This UK startup obtained $9M so that you’ll pay it to shrink your family payments – TechCrunch


The UK’s price of residing disaster has been making grim headlines for months — with no respite in sight.

Simply this week, newspapers reported that inflation had hit 5.5%, a 30-year excessive, additional pushing up costs for on a regular basis necessities like meals. Worse is but to return as an power value cap will finish in April, when payments are projected to rise by greater than 50%. The poorest households describe a stark alternative — between ‘heating or consuming’.

Into this grim maelstrom a brand new London-based startup, known as Nous, is hoping to throw households a life-raft by providing a free customized report that explains how value rises will have an effect on their prices and offers recommendation on tips on how to adapt to inflation.

That’s simply the first step, although. The startup’s wider pitch and “social mission” is to make use of (first celebration) family finance knowledge and (third celebration) vendor knowledge to construct fashions that may progressively automate the administration of important service switching and/or contact renegotiating to supply a form of family savings-as-a-(subscription)-service.

Nous, which is pronounced to rhyme with ‘home’, talks when it comes to constructing an “autopilot” for routine family selections — which spans and scans power, insurance coverage, mortgages, broadband and different subscription companies to observe exercise and steer households onto higher offers. 

The startup tasks that its future subscription service will be capable to save a “typical” family greater than £1,000 a yr. (Its personal service pricing would in fact should be set effectively beneath that to persuade arduous hit shoppers to purchase in.)

Nous tells us it even envisages with the ability to tackle a public ‘punching-up’ position — as soon as/if it’s working at scale, with excessive stage visibility into the patron expertise — saying it might name out distributors it sees making an attempt to drag a swift one, resembling sneaking in an additional value hike underneath the guise of a typical inflation charge rise, to make use of transparency and disgrace to force-correct unhealthy habits. (The success that meals poverty campaigner, Jack Monroe, has had utilizing social media to publicly name out massively over-inflationary value rises in grocery store ‘fundamentals’ meals strains — or footballer, Marcus Rashford utilizing his social platform to drive change to free school meal contracts by showcasing horribly insufficient provision — could present some inspiration on that entrance.)

However first the fledgling startup has to do the arduous work of nailing down knowledge entry, pulling off bespoke modelling and executing on automation applied sciences to ship on its consumer-friendly promise of savvy and seamless service switching.

For now, the 2021-founded startup is busy with product growth. Presently it’s operating a closed beta as it really works to develop fashions and hone decision-making heuristics with the purpose of constructing tech that may proactively defend shoppers from opportunistic vendor value hikes and loyalty taxes. Or, effectively, that’s the dream.

In addition to a dream, Nous has substantial cash behind it — it’s simply closed a $9 million seed spherical — so clearly isn’t in peril of a money disaster itself.

It will probably tout an extended record of early traders who’ve purchased right into a imaginative and prescient that co-founder and CEO, Greg Marsh, says goals to leverage the ability of information to work for not towards the patron for as soon as.

“There’s at all times felt to me to be one thing very problematic about the way in which that simply as direct debit and different fintech improvements have created a variety of comfort for house owners they’ve additionally made us prone — exactly as a result of I pays for my power, I pays for my cell phone, I pays for my automobile insurance coverage on this form of computerized mechanism… however that comfort creates this energy imbalance as a result of it places the onus on particular person house owners to pay an unlimited quantity of consideration precisely to the place their cash goes,” he tells TechCrunch, explaining the issue Nous is being constructed to deal with.

“In idea you are able to do that… however in observe, until you might be very, very self-disciplined, folks don’t do this. And as a substitute what [happens] — and it’s notably households on the decrease finish of the earnings distribution, who’re much less financially refined or who’re simply actually, actually busy… these house owners get utterly screwed.”

Marsh argues that this example — the place shoppers who aren’t hyper vigilant will find yourself overpaying for core companies — is just not the results of a number of ‘unhealthy apple’ suppliers. It’s “systemic dysfunction”.

“Mainly everybody performs this recreation within the {industry} and all of the pricing analysts and all of the income administration departments in all of those suppliers are taking part in the identical very cynical recreation — which is how can I get somebody in at a low value, how can I promote them a number of issues they don’t fairly want… so folks simply find yourself massively overpaying,” he suggests. “So it’s that sense that until you might be actually on it you’re going to get taken benefit of.”

Nous’ competition is {that a} for-profit firm might help repair systemic abuse by providing a subscription service — that means it’s clearly batting for the patron. Albeit additionally as a for-profit firm with a transparent “social mission”. (And on that entrance Marsh notes that Nous intends to use for ‘B Corp’ status to again up its “strict” pledge of neutrality vis-a-vis service distributors.)

