The gap
Most people make the biggest financial decisions of their lives — pensions, mortgages, children, retirement — with no plan and no one to ask.
That isn’t a demand problem. The traditional model charged a percentage of people’s wealth, so it only ever worked for the already-wealthy. Everyone else was left to figure it out alone.
Our mission
To make great financial planning accessible to everyone.
Our vision
A world in which everyone — whatever their wealth — has a living financial plan, helping them lead happier, more secure and more prosperous lives.
How Finch changes the game
Finch is proper financial planning, built around your goals, delivered at a price anyone can afford, funded by your subscription rather than product commissions. That means it can start wherever you are — including if you’re in debt or have nothing saved yet — because you pay for the plan, not for products.
Why I’m building Finch
I spent more than a decade inside the UK’s financial planning firms — the good ones, where planning is done properly. I watched it transform people’s lives: not because it made them rich, but because it gave them clarity, confidence, and a plan that was genuinely theirs.
I also watched who got it. Financial planning is delivered by expensive humans, one client at a time, and priced as a percentage of wealth — so it only ever reaches people who already have plenty. The people who would benefit most are exactly the ones the industry can’t serve. That’s not anyone’s fault; it’s the economics of the old model.
Finch changes the economics. It’s a financial planning firm rebuilt from scratch — always there, always patient, funded by its clients rather than by product commissions, and built to start wherever you are.
To make great financial planning accessible to everyone. That’s the whole mission — and the whole company.
Tim Thompson-Rye, founder · LinkedIn