Powering the first end-to-end digital financial advice app

Multiply logo

Company background

About Multiply


In July 2019, Multiply became one of the first financial advice apps (and the first that’s consumer-facing) to be approved by the Financial Conduct Authority (FCA).

Since then, the team has created plans around more than £1 billion of assets and debt and made 11,000 individual recommendations – through an impressively simple and easy-to-use mobile app built around an AI-powered chatbot.

Interview with Vivek Madlani
We want to empower everyone to achieve their goals, regardless of their current wealth or financial situation. And allowing more people to act on low-cost investment advice is central to that mission.
Vivek Madlani, CEO of Multiply
Picture of Vivek Madlani, CEO of Multiply

Thanks to the app’s slick UX, it takes no time at all to provide a full overview of your financial situation, identify the key goals you’re striving to meet with your money, and get your hands on a financial plan.

Until recently, though, the rest has then been up to you. The app didn’t have the functionality that would allow you to put those recommendations into action then and there – and so users would have had to leave the app and follow the steps on their own. That’s where we at Seccl have been able to help.

How we work together

Creating a seamless, end-to-end advice journey


We worked with Multiply to create and embed an investment offering within their app.

Thanks to our investment API, when the app’s recommendations include investing through an ISA or GIA, Multiply can facilitate these directly, via a custom-built universe of 27 funds, accessible through five risk-rated model portfolios.

All of which means that recommendation and implementation can follow seamlessly on from one another to create a fast and friction-free end-to-end advice experience. As AltFi summarised it, “the dream of a fully-regulated robo financial advisor is here.”

This isn’t about replacing human financial advisers. It’s about helping new and hard-to-reach areas of the market, with a seamless and affordable end-to-end advice journey.

Empowering fintechs to focus on world-class CX


It’s the perfect example of how innovative, customer-centric firms can use our API to quickly and affordably launch new and exciting investment solutions – without having to build their own from scratch.

They can get on with what they do best (creating amazing user experiences for the customer segments they know best) and leave us to do the same (we at Seccl act as custodian and ISA manager, while our investment API routes orders for execution in the market).

Get in touch

Ready to get started?


If you want to find out more or kick off a conversation, then get in touch – we’d love to chat

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