About nudge

Why we do
what we do

In today’s complex financial world, ignorance isn’t bliss. For billions of people, it’s hardship, hassle and lost opportunity. But we believe change is possible.

We believe in financial wellbeing – that when people are in control of their money, they’re in control of their lives. And if we can help make their salaries, or wages, or payments go further, we can make sure that time spent working is time well spent – and that every human life counts for more.

We believe that the combination of education and technology can do this. When people see the benefits of financial education, they understand. When they understand they act. When they act they’re rewarded. When they’re rewarded they come back for more. And this virtuous cycle, once created, will continue – and create brighter financial futures for everyone, everywhere.

Want to know more about how we are changing the world? Have a read of our manifesto.


The nudge
we needed

nudge was founded by Jeremy and Tim. From 2001 to 2013, they helped hundreds of thousands of people in many of the world’s leading organisations to understand their reward packages. They discovered that very few people really understood their packages or how they could be used to improve their lives. But before people could even begin to get to grips with them, they had a more fundamental need. They needed to get in control of the rest of their finances - their savings, debts, bills, tax, mortgages, holidays and family commitments. Regardless of their age, wealth or confidence, people needed a trusted partner to help them get on top of their personal finances and achieve financial wellbeing. And there simply wasn’t one. That gave them an idea. And in 2013, that idea became nudge.

Financial wellbeing. As easy as ABC?

Many problems in later life, stem from a lack of knowledge of personal finance. That’s why, to create widespread financial wellbeing – right across society – we have to educate children. nudge go into schools to run workshops, put on seminars for the parents of young people and also support the work of the Money Charity, an organisation dedicated to raising the financial literacy of children, young people and adults. Find out more about the great work they do

Can we partner?

We are always keen to talk to charities or organisations with a complimentary purpose

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Have we got
a job for you?

If you’d like to make a difference and have fun doing it, check out

Careers at nudge

nudge by name, nudge by nature

The nudge solution uses insights from behavioural psychology – nudge theory – to increase the likelihood of positive outcomes for our users.

It’s about how and when you present options – delivering the right content to the right person at the right time – for all the right reasons.

So they can make the right decisions and improve their financial wellbeing.

Brighter financial futures for everyone, everywhere

nudge uses simple, relevant, timely education to help people understand complex financial matters.

nudge helps people take simple proactive actions to increase their wealth, avoid financial problems and make managing money simple and stress-free (sometimes even a pleasure).

nudge helps people achieve financial wellbeing and happiness.