Social Enterprise · Best Debt Advice Innovation 2025

Nobody should
face debt alone.

We built Elifinty because the system for getting help with debt was fragmented, slow and shame-filled. We believe technology can change that — but only when it starts with people, not process.

Book a Demo → Get the free Eli App
🏢
I work in debt advice
Advisors, housing associations, creditors, energy providers
Explore EliConnect →
📱
I need personal support
Free for everyone. No judgment. At your pace.
Get the Eli App →
Person looking pensive, hands clasped
27%
Client disengagement on EliConnect vs 50–60% sector norm
🏆
Best Innovation
Debt Advice 2025
🛡
FCA Aligned
Consumer Duty ready
Barclays EDF Energy E.ON Next OVO Energy Rooted Finance Citizens Advice Debt Free Advice Mayor of London Cohort 2023 Vodafone Top 50 Best Debt Advice Innovation 2025 Barclays EDF Energy E.ON Next OVO Energy Rooted Finance Citizens Advice Debt Free Advice Mayor of London Cohort 2023 Vodafone Top 50 Best Debt Advice Innovation 2025
The reality
Person sitting quietly at home, looking out a window, alone with their thoughts about debt

"I knew I needed help but I was too ashamed to ask. I kept thinking the debt was my fault — that I'd just been irresponsible."

Anonymous Elifinty client, Birmingham

Debt isn't a numbers
problem. It's a human one.

"The shame of debt keeps more people from getting help than the debt itself does."

The system for getting debt advice in the UK is fragmented, underfunded and hard to reach at the moment people need it most. We set out to change that — by connecting every part of the journey on one platform, and making the experience feel as human as the people it serves.

5M
People in negative budget in the UK
Up 50% since 2020 — falling an average of £4,200/year short of basic living costs.
60%
Drop off before getting resolution
The sector's standard dropout rate — not because people don't want help, but because the process fails them at every step.
4h
To prepare one case on legacy tools
Every hour spent on admin is an hour an advisor can't spend with someone who needs them.
MR
Maysam Rizvi
CEO & Founder · Elifinty Limited

A note from our founder

"I started Elifinty because I'd seen what debt does to people. Not the spreadsheet version — the real version. Sleepless nights. Broken relationships. The feeling of being beyond help."

We built this company on a simple belief: technology should remove barriers to help, not create them. Not by replacing the human connection between an advisor and someone in crisis, but by making more of those connections possible. Faster. Deeper. Better.

We are a social enterprise. Our mission is not seats licensed. It is people free of problem debt.

Maysam Rizvi, CEO & Founder
Talk to us → Explore EliConnect

"We are not a VC-backed growth startup trying to disrupt financial services. We are a social enterprise. Our measure of success is people free of problem debt."

Elifinty Limited. Registered Social Enterprise. Company No. 11345938. London, UK. Founded 2018.

💜 Social Enterprise 🏆 Best Debt Advice Innovation 2025 🤖 AI For Good Winner 2020 🔒 FCA Consumer Duty Aligned 🇬🇧 UK GDPR Compliant
One platform. Three connections.

The system is broken
because it's disconnected.

EliConnect is the only platform serving every stakeholder in the debt advice journey — simultaneously and securely.

👩‍💼
For advisors & agencies

Give advisors their time back

AI-assisted case management, automated workflows and real-time client engagement tools. Prep time down 40%. More hours for the people who need them.

Explore EliConnect →
🏦
For creditors & lenders

Consumer Duty evidence — without the spreadsheets

Pre-approved referral pathways, creditor network integration and built-in FCA Consumer Duty reporting. Compliance as a byproduct of doing the right thing.

See pricing →
📱
For people who need help

A friend in your pocket — judgment-free

The free Eli App helps people budget, manage debt, set goals and connect with free FCA-regulated advisors. No cost. No credit card. No shame.

Get the Eli App →
EliHub Pilot · Nov 2023 – Oct 2024 · 4 organisations

The numbers
that matter to us

437 real clients across 2 UK debt charities and 2 housing associations. These are their outcomes — not our projections.

0%
Higher engagement
Drop-off fell through digital referral and Eli App self-registration.
0%
Advisor productivity gain
Every hour saved to admin is an hour given back to a client.
2×
Faster case resolution
Streamlined workflows and direct client comms cut resolution time in half.
0%
Disengagement rate
Sector norm is 50–60%. Ours is 27%. That gap is thousands of real people who got the help they needed.
Real journeys

From stuck to moving forward

Every statistic is a person. Here's what the journey looks like — from the moment someone asks for help, to when their life starts to change.

