Our AI startup is growing 40% a month helping financial advisers do what they love: giving advice

Before Marloo existed, its founders spent seven years building retail investing platforms that helped millions of people start investing. Their earlier companies, Sharesies and Lightyear, are now highly regulated and manage more than £7 billion in assets. But the same question kept coming back from customers: what should I buy? When markets swung hard, whether during Trump tariffs or the pandemic, the best they could do was send out a version of “don’t panic.” That left them watching people buy high and sell low, with no real way to help.

So Marloo was built for the people on the other side of that conversation: financial advisers. The company’s pitch is simple enough. Advisers are buried in admin and paperwork, and that pulls them away from the part of the job they actually like — working with clients. In 15 months, Marloo says it has averaged 37% monthly revenue growth since inception, signed more than 900 paying advisory firms in eight countries, and is now expanding into the U.S.

The company also says it has raised $13 million in two rounds that were only six months apart: a $3 million pre-seed and a $10 million seed. Starting in the toughest, most regulated markets, the founders argue, made it easier to move quickly into new countries later. A market rollout that once took months now takes days.

The timing is favorable because financial advice has become more complicated, not less. Portfolios used to be built from familiar buckets like shares, bonds, property and alternative investments. Now assets that used to be reserved for institutions or the very rich are being sold to ordinary investors, and the labels haven’t caught up. Advisers are having to think less in terms of neat categories and more in terms of whether a client needs cash quickly, income now, or something left untouched for 10 years.

That is where Marloo sees AI fitting in. The software is meant to narrow the field, helping an adviser figure out which of 200 clients might be affected by an interest rate move, then leaving the actual judgment to the human. The company’s argument is that as investments get more varied, advice has to get more personal. That is a decent trade if the machines can really take the paperwork and leave the thinking.