Cornwall-based Good With say that money management can feel tricky and overwhelming when you lack an understanding of finances. Advice around money is often too generic and doesn’t consider peoples’ personal challenges. 

The company has developed a financial wellbeing app that takes a personalised, holistic approach to teaching young adults about money with fair, ethical and transparent use of personal data. 

The Good With app combines AI and cognitive behavioural therapy tools to determine objective financial capability as well as, crucially, a person’s relationship to money – to create functional financial risk models for users, but also provide a safe space for users to improve their financial situation through scientific and psychology-backed features. 

The platform allows 18–30-year-olds to effectively measure and improve their financial literacy, confidence, and ultimately capability – with the goal of better preparing them for engaging with banks and financial services. 

“Good With helps young adults manage their money, their relationship with money, and their associated financial stress,” says Gabriela Isas, Co-founder and CEO. 

“You may not know your capabilities when it comes to talking to banks around taking out a loan, buying a house, accessing ‘cheaper money’, or even building your credit history.”

Underpinned by a team of behavioural data scientists, clinical psychologists and user centred designers, the app’s technology utilises scientifically validated behavioural data and machine learning to offer personalised support towards a user’s goal. 

“We’re able to build this profile around you that gives you insights into what you can do to improve – not just your understanding of an APR and compound interest – but your relationship to money and how the things you do might hinder or benefit you financially.” 

Beneficiaries of several Innovate UK grants, Good With has focused heavily on developing two strands of their product: a holistic credit Readiness Score™, and, if a user isn’t deemed ready for credit, financial psychoeducational pathways that offer guidance on how to manage stress and money. 

Mentoring and advisory support

In 2022, the company began working with Innovate UK Business Growth Innovation and Growth Specialist, Matt Borne, to identify specific challenges around business resilience and strategies for growth. Business West delivers Innovate UK Business Growth in the South West. 

Matt worked to continually review avenues for growth, identify funding and collaboration opportunities, and create connections to other areas of support. 

“Really it was about getting our pitch decks ready, and properly understanding and getting some mentorship on the business strategy side of things,” says Gabriela.  

“Matt helped massively with identifying a go-to-market strategy, with pitching, then raising investment – taking the time to understand what it is we're trying to do and then supporting in a bespoke way. 

“It’s really propelled us and helped us achieve our goals, so he’s been instrumental in that.”

Funding and finance support

Next, Adele Reynolds, Funding and Finance Specialist, was introduced to help Good With refine its grant funding strategy and provide critical appraisal of a successful Innovate UK Smart Grant application. 

“Adele’s guidance was incredibly beneficial,” says Gabriela.  

“We know that what we're doing is innovative, but how do we prove it? She was really good at helping us translate that into an application.”

Good With have been recognised by Innovate UK several times through Investor Partnerships, Financial Services and Catapult grants. 

“She’s been brilliant any time we've needed support. Six out of five stars for Adele!

“Overall, the support has been invaluable to us. There’s a lot of generic information out there, but Matt and Adele really listened to what we're trying to achieve and have been so important in our growth.”

Innovate UK Business Growth will continue to support this financial wellbeing innovator as it looks to engage with financial services clients and break into international markets, helping to build financial confidence in young adults for the future.