ikigai

ikigai enters a space crowded by successful incumbents like Nutmeg and Wealthify, as well as challenger banks like Monzo and Starling Bank, who have also introduced their own investment products alongside traditional current accounts.

ikigai means ‘a reason for being’ in Japanese, and its founders are laser focused on building a seamless user experience to attract more traditional retail investors who might otherwise be uncomfortable using digital tools. Digital wealth managers represent a tiny proportion of retail investment in the UK – so challenger banks like ikigai have considerable room to grow if they're able to attract a sufficient customer base.