Rooted Finance is thrilled to announce we are a finalists in the ‘Best Use of Innovation by an Advice Service’ category at the Advising Londoners Awards 2025!

This recognition is a testament to our commitment to leveraging cutting-edge technology to enhance financial inclusion and expand and enhance specialist debt advice to those who need it most. Our pioneering Eli App referral tool, developed in collaboration with fintech partner Elifinty, is an innovative platform that leverages the integration of smart technology, enhancing efficiency and the client experience of the debt advice journey. It has also been instrumental in streamlining access to our services, making it easier for vulnerable Londoners to find the support they need.

The CEO at Rooted Finance and Fintech partner Elifinty share their thoughts on the nomination

Muna Yassin, CEO, Rooted Finance

“We are absolutely delighted to be a finalist at the Advising Londoners Awards. It recognises the unique value community-based advice agencies bring to innovation. Rooted Finance is led by, with and for the communities we serve. With our tech partners Elifinty, we are proud to have co-designed and developed technology that serves both our clients and advisers.” 

Maysam Rizvi, CEO, Elifinty

“We are delighted that our partnership with Rooted Finance, has been shortlisted for the Advising Londoners Awards. This recognition highlights our shared mission to combine technology and empathy to deliver fair, impactful outcomes for those facing financial challenges. Together, we are building a future where financial resilience is accessible to all.”

The Advising Londoners Awards aim to shine a light on the tireless work of advice agencies in the capital. We are grateful for this opportunity to highlight how innovation can address the increased pressure on advice services and help Londoners gain the support they need swiftly and securely to resolve their debt issues. Find out more about the finalists here