basic tools are free, with a premium tier priced at £23.99 per year for users seeking longer-term habit change. The product takes a data-led approach, showing users real-time progress against goals in a manner the founders compare to fitness-tracking apps, and aggregating community-level progress data on outcomes such as becoming debt free and building emergency savings.
Founding story
Financielle was founded by sisters Laura Pomfret and Holly Holland, who began the business on Instagram in 2018 with an anonymous account and no prior background in finance, tech or entrepreneurship. Their first minimum viable product was a PDF and spreadsheet they initially tried to give away; after attaching a price of about £50, they sold several hundred copies in the first month, which signalled demand and led them to build a mobile app. The Playbook concept grew out of Pomfret's own experience, as a single working mum, of finding mainstream personal finance advice overwhelming and wanting a single sequential plan.
Business model
Consumer subscription software: a freemium mobile app on iOS and Android where core budgeting tools are free and a premium tier is sold at £23.99 per year. The company also builds audience and distribution through free articles, guides, an email newsletter and The Vault podcast. Its earliest paid product was a downloadable PDF and spreadsheet sold directly to its social media following.
Annual consumer subscriptions to the premium version of the app (£23.99 per year), building on earlier direct sales of a digital money-planning product.
Traction
Reported over 200,000 app downloads and nearly 10,000 users across 188 countries, growing from a community of about 40,000 at the time of the 2022 pre-seed round; the website cites a community of more than 400,000. The Vault podcast episodes posted on the company's site show view counts in the hundreds to low thousands per video.
Latest developments
The founders reported nearing the end of a first £1m seed round, with proceeds earmarked for expanding the team and technology. The company continues to publish weekly guides, community stories and The Vault podcast, with episodes through Episode 127.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positions itself as a female-focused financial wellness product rather than a general budgeting tracker, emphasising behaviour change and community over passive expense tracking. Press coverage has described it as the first female-focused financial wellness app and as a Manchester fintech.
Combines a structured, sequential money plan (the Financielle Playbook) with community features and progress visualisation modelled on fitness-tracking apps, aggregating community data on debt payoff and savings milestones — features the founders say general finance apps did not offer.
Technology
A consumer mobile application distributed via the Apple App Store and Google Play, with in-app content, budgeting and goal-planning tools, real-time progress tracking against user-set goals and milestones, and a community forum; supported by a web publishing platform hosting articles, guides and podcast video.
Go-to-market
Audience-led distribution: organic social media (originating on Instagram), a large free content library and guides, The Vault podcast on YouTube, and an email newsletter, converting a community described as over 400,000 into app downloads and paid subscriptions.
Women managing personal finances in the UK and internationally — including people paying down consumer debt, building emergency savings, saving for a first home, and starting to invest. The founders cite research that women account for around 85 per cent of average consumer spend and point to the gender investment gap as a driver of demand.
Geography
Headquartered in Manchester, United Kingdom, with UK-focused content and products and users reported across 188 countries.
History
The sisters started the business on Instagram in 2018 and bootstrapped the launch of the app to a community of around 40,000 people. In June 2022 the company announced pre-seed funding led by Haatch Ventures, with a roster of fintech and banking angels, intended to improve and test the product experience ahead of a planned seed raise in 2023; at that point the team numbered three with an all-female board. By the time of a later founder profile the company reported over 200,000 app downloads, users in 188 countries, a team of six, and said it was nearing the close of a first £1m seed round to expand team and technology.
Risks & controversies
The founders describe fundraising as difficult for a first-time-founder, business-to-consumer, female-focused app, and note that the slow pace of raising capital and of hiring skilled staff has constrained how quickly the product can be developed and tested.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 1
launches, deals, and filingsFinancielle announced pre-seed funding led by Haatch Ventures, with angel investors including Open Money co-founder Anthony Morrow, former Nationwide COO and Santander UK CEO Tony Prestedge, BankiFi founder and CEO Mark Hartley, Dalia Aga-Shaw and Lois Day of 3 Sisters Ventures LLP, and Rupert Wingate-Saul of FWS Advisory. The proceeds were to improve and test the app's product experience ahead of a seed raise planned for 2023.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureCompanies House · registry record
View on Companies House ↗- Registered name
- FINANCIELLE LIMITED
- Company number
- 13044887
- Status
- Active
- Company type
- Private limited company
- Incorporated
- 26 Nov 2020
- Registered office
- First Floor, Swan Buildings, 20 Swan Street, Manchester, M4 5JW
- Nature of business (SIC)
- 85590 — Other education n.e.c.
- Accounts
- last made up to 30 Nov 2024 · next due 31 Aug 2026
- Confirmation statement
- last made up to 25 Nov 2025 · next due 9 Dec 2026
Current officers · 3
- Holly Holland — director, appointed 26 Nov 2020
- Anthony Jackson Morrow — director, appointed 19 Oct 2022
- Laura Pomfret — director, appointed 26 Nov 2020
Source: Companies House public register · retrieved 16 Aug 2026. Contains public sector information licensed under the Open Government Licence v3.0.
▸Research sources · 8
primary sources listed
- Financiellefinancielle.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Financielle do?
- Manchester-based financial wellness company offering a female-focused budgeting app, money guides and a podcast.
- Who founded Financielle?
- Financielle was founded by Laura Pomfret, Holly Holland (Financielle).
- Who are Financielle's investors?
- Financielle's investors include GC Angels.