Plum receives regulatory approval to deliver targeted support

Fintech Plum has received authorisation from the Financial Conduct Authority (FCA) to offer targeted support through its investment entity Saveable.

The approval means Plum will be able to provide ready-made savings and investment suggestions to groups of consumers with similar characteristics.

The FCA's targeted support framework came into effect on 6 April 2026, aiming to bridge the gap between advice and guidance.

Plum said it would be among the first fintechs to deliver targeted support through artificial intelligence (AI) technology, as it sought to democratise access to financial knowledge and facilitate conversations with customers.

The first live use cases of Plum’s targeted support offering will focus on supporting those who have a relatively large amount of cash to begin their investment journey.

It will be available through its AI assistant, which already enables users to set financial goals and receive plans to help achieve those targets.

“Being approved for FCA targeted support marks a major milestone in Plum’s journey as a financial institution, and bolsters our credibility within the financial industry, especially being approved in the scheme’s infancy,” said Plum founder and CEO, Victor Trokoudes.

“This is a testament to our regulatory credibility and the strength of our governance.

“We've already helped millions of customers save and invest more effectively through smart automation and market-leading products.

“We're taking that mission even further by using AI, which is a natural extension of the proactiveness that's always been at the heart of Plum.

“Now we can deliver proactive support that helps customers make smarter financial decisions and find ways to make their money work harder over time.

“What’s even more exciting is that this is just the latest step for us in the journey. We're also working to secure an advisory licence to offer fully personalised investment advice to our users.”

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