Person sitting quietly at home, clasped hands, the weight of debt visibly felt

Before — reaching out

"I'd been trying to hide it from everyone. I didn't think anyone could actually help."

Person smiling at their laptop, engaged and positive — they found the support they needed

After — moving forward

"I cleared my overdraft for the first time in three years. I actually feel like I have a future now."

How it works

From first contact to
lasting resolution

EliConnect replaces fragmented tools with one seamless journey. Most organisations are live within 4–6 weeks. No 18-month implementation programmes. No big-bang risk.

1

Someone reaches out — however they're able

Via EliConnect's referral portal, a creditor website, the Eli App or a phone call. Every channel feeds the same secure platform. Nobody falls through the cracks because they only had a phone.

✓ Omnichannel referral · Self-registration · Digital or in-person
2

A complete picture — in minutes, not hours

Open Banking data capture, benefits calculator, credit report and Standard Financial Statement — one guided flow. What used to take 4 hours of advisor prep now takes 20 minutes.

✓ Open Banking · AperiData CRA · Standard Financial Statement · Benefits check
3

AI support — with a human at the heart of it

Eli AI surfaces compliance-aligned guidance, suggests debt options and flags risks — but the advisor decides, and the client feels heard. Technology in service of people, not in place of them.

✓ CONC 8 · FCA Consumer Duty · MAPS Standards Toolkit · Real advisor
4

Aftercare that doesn't disappear

Clients track progress in the Eli App, message their advisor and receive milestone check-ins. The relationship doesn't end when the case file closes — because for people, it doesn't.

✓ Eli App · Secure messaging · Progress tracking · Outcome evidence
See it in action — book a demo
What our partners say
"We've seen many startups serving part of the debt management solution, but Elifinty is the only platform of its kind serving the entire debt recovery process."
B
Barclays
Retail Banking Partner
★★★★★
"RF's work with Elifinty over the last two years has focused on co-designing a platform that places client outcomes front and centre — and enables our advisers to support them in more efficient and impactful ways."
M
Muna Yassin
Rooted Finance
★★★★★
"The consumer journey is simple and logical. The aftercare piece is something we haven't seen in other products — and somewhere we can really see customers benefiting."
O
OVO Energy
Energy Partner
★★★★★
"Elifinty's platform allows targeted support for our customers on one platform — we have not seen anything else on the market that does that."
E
E.ON Next
Energy Partner
★★★★★
"We are committed to helping our clients be debt free. Elifinty's platform allows our advisors to offer more comprehensive and efficient services — this partnership is a major step forward."
M
Matt Dronfield
Debt Free Advice
Sectors served

For every organisation supporting
people in financial difficulty

🏦
Financial Services & Retail Banking
🤝
Debt Advice Agencies & Charities
🏠
Housing Associations
🏛
Local Government
⚡
Utilities & Energy Providers
Recognition

A decade of doing
things differently

🏆 Best Debt Advice Innovation 2025
🥇 Best Customer Engagement Platform 2024
🤖 AI For Good Winner 2020
🚀 Vodafone Top 50 Startups 2019
🏙 Mayor of London Inaugural Cohort 2023
⭐ MIDAS Top 6 Startups 2023
📰 Newsweek Contributing Expert 2023
🎯 The Pitch Regional Winner 2023
Why act now

The window for building
better systems is open

Organisations that move early build the data, workflows and compliance evidence ahead of their peers — at a time when demand is higher than it has ever been.

📋

FCA Consumer Duty

Firms must evidence positive client outcomes. EliConnect delivers audit trails, outcome tracking and compliance reporting as a byproduct of every workflow — not as an afterthought.

📈

Debt crisis accelerating

5 million people in negative budget, up 50% since 2020. Referral volumes are rising every quarter. Waiting means falling further behind the demand curve.

🤖

AI reshaping advice

Early adopters of AI-assisted case management are resolving twice as many cases per advisor. The gap between digital-first and legacy organisations is widening monthly.

🌱

3-month pilot available

Start with a structured pilot at Professional tier — full impact assessment at the end, no 18-month commitment. Most teams are live within 4–6 weeks.

Book your pilot →

Ready to change
what's possible?

Whether you lead a debt advice team or you're someone who needs a better way forward — Elifinty is here. And it all starts with a conversation.

