AdviceTech firms to watch – the lang cat unveils the startups driving innovation in the financial services sector

by | May 17, 2024

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·       Five early-stage start-ups selected to pitch at AdviceTech Catwalk on 20th June 

·       High inquisitors include Adrian Durham, founder, and group CEO, FNZ, Alex Cowan-Sanluis, CEO and co-founder, Platform One and Helena Wardle, founder, Money Means.    

·       Shortlist drawn from 25 applications 


Financial consultancy the lang cat announces five adviser technology firms to watch that will feature at its AdviceTech Catwalk event on 20th June 2024 at Studio Spaces, in Wapping, East London.  Early-stage start-ups developing tech that makes the lives of financial advisers and planners better were invited to apply to showcase their wares to an audience of advisers and potential investors on the day.   

After several rounds of judging and some stiff debate, a varied mix of companies have been chosen, each showcasing exciting tech and solving different challenges for the advice profession.  

The final five … drumroll please…. 


1.      Avenir: Suitability reporting and customised investments through direct indexing 

2.     Estgro: Software for estate planning and intergenerational wealth 

3.     Firenze: Portfolio lending for advisers, wealth managers and platforms 


4.     Saturn: AI back-office automation and compliance system 

5.     ZeroKey: Web app that aims to remove the need to manually key data 

On 20th June, each finalist will perform a quickfire demo and walkthrough of their tech.  This is before being grilled on their proposition (dragon’s den style) by both the audience and expert panel of High Inquisitors – Adrian Durham, founder, and group CEO, FNZ, Alex Cowan-Sanluis, CEO and co-founder, Platform One and Helena Wardle, founder, Money Means.    


An overall winner will be selected on the day and invited to take to the stage at one of the lang cat’s events later this year.  

Commenting on the shortlist, Mark Polson, CEO, and founder of the lang cat said:  

“We’ve been completely blown away by the calibre of submissions. We had an incredible 25 entries. Each one brought something new and interesting to the table which made the shortlisting process all the more challenging. We’re sure we’ll be seeing more of many of the firms we reviewed in the months to come. We feel our five finalists all offer something really special and we can’t wait to see how a room full of advice professionals react to their pitches at our AdviceTech Catwalk event. For a sector often criticised for lagging behind on the innovation front we think we’ve uncovered some real gems.” 


For more information about Advicetech Catwalk please visit AdviceTech Catwalk – The Lang Cat 

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