This didn’t start as a company. It Started as a Question!
Why do so many people struggle with money…
even when they’re trying their best?
2019
Where the questions started
While studying Financial Markets, Vaishnavi researched how low financial literacy impacts financial inclusion, long-term wellbeing and it's impact on GDP. Alongside work, she began running financial education workshops using frameworks, discussions, and case studies. People wanted to learn, but the experience still felt disconnected from real life.
2020
Information Wasn’t Enough
Workshops continued through COVID as learning moved online, forcing a rethink around accessibility and engagement. By the end of 2020, over 650 people had been impacted through workshops and financial education activities. The biggest insight: confidence isn’t built through information overload — it’s built through experience and reflection.
2021
Rethinking financial education
At the University of Warwick, Vaishnavi began researching innovative and scalable financial education models. The focus shifted from “teaching finance better” to creating learning experiences that felt more human and accessible. This became the starting point for combining behavioural science, play, and reflection within financial learning.
2022
Early Product Innovation
During her Master’s dissertation, early versions of the Investment Board Game were developed as behavioural learning tools. The goal was simple: help people experience financial decision-making instead of memorising definitions. Additional Warwick Enterprise funding supported early prototyping, testing, and experimentation.
2023
Building the foundations
Financial Education Crew (FEC) was officially registered in the UK in November 2023. Alongside building the company, Vaishnavi continued working in credit recovery, gaining direct insight into financial stress and behaviour. FEC also secured IP protection for the Investment Board Game concept across 60+ countries.
2024
Momentum Meets Opportunity
FEC secured additional Warwick funding in January 2024 to support behavioural testing and product refinement. In August 2024, Vaishnavi left her role in credit recovery to build FEC full-time. A month later, FEC secured its first Innovate UK funding award focused on market validation and commercial exploration.
2025
From ideas to experiences
In February 2025, FEC secured a £100K Innovate UK R&D grant to develop new financial learning experiences. This supported the creation of workshops, journals, quizzes, pottery experiences, and behavioural finance programmes. 2025 also brought national recognition through the UK Startup Awards and Women in Tech Awards.
2026
Market Ready Experiences
Today, FEC is building a financial education ecosystem centred around behaviour, creativity, and real-life decision-making. The focus is now on expanding into schools, scaling programmes, and building community partnerships. Because financial education was never just about information — it was about making money feel human.
Sal's Wealth Club
Dr. Sneha
Teaching Pedagogy lead
Maybe You!
We are growing, Join us in our mission
Team Members
We're a team of educators, innovators, and creatives building financial education experiences that people actually enjoy, without the jargon, or finance-bro energy.
🧠
Start with the person
Every financial journey begins with understanding. We focus on your unique money personality because mindset drives behavior.
💚
Give generously
Access shouldn’t be a privilege. For every experience you book, we donate one to a community that needs it most.
Our values
🎯
Make it real
Financial theory stays on the page. We make it tangible through games, journals, and physical experiences that stick with you.
✨
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 🧠
Sal's waiting when you are ready. 🐘
Kind 💚
Direct 🎯
Playful
Wise 🐘
750+
Individual people reached & empowered to master their money
15%
Of all revenue donated to support access to financial education
6
Creative ways to teach people about personal finance