Over the last forty years, assets have grown faster than wages. Yet the way families build wealth has barely changed. Amplifi thinks the next generation needs a different financial starting point.
Working still matters.
But assets now grow faster than wages.
Owning assets sooner has never mattered more.
We instinctively work together in almost every part of life.
Except money.
The financial system still expects everyone to act alone.
Help them start building assets from birth. Let them keep more when they start working. Give the next generation a better financial starting point than the one before.
Small regular contributions, coordinated by Amplifi, can put every newborn on a path to £65,000 by 25.
No one has to do everything. Everyone can do something.
Explore how the 65 by 25 Mission works using our example family.
That’s £2.66 a day — less than a coffee — towards giving them a stronger financial start.
Want to see what 65 by 25 could look like for your children?
Takes less than a minute.
Ready to make a start?
Whether you’re a parent opening the account or a grandparent helping get things moving, there’s a place to begin.
We’ve built the first version of Amplifi — an early prototype that brings some of that thinking to life. Explore it. Challenge it.
And we have more ideas for family wealth products designed to support families through every stage of life.
If this is a future you’d like to see, get involved. Follow Amplifi, share the idea and help us build it.
This is an early prototype — not yet a financial product for families to rely on.
Get involvedWhat if young people paid just 10% basic-rate income tax for their first five years of work?
Five years to establish themselves, save, invest and build a financial foundation.
Explore 10 for 5 →An idea from Amplifi for discussion.
Amplifi is just getting started. We have ideas for how families could build better financial outcomes at every stage of life by working together — but there is a lot still to work out.
We need families to help us shape the ideas, test the technology and challenge what we’re building.
If you believe families deserve a better financial system — and the next generation deserves a better start — get involved.
We will send you the manifesto and occasional updates.
Help us spread the idea.
Signing up helps. Following helps more — it’s what turns an argument into something the people in charge have to answer.
One family telling another is how this actually spreads. This link opens the calculator rather than the argument — it’s the part another family can use tonight.
Link copied.
Now help the idea travel. That part matters more than the email.
They spread because people repeat them. Following and sharing is what turns an argument into something the people in charge have to answer.
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Link copied.