About Smart
Smart is a Financial Services company based in Eastbourne (United Kingdom) founded in 2014 by Will Wynne and Andrew Evans. Financial technology solutions are provided for retirement and savings. It operates on a PaaS (Platform-as-a-Service) and Private Labeling / White Label model in Financial Services and Technology sectors. Smart has raised $518.77 million across 14 funding rounds from investors including Barclays, Canadian Imperial Bank of Commerce and Natixis. Smart has completed 3 acquisitions, including Ensign, Evolve pensions and ProManage. Smart was last valued at $271.55 million in January 2019. Its chief executive, as recorded, is Andrew Evans. Its website smart.co draws about 12 thousand monthly visits. Smart offers products and services including Keystone by Smart and White Label Solutions. Its focus areas include FinTech and Retirement Solutions. Its legal entity is Smart Pension Limited. Its competitors include A J Bell, My Pension Expert and Scottish Widows; 1 of its 3 listed competitors has raised funding.
Company details
Retirement and savings solutions are delivered by Smart through innovative financial technology. Platform as a Service and white label solutions are offered via Keystone by Smart to governments, large organizations, and financial institutions. Focus is placed on transforming financial wellbeing globally across various sectors. Customizable enterprise solutions are developed to meet specific business needs in the retirement and savings domain.
Products & Services of Smart
Smart offers a comprehensive portfolio of products and services, including Keystone by Smart and White Label Solutions.
Platform technology is provided for financial product customization.
Customizable financial solutions are offered to various organizations.
Apps and channels of Smart
its YouTube channel Smart has 659 subscribers and 30 videos.
Videos from Smart
The most watched videos on Smart's YouTube channel, Smart (659 subscribers). Click a video to play it here.
More on Smart.
Funding Insights of Smart
Smart has successfully raised a total of $518.77M across 14 strategic funding rounds. The most recent funding activity was a Debt – Conventional round of $80.81 million completed in August 2025. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $518.77M
- Total Rounds 14
- Last Round Debt – Conventional — $80.81M
- First Round $4.4M
(Feb 2015)
- Investors Count 11
Latest 10 of 14 funding rounds of Smart with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Aug 2025 | $80.81M | Debt – Conventional | – | – | |
| Mar 2024 | Series E | – | – | ||
| Jan 2024 | Series E | – | – | ||
| May 2023 | $95M | Series E | – | Aquiline Capital Partners | |
| Jul 2022 | $47.59M | Debt – Conventional | – | – | |
| Jun 2021 | $228.99M | Series D | – | Chrysalis | |
| May 2020 | Series C | – | Natixis | – | |
| Jan 2020 | $70.1M | Series C | – | – | – |
| Jan 2019 | $75.7M | Series C | $271.55M | J P Morgan | – |
| Jun 2018 | $80,400 | Series B | $2.1M | – | – |
| Date | Valuation | Stage |
|---|---|---|
| Jan 2019 | $271.55M | •••••••• |
| Jun 2018 | $2.1M | •••••••• |
| Mar 2016 | $••••• | •••••••• |
Full valuation and stage history of Smart
Every valuation point, the growth-stage changes (minicorn, soonicorn, unicorn) and the dates behind them require an active premium plan.
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Last known valuation $271.55M (Jan 2019). 11 investors in total: 11 institutional.
Investors in Smart
Smart has secured backing from 11 investors, including institutional and venture fund investors. Prominent investors backing the company include Barclays, Canadian Imperial Bank of Commerce and Natixis.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Private equity and debt investments are directed toward financial sectors. | 2005 | aquiline.com | New York, United States | |
Venture capital is invested in fintech sectors by the firm. | fisv.com | London, United Kingdom | ||
Asset management services are offered by DWS to clients. | 1956 | dws.com | Frankfurt, Germany | |
Diversified assets are managed across multiple investment sectors. | 2018 | chrysalisinvestments.co.uk | Brisbane, Australia | |
Diversified financial services are provided across global markets. | 1690 | home.barclays | London, United Kingdom | |
Multi-disciplinary global financial services provider | 2006 | natixis.com | Paris, France | |
Commercial banking services are provided to individuals and businesses. | 1867 | cibc.com | Toronto, Canada | |
Life, home, pet, and general insurance services are offered online. | 1836 | legalandgeneral.com | London, United Kingdom | |
Comprehensive financial services are provided to corporations and individuals. | 1799 | jpmorgan.com | New York, United States | |
Retirement and superannuation solutions are provided, including investments and pensions. | 2005 | linkgroup.com | Sydney, Australia |
Investor details for Smart
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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People of Smart
56 people are tracked at Smart (25 in leadership, 31 in team).
| Name | Role | Group |
|---|---|---|
Will Wynne | Co-Founder & Managing Director | Leadership |
Andrew Evans | Co-Founder & CEO | Leadership |
Eoin Corcoran | Chief Financial Officer | Leadership |
Ian Digby | Head of Governance & Regulation | Leadership |
Charles Janeway | Director | Leadership |
Becky Burks | Product Director - Accounts Domain | Leadership |
Tom Copsey | Director Of Engineering Operations | Leadership |
Andy Marshall | Chief Commercial Officer (cco) | Leadership |
Mireia Reyes Mas | Group Head Of HR | Leadership |
Jamie Fiveash | CEO, Smart UK & Ireland | Leadership |
Sue Whittington | Director, Operations | Leadership |
David Reymond | Head Of Procurement & Vendor Management | Leadership |
Peter Hudson | Product Director | Leadership |
Jeremy Leslie-Smith | Head Of Client Onboarding | Leadership |
Bahea Izmeqna | Chief Product Officer | Leadership |
Mischa Power | Senior Finance Business Partner | Leadership |
Kim Baines | Head Of Platform: Global | Leadership |
Edric Brown | Solutions Director | Leadership |
Gavin Collinson | Business Development Director | Leadership |
Ryan Walker | Director Of Product Management | Leadership |
36 more people are available in the full profile.
