Why did we invest?
Addressing an underserved, systemic need
Living Card combines verified access, targeted discounts and public sector distribution to shift crisis support from reactive aid to preventative, systemic resilience, directly aligned with SIE’s mission‑driven investment thesis. No platform currently serves the lowest income segment, even though closed group products like Blue Light Card and Student Beans show the model can scale. A modest saving assumption per individual shows us that the platform could create 100s of millions in annual savings across the eligible population.
Founders with a proven ability to execute
We were particularly impressed by co‑founders Jack Neville and Will Young, whose complementary experience gives them hands on insight into both sides of the Living Card model. Jack scaled Tickets for Good, led its international expansion and built council‑led distribution partnerships, alongside a decade in the charity sector and lived experience of low‑income households. Will founded Goodstack, growing it into a leading corporate‑giving fintech used by major global brands, and previously built Strawberries & Creem, later acquired by Sony Music. Together, their proven track record gives us confidence in their ability to execute an ambitious plan.
Key Impact areas
Meaningful, everyday financial relief
Living Card provides councils with a free, scalable tool that reduces reliance on reactive crisis funding by enabling ongoing, preventative support. The model aligns with the government’s Crisis Resilience Fund, which is designed to shift local authorities toward structural, year‑round resilience rather than fragmented one‑off grants.
A preventative alternative to crisis intervention
The platform creates a mutually reinforcing ecosystem where members gain a growing amount of verified savings, councils benefit from measurable engagement and reduced crisis spend, and retailers access a hard to reach audience on a pay‑on‑performance basis. As participation grows, the model becomes increasingly valuable and is designed to scale into other welfare administration markets.
A compounding, win-win-win ecosystem
Living Card enables year‑round savings on essential spending through a dignity‑first, stigma‑free platform designed for households underserved by existing discount tools. Its simple digital access supports financial inclusion and provides continuous relief rather than one‑off interventions.
