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Fintech Little Birdie launches to help manage subscriptions amid cost of living crisis

Little Birdie’s play is attracting users who are now questioning the subscription services they signed up to during the pandemic but is launching in a very competitive sector.

a man smiling for the camera

Martin Bould/Little Birdie

A fintech app to help individuals manage subscriptions and recurring payments during the cost of living crisis has been launched.

Called Little Birdie, the free-of-charge app provides a central point to manage subscriptions and recurring payments.

It reminds users when payments are due, when a free trial is coming to an end, when there is a price rise and points users in the direction of money-saving deals and helps them switch providers.

It also has a  'Click to Cancel’ feature, which allows users to cancel subscriptions directly with almost 400 providers, including Spotify and Disney+, directly in the app, with more available in the coming months.

Little Birdie’s play is attracting users who are now questioning the subscription services they signed up to during the pandemic amid the cost of living crisis.

But it launches in a very competitive sector, with fintechs and financial initiations launching similar budgeting and money management features.

Martin Bould, co-founder of Little Birdie, said: “While subscriptions can be excellent value for money and can offer a convenient way for people to access needed products and services, the issue is that they can be challenging to monitor, and subscription management can be complicated.

“Many people sign up on a discounted rate or for a free trial, but find it too difficult – or simply forget – to cancel. And companies don’t often make the cancellation process easy. “We launched Little Birdie to help people take control of their regular bills and subscriptions – users can connect via open banking to upload all their regular payments into one place or opt to add some or all of these payments manually”

Little Birdie points to Opinium research of 2,000 UK adults showing that 32 per cent of 18 to 34-year-olds regret buying subscriptions during the pandemic while 41 per cent fear these regular subscription payments could push them into debt.

To date, Little Birdie has raised £500,000, with a future funding round planned for Q1 2023.

It makes money through advertising, along with commission from vendors when customers switch via its comparison and switch services and potentially premium features it might introduce in future.

It says it expects to hit 10,000 users by Christmas and currently has a headcount of around ten people.

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