Complete people profiles for Smart
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Investments & Acquisitions by Smart
Smart has strategically engaged in corporate development activities, having acquired 3 companies. Notable acquisitions include Ensign, Evolve pensions and ProManage.
| Company Name | Description | Domain | Location | Founded | Acquired | Amount |
|---|---|---|---|---|---|---|
Pension services are provided to clients in the United Kingdom. | evolvepensions.co.uk | Kent, United Kingdom | 1988 | Jun 2023 | •••• | |
IoT-based predictive maintenance solutions are offered for manufacturing. | promanage.com | Chicago, United States | 1998 | May 2023 | •••• | |
Retirement and pension planning services are provided by Ensign. | ensignpensions.com | Guildford, United Kingdom | 2015 | Oct 2022 | •••• |
Complete acquisition details for Smart
Acquired stakes, deal sources and the complete acquisition history require an active premium plan.
- Acquired stakes
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- Complete history
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Timeline of Smart
7 dated milestones of Smart across 11 years, from founding to its latest funding, stage changes and deals.
- Founded Smart is founded.
- Funding First funding round of $4.4M.
- Milestone Reaches Minicorn status.
- Acquisition Acquires Ensign.
- Acquisition Acquires ProManage.
- Acquisition Acquires Evolve pensions.
- Funding Latest funding round, Debt – Conventional, of $80.8M.
Competitors of Smart
Smart has 3 listed competitors in our database, 1 of them funded. They include A J Bell, My Pension Expert and Scottish Widows.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| ajbell.co.uk | 1995 | Manchester, United Kingdom | $32M | 542 | Financial advisory and retirement planning services are provided to users. | |
| mypensionexpert.com | 2010 | Doncaster, United Kingdom | 57 | Pensions and retirement planning solutions are provided to users. | ||
| scottishwidows.co.uk | 1815 | Edinburgh, United Kingdom | Provides pensions, investments, and life insurance for financial planning and protection. |
Detailed competitors of Smart
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
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Verified entity values are shown only after access is granted.
Web traffic of Smart
The website of Smart (smart.co) receives about 12.2K visits a month and ranks #1,715,323 among all websites worldwide, #5,891 in Insurance.
- Monthly visits12.2K
▼ 20.4% vs previous month
- Unique visitors6.8K
per month
- Global rank#1,715,323
among all websites
- Category rank#5,891
Finance · Insurance
- Bounce rate57%
- Pages per visit1.6
- Average visit13 sec
- DevicesDesktop 20% · Mobile 80%
Websites whose visitors overlap most with Smart. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| smartpension.co.uk | 100% | 156.8K | #328,362 | View details | |
| professionalpensions.com | 74% | #920,843 | View details | ||
corporate-adviser.com | corporate-adviser.com | 71% | #1,567,937 | – | |
| inspectiongo.com | 44% | 3K | #5,744,064 | View details |
Top companies in Asset Management
3 companies that operate in the same segment as Smart (Asset Management) in United Kingdom, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Global banking, investment, and wealth management services are offered worldwide. | 1974 | London, England, United Kingdom | USD 6.37 B | 7,550 | ||
Universal banking and financial advisory services are provided globally. | 1865 | London, England, United Kingdom | USD 141.4 B | 211,000 | ||
Insurance and asset management services are offered in multiple regions. | 1696 | London, England, United Kingdom | USD 78.79 B | 29,090 |
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Related news about Smart
Complete news archive for Smart
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Frequently Asked Questions about Smart
Smart was founded in 2014 and raised its 1st funding round 1 year after it was founded.
Smart is headquartered in Eastbourne, United Kingdom. It is registered at Eastbourne, England, United Kingdom.
Andrew Evans is the CEO of Smart, as recorded in our data. They have also founded this company.
Smart is a funded company, having raised a total of $518.77M across 14 funding rounds to date. The company's 1st funding round was a Series B of $80.4K, raised on Feb 2015.
Retirement and savings solutions are delivered by Smart through innovative financial technology. Platform as a Service and white label solutions are offered via Keystone by Smart to governments, large organizations, and financial institutions. Focus is placed on transforming financial wellbeing globally across various sectors. Customizable enterprise solutions are developed to meet specific business needs in the retirement and savings domain.
Smart's top competitors include A J Bell, My Pension Expert and Scottish Widows.
Smart offers Keystone by Smart and White Label Solutions.
Smart has made 3 acquisitions, including Ensign, Evolve pensions, and ProManage.
Smart has 11 investors. Key investors include Barclays, Canadian Imperial Bank of Commerce, Natixis, J P Morgan, and DWS.
The valuation of Smart is $271.55M as of Jan 2019.
Smart operates through Smart Pension Limited.