The Amplifi Mission
We think families deserve a better way to build wealth.
Most of us spend years giving our children the best possible start in life. Their financial start is often the one thing we leave until last.
Amplifi starts with a simple idea: start earlier and do it together.
We want to make it easier for parents, grandparents, family and friends to turn small contributions into assets that have time to grow — helping children enter adulthood with more choices.
But our ambition goes beyond childhood.
We believe families should have better ways to build, coordinate and pass on wealth — not just those wealthy enough to have private banks, family offices and teams of advisers.
Amplifi exists to bring more of those advantages within reach of every family.
“Looking back, I wish we'd been more deliberate, and started properly from day one.”
The Founder
Why I started Amplifi
I'm James, and I'm a dad to two teenage daughters.
When they were born, we did what most families do: a bit put aside here and there, birthday money from grandparents that went into a savings account or simply got spent.
Watching them grow up, I've thought a lot about the world they're heading into. Housing costs more. Work is changing. And financial security increasingly comes from what you own, not just what you earn.
The help was already there. Grandparents, family and friends all wanted to contribute.
What was missing was a simple way to bring it together, and to start early enough for time to do its work.
So I set out to build it.
— James, Founder
The Bigger Ambition
We're starting with £35k by 25. But the ambition is bigger.
Our first goal is simple: help families work together to build £35,000 for a child by 25.
Not one person doing everything. Lots of people doing something.
But a child's financial life doesn't end at 25.
Over time, we want to help families with the moments that follow: a first home, building wealth of their own, and one day passing it on.
Wealthy families have always had private banks and advisers to coordinate all of this across generations. Most families have never had anything like it.
We want to change that.
Build With Us
Help us build it.
Amplifi is early, and that's the best time to get involved.
If you're a parent or grandparent, we'd love to know how your family helps children today, what gets in the way, and what would make it easier. Got an idea, a question, or think we've missed something?
Every message comes straight to me, and I read them all.
Founding Member
Want to be part of it from the beginning?
Join as a Founding Member and be first to hear as Amplifi launches. Know a parent or grandparent who'd want this too? Invite them along.