The UK fintech industry has launched a campaign to drive 25 million actions that improve consumers' financial resilience by 2025. We call this the "2025 Fintech Pledge".

Get in touch with the team today to join the pledge.

Gradient Pledge 2025 logo

Building up the UK's financial resilience

Rising inflation and the subsequent price surges in everything from energy bills, petrol prices and grocery costs have exacerbated the squeeze on household finances, some of which were already under strain in the wake of the Covid-19 pandemic. Britons up and down the country are increasingly worried about the impact of this financial shock on their lives.

The financial technology industry has been built on the principle of driving positive change for customers and so we must act now.

The "2025 Fintech Pledge" brings together the fintech industry and its strategic partners to help UK consumers build up their financial resilience and better protect against the rising cost of living.

The plan: driving 25 million positive actions

We want to drive 25 million actions that improve people's financial resilience by 2025. We will measure this through the number of actions consumers take each month that are proven to positively build their financial resilience.

At an average of one action per person, 25 million actions represent 20% of the UK adult population taking a positive step towards better managing a financial shock.

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Target: 25 million actions by 2025

Example of action


Move your savings from low to high interest-yielding accounts; set up saving pots to better manage your finances.

Build a savings cushion by maximising the interest you earn on your money while adopting new savings behaviours.


Sign up to a credit building tool to improve your credit score.

Access more and better value financial products by strengthening your financial position.


Use a debt consolidation calculator to reduce your monthly payments by consolidating; or sign up to a debt management plan.

Reduce your financial obligations by limiting new debt and managing existing debt more sustainably.


Switch providers online to lower your monthly household bills and access better priced services

Lower your utility expenses and household essential bills


Use a benefits calculator to check if you could be entitled to financial aid

Unlock new funds and income by claiming untapped benefits

What does joining the pledge mean?

The 5 principles of the pledge


This is a voluntary pledge; all parties are equal and adhere to the principles for as long as they are signatories.


Signatory parties commit to directly contributing to the pledge's objective of driving 25 million actions by using their products and services fairly and transparently, putting consumers first.


Signatory parties agree to build advocacy for the initiative within the fintech ecosystem, industry bodies, and the media.


Signatory parties agree to communicate information about the pledge to their customers by explaining directly how they can benefit from it, by displaying their logo on the pledge's landing page, and by publishing the pledge's logo on their website.


Signatory parties agree to clearly define, measure and quantify how their customers are contributing to the campaign goal of 25 million actions; this may be different for each partner depending on their product offering.

What do I commit to?

Signatory parties commit to:

  • Provide a senior sponsor from within the institution

  • Provide a day-to-day point of contact

  • Meet on a quarterly basis

  • Upload the logos and publish the sponsor bios within 90 days from joining

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Some of our Partners and Members

Zopa Bank logo
ClearScore logo
The Money Charity logo
Policy in Practice logo
StepChange logo
Explore all signatories

Progress towards our 25 million actions target

Featured In

  • City AM logo
  • Business Insider logo
  • Bloomberg logo
  • Finextra logo


Email to join the pledge or to find out more about the initiative.

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