The digital financial assistant in your pocket.

In 2020, Bastian LDN Ventures invested in and partnered with Money Guided, collaborating with their founding members to transition Money Guided from a concept to a company.

We leveraged years of meticulous planning and conducted thorough market analysis to shape the business's strategic positioning, which included conceiving its name, establishing its brand identity, defining the MVP, and crafting the investor proposal. The response to this work exceeded all expectations, with Money Guided securing twice their initial fundraising target. With the investment secured, Bastian LDN became a long-term strategic and creative partner to Money Guided.

The initial idea was exceptionally ambitious but required refinement. After over 20 years in wealth management, the founders believed that everyone deserved access to high-quality, unbiased, personalised financial guidance, not just the financial elite. In the UK, fewer than 10% of people receive any form of financial advice each year, and when they do, it often involves pushing financial products based on commission incentives. We realised that to provide truly impartial guidance and prioritise the customers' needs, we would have to develop a business model that freed Money Guided from the constraints of commission-based product promotion. With 80% of employees admitting that financial worries affect them at work, we recognised that the workplace was an ideal place to start helping people. Business owners became our target audience by offering Money Guided as a crucial part of their benefits package.

The license fee model was the key to unlocking what has become a warm, good-natured brand with the sole purpose of improving their members' financial lives. By harnessing open banking and aggregating a member's financial information, we were able to provide personalised insights and guidance, assisting them in planning their finances and getting the most from their money.

Bastian LDN's team worked across brand, marketing, and product development to bring Money Guided to market in just under 2 years. The launch features were meticulously crafted in collaboration with Money Guided's in-house financial experts, data scientists, and clinical psychologists to provide experiences that were effortless, easily understood, and demystified financial decision-making.

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