Only 9% of UK adults received financial guidance or advice last year; that leaves approximately 49 million people without support.
FCA Financial Lives Survey 2024, May 2025
The 84% who did receive ongoing financial advice, said it improved their mental and emotional wellbeing.
St James’s Place, Time to Talk Day - Why Talking Could Improve Financial Wellbeing, Feb 2026
That’s why we’ve built Dilly, the world’s first AI Finance and Wellbeing Coach, to bridge the gap, and guide more people towards a brighter financial future. See Dilly in action.
Decode Your Money Psychology and Take Control of Your Financial Life
Financial Wellbeing isn't just about money - it's about how people respond when facing financial decisions.
The FCA data is clear: 61% of people with more than £10,000 of assets hold at least three-quarters in cash. And 11.6 million UK adults want to invest, but are blocked by lack of knowledge and anxiety (Blackrock, Bridging the Gap: from saving to investing, December 2025).
Our research estimates up to 22 million people could be using Dilly: established savers receiving no advice or guidance, and established retail investors, often at the start of their investment journey.
Dilly combines psychological expertise with deep financial knowledge to coach users beyond information and into action - building healthier money mindsets.
Unlike other apps, Dilly guides people at every stage of their financial journey, from navigating life's ups and downs to preparing for their future.