Money Means is a pioneering fintech transforming how people manage their money. Our vision is a world where everyone receives the financial help they need to be materially better off. By combining decades of financial expertise with advanced AI technology, we empower individuals to take control of their finances with accessible, affordable, and personalised guidance.
Today’s financial landscape often leaves consumers struggling with overspending, high-cost borrowing, insufficient savings, and poor planning. Traditional banks have been slow to evolve, leaving a significant gap. Money Means addresses these challenges by offering low-cost, embedded financial guidance that meets modern needs through:
- Enhanced Financial Guidance: Actionable insights on savings, investments, and retirement planning.
- Accelerated Innovation: Agile development and continuous improvement to keep pace with evolving customer needs.
- Strategic Partnerships: Collaborations with financial institutions that reposition them as trusted sources of financial well-being.
- Increased Customer Value & Loyalty: Tackling financial challenges to deepen engagement, foster trust, and unlock opportunitie for premium services.
- Our Digital Financial Adviser: AIDA
- Launching in April 2025, our pilot product focuses on boosting pension confidence and engagement. AIDA (AI Digital Adviser) is an intelligent, user-friendly solution that provides clear, factual financial guidance without crossing into regulated personal advice. It leverages AI, machine learning, natural language processing, and anonymised open banking data to deliver data-driven insights through intuitive, conversational interfaces via chat, voice, or video.
- Money Means is fully committed to FCA standards, delivering impartial, guidance-only communications. Our system, supported by expert oversight, robust monitoring, and secure data practices, combines advanced AI with a rules-based engine to ensure all outputs remain factual and non-directive.
Helena, our founder, has always been passionate about helping people secure their financial futures. As a chartered financial planner, she worked closely with clients, guiding them through key life transitions, especially near retirement. A recurring comment—”I wish I did this sooner”—made her realise that her valuable expertise was accessible only to those who could afford high-cost personalised advice.
Determined to solve this problem, Helena saw that financial services were fragmented and expensive, with isolated products that failed to offer a cohesive, affordable solution. The high cost of advice left many without the necessary support to manage their money and make timely decisions.
Helena Wardle – CEO & Founder
Helena is the driving force behind Money Means, bringing over a decade of expertise as a Chartered Financial Planner and a passion for transforming the way people engage with their money. As the co-founder of Smith & Wardle Financial Planning, an innovative business adopting a modular fixed fee approach, the learnings gained from building the business, its processes and meeting regulatory requirements will be key skills to support Money Means.
Helena’s deep understanding of the emotional connection people have with money, coupled with her belief in plain English communication, fuels her mission to close the advice gap. She’s not just a leader; she’s a disruptor, shaping Money Means to meet the real needs of everyday people. Helena’s ability to make tough decisions, inspire her team, and leverage diverse perspectives ensures that Money Means isn’t just another budgeting app – it’s a movement towards financial empowerment that will make a tangible difference in people’s lives.
Tom Richards – CTO
Tom is an established technology leader with over two decades of experience spanning Crowdfunding, Research, and, most recently, Fintech sectors. As CTO of Money Means, he uses his extensive expertise in software development, digital transformation, and strategic leadership to drive the technical vision of the company. Known for his exceptional stakeholder management skills and natural leadership style, Tom excels at communicating effectively across all levels. A proactive problem solver, he is dedicated to leading his team in building a highly innovative product that makes a meaningful impact in users’ lives.
Toby Allen- Head of Product
Toby is an accomplished product leader with extensive experience in high-growth digital environments. Skilled at bridging user-centric design with commercial strategy, he has led cross-functional teams to deliver successful B2B and B2C SaaS products. Toby’s track record of data-driven experimentation and iterative, user-focused development underpins a collaborative approach that unites engineering, design, and marketing around core product goals. At Money Means, he oversees the entire product roadmap—ensuring each feature aligns with our mission to provide accessible, transformative financial guidance at scale. Fully committed to the Money Means vision, Toby has quickly immersed himself in the business, driving innovative solutions that truly resonate with users.
Sam Chadwick – Product Owner
Sam is the creative force behind product development at Money Means, expertly blending his passion for design and technology with his quickly expanding knowledge of financial planning. Since joining in September 2022, Sam has been key in refining user experiences and translating complex ideas into user-friendly features. He is highly driven to deliver the best version of the product, and his meticulous attention to detail ensures that every aspect of the platform aligns with both business goals and user needs.
Sally Williams – Financial Planner & Money Coach
Sally is an experienced Chartered Financial Planner and Certified financial coach with over 20 years of experience in the financial planning industry. Having worked at Charles Stanley & Co Ltd since 2013, Sally brings her excellent technical expertise, a strong understanding of financial planning principles and experience of working directly with our user demographic through her work as a financial coach. She is passionate about making financial guidance more accessible and since joining Money Means in January 2024, Sally’s unique blend of technical expertise and financial coaching skills has been instrumental in creating our digital adviser.
Diego Vargas – Senior Full Stack Developer
In his role as a Full Stack Developer, Diego has a strong background in software engineering and interaction design. With a Bachelor’s degree from Universidad de Chile and further training from Universidad Tecnológica de Chile INACAP, he has developed his skills through roles across various industries, including healthcare and travel. Diego is proficient in multiple programming languages and frameworks and has previously worked on projects including CRM systems, sales monitoring tools and corporate websites. Fluent in both Spanish and English, his passion for both technology and continuous learning has been clear to see since he joined Money Means in May 2024.
Adam Bush – Senior Full Stack Developer
With two decades of experience, Adam is a highly experienced Full Stack Developer with extensive technical capabilities across a wide range of programming languages and frameworks. Adam has spent the last eight years working on different contracts across a variety of industries, during which time he has built a number of systems from scratch and built on existing solutions. He holds an MSc in Computation from UMIST and a BSc in Business Studies from the University of Wales. Passionate about technology and agile processes, since joining Money Means in June 2024, Adam has hit the ground running and adapted incredibly quickly to his role.
Neil Redfern – Senior Full Stack Developer
Neil is an experienced developer with over 15 years of expertise, which gives him a diverse skill set that spans both frontend and backend development. Neil has contributed to projects across various industries, including gaming, government, and finance. Proficient in a wide range of technologies, including React, NextJS, .NET Core, and AWS, Neil is adept at collaborating with cross-functional teams to deliver robust, user-friendly applications. His strong background in agile methodologies and commitment to continuous improvement make him a valuable asset to the Money Means development team.
Swarada Adavadkar – Lead Data Scientist & AI/ ML engineer
Swarada is a Data Scientist with nearly five years of experience in machine learning, time-series analysis, and AI-driven automation. At Money Means, she leads the development of AI-driven financial insights, optimizing predictive models to personalize financial advice at scale.
Previously, she worked at The Floow (UK), improving business-critical algorithms by 15%, and at James Fisher Asset Information Services, where she developed computer vision and deep learning solutions. With an MSc in AI from the University of Aberdeen, Swarada combines technical expertise with real-world impact, driving innovation in AI-powered financial planning.
Swastha Dinakar – AI/ML Engineer and Data Scientist
Swastha is a skilled Data Scientist with a Master’s degree in Data Science from the University of Manchester and hands-on experience in data analysis, predictive modelling, and visualisation. Proficient in R, Python, Power BI, and Tableau, her strengths include managing large datasets, applying statistical models, and developing algorithms that drive decision-making. With a strong background in research and a passion for using data to innovate, Swastha’s enthusiasm for solving complex challenges and delivering high-quality results is clear to see.
