Plum is one of the UK's most popular auto-saving and robo-investing apps with 1.5+ million users. It's FCA-authorised and FSCS-protected. Richify is an AI-powered personal finance app focused on education and UK tax planning. Here's how they differ.
| Feature | Richify | Plum |
|---|---|---|
| Primary purpose | AI financial education + planning | Auto-saving + robo-investing |
| AI financial coach | Felix + 6 specialist agents | Plum AI (limited insights) |
| Free plan | Yes — full access | Free tier with limits (ad-supported) |
| Premium pricing | Optional specialist AI agents | Pro £2.99/mo · Premium £9.99/mo · Ultimate £14.99/mo |
| Auto-saving rules | ✗ | AI-powered round-ups + 'Plum brain' |
| Stocks & Shares ISA | Calculator + tracker, no brokerage | Yes — invest in funds via Plum |
| FCA Regulation | Not authorised (educational) | FCA-authorised + FSCS protected |
| UK calculators | ISA, SIPP, stamp duty, mortgage, FIRE, pension (15+) | Limited |
| Multi-country | 12 countries (US, AU, CA, UK, IN, etc.) | UK + EU + US (limited) |
| Privacy | No bank credentials needed | Open Banking + bank linking |
| Investment education | Buffett, Dalio, Wood AI agents + 50+ guides | Limited financial content |
| Net worth tracking | Multi-asset (ISA, SIPP, property, crypto) | Connected accounts only |
The Verdict
Plum and Richify cover different layers. Plum is FCA-authorised for auto-saving (round-ups, AI rules) and Stocks & Shares ISA investing — paid tiers Pro £2.99/mo, Premium £9.99/mo, Ultimate £14.99/mo. Richify is education and planning: Felix AI coach, 15+ UK tax/pension calculators (ISA, SIPP, stamp duty, FIRE, pension), and multi-country net worth tracking. Richify does not execute investments. The two products do not overlap functionally.
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Try Richify — Free TrialPlum is a UK-founded money app launched in 2017 that combines automatic saving (using AI to round up purchases and move spare cash to savings) with investing in funds, including Stocks & Shares ISA. It's FCA-authorised and FSCS-protected up to £85,000. Plum has a free tier with limits, plus three paid tiers: Pro (£2.99/month), Premium (£9.99/month), and Ultimate (£14.99/month) which unlock advanced features like custom round-ups, multiple savings pockets, and pension consolidation. Plum has 1.5+ million UK users.
Plum: automatic round-up saving (AI-powered rules) and FCA-authorised Stocks & Shares ISA investing in funds. Tiered pricing — Free, Pro £2.99/mo, Premium £9.99/mo, Ultimate £14.99/mo. Richify: AI financial coaching with Felix, 15+ UK calculators (ISA, SIPP, stamp duty, FIRE, pension, mortgage), investment education from AI agents inspired by Buffett/Dalio/Wood. Richify is not FCA-authorised and does not execute investment transactions.
Plum has a free tier with limits — you can do basic round-up saving and access one savings pocket. Useful features (custom round-ups, multiple pockets, advanced AI insights, fund investing) require Pro (£2.99/month = £35.88/year), Premium (£9.99/month = £119.88/year), or Ultimate (£14.99/month = £179.88/year). Most regular users find they need Pro at minimum. Richify is free for all 15+ UK calculators and Felix AI coach — only specialist AI agents (Buffett-style, Dalio-style perspectives) are an optional paid upgrade.
No — Richify is not FCA-authorised and doesn't execute investment trades. We're a tracking and education app. To invest in Stocks & Shares ISA in the UK, you need an FCA-authorised platform: Plum, Vanguard UK, Hargreaves Lansdown, AJ Bell, Trading 212, Freetrade, InvestEngine, etc. The intended workflow: invest via your ISA platform of choice → track holdings + plan in Richify → use Richify's calculators (ISA allowance tracker, SIPP, FIRE, retirement) to plan strategy.
Richify, by a wide margin. Richify offers 15+ UK-specific calculators including ISA contribution tracker (£20,000 allowance 2026), Lifetime ISA bonus calculator, SIPP calculator (with lifetime allowance), Stamp Duty Calculator (England, Scotland LBTT, Wales LTT), Mortgage calculator, FIRE Calculator UK, Pension calculator with State Pension. Plum focuses on automated saving and investing — they don't have built-in UK tax calculators. For ISA/SIPP/property tax planning, Richify is more comprehensive.
The two apps cover different layers and do not conflict functionally. Plum: FCA-authorised automated saving and Stocks & Shares ISA investing (executes transactions). Richify: education, tracking, AI coaching, and 15+ UK calculators (does not execute transactions). Plum has its own paid tiers (Pro £2.99/mo, Premium £9.99/mo, Ultimate £14.99/mo) for advanced insights. Richify's UK calculators (ISA contribution tracker, SIPP calculator, FIRE Calculator UK, Stamp Duty Calculator) are available in the free tier.