After struggling to secure a financial adviser, this founder built her own

2026-05-21 · Source: Sifted · Field: Finance & Economics — Banking & Financial Services, FinTech & Digital Financial Services, Personal Finance & Wealth Planning · Depth: Fundamental Awareness, quick

Summary

London-based financial advisory platform Count recently secured £830k in seed funding from investors including Octopus Ventures and Seedcamp. Founded in 2022 by CEO Laura Cornely, Count addresses the challenge of finding suitable financial advice in the UK, where only 2% of adults use advisers. The platform utilizes AI to connect individuals, particularly those with complex financial situations or non-traditional assets, with qualified financial advisers. Count offers services covering wealth management, investments, pensions, and taxes for a monthly fee of £1.79, aiming to make personalized financial planning more accessible and efficient. The company plans to expand its adviser network and enhance its AI capabilities.

Key takeaway

For AI Product Managers developing financial technology, this case highlights the opportunity in leveraging AI to solve specific market access problems. You should consider how AI can personalize service delivery and reduce friction for users seeking specialized expertise, particularly in areas like wealth management or complex asset handling. Focus on clear value propositions, like Count's £1.79/month model, to attract underserved segments and scale your platform effectively.

Key insights

AI-powered platforms can democratize access to specialized financial advice for underserved market segments.

Principles

• Address market gaps for complex financial needs.
• AI can personalize adviser matching.
• Subscription models enhance accessibility.

Method

Count's method involves using AI to match individuals with financial advisers based on their specific wealth management, investment, pension, and tax needs.

In practice

• Explore AI for client-adviser matching.
• Consider subscription models for services.
• Target niches with complex financial needs.

Topics

• Fintech
• AI Advisory Platforms
• Seed Funding
• Wealth Management
• Financial Planning
• UK Market

Best for: Entrepreneur, Investor, AI Product Manager

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Editorial summary, takeaway, and curation by AIssential. Original article published by Sifted.