This document discusses an alternative pension advisory service that aims to provide affordable, transparent, and scalable pension advice through algorithmic software. Some key points: - The service would personalize pension investments for users from their home using smart software, with a clear monthly subscription fee rather than expensive hourly fees. - It targets working individuals aged 35-49, estimating 4.9 million potential users in this segment. Market research found 58% would be willing to pay for this alternative to traditional advice. - The software would assess a user's risk profile, implement a diversified investment plan using their current provider's options, and automatically rebalance the portfolio over time. - The business model involves selling personalized investment

1. Better pension results for a more
secure future

2. 1. expensive 2. time
consuming
3. lacks real
transparency &
trust
Number of
advisers - 28k
to 21k from
2011 to 2013
Cost of advice –
from free to
£170 per hour in
2013
Traditional pension and investment advice is:
120 respondents 120 respondents

3. • Fix the users pension from the comfort of
their own home making sure their pension is
invested correctly at all times throughout their
working lives
• Done by leveraging smart algorithmic based
software making our service scalable and
affordable with a clear monthly subscription
fee

4. 4.9 million
people
2.8 million
people
£60 Annual
advisory fee
£168m
TAM
Target
working
people
between 35 –
49. Most
aware of the
need and
familiar with
tech services
58% of target market that
would be willing to pay for our
service as an alternative to
traditional advice – based on 3rd
party market research and
surveys
Annual min
package cost
based on
average UK
pension pot of
£24,000

5. 1. Access the user (time,
capacity for loss and
attitude to risk)
2. Implement a fully
diversified & cost
efficient plan using
current provider
investment options
3. Rebalance portfolio
and make necessary
changes along the way
Sell
expensive
units
Buy
cheaper
units

6. User engages and
gives details
Gets free investment
guidance - concerns
highlighted
User buys personalised
investment report
Upgrade option – user
pays for annual
subscription
Referral program
C2C – work colleague
C2B - employer
New user or
company
referred
Viral marketing
Content marketing
Editorials
Ad-words
Strategic partnerships
Other B2B channels
will include benefits
broker agency
relationships

7. Once off pension
investment report –
user instructs changes
with provider
On-going advisory and
automatic rebalancing
service – MFN instruct
changes with provider
New pension setup or
pension provider
change – We instruct
changes & start a
monthly sub for the
user
£75
From £5
per
month £150

8. 1. Ban on commission based advice
• Advisers seeking clients with a min of £50,000 in investible
assets to work with – advice gap estimated to be 26m
people
• Estimated 16m people who took commission based advice
in the past say they won’t now pay £170 per hour for
traditional advice
2. Workplace pension auto-enrolment (2012 – 2017)
• Employers legally obliged to enrol their
employees into a pension
• Obligation on the employer/trustees to
choose cost efficient providers with the
right investment choice
•Employer needs to effectively
communicate pensions to employees
3. Behavioural changes
5.2m = number of people that bought a financial
product online aged 25 – 54 in 2011
66% = Increase from 2010 – 2011 in purchases of
financial products (significant trend upwards)

9. competitors

10. Domain &
Strategy
Design/UX Full Stack
Developer UK Fin-tech
Adviser &
Investor
Software
ArchitectAlan Browne Simon Martin
Alex Lee
Oliver Scally
Diogo Cunha
Over 8
years
financial
services
experience
Over 5
years
graphic
design &
UX exp.
5 years web
development
exp
Ex-Ernst &
Young
partner
Lead web
developer –
First Date.
Over 19
years exp

11. June - Sept 2014
• NDRC Pre-accelerator
• Customer validation
• Business requirements
• Regulatory application
October - Dec 2014
• Tech development
• Web design
• Website and
prototype launch
• Consumer testing
Jan - Feb 2015
• Meeting with
Telegraph & others
•UK FCA Regulatory
approval
•Raise funds
•Complete
development of MVP
Mar - June 2015
• Launch B2C MVP –
sales drive
• Explore distribution
options
• Test assumptions
July - Sept 2015
• Add functionality
• Employ a UK based
adviser
• Explore B2B market
further
Oct – Dec 2015
• Establish clear
market direction
• Fundraising
• Employ experienced
group pension broker