kaldi_investor_deck_bc9dc5715c559d0738dad86704a848d3.pdf

Kaldi pitch deck

1. Say ‘hello’ to the
savings revolution
Buy Now Pay Later
Save Now Smile Later
™

LEGAL NOTICE: The content of this promotion has not been approved by an authorised person within the meaning of the FSMA
2000. Reliance on this promotion for the purpose of engaging in any investment activity may expose an individual to a significant
risk of losing all of the property or other assets invested.
An embedded savings app that auto-invests cashback from 150 high street brands at ‘point of
sale’ directly into a user’s own equity index fund.
Support package worth up to €2m:
Powered by:
1.7 million investments to date –
Key Investors:

2. UK’s facing a savings crisis
The average age of a first-time investor is 34
1
losing half of all lifetime
compounding potential. And high inflation means UK investors are losing £17bn
pa in spending power by holding £290bn in cash ISAs
2
.
Retailers are fighting for their loyalty
80% of future profits will come from just a fifth of loyal customers
3
. However,
easy price comparison has eroded consumer loyalty. The average consumer
belongs to 14 loyalty programs, but only participating in half of them
4
.

Fund management companies struggle
to get people investing young
Only 8% of British adults have ever had any financial advice
5
which is reflected
in poor investment choices. Whilst Gen Z “…are more likely to prefer investing in
the crypto market compared to a traditional stocks and shares ISA”
6
.
The young don’t save effectively
1
Research by Saxo (Source: https://www.bankrate.com/investing/statistics-for-beginning-investors/#beginning-investors-statistics)
2
Based on UK cash ISA holdings as of 2022, average cash ISA interest rates and current inflation rates as of June 2023
3
The Circular Board (Source: https://thecircularboard.com/customer-loyalty-statistics/)
4
UK Gov data 2018
5
Research by the FCA (Source: https://shorturl.at/glAX9)
6
The financial services Forum (Source: https://shorturl.at/gwELT)

3. Kaldi is aiming to transform
the financial lives of young
adults in the UK
By introducing them to investing and
giving them the basic skills and
understanding to own a growing
equity portfolio from an early age.
Helping them to buy a house and
invest for a more secure retirement.
Saving £200 a month of your own
money plus retailer rewards can
result in a pot of £38k in 10 years*
*
Based on Index fund performance is based on Vanguard LifeStrategy 80% Equity fund, due to it being representative of a fund we are likely to have on our platform
& its long history. Kaldi rewards assumes an average of £20/month in rewards from Kaldi. Date range starts from the creation of the index fund in July 2011.

4. Kaldi is a unique proposition
for a demographic in need
Icon at UK checkouts, targeted marketing through
finfluencers and CRO tool embedded in Shopify
1
.
Easy to use
Users can shop 150 major UK retailers and more are signing up.
Easy to pay
A refined user experience: checkout with a Kaldi code or tap
your Kaldi card
1

Easy to find
1
The Kaldi icon at checkout, CRO and Kaldi card are intended to be launched as part of phase 2 development

5. Your free savings pot
Pay with Kaldi Debit Card Pay with Kaldi Code
MVP Product
Embedded Shopping + Saving Expertly Curated Index Funds
Online & offline discounts Set your
savings goals
Invest
Users can visually see progress
towards their savings goals and see
the brands that help support them
Kaldi is a warm intro into investing
allowing users to invest cash rewards
into low-cost index funds creating early
investors
Shop at Kaldi merchants and earn
cash rewards at the UK's favourite
supermarkets and high street brands.
Shop. Save. Invest.

6. No other app embeds investing plus
shopping creating accidental investors…
Transactional becomes emotional
…who love the brands which
care
App promotes
retailer link to key
customer life goals
Retail ‘love’ creates
market leading
rewards for users
User ‘love’ from
investing rewards
boosts loyalty
“

Kaldi looks really interesting.
Closed user groups are an
important new target for us
for going into 2024. ”
“

