← Embedded Finance Index 2026

Plum

“Can a consumer savings automation app become the full-stack personal financial platform for European retail customers?”

Founded2017
HQLondon, England, United Kingdom
Latest roundSeries B
IndustryFintech / Consumer banking
The story

Founded as an AI savings chatbot that analysed bank transactions and auto-saved small amounts, Plum evolved into a multi-product consumer wealth platform offering ISAs, SIPPs, stock investing, and high-yield pockets. The core shift was from pure savings automation to becoming a personal financial OS — aggregating open banking data, wrapping embedded insurance and investment products, and expanding across Europe. The embedded finance angle is central: Plum is not a bank but assembles banking (Modulr), FX (Airwallex), insurance (Qover), open banking (self-registered AISP), and custody relationships to deliver a full consumer finance experience.

Last 12 months
2026-01
Product timeline
2017
Plum Fintech founded in London as an AI-powered savings app using open banking to automate deposits.· banking
2019
Expanded into investment products, allowing users to invest in funds via the Plum app.· banking
2021
Raised Series A funding and launched stock investing for 500+ US stocks, powered by Airwallex for FX/cross-border payments.· banking
2022
Partnership with Airwallex announced to power cross-border FX for stock investing feature.· banking
2024
Migrated e-money infrastructure from PayrNet/Railsbank to Modulr FS Limited as primary e-money provider.· banking
2025
Launched Cash ISA and Lifetime ISA products with Citibank NA, Lloyds Bank, BBVA, and Qatar National Bank as banking partners.· banking
2026
Expanded Max subscription to include worldwide travel insurance powered by Qover and backed by Aspire and Lloyd's.· banking
Regulated entities
3
regulatory licences held by Plum
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
4 layers disclosed in Plum’s embedded-finance stack
Banking / BaaS
Modulr
Open banking
in the full report
Unified APIs
in the full report
FX & payouts
in the full report
Accounting gap: minor
3 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.