He argues this mannequin is in marked distinction to the crop of (free-to-access) “net 1.0” value comparability/service switching web sites which monetize client recommendation in different, much less up-front methods — resembling adverts, affiliate hyperlinks and/or taking a fee direct from distributors — asserting they’ll’t subsequently declare to be totally neutral or at all times working solely within the client’s curiosity. (Aka “he who pays the piper calls the tune”, as Marsh places it.)

Whereas Nous’ enterprise mannequin will likely be pure “boring” subscription; no adverts, no service supplier commissions. And meaning it has to be pro-consumer for the reason that client would be the one truly paying for the service.

Actually Nous’ prospects will likely be paying it to avoid wasting them cash. So the connection is obvious.

Speaking of cash, Nous’ substantial seed increase was led by early stage London-based Mosaic Ventures (an erstwhile Series A investor), with participation from greater than 65 angel traders — together with the likes of Tom Blomfield (co-founder of GoCardless & Monzo); Marc Warner (co-founder & CEO of; Dan Hegarty (founder & CEO of digital mortgage dealer Habito); Eamon Jubbawy (co-founder of fintech unicorn Onfido); serial entrepreneur Brent Hoberman; ActiveHotels ( co-founder Andy Phillipps; ex-number-10 strategist John Gibson (aka, one of many authentic architects of OpenBanking); plus the previous head of Amazon UK; and John Fingleton, the previous head of the OFT (now CMA), amongst others — so its pitch has evidently turned a variety of rich heads.

The founding group appears equally seasoned.

Marsh himself isn’t any startup debutant; beforehand he’s labored for Index Ventures. He additionally exited his prior startup, an upscale ‘Airbnb’ known as Onefinestay, to AccorHotels back in 2016 for $170M — earlier than shifting to the US to do a stint lecturing at Harvard Enterprise Faculty. Household commitments introduced him again to London and again to scratching his entrepreneurial itch as considered one of 4 co-founders at Nous.

The opposite three co-founders are: Christian Hølmer, CTO; Jon Rudoe, chief industrial officer; and Glen Walker, COO, who was a Trouva co-founder. The present management group additionally features a girl: Lydia Howland, who’s head of service growth. And, as a complete, the group packs in a variety of cross-industry and tech experience — spanning stints at Fb, Deliveroo, Ocado, Sainsbury’s and McKinsey, amongst others.

The big measurement of Nous seed spherical is a measure of the calibre of the group, per Marsh. Or, put one other means, skilled expertise doesn’t come low-cost.

In addition to shelling out for expertise, Nous’ seed will likely be used to get the primary merchandise to market — and for early scaling throughout the UK the place it stays centered for now.

Its first product — due for launch inside “a number of weeks”, per Marsh (“hopefully early Q2”) — will likely be a free price of residing dashboard providing insights that it says will arm shoppers by offering “readability” on value rises; projecting how inflation will have an effect on their funds, and providing help through strategies of how they can cut back the affect of rising prices on their family.

“It would present you on a personalised foundation how upcoming value rises are going to have an effect on you and your particular family state of affairs,” explains Marsh. “You’ve obtained to do this evaluation on a personalised foundation to be helpful. That’s not solely helpful as a result of it offers perception — it’s additionally fairly actionable perception. So it instantly alerts folks to conditions the place they might bounce on it if they’ve time and power. However it additionally, we hope, will assist inform folks — as they’ve conversations with their worker rep and even straight with their employer about pay rises and issues like that.”

As famous above, Nous’ grand imaginative and prescient is an enormous knowledge automation play that may (no less than to a level) take over the administration of family funds — absorbing the executive tedium related to recognizing predatory value rises and switching onto higher offers by, for instance, simplifying the method of getting quotes to maneuver to a brand new provider.

“We already know, in our alpha testing, we will already see when switches ought to happen,” says Marsh. “And it’s not at all times switching, generally it’s additionally managing an present vendor relationship. Generally it’s nudging somebody to behave the place it’s truly comparatively straightforward for them to behave however making the motion simpler to perform. So the archetype of that is in the event you obtained to the comparability web sites and you must full in a 44-item questionnaire to be able to get a quote for a brand new insurance coverage product. Truly 39 of these gadgets are info that we already know or can precisely infer. So all we actually have to ask is one or two questions — clarifying questions or confirmatory questions — and people one or two questions then permit us, with you authority, to go and pattern the market and work out if there’s a higher alternative.

“So that you flip one thing that was beforehand a chore, and concerned the large display screen, into a fast factor you are able to do on the bus cease in your system and drawback solved. So it’s partly about surfacing the motion in a means that it’s straightforward for somebody to seize and take care of and it’s partly round simply deploying deploying higher, smarter, present know-how options to make these processes extra ergonomic, extra handy and simpler. It additionally goes again to having an ongoing relationship with a family, somewhat than a transactional relationship.”

