Finwise began in 2014 as a two-person research desk in a rented room above a print shop. We were tired of financial advice that read like a sales script, so we started publishing plain-language breakdowns of index funds, tax rules, and retirement accounts. Ten years later, the team has grown to twelve, but the original rule still holds: explain the mechanics first, never bury the costs, and let the reader decide.
We are not a faceless platform. Finwise was founded by a small team of analysts, planners, and educators who spent years inside the industry before deciding to build a calmer, more honest place for financial learning. The organisations below have worked with us on research, content review, and community programs.
Provided historical market data and educational materials for our ETF and index investing guides.
Reviewed our retirement planning and tax-aware investing content for accuracy and clarity.
Shared insights on low-cost fund structures and long-term portfolio construction.
Collaborated on our "first consultation" guide and continuing professional development resources.
Contributed independent research on expense ratios and fund performance benchmarks.
Finwise started with a simple observation: most financial information online is either too shallow to be useful or too sales-driven to be trusted. We wanted a place where a 45-year-old teacher and a 60-year-old engineer could both find clear, practical answers about investing, retirement, and protecting their savings from inflation. No hype, no guaranteed returns, no jargon for its own sake.
We write about ETFs, index funds, bond ladders, and tax-aware withdrawal strategies the way we would explain them to a friend. Every article is reviewed by someone who has actually managed money through a downturn, not just studied it in theory.
Our readers are mid-career professionals, small-business owners, and soon-to-be retirees. They are not looking for a get-rich-quick scheme. They want to understand how to build a portfolio that can survive a recession, keep pace with inflation, and generate steady income in retirement.
We do not forecast next year's market. We explain how dollar-cost averaging works, why expense ratios matter more than most people think, and how to build a bond ladder that pays you predictably. If we do not know something, we say so.
Our guides are built from historical data, fund prospectuses, and real-world case studies. We test every strategy we write about against long-term market scenarios, and we always show the assumptions behind the numbers.
We started as a small group of financial planners who were tired of seeing the same confusing advice repeated across the web. Our goal was simple: build a library of plain-language guides that help people make their own decisions about investing, retirement and everyday money. No product pitches, no jargon — just the context you need to move forward.
2016 — the first draft
2018 — the first guide
2021 — a new format
2024 — the library grows