Our Challenge

Building Fiinu’s digital presence involved introducing a fundamentally different banking model: delivering short-term overdraft access independent of customers’ existing bank arrangements. The primary challenges included:

• Communicating the Plugin Overdraft® concept—which plugs into users’ existing current accounts via open banking, offering amounts between £50–£1,500 with fair interest and no fees—clearly and responsibly.

• Positioning Fiinu as both a consumer-facing fintech and a technology licensor, able to white-label overdraft services for banks under compliant regulatory frameworks.

• Maintaining clarity during regulatory transitions, securing partnerships, and managing financial instability while updating stakeholders on evolving licensing status and business pivots.

Solution & Result

We crafted a dual-purpose platform that balances consumer education, investor visibility, and B2B licensing appeal:

• Consumer-Facing Experience: A mobile-first, 3-minute onboarding flow guiding UK users through eligibility checks, open banking linkage, credit offers, and consent-based identity verification. Transparent pricing: simple interest only when the overdraft is used, no hidden fees.

• BaaS Positioning for Institutional Buyers: Messaging detailing regulatory compliance (PRA/FCA deposit-taking license), strategic licensing agreements, and technology partnerships—especially with Tuum for API-first, cloud-native core banking infrastructure. This included white-label BaaS licensing deals and royalty structures with UK banks.

• Brand & Regulatory Narrative: Strategy to articulate Fiinu’s financial turnaround—from capital constraints to technical reshaping—while maintaining transparency on funding status, banking license maturation, and cost rationalization. Highlights include scaling back costs from £600K to £45K/month and pursuit of tech-licensing pathways amid financial challenges.