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The Next Generation Manifesto

It’s time to reset the financial systemfor the next generation.

The financial starting line has moved. The system hasn’t moved with it.

Assets have grown faster than wages, while housing and financial security have moved further out of reach for many young people.

Yet we still expect the next generation to build wealth using a system designed for the generation before them.

Amplifi believes there is a better way: start earlier, build as a family, and move wealth when it can make the greatest difference.

This is the argument — and what we’re starting to build.

The old playbook

For decades, the plan was simple.

Work hardBuild a careerSaveBuy a homeInvest for retirement

For millions of families, it worked.

But the world changed. Assets grew faster than wages. Homes became harder to afford. The financial starting line moved.

Yet we still wait until people start earning before we seriously start building their wealth. We organise money around individuals instead of families, and much of one generation’s wealth reaches the next only through inheritance.

Increasingly, we ask people to solve at 30 or 40 a problem that could have been made dramatically easier by starting at birth.

Amplifi thinks there’s a better way.

Every child is born with one enormous advantage.Time.

The advantage nobody uses

Time does more of the work than money does.

Compounding rewards one thing above all else: starting early. Money earns a return, then those returns have time to earn returns of their own.

A newborn has very little financially. But they have the one advantage nobody can give them later: time.

At 7% annual growth, £50 a month invested from birth could grow to around £792,000 by 65. Start the same £50 at 30 and it reaches around £90,000.*

Same monthly contribution. A radically different outcome. The difference is time.

We think families should start using it.

01
Spark

Start before they can.

A child can’t save or invest for themselves. But their family can start for them.

Parents. Grandparents. Family and friends. Regular contributions, birthday money, everyday rewards — small amounts that would otherwise remain scattered.

No one has to do everything. Everyone can do something.

Spark is Amplifi’s system for bringing those contributions together around one shared goal and giving them as much time as possible to compound.

Spark is the system. 65 by 25 is its first mission.

02 — Our first mission
65 by 25

Help every child start adult life with £65,000 of assets behind them.

Across a whole family, that’s about £18.69 a week — under £2.70 a day — shared between everyone who wants to help.*

Why that number

Why £65,000? Why 25?

£65,000 is enough to materially change the financial starting point of a young adult. A first-home deposit. Less education debt. The beginnings of a business. Or an investment left to compound for decades more.

And 25 matters because many of the decisions that shape financial life are becoming real — housing, careers, debt, family and where to build a life.

Starting early isn’t a radical idea. Other countries already do it at enormous scale.

In America, families hold around 17.7 million 529 accounts, with more than $600 billion saved for education.† The purpose is different, but the principle is familiar: start putting money behind children years before they need it, and give time the chance to work.

65 by 25 takes that thinking further. Not just education, but a broader financial start in adult life.

The idea isn’t that Mum and Dad somehow find £65,000. It’s that a family starts early and builds it together.

Parents, grandparents, birthdays, Christmas, everyday rewards and long-term investment growth — different families will get there in different ways.

No one has to do everything. Everyone can do something. And time can do a great deal of the rest.

65 by 25 isn’t about creating wealthy children. It’s about giving young adults choices.

† Investment Company Institute, 529 Plan Program Statistics, as at 31 December 2025.

03
Launchpad Amplifi product · Coming soon

Help the next generation become owners.

For previous generations, working, saving and buying a home was a reasonably achievable path.

For many young people today, it isn’t. House prices have pulled away from wages, deposits have become harder to build, and the people starting with the least face the longest climb.

Launchpad is Amplifi’s next product.

We’re designing it to help more young people turn the financial start they’ve built into a path towards owning a home.

We’re not revealing how it works yet. But we’re building it next.

The less capital you start with,the harder it is to become an owner.

04
A proposal for discussion

10 for 5

Give young people five years to build a financial foundation.

Young people are being asked to establish themselves at exactly the same time they’re paying rent, repaying debt, starting pensions, saving for a home and beginning to invest.

What if we gave them more room to build first?

What if qualifying young people paid a 10% basic rate of income tax for their first five years of work?

Not forever. Five years. A defined window to save, invest and begin building the assets that could support them for decades.