7. A de-risked senior team with a subject matter experts
Co-Founder. Former CEO of start-up
taking the company from $3m seed
round he took to a $92m IPO. 12 years
UK Board experience in regulated &
listed financial services plc. Mark
oversees strategic partnerships and
business planning.
Mark Burges Watson
CEO & Co-Founder
Justin White
COO & Co-Founder
Nathan Higgs
Head of Business Development
Lewis Hargreaves
Head of Marketing
Co-Founder. 20+yrs of project
management, financial planning and
new venture building combined with
significant Angel investing experience.
Justin takes the lead on the app
development, financial modelling and
payments.
Former Head of Commercial
Partnerships at Deliveroo.
Nathan is responsible for
spearheading our merchant outreach
which already encompasses 190
merchants.
Former Global Marketing
Manager at Klarna, Lewis works
closely with agency partners,
Golin and Favoured, on the 25k
waiting list and the end of year
one 100k user target.
MA Cambridge University
MBA Oxford University
BA University of Texas
MBA Oxford University
BA Monash University BA Northumbria University
UK US AU UK

8. Some of the deepest expertise in the country, on a fractional basis
Jalin was CMO of UK neobank Tide working closely
with founding CEO George Bevis during a period of
ultra-fast growth in the business. Other more
recent roles have included acting as interim CMO to
Prodigy Finance, Elliptic and Omnipresent, and a
stint as a Venture Partner at Fidelity International
Strategic Ventures – the fintech VC specialist.
Jalin Somaiya
GTM Advisor
Peter Cross
Retail Advisor
Graeme Bell
Legal Advisor
Rupert Eastwood
Financial Advisor
Deeply experienced consumer/retail team
Marc Williams
Technical Advisor
Peter is one of the most respected consumer experts in the
country. He brings to Kaldi a profound understanding of how the
worlds of retail and customer loyalty have changed, and how a
pandemic, a cost-of-living crisis and a climate crisis will impact
consumer behaviour in the years ahead. Peter spent 8 years in
charge of the customer experience at John Lewis and 10 more as
Mary Portas’ business partner.
Expert advisors supporting critical functions
Graeme is a former partner at a major UK/US
law firm, and is currently Chief Legal Officer
and Board Member of Envelop Risk Analytics.
Envelop is an AI-driven cyber reinsurer which
raised a $130m series B in Q4 ’21 from
SoftBank. He is also an Angel investor and
advisor to other fintechs and VC funds.
Rupert is a Board Adviser to Algbra, the
fast-growing neobank which has raised over
£10m to date (now valued at £60m) and is
Chairman of bond agency SaaS platform
Inveztor. As a serial founder with multiple exits
(including as a Co-Founder with Kaldi CEO)
Rupert now supports Fintech and SaaS
businesses. He holds an ACA from Price
Waterhouse.
Marc has over 20 years’ experience advising Retail and
Ecommerce clients on payment and tech integration. This
includes developing and running the digital ordering
platform for Papa Johns, designing and developing the
new app for Texaco Fuel Rewards programme and
creating a fan-based digital engagement platform for
Snickers. Flipside is developing the Kaldi app and website
including the API integrations.

9. Launch in coming months as one of the
biggest retailer rewards networks in the UK
Offers from the UKs most
loved brands, giving Kaldi
users access to up to 60%
of the total addressable
UK debit card spend with
an already approved
28% of total retail spend
with an average available
gross discount of 4.9%.

10. Creating an early community of advocates at a sustainable cost
Cold start to 5K waitlist signups
•Social Media using UGC style content
to mimic user behaviour on platform.
•Partner with finfluencers who believe
in the potential of Kaldi.
•Incentivise sharing with waitlist sign ups
through email marketing.
•Kickstart the referral program,
encouraging friends and family referral.
EO January EO March
5000
15000
25000
01.09.24
Performance
marketing dashboard
Real time data pulled into
our dashboard for fast
messaging and creative
optimisation
Highlight referral program success
stories in bi-weekly newsletter
Optimising
•Aggregated Dashboard
•Earned and social media real
time measurement
•Waitlist engagement (CRM)
Broadcasting
•Earned media customised to different media segments.
•Influencers across financial and lifestyle.
•Partnerships across lifestyle magazines, digital and Podcasts.
Incentives & Targeting
•Social Media AB messaging testing across
broad and targeted content campaigns.
•Audience specific partnerships such as
Saga Magazine media, highlighting exclusive
family referral bonus.
•Sponsored threads and Q&A sessions
on MoneySavingExpert.com and their Forum.
130K
views
Rich audience data
Detailed understanding of
waitlist audience from
sign up form.
*Source: https://www.wordstream.com/blog/ws/2023/11/28/facebook-ads-benchmarks

