The FCA Innovation Hub was launched in October 2014 to support financial technology innovators. It provides direct support to innovators through guidance on regulations and applications. It also identifies areas of regulations that could be changed to better support innovation. To get support, innovators must demonstrate their innovation benefits consumers, they have done research on regulations, and need assistance. Aire, a startup using social media to assess creditworthiness, received support as its questions were specific and showed it met the eligibility criteria.