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GOODFOLIO

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Personalised and effortless way to invest in companies and industries that share your ethical values.

160%
 - 
Funded 12 Nov 2021
£100,004 target
£175,856 from 194 investors
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Business overview

Location London, United Kingdom
Social media
Website www.goodfolio.com/
Sectors Finance & Payments Digital B2C
Company number 13402423
Incorporation date 17 May 2021
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Investment summary

Type Equity
Valuation (pre-money) £1.2M
Equity offered 11.35%
Share price £5.57
Tax relief

EIS

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Business highlights

  • Engaged community of 100+ with average £90k in investments
  • £33bn UK retail assets in responsible and sustainable funds
  • LoI to administer $1m in assets upon launch and FCA approval
  • Finance and tech leadership experience in advisory board
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Key features

  • Secondary Market
  • Seedrs nominee min. £11.14 +
  • Direct investment min. £15,000.00 +
  • Pay by Bank payments not accepted
  • Idea
  • Key Information
  • Team
  • Updates
  • Investors 194
  • Discussion
  • Documents

Idea

Introduction

GOODFOLIO is a new ethical investment platform empowering everyday investors to build and manage custom portfolios that align with their values.

Our mission is to increase the flow of capital into sustainable industries and socially responsible companies. We aim to do this by making ethical investing simple, personalised, and transparent.

Although 77% of people with over £25k in investable assets would choose sustainable investments, only 13% have already done so.

We aggregate social and environmental data, analyse and curate investment options, and listen to what ethical investors want.

Starting with Stocks and Shares ISAs, our soon to be launched investment platform will provide the tools and resources needed for investors to be in control.

The ability to choose priorities, risk appetite, and goals will create custom portfolios that work for profit, for people, and for the planet.

Tangible impact metrics and intuitive reporting will allow users to invest consciously with confidence.

Substantial accomplishments to date

Developed and validated the concept through collaboration with hundreds of survey and user interview participants.

Built a waiting list consisting of over 100+ engaged future beta users with average assets of £90k (excluding pensions and property).

Brought onboard Investment Research Lead with industry experience in equity research and portfolio management.

Sourced, aggregated, mapped, curated, and built an impact analytics framework and proof of concept with S&P environmental data to offer investment impact analytics to users.

Brought onboard Chief Impact Officer with experience in impact measurement, human development, philanthropy, fundraising, social entrepreneurship and academia.

Assembled a diverse, and engaged advisory board (who have since become investors) with extended leadership experience in finance and technology.

Received partnership offers from multiple regulatory host companies, custodian solutions, and data providers.

Created a clickable prototype of the investment dashboard and started iterating and testing with our waiting list community for usability.

Signed letter of intent with a UK charitable trust to use GOODFOLIO for management of $1m+ in investable assets once regulated and launched.

Prepared for soft launch to the waitlist in coming months, with technology already in build and testing mode.

Monetisation strategy

Our business model today is straightforward: we charge a low, fair, transparent all-in fee of 0.45% for the first £50,000, and 0.35% for anything above. There are no trading fees, transaction fees, or hidden commissions.

As an independent platform, we only generate revenue from the value we provide to our users.

We aim to grow our offering from Stocks and Shares ISA to Self Invested Personal Pensions (SIPPs) to increase the total amount of assets managed via GOODFOLIO.

After proving our value to individual investors via their ISAs and SIPPs, and validating the scalability of the approach to HNWIs and small charitable trusts, we expect to partner with Independent Financial Advisors, Wealth Managers, and Pension Providers, using them as our next distribution channels on our journey to make ethical investing the norm.

Use of proceeds

We expect campaign success to allow us to launch and onboard the first group from our waiting list.

By doing so, we expect to become a revenue-generating company with active clients, and to create significant shareholder value for our crowdfunding investors.

50% will be invested in our team, engineering, and development. We will grow our engineering and analytics resources to continually build and test new features for our users in line with their feedback, as well as to expand our financial product offering.

25% will be invested in the production and operation costs of launching with a regulatory hosting partner, custodian/trading infrastructure, insurance, and paid data feeds.

15% will be invested in user experience and marketing, including design, testing, and market research. We expect to increase our marketing spend proportionally to revenue growth.

10% will be invested in outsourcing and miscellaneous expenses. including legal, accounting, SaaS memberships, and buffers.

Key Information

SEIS/EIS Tax Relief

The first £140k invested in the round is eligible for SEIS tax relief and will be offered on a first come first serve basis.

Investments over £140k will be eligible for EIS.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £1,249,574

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

Find out more

Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Warning

You are following a link outside of www.seedrs.com.

None of the information in constitutes part of the campaign and it has not been approved or reviewed by Seedrs.

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