About Ningi
Crafting the futureof financial advice.
We're not just building software. We're building the operating system for the next generation of financial advice — where technology disappears and advisers do what they do best.
Watch Jym Brown share the vision
The Problem
Adviser tech is broken.
Everyone knows it.
The financial advice industry runs on a patchwork of disconnected tools — each solving one piece of the puzzle while creating three new problems.
20+
Tools the average firm juggles
60%
Of adviser time lost to admin
£8k+
Annual cost per adviser in wasted time
We've never really had a sophisticated back office or CRM. Nothing cloud-based.
— 20-year established firm
We use a recorder, then an AI tool, then copy it all into a template. Three tools just to write up one meeting.
— Adviser during discovery call
We have a back office, cashflow modeller, research tool, and a separate platform login for every provider. None of them talk to each other.
— Adviser during discovery call
Our Vision
From 115 clients to 2,000+.
Same team. Same care.
Today, a typical advice firm has around 4 staff serving 115 client families. Growth means hiring. More admin. More overhead. The model doesn't scale. But the demand for advice has never been greater.
We're building the platform that changes the economics of advice entirely. When AI handles the 60% of the week advisers lose to admin — document generation, fact extraction, compliance checking, client communications — the same team can serve 2,000+ individual clients. The adviser's role transforms from administrator to relationship builder.
The partnership approach
We don't sell licences and disappear. We sit alongside your firm, understand your workflows, and build the platform around how you actually work. Your success is our success — literally.
Adopt and lead the pack
Ningi isn't a nice-to-have. It's a necessity. The firms that embrace AI-native platforms will lead. The ones that don't will spend the next decade playing catch-up.
Our aspiration
The industry talks about 12% efficiency gains from AI tools. We think that's a rounding error. When we ran our own ISO 27001 annual compliance review through an AI agent, 50 hours of work became 7 seconds. That's not 12% efficiency. That's 12,000%. That's the level of ambition we bring to everything we build for advisers.
“Ningi isn't a nice-to-have. It's a necessity. Adopt and lead the pack, or get left behind.”
Our Values
What we believe
Adviser-First
Everything we build starts with understanding how financial advisers actually work. We listen first, build second.
Quality Over Speed
We release features when they are ready, not when a deadline says so. Your clients deserve nothing less.
Innovation with Purpose
We embrace AI and emerging tech, but only when it genuinely helps advisers deliver better outcomes for clients.
Partnership
We see ourselves as partners in your success. Our growth is tied to yours, and we invest accordingly.
How we work
The principles that shape our culture and product decisions every day.
Be happy and ship fast
Velocity is a feature. We move quickly, iterate constantly, and believe momentum creates clarity.
AI is a feature, not a product
AI is woven into the fabric of everything we build. It's not an add-on — it's how the platform thinks.
Opinionated product
We make strong design choices so advisers don't have to. Less configuration, more flow. Less thinking, more doing.
We don't build by committee
We listen deeply, then make bold decisions. The best products come from conviction, not consensus.
The team
Built by planners. Supercharged by tech.
Ningi was founded in 2021 by a team of fintech, AI and financial planning veterans frustrated with the complexity of legacy advice tech. Backed by leading UK VC Haatch Ventures, our clients, and a group of industry-expert angels — we're here to simplify advice delivery and give planners their time (and sanity) back.
We know this space because we've lived it. Our founder is a Chartered Financial Planner and Fellow of the CII, and our team includes experienced advisers ensuring every feature we build reflects real-world planning — not just developer dreams.
We're growing fast, delivering real ROI to advice firms, and here for the long-haul.
Pete
Founder and CEO
Jym
COO
Alex
CTO
Nerys
Head of Product
Lucy
Product Manager
William
Software Engineer
Gary
Lead Software Engineer
Kayla
Delivery Manager
Jamie
Founder Associate
We're building the tech I wish I had — simple, powerful, and designed to actually work for advisers.
