Katherine Wilson
Connecting your complete financial life and putting it into real-world context, so you know where you stand and what it means.
Project
Yardstick
URL
Year founded
2025
Business stage
Seed
High-growth sectors
Digital and Technologies
Sector
Digital
Location
London
Funding
Funded Award Winner
The problem and opportunity
We are flying blind with our money. Financial lives sit fragmented across banks, credit providers, pensions and investments, with no way to see the whole position or what it means. Existing tools funnel people into financial products or force budgets on them. Talking about money remains taboo and nobody is powering incentive free understanding at a time when cost of living is a top concern across the UK and western democracies.
The solution and innovation
We’ve launched a proprietary financial data schema that connects your accounts and reconciles spending, income and assets in one picture. Financial health vitals provide an ongoing pulse check, while anonymous peer benchmarks answer the questions people want to ask. No financial products being promoted or judgements being made. Backed by notable fintech operators, founders and investors, we’ve launched an ISO 2700-audited MVP in beta.
Market and ambition
Yardstick is launching in the UK to the 19 million adults aged 20-40, with freemium with premium subscription tiers, alongside distribution commitments from notable wealth and advisory firms. We’re building a location-agnostic schema for global scale, allowing us to own a new category of service: structuring and making useful personal financial data.
Founder perspective
Katherine spent a career in finance, wealth tech and VC, and is a five times Innovate Finance Fintech Powerlister. She founded Yardstick after seeing how an industry built to sell products leaves people unable to understand their money. Her core belief: the tools to understand, own and build wealth shouldn’t be out of reach.
Women in Innovation Award
Recipient of an Innovate UK Women in Innovation Award 2025/26, receiving funding, tailored business support, and access to specialist training and networks. View all winners and highly commended applicants from the Women in Innovation cohort 2025/2026.