Book a Demo → Get the free Eli App
Debt advisor at work — engaged, professional, human
Platform · EliConnect

Give your advisors
their time back

EliConnect consolidates case management, client engagement, compliance and analytics into one FCA-aligned platform — so your team can focus on people, not paperwork. Live in 4–6 weeks.

Request a Demo → View Pricing
50%
Engagement increase
40%
Productivity gain
27%
Disengagement vs 60% norm
EliConnect case management interface showing client record, case history and the Eli onboarding screen
Key features

Everything your team needs.
Nothing it doesn't.

Built with UK debt advisors, FCA-compliant by design, integrated with Open Banking and CRA data — and live in weeks, not months.

🤖

AI-Assisted Case Management

Auto-prioritise cases, surface compliance guidance and draft advice letters — cutting prep time by 40% per advisor per day.

📱

Eli Consumer App

Clients self-register, upload documents, message advisors and track progress — reducing dropout from 60% to 27%.

🏦

Open Banking & CRA Data

FCA-authorised data via AperiData — real-time financials, credit reports and affordability assessment in one guided flow.

🔗

CRM & API Integration

Open API integrations with Dynamics 365, Salesforce and bespoke systems. Or use EliConnect as your primary CRM.

📊

Real-Time Analytics

Outcome tracking, FCA Consumer Duty reporting and BI export — built in from day one. Know exactly what's working.

🛡

Compliance by Design

Consumer Duty (FG22/5), CONC 8, MAPS Standards Toolkit and GDPR built into every workflow — not retrofitted.

Regulatory confidence

Compliance built in.
Not bolted on.

Every workflow in EliConnect is designed around UK regulatory requirements from the ground up — not adapted after the fact.

📋

FCA Consumer Duty

FG22/5 aligned. Evidence positive client outcomes at every touchpoint with built-in audit trails.

🤝

MAPS Standards Toolkit

Aligned to the MaPS February 2026 Standards Toolkit for debt advice service delivery.

🏛

CONC 8 Debt Rules

FCA CONC 8 debt advice requirements embedded in workflow logic throughout — can't be bypassed.

🔒

GDPR by Design

UK GDPR and DPA 2018 compliant. Data stored in the UK. Role-based access. Full audit logging.

EliHub Pilot · 2023–2024

Real results.
Real organisations.

437 clients across 2 UK debt charities and 2 housing associations. Measured over 12 months. These are outcomes, not projections.

See it in action →
50%

Engagement increase

Drop-off fell sharply through digital referral and Eli App self-registration.

2×

Faster resolution

Streamlined workflows and direct client comms cut resolution time in half.

27%

Self-registered

New clients coming in via the Eli App — growing organically quarter on quarter.

40%

Productivity boost

Advisor time freed for complex cases requiring deeper human support.

Start with a 3-month pilot

Most teams are live in 4–6 weeks. Full impact report at the end. No 18-month commitment on the pilot. Just results — and an honest conversation about whether EliConnect is right for you.

Start Your Pilot →View Pricing
Person outside in the sunshine, smiling at their tablet — a sense of financial confidence and freedom
🆓
Completely free
No credit card.
No hidden fees. Ever.
🔒
Your data is safe
UK servers only.
Never shared or sold.
💜
No judgment
Built with people
who've been there.

Your money.
Your future.
Your Eli.

be your best financial self

Eli is the friendly, judgment-free app that helps you take control of your money — budgeting, debt, goals and free access to a real advisor. One step at a time, at your pace.

🍎
Download on theApp Store
▶
Get it onGoogle Play
Hi, Jamie 👋Wednesday · Good morning
J
75
Financial Health Score
↑ +8 pts this month 🎉
Budget left
£342
✓ On track
Debt cleared
68%
↑ +4% this month
💡
Money momentSaved £45 vs last month!
Real stories

From anxious to
in control

"I was so anxious about my debt I'd stopped opening letters. Eli made it feel manageable — it broke everything into steps I could actually do. I've now cleared my overdraft for the first time in three years."

LAYLA, 29 · MANCHESTER · 8 MONTHS ON ELI

75
Layla's health score
+27
Points gained in 8 months
£0
Overdraft balance (was £2,400)
Person smiling at laptop — someone who has found their way through financial difficulty
Your Financial Health Score

Not a generic score.
A genuine picture.

Seven dimensions, weighted by real financial impact. Clear, honest and — crucially — it shows you exactly how to improve, one step at a time.

