Multiply
Entrepreneur First '16London, GB · Founded 2016 · 1 known investors
Multiply provides AI and algorithmic advice technology for enterprise financial advisory firms, automating advisory tasks such as annual reviews, onboarding, and personalised recommendations across savings, investments, and pensions. Its technology powers intelliflo IQ, embedded in the intelliflo Office platform used by financial advisers.
Also known as Multiply AI
Founders & leadership
Multiply was founded in 2016 by Vivek Madlani and Mike Curtis.
Investors · 1
Company profile
researched Aug 2026Multiply (multiply.ai) supplies AI and algorithmic advice technology to enterprise financial advisory firms. Its platform is designed to be embedded into firms' existing workflows and configured to each firm's advice policy, automating routine advisory tasks so that advisers can concentrate on client relationships. Marketed capabilities include automated annual reviews, AI-driven client onboarding, and retirement advice, spanning savings, investments and pensions.
The product set comprises a client portal for structured data capture and communication, an adviser portal for managing client workflows, recommendations and compliance activity, an advice engine that generates policy-aligned recommendations, a risk engine embedding risk and compliance controls into workflows, document generation aligned to firm templates, and AI agents that orchestrate end-to-end advice workflows with auditability.
Multiply powers intelliflo IQ, which is embedded directly into the intelliflo Office platform. In that deployment the technology analyses client data and meeting transcripts, surfaces next actions aligned to firm policy, and maintains client records. The company states that firms have saved up to 85% in cost-to-serve and around nine hours per client onboarding and seven hours per client review, and that FCA-regulated firms have generated over one million personalised recommendations using its technology.
Founding story
The company describes being founded with the goal of removing the barriers that make financial advice costly and inefficient, using AI and automation to help firms streamline processes, reduce overheads and widen access to advice. No further founding detail appears in the sources.
Business model
B2B software licensed to enterprise financial advisory firms and platform providers, delivered as technology embedded in customers' adviser workflows; the site's sole call to action is booking a demo, indicating an enterprise, sales-led contracting model. Specific pricing and contract terms are not disclosed in the sources.
Traction
Publicly cited traction is limited to company-stated figures: technology embedded in workflows used by 30,000+ advisers via intelliflo, over 1,000,000 personalised recommendations generated by FCA-regulated firms, and claimed efficiency gains of up to 85% in cost-to-serve, nine hours saved per client onboarding and seven hours per client review. A customer quote is attributed to Helen Lovett, COO of Foster Denovo.
Latest developments
The company's current positioning centres on powering intelliflo IQ, embedded in intelliflo Office, and on an enterprise product suite that includes AI agents for orchestrating advice workflows. It is advertising open positions across product and engineering, client success and sales.
▸Full profile — market position, technology, go-to-market, geography, risks & controversies
Market position
Positioned as an embedded advice-automation layer for enterprise advice delivery rather than a direct-to-consumer service; selected by intelliflo to power AI across its platform, reaching workflows used by more than 30,000 advisers.
Emphasises deployment inside existing enterprise adviser workflows and alignment to each firm's advice policy, with built-in risk and compliance controls, auditable AI agents and compliant document generation, alongside a distribution position as the technology behind intelliflo IQ within intelliflo Office.
Technology
AI and algorithmic advice technology comprising an advice engine for policy-aligned recommendation generation, a risk/compliance engine, automated document generation against firm templates, client and adviser portals, and AI agents that orchestrate end-to-end advice workflows with full auditability. The technology analyses client data and meeting transcripts to surface next actions and keep records up to date.
Go-to-market
Direct enterprise sales (demo requests, a dedicated sales function) combined with distribution through platform partnerships, notably the embedding of its technology in intelliflo Office as intelliflo IQ; a client success function supports onboarding and ongoing use.
Enterprise financial advisory firms, including FCA-regulated firms, and advice platform providers; named references include intelliflo and Foster Denovo.
Geography
Focused on the UK financial advice market, referencing FCA-regulated firms and UK adviser platform intelliflo; no other markets are identified in the sources.
Risks & controversies
No controversies or risks are reported in the available sources. Performance and efficiency figures are self-reported by the company and not independently verified. Note that several similarly named entities exist (a creative-agency operating system at multiply.co, a WhatsApp commerce platform at mulltiply.ai, and a San Francisco B2B advertising agency named Multiply that raised $9.5M in March 2026); those are distinct companies and are excluded from this profile.
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.
▸Research sources · 8
primary sources listed
- Multiplymultiply.ai · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Multiply do?
- UK-based provider of AI and algorithmic financial advice technology for enterprise advisory firms, powering intelliflo IQ.
- Who founded Multiply?
- Multiply was founded by Vivek Madlani, Mike Curtis in 2016.
- Who are Multiply's investors?
- Multiply's investors include Entrepreneur First.
- Where is Multiply headquartered?
- Multiply is headquartered in London, GB.