How We Do It

Making Money Simpler

We’re obsessed with making complicated matters simple and there are very few things more complicated than money.

Our Nudge Community rely on us to shine a light on the world of personal finance.

We seek opinion, tell stories, continually edit and avoid jargon at all costs which helps empower our Community to navigate the choppy seas of personal finance. 

Personalised Money Feed

Our technology uses Artificial Intelligence (AI) and Machine Learning to provide each member of our Community with a personalised money feed. Using the latest technology, this is naturally intuitive and optimised for engagement on any device (mobile, tablet, desktop).

The feed uses striking imagery, snappy call-outs and simple wording to provide daily event triggered posts on everything from insurance to ISAs, credit-cards to crowd funding and banking to borrowing with each post providing as much, or little, detail as individuals want.

AI and Machine Learning means that each individual’s feed is personalised according to their specific demographics, interests and history. For example, if you’ve not got Children, you’re not learning about Childcare Vouchers. If you’re interested in getting on the housing ladder, you’ll be learning about mortgage updates, legislative updates such as LISA and changing interest rates.


When something particularly noteworthy happens, users will also receive a ‘nudge’ which is a nugget of Financial Education explaining what has changed, the impact and required actions.

A typical employee can expect about 10 ‘nudges’ a year which are delivered how and when the employee chooses (work email, personal email, SMS or WhatsApp).

Typical ‘nudges’ include:

  • Moved home – what now happens to your pension.
  • Personalised summary of the Government’s Autumn Budget.
  • Impact on your take-home pay after a pay rise.

Dreams & Goals

Financial Wellness isn’t only achieved through the in the moment posts and ‘nudges’ – it’s also about helping users identify, plan for and achieve their Dreams & Goals.

Nudge provides support on 24 Dreams & Goals including ‘Getting on the Housing Ladder’, ‘Planning a Holiday’, ‘Having a Family’, ‘Paying off debt’ and ‘Sending Money Home’.

For each Dream & Goal, a workflow shows individual users:

  • Personalised benchmarks (e.g. how much do people like you spend on a holiday).
  • Peer driven learning – the tips and tricks people like you have benefitted from.
  • Personalised actions according to your age and or salary.
  • How their employer can help through the other employee benefits available.