Incard Raises £10m to Build ‘Financial OS’ for Digital Entrepreneurs

Incard, a London-based fintech focused on unifying and modernising financial operations for digital entrepreneurs, has raised £10 million in a Series A funding round as it pushes to scale its platform globally and deepen its product capabilities.

The investment — led by Smartfin with participation from Founders Capital, MountFund and a group of angel investors — marks a defining moment in Incard’s evolution from a startup addressing founders’ own financial management frustrations into a company building what it describes as a “financial operating system” tailored to the needs of high-growth e-commerce brands, agencies, affiliates and resellers.

Incard’s mission is clear: to simplify the way digital businesses manage every aspect of their finances by replacing disconnected tools with one integrated platform that grows with them.

Built for the Digital-First Generation of Businesses

Founded in 2024 by serial entrepreneurs Theo Cesarini, Soraya Tribouillois, Liam Seskis and Matteo Martino, Incard emerged from a common frustration experienced by founders: traditional banking and financial tools are fragmented and ill-suited to the pace, complexity and cash-flow demands of digital businesses.

For many e-commerce and digital-first companies, managing cash flow, invoicing, ad spending, multiple bank accounts and cross-border operations means constantly switching between spreadsheets, banking portals and third-party apps.

Incard seeks to eliminate that disconnect. It combines business banking, corporate card programmes with rewards, connected accounts and spend management into a single interface — what the startup calls a financial operating system — that gives founders real-time visibility, automation and control over their finances.

By centralising financial workflows, Incard aims to give digital entrepreneurs the clarity and agility once reserved for large enterprises.

A Financial OS, Not Just a Fintech Tool

What sets Incard apart, its founders say, is the breadth of what it offers. Rather than focusing narrowly on one aspect of business finance — such as payments, cards or cash flow — the platform is built as an orchestration layer that integrates with underlying banking, payments and accounting systems.

Through an App Store within its platform, companies can tailor their financial stack with industry-specific tools and workflows, from treasury and working capital management to invoicing and automated reconciliations.

This configurable approach allows the platform to adapt to the unique demands of different business models — whether that’s an online retailer scaling ad spending across regions or a creative agency juggling multi-entity billing structures.

Incard’s financial OS is not simply a product but an infrastructure layer designed for growth-oriented digital enterprises.

Traction and Early Momentum

Despite only launching in 2024, Incard has already gained notable traction. According to the company, users have transacted more than £500 million through its platform, with adoption growing primarily through word-of-mouth among digital businesses that value real-time cash-flow insights and consolidated financial management.

Brand names such as Azio Beauty, Aloe Paris and Ankhway are among early adopters, reflecting the appeal of a platform that blends banking functionality with automation, analytics and modular add-ons tailored to industry needs.

Founders point out that many traditional financial products were never built for the complexities of modern digital commerce. Incard’s financial OS aims to fill that gap — bringing together multiple financial functions in one place and reducing reliance on a patchwork of separate services.

Funding to Fuel Growth and Global Expansion

The £10 million Series A injection will be pivotal in supporting Incard’s next phase of growth. The company plans to expand its geographic footprint beyond the UK into Europe and the United States, where demand for integrated financial tools among digital businesses is rising.

Incard also said it will channel new funding into enhancing its automation capabilities, including AI-driven workflows, and into growing its team — particularly in engineering, compliance and product development.

Smartfin’s involvement as lead investor underscores confidence in Incard’s strategic vision. According to Smartfin General Partner Thomas Depuydt, the fintech is building infrastructure that aligns with how digital companies operate today — prioritising real-time visibility, automation and tailored workflows.

For investors and founders alike, Incard represents a new category of financial tooling — one that transcends legacy banking and creates a native stack for digital entrepreneurs.

What This Means for the Fintech Ecosystem

Incard’s rise reflects a broader shift in the fintech landscape: the move from isolated point tools toward platform-level solutions that function as financial operating layers.

Other fintechs have experimented with specialised services — from embedded credit to payments APIs — but the idea of a Financial OS that orchestrates core financial operations is gaining traction as businesses seek greater efficiency and coherence.

The concept of a “financial OS” marks the next frontier in fintech: not just digital banking or payments, but fully integrated financial infrastructure tailored to how modern businesses actually run.

Challenges and the Road Ahead

Despite its early successes, Incard will face challenges common to ambitious fintech platforms. Scaling into new jurisdictions means navigating regulatory requirements, building local partnerships and adapting to diverse market needs.

Competing with well-established banking and fintech incumbents will also require clear differentiation, especially as larger players invest in automation and analytics.

Yet Incard’s early traction, strong investor backing and founder-led vision give it momentum as it pursues expansion and deeper product innovation.

If executed well, Incard’s financial OS could redefine how digital entrepreneurs think about and manage their finances — turning complexity into simplicity, and fragmentation into a unified platform.

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