We believe everyone deserves to get money.
No jargon. No overwhelm. Just learning designed around how you actually think. Sal is here to make finance feel natural, real, and finally accessible for everyone.
The problem wasn't people. It was how we were teaching them.
“Real financial learning starts with understanding yourself.”
Start with identity
We don't believe anyone is bad with money. We believe people are simply wired differently. Discovering your personality is the crucial first step.
Learn through experience
Finance is best learned through interaction. Sal replaces dusty textbooks with board games, journals, and hands-on workshops that make learning feel natural.
Make it accessible
We strip away the jargon and the intimidation. Financial education should be a joy and a right, not a privilege reserved for the few.
How we got here.
2019
The journey began with our very first workshops in London, designed to debunk the myth that financial education has to be inherently dull and intimidating.
2020
A breakthrough during deep research into credit recovery revealed that the problem wasn't the people, it was the pedagogy. We realized learning starts with individual identity.
2022
We formalized our unique FEC framework around 8 money personalities and introduced Sal, our elephant mascot, to make financial self-discovery joyful and accessible.
Now
FEC is now proudly backed by Innovate UK and the University of Warwick, bringing our creative learning tools to students and adults across the country.
Our values
🧠
Start with the person
Every financial journey begins with understanding. We focus on your unique money personality because mindset drives behavior.
🎯
Make it real
Financial theory stays on the page. We make it tangible through games, journals, and physical experiences that stick with you.
💚
Give generously
Access shouldn’t be a privilege. For every experience you book, we donate one to a community that needs it most.
✨
Make it joyful
Learning about money shouldn’t feel like a chore. We bring play and creativity back into the financial conversation.
Sal: the memory that money education needs.
Meet Sal, the heart of FEC. Sal isn't just an elephant in a sharp suit; he's the embodiment of the wisdom, patience, and persistence needed to master your money journey. Possessing that famous long memory, Sal helps you turn fleeting insights into lifelong habits. Because once Sal learns a financial lesson, he never forgets—and with his help, neither will you.
Curious 🧠
Never forgets 🧠
Sal's waiting when you are ready. 🐘
Kind 💚
Direct 🎯
Playful ✨
Wise 🐘
The humans behind FEC.
Founder & CEO (The Architect 🏗️)
Sarah Chen
Head of Learning Design (The Planner 📋)
Marcus Wood
Brand & Creative (The Explorer 🗺️)
Elena Rodriguez
James O'Sullivan
School Partnerships (The Connector 🤝)
2,000+
Individual people reached & empowered to master their money
15%
Of all revenue donated to support access to financial education
100+
Schools reached across the UK with our interactive curriculum