“We’ve obtained to make it very easy for households in order that on the margin that is one thing they do, somewhat than one thing they go away till tomorrow,” he provides. “These items is boring, it’s demanding, it’s inconvenient, it creates anxiousness — all of the the explanation why people go away til tomorrow the factor they need to do in the present day. Which is exactly why direct debit creates comfort however it additionally creates the chance for folks to be abused.

“We’re very, very acutely aware — firstly of how vital that is — but in addition how arduous it’s going to be to get that stage of belief and confidence with those that they’re keen to share the knowledge with us and that we will truly assist them.”

This premium product would be the subscription service and that clear billing will, it hopes, present prospects with reassurance that it’s working to take care of their pursuits — and never doing something nefarious with their knowledge. (Its privacy statement additionally states upfront: “We don’t make our cash by means of promoting or promoting knowledge.”)

“We wish to be a enterprise that’s essentially sitting with shoppers, combating for them,” provides Marsh. “Which is among the the explanation why we’ve ended up considering so particularly a couple of subscription mannequin — in a way it’s the toughest factor for us to do as a result of to justify a subscription mannequin we’re going to should supply an unlimited quantity of actual worth.

“But when we will get there — we expect we will — and after we get there the place it permits us to occupy is a spot that’s genuinely on the households facet, not secretly promoting factor as a result of there’s fee income there or secretly promoting by means of the backdoor and truly being within the pocket of suppliers of mortgage companies or suppliers of insurance coverage companies or suppliers of power companies.”

The purpose is to launch the subscription product this yr too, though Marsh received’t be tied to a extra particular timeframe.

Open knowledge and repair entry

For Nous’ enterprise to perform as meant, it’s clear that entry to knowledge — each on the patron spending facet and on the seller pricing/tariff facet — will likely be paramount.

Meaning this startup is a transparent beneficiary of UK rules that open up entry to market and/or buyer knowledge, through initiatives resembling OpenBanking which are designed to unlock innovation by fostering client belief.

OpenBanking is clearly one vital piece for Nous, because the visibility it should get into family funds and spending will circulation, largely, from shoppers who agree to attach their financial institution accounts, through this customary, offering it with a core feed of information on family incomings and outgoings.

The complete element of companies contracts received’t be present in financial institution accounts, although. However right here Nous additionally hopes to persuade shoppers to supply it with entry to parse their electronic mail accounts — the place it might apply automation applied sciences to extract and distil related intel from vendor comms to higher perceive service provision (and client calls for).

It undoubtedly faces a little bit of a rooster and egg problem of needing sufficient client belief to realize sufficient account entry to construct sufficient utility which — Nous and its traders’ are satisfied — will finally win it a gradual income stream of subscribers.

It’s additionally clear that the free product has a really vital position of onboarding accounts (and knowledge) to help Nous’ product growth and general mission, in addition to appearing as a buyer acquisition funnel the place it might upsell its premium product.

Marsh is candid that getting all the mandatory info for Nous to successfully handle family companies with solely minimal ‘steering’ wanted from the family is a core problem.

“There isn’t any silver bullet. It’s not like there’s one knowledge feed which simply solves this drawback,” he admits. “You get broad and shallow info from an OpenBanking knowledge feed throughout a number of family accounts, you a searchlight knowledge from connecting electronic mail accounts over time. You get info by connecting into walled backyard companies right here and there — however not each supplier will allow you to into these walled gardens, some are very defensive about their knowledge as a result of, let’s be sincere, they’ve loads to lose.

“The very last thing that cell phone suppliers really need is for folks to actually perceive that they might most likely save £150 a yr in the event that they moved onto a greater tariff… that’s straight out of the revenue line of the cell phone firms. So we’re not complacent about this being a straightforward journey and we expect there will likely be stress and friction over time. However we additionally assume we’re doing the correct factor by making an attempt to be on the client’s facet and making an attempt to make their lives less complicated and fairer.”

In the end, Nous’ automated recommendation will solely be nearly as good as the info it’s in a position to entry — so the extra customers it might appeal to, and the better demographic selection throughout its user-base, the richer its market intelligence, and the broader utility its service could present.

On the latter level there’s a clear danger {that a} subscription service received’t be capable to assist these most in want in a price of residing disaster (since it’s one other upfront price) — and low uptake on the low earnings finish might imply Nous’ visibility into (and help for) family funds will get skew towards the ‘squeezed center’, somewhat than probably the most susceptible.

In that case, a advertising technique that foregrounds discuss of ‘getting smart to the price of residing disaster’ might danger trying cynical and opportunistic — as a result of the service could not truly be reaching these households within the direst want.

