From the Founder & CEO

Having spent a large part of my professional career in regulated business and financial services, I’ve had the opportunity to explore the inner workings of both traditional institutions and fintechs globally. This experience gave me a deep understanding of their mechanics and how they affect consumers and businesses. Throughout my time spent in this space, I saw a common problem that I would come to see repeatedly and consistently over the span of a 20 year career, and never more so than against the backdrop of a cost of living crisis and a post-pandemic world. Consumers are inundated with choice and complexity but independent, aggregated financial information, free from bias or conflict of interest, can often be difficult to find and trust.

I saw an opportunity to solve this problem by combining well established comparison services with emerging technology solutions such as Open Banking that can identify users, understand and analyse financial behaviour and deliver increased value to both consumer and partner through well designed product experiences, financial health indicators and other data backed solutions.

Consumers manage their lives digitally

Fintech, or financial technology, has revolutionized the financial services industry, particularly over the last 15 years, driven by the widespread adoption of smartphones. This transformation has been accelerated by the rise of companies offering innovative solutions that provide greater choice, accessibility, and empowerment, significantly enhancing the customer experience. Technology has become a transformative force, reshaping how consumers engage with financial platforms and driving an increasing comfort and appetite for comparing and shopping for financial products online.

The UK is now the leading fintech hub in Europe. In 2021, more than 3,000 fintechs were headquartered in the UK and we have seen consistent growth in the number of fintechs based here since 2017¹. This reflects the UK’s attractiveness to innovative firms and delivers clear benefits to both consumers and businesses.

However, this proliferation of market participants has created new challenges. For consumers, the sheer volume of options makes finding and evaluating the best products time-consuming and complex. For financial services providers, the competitive landscape and rising costs of distribution mean that even high-quality solutions often struggle to reach their audience. This dynamic has made it increasingly difficult for providers to connect with consumers efficiently and affordably.

The transformation of search and the AI powered value chain

There is no doubt that we are entering a new era of digital discovery, one where artificial intelligence is reshaping how consumers access and act on financial information. The rise of Search Generative Experience (SGE) and AI powered assistants is already fundamentally altering the role of traditional search engines and comparison websites. As large language models replace static search results with conversational, context aware responses, the middle of the funnel (the “help me understand and decide” stage) is becoming more critical than ever.

At Mintify, we believe the future of finance isn’t just about surfacing product options. It’s about empowering users with the right insight, at the right time, in the right format. As AI transforms search and content discovery, Mintify is positioning itself as the intelligent layer that sits between the question and the transaction.

How AI is reshaping the funnel

Top of Funnel (TOFU): Traditional SEO is evolving. AI summarises multiple sources into answers, which means visibility is no longer about ranking first, it’s about being cited as trusted, structured data. We’re investing in structured, machine-readable content and proprietary frameworks that can power LLM citations and SGE inclusion.

Middle of Funnel (MOFU): This is where decisions are made, and where Mintify creates its moat. Our AI-powered platform will:

• Surface personalised recommendations based on behaviour and financial profile.
• Use product fit scoring models to contextualise eligibility, fees, and suitability.
• Act as a conversational assistant, guiding users through complex comparisons via natural language queries.

Bottom of Funnel (BOFU): Through real-time integrations and open APIs, we will enable frictionless onboarding and embedded journeys, removing the barriers between comparison and conversion.

Owning the intelligent middle

While traditional comparison sites focus on acquisition, Mintify is building infrastructure to own the intelligent middle, a space where value is created through insight, not just traffic.

This shift is not just an enhancement but a redefinition of how financial decisions are made online. Mintify is not competing on visibility alone, but on contextual utility, delivering timely, explainable and personalised interventions that move users forward with confidence.

The intersection of consumers and financial services providers

At Mintify, we leverage this changing landscape by making trustworthy financial information and greater choice more accessible. By operating at the intersection of consumers and financial services providers, Mintify delivers value to both.

Financial services providers are naturally focused on promoting their own products, often presenting information through the narrowed lens of their specific offerings. At Mintify, we complement their efforts by providing an independent platform with objective, research-backed insights and comparisons. Our role is to empower consumers with a panoramic view of the market, enabling them to make informed decisions tailored to their unique financial goals. By maintaining our independence, we ensure that every recommendation and comparison is guided by transparency and integrity.

This means that, through our platform, our financial services partners can confidently and cost-effectively reach well-informed, high-intent consumers who are a great match for their products and often ready to transact. Our partners are also able to trust us to reach consumers authentically and responsibly in full compliance with UK legislation and regulation.

Trust, integrity and editorial principles

Across every touchpoint, the cornerstone of our brand and platform is our consumers’ trust in the independent, objective and accurate information we provide. Journalistic integrity, accuracy and independence is therefore central to our mission and underpins our commercial model. We understand that trust is earned and that is why we are open about how we make money and how we uphold a commitment to editorial principles.

Without exception, Mintify’s content is informed by in-depth research, independent data gathering, heuristic analysis and expert insights that are factual and based on the actual attributes of the product or provider. We have designed proprietary assessment frameworks to evaluate financial companies and their products publishing only research-backed, data-rich content, free from bias or conflict of interest. We have robust internal processes that ensure content will never be compromised by partner or advertiser influence.

Long term, consumer first

Mintify was intentionally self-funded and grown organically. Why? Because we are building an organization with a purpose that goes beyond profit. We boldly challenge the status quo, putting transparency and integrity ahead of pure economics. While we acknowledge the importance of a sustainable economic model, and trust that our customers will support us as we succeed, we refuse to chase rapid growth solely to satisfy early-stage investor returns. Instead, we are methodical in our approach, focused on creating a trusted financial platform where growth is sustainable, compounded, and built for the long term.

For our investors, Mintify represents more than just quick exits or returns. It’s also an opportunity to support a company built on trust, transparency, and sustainable growth. While growth remains a priority, sometimes we will need to make decisions that may not align with the immediate economic interests of the business, simply because it’s the right thing to do for our customers or partners. We firmly believe that building a brand rooted in trust and integrity is the foundation for long-term success and lasting value.

Our approach is deliberate, scalable, and built for the long term. By aligning our growth with sustainable principles rather than short-term metrics, we’ve created a model designed to compound over time. This positions Mintify as a stable, attractive investment opportunity for those who share our vision for purposeful, long-term value creation.

Welcome to Mintify, a different kind of finance company.

Daniel is the Founder and CEO of Mintify. He is a former Product & Design Executive with a successful track record in leading end-to-end product cycles and has delivered material impact to distribution and growth for businesses both inside and outside of financial services, from validating demand in early stage startups to scaled experimentation in Enterprise. Over the course of two decades, he has built a career working across borders in the UK, Europe, and Australia, where he has held a range of leadership, consultancy, and executive roles in each of these regions.