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?
Sal's Wealth Club
2019
While studying Financial Markets, Vaishnavi researched how low financial literacy impacts financial inclusion, long-term wellbeing and its 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.
Where the questions started
2021
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.
Rethinking financial education
2023
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.
Building the foundations
2025
In April 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.
From ideas to experiences
2020
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.
Information wasn't enough
2022
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.
Early product innovation
2024
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.
Momentum meets opportunity
2026
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.
Market ready experiences
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.
🧠
Every financial journey begins with understanding. We focus on your unique money personality because mindset drives behavior.
Start with the person
Our values
🎯
Financial theory stays on the page. We make it tangible through games, journals, and physical experiences that stick with you.
Make it real
✨
Learning about money shouldn’t feel like a chore. We bring play and creativity back into the financial conversation.
Make it joyful
💚
Access shouldn’t be a privilege. For every experience you book, we donate one to a community that needs it most.
Give generously
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 🐘
850+
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
Backed by people who believe this matters.
