For millions of people, personal finance apps just don’t work. They’re built for those who are looking to invest, save, or optimise spending — not struggling to make ends meet. But what if you don’t have savings to grow? What if an unexpected bill could mean unmanageable debt?
I’m not just talking about those on low incomes. The cost of living crisis has affected everyone, with bills rising as much as 200%. The cost of credit has increased following the base rate, and essentials like food, fuel, and rent are now significantly more expensive due to inflation.
Even those who were previously financially stable found themselves stretched. Many of us are dipping into savings, relying on credit, or struggling to keep up with rising costs. That’s why I started SuperFi; a personal finance app for individuals who are financially stretched.
Our users rely on credit cards, loans, Buy Now Pay Later, and other debt products to get through the month. Many have less than £500 in savings, meaning a single emergency cost, a car repair, a broken appliance, or an unexpected bill, could tip them into a financial crisis.
“Debt is stress, anxiety, and sleepless nights”
My co-founder Tom and I didn’t come at this as outsiders looking at market gaps. We had seen firsthand how debt affects people we care about.
Family members, close friends, colleagues. We watched them all struggle, not just financially, but emotionally. Debt weighs on mental health, impacts relationships, and limits future choices.
An early conversation with a close friend in debt stuck with me, when they explained. “Debt isn’t just numbers, it’s stress, anxiety, and sleepless nights”.
The feelings associated with financial struggles can lead to people feeling completely trapped, with no hope, unsure where to turn, and lacking the right tools to get back on track.
“Not about investing or saving for a holiday”
We built SuperFi to be the financial safety net that so many people need, but don’t have. It’s not about budgeting for a holiday or tracking investments. It’s about getting a clear picture of your financial situation and finding real, practical ways to improve it.
The first step is clarity. SuperFi connects all your bank accounts, credit cards, and loans in one place, so you can finally see a full, honest picture of your financial situation. No more switching between apps or losing track of bills, just a simple overview of your money.
But visibility alone isn’t enough. SuperFi helps you identify ways to reduce your expenditure by identifying cashback opportunities, discounts, and even checking social tariff eligibility.
If you’re paying too much for broadband, electricity, or other essential bills, we show you cheaper options you might not have known about.
Avoiding debt, not just tackling it
A key differentiator of SuperFi is our proactive approach. We focus on preventing financial difficulties before they spiral out of control, rather than a reactive approach which typically would only step in after someone has already fallen into arrears.
By staying true to this mission, we’ve created something that truly makes a difference. SuperFi identifies potential financial trouble early, alerting you in advance if you’re at risk of missing a bill. This gives you time to take action, rather than being forced to react when it’s too late.
Beyond that, we unlock financial support that people are often unaware of. Around 70% of eligible people miss out on benefits they qualify for, simply because they don’t realise they can claim them. SuperFi checks what you’re entitled to, whether that’s council tax reductions, utility bill discounts, or government financial aid, and helps users to access it with minimal hassle.
SuperFi even gives you cashback for paying bills on time. Every time you pay an essential bill
on schedule, you earn cashback to use for groceries, transport, or even a well-earned treat.
Making a real difference
Customer feedback shows how vital our mission is. One user Kelly, 48, from Birmingham, had struggled with debt for years. “Every time I thought about it, my chest went tight,” she said.
By using SuperFi, she discovered she was eligible for an extra £406 a month in government benefits. She switched to a broadband social tariff, saving £200 a year, and started using the government’s Help to Save scheme, which offers a 50% bonus on savings over four years.
Since signing up, she has been checking the app every few days, using SuperFi’s bill tracker to stay on top of payments. In total, she identified £4,872 in additional yearly support, money that gives her breathing room and a sense of control over her finances again.
Financial recovery should be rewarding.
The financial system should work for everyone, not just those who already have money. SuperFi isn’t just about helping people avoid debt. It’s also not about jumping into fintech.
It’s about solving a problem that is affecting millions of people every day, and making financial stability possible for those who have been overlooked by traditional financial services.
It’s also to create a system where more people pay on time, every time, and don’t have to choose between heating their homes or feeding their families.
Because financial recovery shouldn’t be a mystery. It should be simple, accessible, and even rewarding. And that’s exactly what we’re building.
Nick is a finance specialist who has held senior design and product roles at major financial companies, including NatWest, as well as a consultant for high-growth startups such as Nude. With a deep passion for fintech, product design, and user experience, Nick continues to shape innovative financial products that make a real impact.