💰
Income Stability
20%
📊
Budget Control
18%
🎯
Debt Management
16%
🏦
Credit Health
15%
🛟
Emergency Savings
12%
🧾
Benefits Accessed
10%
🌱
Financial Planning
9%
Features

Everything you need.
Simple and clear.

📊

See every penny.
Feel in control.

Open Banking connects your accounts automatically so you can see exactly where your money goes — with gentle nudges when things drift, and a benefits calculator to find money you didn't know you were entitled to.

  • Accounts connected automatically via Open Banking
  • Real-time budget vs actual — no end-of-month surprises
  • Benefits calculator — find entitlements you may be missing
  • Weekly and monthly views to plan ahead
  • Alerts before you go over budget
Person at home managing their finances with confidence, on the phone and looking at documents
🎯

Tackle debt
on your terms.

Debt doesn't have to be overwhelming. Eli helps you add everything in one place, builds a realistic plan around your actual income, and celebrates every step forward — however small.

  • Add all debts in one place — loans, cards, arrears, bills
  • Realistic payment plans built around your real income
  • Free specialist debt advice — digital or in person
  • Access to grants and financial relief you may qualify for
  • Progress tracking that shows how far you've come
Person outside in good spirits, checking their progress on a tablet
🤝

A real human.
In your corner.

Sometimes numbers aren't enough. Eli connects you with qualified, FCA-regulated debt advisors at no cost — no waiting rooms, no referral maze, no judgment. Just someone who actually helps.

  • Secure direct messaging with a qualified advisor
  • Share documents safely in-app — no email attachments
  • Video and phone appointments at times that suit you
  • All conversations confidential and judgment-free
  • FCA-regulated, trauma-informed advisors throughout
Debt advisor at work — warm, professional, genuinely engaged
✨

Dream big.
Start small.

Good finances aren't just about clearing debt — they're about building the life you want. Eli helps you save for what matters, tracks your progress and celebrates every milestone along the way.

  • Set personalised goals — holiday, emergency fund, a home
  • Eli suggests realistic amounts based on your real budget
  • Your Financial Health Score improves with every positive step
  • Long-term resilience tools, not just quick fixes
  • Resources to build lasting money confidence over time
Person smiling at their laptop — someone who has found a way forward
People like you

Taking back control,
one step at a time

★★★★★
"I was so anxious I'd stopped opening letters. Eli made it manageable. I cleared my overdraft for the first time in 3 years."
L
Layla, 29
Manchester · 8 months on Eli
★★★★★
"Other budgeting apps felt judgmental. Eli just helps you — it doesn't shame you. My advisor is brilliant and always there when I need her."
M
Marcus, 34
Bristol · 5 months on Eli
★★★★★
"As a single parent on a tight income, I thought saving was impossible. I have an emergency fund for the first time in my life."
P
Priya, 41
London · 11 months on Eli

Be among the first
to try Eli

We're working hard to make Eli available to everyone. Leave your email and we'll let you know the moment it's ready for you.

No pressure, no countdown, no limited places. Just a friendly heads-up when Eli launches.

Your email is just for this. Privacy Policy.

Your privacy & safety

Built on trust.
Designed with care.

🔒

Bank-level encryption

256-bit AES encryption at rest and in transit — the same standard used by major UK banks.

🇬🇧

GDPR compliant

Data stored in the UK. Never sold. Delete everything at any time — no questions asked.

🤝

FCA-regulated advisors

All advisors are FCA-regulated and trauma-informed. Consumer Duty standards throughout.

💜

Stigma-free by design

Built with people who've experienced financial difficulty. Warm and human — never clinical.

Start your journey to being
your best financial self

Free, friendly, and always in your corner. Join people across the UK taking confident steps forward.

🍎
Download on theApp Store
▶
Get it onGoogle Play
★★★★★4.8 on the App Store·Completely free · No ads
🏆 Salesforce costs 3–12× more for a fraction of the use case

Pricing built on value,
not guesswork

Commercial and charity tracks. Annual or monthly. Save 20% annually. All prices exclude VAT.

