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At a glance

Sencillo is a platform to help millions of families plan, manage and fund their children’s 20+ year journey through education into adulthood.

• Tailored Credit Products to help smooth cash flow, increase affordability, enable savings. A marketplace for tailored credit products to promote responsible lending.

• Smart wealth planning tools including Sencillo Education Savings / ISA products and inheritance/ gifting schemes. Helping parents understand and plan for the huge financial journey.

Quick fire details

• Headquarters: London, UK

• Employee count: 4

• Business model: D2C, with B2B2C

• Backed by: 

  • £300k from investors including Fuel Ventures (lead investor) and multiple angels

• S/EIS: ✅

• Funding amount: Raising £500k. (£600k cap)

The founders

• Founder & CEO, Adam Amos: Prev founder (Pigzbe: Pocket money for families, sold to ADCB 2020). Ex-consultant @ EY and early stage startup advisor.

The market

• Every year millions of parents, grandparents and extended family are helping tens of millions of children reach their potential. From early childcare to university, UK parents finance £24B+ every year. Roughly 120k ICP parents are already using credit.

This startup is solving one key problem:

• Credit, savings, investment products and education is very fragmented and therefore hard to plan and manage. (Vision: What if one of the most important commitments in a families life was as simple as managing money on Monzo or PensionBee?)

• 1:4 parents are using credit in 2025 to pay for education fees (18% plan to take personal loans, 13% plan to remortgage and 12% plan to take a homeowner loan)

Traction metrics

• Digital MVP built

• Proposition validated with customers (50+ ICPs)

• First Lender secured with two in conversation

• FCA Credit Broker licence in progress

Competitive landscape

• Credit cards, personal loans, remortgages, homeowner loans (Generic lenders just lend money based on generic scenarios)

  • Sencillo have built a tailored experience that services the broader pains around families navigating the 20 year journey.

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Our Take

Appeals

• Tailored service: Sencillo is partnering with key lenders to design bespoke products with better risk profiling and % rates to service the most valuable niche in the UK. 

• Hugely experienced team: Both management team and advisory board are stacked with top operators and executives of multi million £ businesses. Many of which have invested in Sencillo.

Risks

• Licence delays: Delays here will seriously limit marketing and customer acquisition activities until secured including increasing their timeline to activate certain if not most services.

• Trust-lead experience is fragile: Promoting smart tooling as the entry point direct to parents is high risk as it doesn’t take much to lose trust especially with such a large emotional responsibility.

Last feature’s results

Our readers are NOT CONVINCED with Vessa.

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