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 — and families need better tools to build wealth together throughout life.
We’re building products to help ordinary families coordinate that journey, starting with 50 by 25.
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. Then ask how we could give them a better start when they begin 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 £50,000 by 25.
No one has to do everything. Everyone can do something.
Explore how the 50 by 25 Mission works using our example family.
That’s £2.10 a day — less than a coffee — towards giving them a stronger financial start.
Want to see what 50 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 started with 50 by 25 — helping families start building wealth for children earlier and together.
But Amplifi’s ambition goes much further. We want to give ordinary families access to the kind of wealth-building tools and coordination traditionally associated with the wealthy.
Over time, we want to build products that help families through different stages of life — from building assets for children to helping young adults towards home ownership and beyond.
The prototype shows the first part of that vision.
This is an early prototype, not yet a financial product for families to rely on. Exploring it does not open an investment account.
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