Wealth management platform Moneybox launched ‘Aurora’, its new expert-led, AI-powered engine designed to provide financial guidance at scale. The launch coincides with a full brand refresh, which the company stated reflects a decade of significant growth and sets the stage for its next chapter of providing financial support to its customers.
Moneybox currently supports over 1.5 million customers in the UK with more than £16billion in assets under administration. The company’s evolved mission is “to give everyone the means to get more out of life.”
An AI engine for personalised financial guidance
The ‘Aurora’ engine was developed over two years and combines human experience with artificial intelligence to deliver tailored financial guidance. Moneybox highlighted that the system was built with transparency and human oversight as core principles.
The initial version of the service provides users with a free, tailored plan based on their financial ambitions, complete with actionable steps and helpful nudges to keep them on track. A beta version of the new service is currently being rolled out to some existing customers. Future updates are planned to expand the service with new tools, personalised content, and access to financial coaches.
“Most of us weren’t taught about saving and investing at school, which is why decision-making when it comes to our personal finances can feel so arduous and complicated,” said Charlotte Oates, vp marketing and a founding team member at Moneybox. “The industry is complex and fragmented, and getting support making financial decisions has traditionally been hard to access. Our new Aurora engine will streamline and personalise financial guidance in a way that simply hasn’t been possible before, and is a truly exciting development for the business.”
Brand refresh reflects a decade of growth
The brand refresh comes ten years after the company was founded with the goal of transforming how people in the UK save and invest. The updated visual identity, developed in partnership with Ragged Edge, includes new colours, fonts, illustrations, and a refined logo.
The new Moneybox logo is an evolution of its previous design, with the wordmark now in the brand’s canopy colour while the icon retains its aqua circle. According to the company, the icon’s design relates to the different elements of financial planning, representing short-term goals, how money is allocated, and future growth projections.
To support the launch, Moneybox is rolling out a nationwide marketing campaign across multiple channels, including a “hero brand film” that will premiere on ITV’s primetime show Win, Win on Saturday, 20th September.
Moneybox, launched in 2016, reported its first full year of profitability in 2023. The company stated that the combined launch of the new brand and the Aurora engine positions it for its next phase of growth.
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