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SmartPurse offers an online financial planning and education platform. It empowers individuals with practical financial literacy, guiding them to understand money management principles and make informed decisions. The platform simplifies complex financial concepts through accessible tools and content, helping users build a secure financial future.
Founded in 2019 by Olga Miler, a fintech entrepreneur, and Jude Kelly, a cultural practitioner, SmartPurse emerged from recognizing the need for accessible financial planning. Their combined expertise drives the company's mission to democratize financial knowledge, addressing practical and psychological aspects of personal finance.
The platform primarily serves women seeking to control their finances and achieve long-term security. SmartPurse envisions a world where financial education is universally attainable, cultivating greater financial confidence and independence for all users. The company continually evolves its offerings to support individuals on their financial journey.
SmartPurse is an award-winning, female-founded fintech company building a financial wellness platform that provides accessible financial education, tools, planning, and certified investing guidance to empower users, especially women, toward financial freedom.[1][2][4][5] It serves individuals seeking financial literacy and informed investment decisions, as well as employers aiming to boost workforce productivity through financial well-being programs, with a focus on diversity and inclusivity.[1][3] The platform features courses, expert advice, and a mobile app, operating primarily from London (UK) and Switzerland, with under 25 employees and revenue below $5 million.[1][2]
Growth momentum includes recent funding in September 2023 to accelerate development, participation in accelerators like Tenity’s Batch X in March 2023, and recognition such as Nicole Kleger winning Female Innovator of the Year in September 2024.[2] The company has expanded internationally, with Swiss fintechs like SmartPurse navigating growth in London as of October 2024.[2]
SmartPurse emerged from a collaboration between women's rights campaigner Jude Kelly and former banking executives Olga Miller and Jacki Zehner, launching as a money coaching and learning startup focused on female financial advice.[1] Built for women but useful for everyone, it was founded as a pioneering platform for inclusive financial planning and education, with a Swiss entity (SmartPurse Switzerland GmbH) highlighting its European roots.[2][4] Key early traction includes fresh funding in 2023, accelerator cohorts, and high-profile events like Davos in January 2024, alongside awards for innovator Nicole Kleger.[2]
SmartPurse rides the rising trend of financial wellness fintechs addressing literacy gaps, particularly for underrepresented groups like women, amid growing demand for inclusive personal finance tools post-pandemic.[1][2][5] Timing aligns with Europe's fintech boom, evidenced by Swiss expansions to London and Davos visibility, fueled by market forces like regulatory support for financial inclusion and employer wellness mandates.[2] It influences the ecosystem by pioneering diversity-focused education, bridging traditional banking with modern apps, and accelerating via funding and networks like Tenity.[2]
SmartPurse is poised for scaled growth through international expansion (e.g., UK-Swiss bridges) and product enhancements like advanced planning tools, leveraging recent funding and awards.[2] Trends like AI-driven personalization in fintech and corporate wellness mandates will shape its path, potentially evolving its influence from niche educator to mainstream financial empowerment leader.[1][5] As a female-founded trailblazer, it ties back to its core mission: supercharging financial freedom for all, starting with those historically sidelined.[4]