Nationwide Innovation Call Launches to Bridge the UK’s Financial Advice Gap

A coalition of leading financial institutions including PWC, NatWest, Barclays, Standard Life, M&G, Lloyds Banking Group, Dudley Building Society and BNP Paribas Personal Finance have joined forces to launch a UK-wide innovation challenge to explore how technology can reshape consumer access to financial support at the critical advice-guidance boundary. Delivered in partnership with FinTech Scotland through the Financial Regulation Innovation Lab (FRIL), and collaborating with SuperTech WM to help expand the reach and impact across the UK, this initiative calls on fintech innovators to co-create next-generation solutions that can help consumers make more confident and informed financial decisions.

The Advice-Guidance Boundary Review (AGBR) is the Financial Conduct Authority’s key vehicle to deliver on its “promote growth” objective within the 2025–2030 strategy and has sparked significant conversation across the industry due to the fundamental changes it could bring. At its core, the review responds to a growing concern that there is an advice gap with too many consumers in the UK not receiving the financial help they need. Examining the boundary between financial advice and other forms of support will allow the AGBR to enable financial organisations unlock new, more effective ways of meeting consumer needs, particularly when it comes to managing their future finances.

To continue the conversation, the new FRIL Innovation Call invites fintech innovators to develop next-generation solutions that make financial support more personalised, inclusive, and accessible, helping firms better understand diverse client bases and consumer needs and values and ensuring regulatory compliance and protecting consumers.

Developed in close collaboration with regulators, academics, and industry partners, the programme will test how digital tools, data-driven models, and new approaches to consumer engagement can help bridge the advice gap, support firms in growing their client bases and aligning with the FCA’s evolving expectations. The challenge is looking for practical, scalable solutions that empower consumers to make better-informed financial decisions whether through targeted support that stops short of regulated advice, or through models of simplified advice that are easier to deliver and to understand. In doing so, it will help firms meet Consumer Duty obligations while opening more inclusive ways to serve consumers.

FRIL’s innovation challenge will explore use cases including:

· Targeted Support at scale through AI and data-driven insights

· Interactive, user-centric customer disclosures

· Consumer education, literacy, and trust-building tools

· Compliance technologies that support advice-boundary monitoring

· Automated planning and scenario-modelling tools

· Cross-platform data aggregation enabled by Open Finance

Successful applicants will have the opportunity to work directly with major financial institutions, gaining valuable insights into the future of Wealth Advice, access academic expertise at the University of Strathclyde and the University of Glasgow, and may also be eligible for up to £50,000 in grant funding to accelerate the development of their solution. The programme will culminate in a showcase event in Glasgow, where participating fintechs will present to industry, regulatory, and academic leaders.

FinTech firms from across the globe are encouraged to apply before the deadline on November 10th. More details can be found here.

Nicola Anderson, CEO of FinTech Scotland: “This challenge is a milestone in the journey towards a more inclusive financial services sector. By bringing together fintech innovators, regulators, and industry leaders, we can design practical solutions that empower consumers to make informed decisions while ensuring firms navigate the advice boundary responsibly.”

Fraser Wilson, Financial Services Partner & Head of FS Regions at PWC: “The Advice Guidance Boundary Review is an opportunity to reshape how our industry empowers people to make confident financial decisions. By harnessing technology and collaborating with fintech innovators through the FRIL programme, we can help firms deliver more personalised, accessible support - closing the advice gap and strengthening financial resilience for individuals and communities".

Andy Young, Head of Digital and User Experience at Standard Life: “This challenge is a real opportunity to rethink how our industry supports people through retirement. We’re excited to collaborate across the sector to drive digital innovation, expand access to financial guidance - especially for underserved groups - and help build a future where everyone feels confident in their choices.”

Tim Grey, Strategy and Transformation Director at M&G Advice: “We’re pleased to be part of this innovation programme exploring the Advice Guidance Boundary Review. At M&G, we believe innovation in this space is important to helping bridge the advice gap and assist customers to achieve better outcomes.”

Hilary Smyth Allen, CEO of SuperTech: “This innovation call is a natural extension on our partnership with FRIL and FinTech Scotland, building on previous work leveraging innovation to improve customer outcomes which remains a high priority for West Midlands’ financial services institutions. It’s another unique opportunity and one where the cross-UK approach is adding depth and breadth to the experience for businesses and innovators in developing next generation services.”

Maria Herrero Bullich, Chief Customer & Digital Officer, Insurance, Pensions & Investments at Lloyds Banking Group: “Through our Scottish Widows business we’re helping build a better financial future for our customers. This challenge provides a fantastic opportunity to unlock more tailored, inclusive and digitally-enabled ways to support people in the UK navigate their financial futures with confidence. By collaborating across the industry, we aim to help close the advice gap and deliver better outcomes for everyone.”

The Financial Regulation Innovation Lab is part of the larger Glasgow City Region Innovation Accelerator programme. Led by Innovate UK on behalf of UK Research and Innovation, the pilot Innovation Accelerators programme invested £100m in 26 transformative R&D projects between 2022-25 to accelerate the growth of three high-potential innovation ecosystems - Glasgow City Region, Greater Manchester and West Midlands. The programme was boosted by an additional £30m of public funding for 2025/26 spread equally across the regions. Innovation Accelerators is piloting a new model of R&D decision making that empowers local partnerships to harness innovation to drive regional economic growth, attract private investment, and develop future technologies.