UK Smart Money App Plum Reaches Profitability with £34M ARR
Plum, the UK smart money app, has reached operational profitability for the first time, hitting the milestone in January 2026 alongside annual recurring revenue of £34 million.
The London-based fintech reported year-on-year growth of more than 60%, driven by a mix of customer subscriptions, asset-based revenue and transaction revenue. The company now manages around £3 billion in assets through the app, with total downloads passing the 5 million mark.
Multiple income streams behind the milestone
Plum credited the achievement to a diversified revenue model. Subscription income, asset-based fees on money held in its investment and savings products, and transaction-driven revenue have combined to push the business into positive EBITDA territory.
Recent product launches have played a notable role. The introduction of a Cash ISA and Lifetime ISA, both at competitive interest rates, has helped drive a surge in customer activity. Hundreds of thousands of new customers have joined the platform over the past 18 months.
The company has also continued to expand its subscription offering, which now bundles free travel insurance, a free VPN subscription and discounts on everyday essentials alongside its core money management features.
Reinvesting in AI-led personal finance
Victor Trokoudes, founder and CEO of Plum, said: "This is a major step forward for Plum. We've worked very hard on our product to make sure it continues to deliver outstanding benefits for customers."
Trokoudes said the company intends to "reinvest the profit back into what I believe is the best holistic personal finance app in the market," with a particular focus on using generative AI to close the advice gap, citing that "92% of us" do not have access to personalised financial advice.
About Plum
Plum is a UK-based smart money app that helps customers save, invest and manage their finances through automation and AI-driven tools. The platform offers savings pockets, investment funds, Cash ISAs, Lifetime ISAs and a subscription tier with additional perks. The company is headquartered in London and operates across several European markets.
