Aida

Aida is an AI financial adviser built by qualified advisers, designed to help you understand your money and make clearer, more confident decisions. Founder Helena Wardle has worked in financial advice for over 20 years and is on a mission to ensure everyone has access to financial support. Aida has been built (not a chatGPT add on) and is fully trained, having passed the CII exams. The mission to democratise the industry is on and Helena's vision to reduce the barrier, jargon and complexity around money has come to life. Traditional advisors charge hefty fees and we want everyone to feel the benefits of financial advice. It's been a ride, 4th year as a business and many iterations, yet we are here, Aida is ready for beta users. Bring on the financial revolution.

- UK adults, likely 25-45 years old - Working professionals with regular income - Mix of life stages: early career, established professionals, young families - Likely earning £20k-£50k, the "squeezed middle" - Managing day-to-day finances but not always confidently - Have some debts such as credit cards, overdrafts, student loans - May have pensions but not actively engaged with them - Little to no emergency fund, or one that needs building - Not wealthy, but not in crisis, somewhere in between - Feel overwhelmed or confused by financial decisions - Want to do better but don't know where to start - Avoid looking at bank balances or thinking about money - Shame or anxiety around their financial situation - Feel excluded by traditional financial advice; its too expensive, too complicated, or "not for people like me" - Value authenticity, honesty, and being treated as an equal - Want guidance, not judgment - May procrastinate on money tasks - Responsive to clear, actionable steps rather than complex theory - Need reassurance that small progress counts - Value emotional support alongside practical advice - Want a trusted guide who understands that money is emotional, not just mathematical Clarity without condescension; they're smart but not financial experts Warmth without infantilisation; they're adults facing real challenges Honesty without shame; they know things could be better Action without overwhelm; small steps, not massive overhauls