Pete Ridlington FPFS
Founder & Chief Executive Officer
Founded in 2021
UK-based team
Backed by VC + clients
Built with financial planners
AI Team Members
The Guides
Meet our AI team members. They have email addresses, Slack accounts, LinkedIn profiles, and work alongside the human team every day — running demos, handling support, chasing follow-ups, and keeping everything running.
✦Skye
AI Sales Assistant
skye@ningi.co.uk
Skye handles everything on the sales side — researching companies before calls, drafting follow-ups, chasing prospects, and making sure no lead slips through the cracks.
✦Cody
AI Customer Success Lead
cody@ningi.co.uk
Cody owns the customer experience — from onboarding new firms, to tracking progress, handling support, and keeping everyone in the loop with product updates and comms.
✦Arlo
AI Operations Specialist
arlo@ningi.co.uk
Arlo is the operations generalist — handling admin, internal processes, and all the behind-the-scenes work that keeps things running smoothly.
Leadership & Governance
Guided by experienced non-executive directors who bring deep industry expertise and strategic insight.
Mark
Non-Executive Director
Grant
Non-Executive Director
Wenda Field
Non-Executive Director
Matt Pitcher
Non-Executive Director
Our Investors
Backed by important strategic angel investors in the financial advice space, alongside award-winning VC firm.
Lead Institutional Investor
Haatch is an award-winning UK venture capital firm investing in early-stage fintech companies. With a portfolio of innovative startups transforming financial services, Haatch brings strategic expertise and network to accelerate our growth.
In Their Words
Why advisers choose Ningi
We want to use Ningi as of yesterday.
Simon Roughsedge
Clarus Wealth
Our Mission
“We're not just building software — we're building the future of how financial advice is delivered, making it more accessible, more efficient, and more human.”
Jym Brown
COO, Ningi
Essays
Read our thinking
So… where does the name come from?
We get asked this a lot. The short answer: Ningi is a currency from The Hitchhiker's Guide to the Galaxy by Douglas Adams. A real nerdy nod to the fact that we work with money. In the book it's a giant triangle the size of a planet that has basically no value — so it's kind of a joke that it's completely unusable and pointless. Perhaps not the most inspiring reference point for a company name, but here we are.
The longer answer is that it's just a really nice word to say. It's short, memorable, and wonderfully generic — which left us the space to imbue our own meaning into it. So many companies in our industry are called things like FinWealthTech or TechFinWealth or FinnyTech… and you're just like, right. We wanted the business to mean more than that.
From day one it was really important to us to do something fundamentally different — instrumental change in the industry. We wanted everything about the business, from how we've capitalised it to the technology to the team, to be genuinely unique and exciting. Even our pricing model has behavioural hacks built in that we're really proud of.
Oh, and the truth? The domain cost £9.99. So there's that.
Design Philosophy
Deliberate tranquility in form.
Relentless efficiency in function.
Ningi's design is rooted in enduring utility — crafted with calm precision, built to outlast hype. This philosophy was shaped at a formative inflection point, during a consultancy with Vitsoe — a design-led furniture company renowned for championing products that ignore fashion and resist trends, home to Dieter Rams' ten principles of good design.
The realisation was powerful: the most compelling design is invisible in its intention, loud only in its execution. Instead of chasing novelty, Ningi leans on ruthless simplification, structural adaptability, and high utility — assured interfaces, clean systems thinking, and precise visual language that feel effortless, not styled.
Ningi's software is crafted with the same ethos as Rams' Braun heritage: honest, functional, timeless, and humane — engineered to solve the workflow problems advisers wrestle with every day.
We care deeply about this. Not because we're trying to win design awards, but because advisers deserve tools that feel as natural as the best consumer technology they use every day. If someone says “oh, fuck yeah — that looks awesome” in a demo, we know we're on the right track.
Let's Talk
Start the conversation.
We don't do hard sells. We'll show you the platform, understand your practice, and explore whether Ningi is the right fit — as a genuine partner in your growth.