Billing:
Essential
Essential
For smaller commercial teams starting their digital-first vulnerable customer journey.
£2,083 /month
£25,000 billed annually
£208/advisor/month across 10 seats
Up to 10 advisor seats
+ £3,000 one-time implementation
  • 1,000 customer journeys/mo
  • EliConnect + Eli portal
  • Standard integrations
  • Basic analytics + reporting
  • 200 OB/CRA checks/mo
  • Email support (24hr SLA)
Book a demo
Professional
Professional
The full EliConnect platform for scaling your vulnerable customer strategy.
£4,167 /month
£50,000 billed annually
£167/advisor/month across 25 seats
Up to 25 advisor seats
+ £7,500 one-time implementation
  • 5,000 customer journeys/mo
  • API access + webhooks
  • Advanced analytics + BI export
  • Creditor network integration
  • 500 OB/CRA checks/mo
  • Dedicated CSM + priority support
Book a demo
Enterprise
Enterprise
For large creditors, multi-site networks and organisations needing bespoke scale.
Custom
from £95,000 billed annually
Unlimited advisor seats
Unlimited advisors + journeys
+ £15,000 one-time implementation
  • White-label option
  • Custom CRM integrations
  • 1,000 OB/CRA checks/mo
  • Dedicated implementation manager
  • Custom SLA + 24/7 support
  • On-premise / private cloud option
Talk to sales

Implementation: £3,000 (Essential) · £7,500 (Professional) · £15,000 (Enterprise)

Usage pricing

Open Banking & CRA reports

Professional plans include 200 checks/month; Enterprise 500–1,000/month. Overage billed below.

Open Banking only
£1.50
per check
CRA report only
£1.00
per check
Combined OB + CRA
£2.00
per check
Save 20% vs buying separately
High volume (>5,000/mo)
£1.60
combined, negotiated
Benchmarking

What comparable tools cost

EliConnect is the only platform serving the entire debt advice journey. Comparable tools cost 3–12× more and cover a fraction of the use case.

PlatformCategoryTypical annual costWhat's missing vs EliConnect
Salesforce Financial Services CloudEnterprise CRM£80k–£500k+No debt workflows · No Eli App · No OB/CRA
Medallia / QualtricsCX platform£50k–£250k+Survey tool only · No case management
Microsoft Dynamics 365Enterprise CRM£40k–£200k+Generic CRM · No debt workflows or OB data
AdviceProDebt case management£5k–£25kNo Open Banking · No AI · No consumer app
CharitylogCharity CRM£1.5k–£6kBasic CRM only · No OB, AI or consumer app
EliConnectEnd-to-end debt advice platform£25k–£95k+ · £8k–£22k charityOnly platform covering the entire journey
Questions

Frequently asked questions

Are these annual contracts? Can we trial first?

Yes — EliConnect is sold as annual contracts. However, we offer a structured 3-month pilot at Professional tier before committing. This includes a complete impact and outcome assessment. Speak to our team to arrange one.

Is EliConnect FCA Consumer Duty compliant?

Yes. FCA Consumer Duty (FG22/5), CONC 8 and MAPS Standards Toolkit requirements are built into every workflow — not added after the fact. Compliance evidence is generated as a byproduct of normal platform use.

What does the implementation fee cover?

Data migration, CRM integration, custom configuration and a structured onboarding programme including advisor training. Implementation fees are waived in full for all registered charities.

How does OB/CRA usage pricing work?

Professional plans include 200 combined checks/month; Enterprise includes 500–1,000/month. Overage is billed at £1.50 (OB only), £1.00 (CRA only), or £2.00 combined (saving 20% vs buying separately). Volume clients above 5,000 checks/month can negotiate £1.60.

Why is charity pricing so much lower?

Because it should be. We are a social enterprise. The organisations doing the most important debt advice work are usually the least well-funded. Charging them commercial rates would undermine our own mission. Charity pricing is 68–77% below commercial rates and we intend to keep it that way.

Can we white-label the Eli consumer app?

White-labelling is available on the commercial Enterprise plan — your clients get a fully branded digital experience under your organisation's identity.

Not sure which plan?
Let's just talk.

We'd rather recommend the right plan than the most expensive one. Book a conversation — no pressure, no pitch deck.

Book a Demo →

Book your
personalised demo

See EliConnect with your team's actual use case — not a generic walkthrough. 30–45 minutes with someone who knows the debt advice sector.

📦Professional Plan
  • ✓
    Live walkthrough tailored to your organisation — advisors, creditors, housing or energy
  • ✓
    See real case management, client engagement and compliance workflows in action
  • ✓
    Discuss integration with your existing CRM, telephony and data systems
  • ✓
    Honest conversation about whether EliConnect is the right fit for you
  • ✓
    No commitment required — and no hard sell

Trusted by

BarclaysEDF Energy E.ON NextOVO Energy Rooted FinanceDebt Free Advice

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