These on the bottom incomes will definitely be the toughest to assist as a subscription enterprise since there’s no escaping that it’s one more outlay for people who find themselves already struggling and will not be capable to entry credit score (not to mention take a punt on paying extra now within the hopes of saving later).

However when requested about this Marsh says the group is taking a look at probably providing the subscription product free to households that qualify for the federal government’s Warm Homes Discount scheme — as one strategy to develop its socioeconomic protection.

Aged folks, too, are sometimes on very low incomes and may be among the many most susceptible to predatory value hikes that depend on shoppers carefully monitoring tariff adjustments. And this cohort of households may be disproportionately more likely to obtain paper-based payments from service suppliers — and will not even be signed up for on-line banking, not to mention tech savvy sufficient to know tips on how to join their account to OpenBanking. So, once more, serving to that very-vulnerable-to-the-cost-of-living-crisis demographic through a data-fuelled subscription platform play could also be troublesome — with out ploughing main effort into focused outreach and help. 

Responding on the final level, Marsh primarily argues that Nous has to begin someplace. Albeit that someplace is “an intersection between the place we will rapidly and conveniently get knowledge” — underlining what the ‘digital divide’ means in observe: The tech savvy and digitally armed stand to learn first and (possible) most.

If Nous can efficiently scale a service he does additionally suggests there can be scope to focus extra on addressing more durable to achieve households, resembling by bolting on doc scanning instruments (i.e. so folks might snap a photograph of a paper invoice to add the info).

He additionally notes that Nous is doing outreach to monetary literacy charities — and says it’s eager to work with related help companies to serve its wider social mission.

However it should undoubtedly have its work lower out to make sure that data-driven and automation-enabled price financial savings don’t additional entrench what are already massively unfair socioeconomic divides. 

On the query of why others haven’t tried a subscription mannequin to deal with the issue of predatory companies, Marsh suggests that is — no less than partly — linked to the maturing regulatory surroundings — which has been getting extra conducive to intermediaries.

“You wouldn’t have been in a position to construct this enterprise ten years in the past. It could have been virtually inconceivable. Till issues like OpenBanking turned correctly carried out,” he says, noting that considered one of Nous’ traders was a key authorities sponsor of that initiative and including: “It’s nice to see the UK truly having taken the lead on some of these items.”

The UK’s method of focused, sector particular regulation offers an operational framework for third events like Nous to entry knowledge and maybe act as an agent on shoppers’ behalf. So it’s a case of regulation enabling consumer-focused innovation in these explicit companies markets.

“I wouldn’t understate the vital of this — the UK has a surprisingly refined surroundings or ecosystem of sectoral regulation,” says Marsh. “So truly, though they’re removed from good, what the Ofcoms or Ofgems and the FCA [Financial Conduct Authority] and so forth have finished, sector by sector, is that they have more and more created an surroundings the place distributors should help knowledge sharing and so they have to permit agent-led switching.”

“We’ve seen probably the most excessive expression of that up to now within the power sector. The place power firms are obliged to permit third events approved by households to handle the change for them,” he provides. “The identical form of stuff is now more and more mandated in different verticals. So [while] there will likely be some sectors that are extra immune to this however more and more it’s very, very arduous for distributors to face towards that.”

He doesn’t rule out future worldwide enlargement into different markets the place the group believes the mannequin might additionally work — assuming, in fact, the correct regulatory framework is in place. However it’s totally centered on serving to UK properties for now.

“Over the past 12 months we’ve been watching with growing concern simply how critical the price of residing will increase are literally going to be for UK households. And I do know it’s making headlines now — it’ll hit actually arduous. And it’s going to maintain hitting; it’s going to hit in April, it’s going to hit once more in October when power costs rises seasonally. It’s going to hit periodically by means of that interval… So the common family’s going to finish up stiffed for a number of thousand kilos… Individuals are going to really feel correctly poorer — they’re going to really feel actually squeezed.”

“A free market financial system [for essential household services] is just going to work if in case you have a good market,” Marsh provides. “And a good market is just attainable if folks can have value transparency, they do have alternative of distributors, they’ll change between distributors, they’ll obtain affordable pricing. So I believe that we’re comparatively effectively served within the UK by the regulatory neighborhood.

“The UK sectoral regulatory regime is a number of years forward of a few of these different contexts [in other countries]. And so as soon as we’ve obtained this working right here clearly we aspire to taking it internationally however we’ve obtained to begin someplace.”

Disclosure: This TechCrunch reporter has recognized Nous’ CEO, Greg Marsh, since college, after we had been (briefly) in the identical school topic cohort. Nonetheless that historic connection didn’t in any means affect our reporting of this startup    

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