The details would need serious economic analysis — including eligibility, cost, National Insurance and fairness between generations.

But the principle is simple: give young people more opportunity to build assets when time is most valuable.

Because an extra pound saved or invested at 23 can have decades to work. The same pound arriving much later has far less time.

If the next generation is starting further behind, perhaps the system should help them start building earlier.

That’s the argument behind 10 for 5.

05
Legacy Amplifi product · On the roadmap

Move wealth when it can do the most good.

Across many families, wealth sits with older generations while younger generations struggle to build their first meaningful assets.

Eventually, much of that wealth moves down the generations — but often through inheritance, when the people receiving it are already well into adult life.

We think families should have a better way to plan that handover.

Wealth can change more when it arrives earlier.

A pound received at 55 is useful. Capital available at 25 could help buy a first home, start a business or compound for another forty years.

This isn’t about grandparents giving away money they need. Their financial security comes first.

It’s about helping families think across generations — and move wealth deliberately, when it can make the greatest difference.

That’s Legacy. An Amplifi product we’re planning to help families coordinate wealth across generations.

The wealthy don’t have better investments.They have better systems.

The bigger idea

Financial services improved the products.
Not the coordination.

Better banking. Cheaper investing. Faster payments. Digital mortgages. Automated pensions.

But almost everything is still organised around one person.

Your ISA. Your mortgage. Your pension. Your estate.

Families don’t live like that. Parents help children. Grandparents help grandchildren. Money moves between generations throughout our lives.

But there is almost nothing helping families coordinate it.

Wealthy families solved this problem long ago. They use advisers, trusts, private banks and family offices to think across generations and ask a different question: what’s the best financial decision for the family as a whole?

Amplifi wants to bring that thinking to everyone else.

Start earlier. Think longer term. Coordinate across generations. Build assets. Move wealth when it can make the greatest difference.

A wealth strategyfor every family.

Because you shouldn’t need to be wealthy before your family has a wealth strategy.

What it could look like

One generation gives the next a better start.

Imagine a child born today.

Their family starts early. Parents contribute what they can. Grandparents help. Birthdays, Christmas and everyday spending occasionally add a little more.

Over time, the child grows up alongside it. Saving and investing aren’t ideas they discover in their thirties. They’re things they’ve seen happening all their life.

By 25, they don’t just have capital behind them. They understand what it took to build it.

Perhaps it helps them buy a home. Perhaps they keep investing. Perhaps they use it to build something of their own.

And one day, if they have children, starting early for the next generation may feel like the obvious thing to do.

That’s how the idea becomes bigger than 65 by 25.

One generation gets a better financial start — and is better equipped to give the next generation one too.

The bigger ambition

We want to change how families build wealth.

Amplifi starts with 65 by 25, but the ambition is much bigger.

We want every family to have a wealth strategy.

Start building assets earlier. Bring generations together around shared goals. Help young people become owners. Move family wealth when it can make the greatest difference.

Some of that we can build ourselves. Some will require partners. And some — like 10 for 5 — will require a wider debate about how the financial system treats the next generation.

But they all come back to the same idea:

Families shouldn’t have to become wealthy before they start thinking like wealthy families.

That’s what we’re trying to build towards.

Help us build it

We’d rather be corrected than flattered.

You’ve read the argument. Now tell us what we’ve got wrong.

Amplifi is still being built. Challenge the ideas. Tell us what wouldn’t work for your family. Show us what we’ve missed.

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The next generation shouldn’t have to play by yesterday’s rules.It’s time to Amplifi.

Where Amplifi is today

Amplifi is at the beginning. We’re building in public and some of what you’ve read is our vision for what comes next.

Spark is our first prototype. It is not a financial product, and Amplifi does not currently hold or invest anyone’s money.

Launchpad and Legacy are ideas on our roadmap. They have not been built yet and may require regulatory permissions and partners before they can exist.

10 for 5 is a proposal, not government policy. We’re putting the idea forward because we think it deserves discussion.

The numbers throughout this site are illustrations, not promises. Investments can rise and fall, assumptions may not be achieved, and nothing here is financial advice. Amplifi is pre-launch and is not authorised or regulated by the FCA.