Kaldi
Finance
Ind Avg.*
Best Ind
Avg.*
CVR 39.09% 5.62% 11.34%
(Dental)
CPL £3.50 £24.26 £9.76 (Ent.)
Tracking ahead of plan
3,127
waitlist sign ups
as of 15.01.24

11. Winning with clear target segments
Trend Following
Young Professionals
4.5M
10.7%
Pain Points Top 10 Brands Product Values Proposition Kaldi Cashback

∙Short term goals (travel etc).
∙Overworked so seek ways to
save time and energy.
∙Early in career or still in higher
education so limited disposable
income to save.
∙Presentists without dependents
they don’t yet consider saving
for the future or financial
security.
∙Unlikely to sign up to loyalty
schemes.

7 of the top 10 brands
feature in Kaldi’s
cashback offer.

∙Free cash savings
embedded into daily
shopping.
∙Automation of both
cash savings and link
to investing.
∙Integration into
investments for
greater returns.
∙Digital wallet
integration.

Among Trend Following
Young Professionals,
Kaldi is the brand of
ease, that takes the
stress out of saving
because works with
their modern lifestyles.

£134 cashback
annually*


*Based on an avg
annual income of
£25,350 earning
an avg of 2.5%
cashback.

∙Value driven, comfortable in
seeking the best deal through
multiple loyalty schemes.
∙Obligation to support
dependents means there is not
much left at the end of the
month to save.
∙Distrust of new digital banking
alternatives leads to a tendency
to remain with the same
traditional banks.

9 of the top 10 brands
feature in Kaldi’s
cashback offer.

•Best cashback rate in
market.
•Ability to get greater
savings through
“Scan and save”.
•Multi-account
connectivity.
•Easy to use app.
•Helpful guide into the
world of investing.

Among Family Oriented
Savvy Shoppers, Kaldi
is the brand of access,
that unlocks new
opportunities, because
it provides top saving
rewards, spending
tracking and innovative
saving solutions all in
one place.

£170 cashback
annually*


*Based on an avg
annual income of
£33,150 earning an
avg of 2.5%
cashback. Family Oriented
Savvy Shoppers
The low hanging fruit
6.4M
15.2%
Annual cashback of our top cashback competitors that feature brands of our target customer:
TFYP: 1 / £162
FOSS: 3 / £206
TFYP: 4 / £101
FOSS: 6 / £129
TFYP: 4  / £120pa
FOSS: 5 / £153pa
TFYP:4 / £139
FOSS: 5 / £178
Using GWI polling data of the UK market we have
identified two consumer segments to target based
on their attitudes towards financially security
and their savings behaviour, which resonate
strongly with the Kaldi proposition.
Guiding brand fit
TFYP: 4 / £54
FOSS: 6 / £69

12. No competitor offers cash rewards to promote
investing
*Cash back available to users shopping at Kaldi's top 50
target UK retailers, which provide access to 59% of the total
addressable UK debit card spend market.

13. Competitors in consumer rewards
Market landscape based on four key criteria where competitors
need to score on over half the identified parameters to
be counted as a direct competitor to Kaldi. Rewards
Marketplace User Features
& Benefits
✔ Average cashback percentage
✔ Number of to 50 brands available
✔ In store cashback
✔ Non restricted cashback
✔ Gen Z user base focus
✔ Socially beneficial proposition
✔ Seamless user accessibility of rewards
✔ Promotion of merchant's contribution to
user goal attainment
✔ Promotional mechanics
✔ Savings are directed into X
✔ Savings management
✔ Goal setting
✔ Investing
✔ No subscription
✔ Financial education
✔ Financially healthy use of rewards
Top 5 cashback average % based on Kaldi's top 50 target UK
retailers, which provide access to 60% of the total addressable UK
debit card spend market. 
2.5%
2.2%
3.0%
2.6%
1.9%
1%
1%
0.2%
✔ Kaldi user base target crossover
✔ Includes a cashback offering
Merchant Features
& Benefits

14. Kaldi revenue streams: not an interchange fee-based model
A Kaldi user check
their app and
receives native ads
designed to be a
seamless part of
the user journey
Kaldi receives
£0.03 for each
ad viewed on app
Browse
A Kaldi user shops
with Footlocker
and buys a pair of
trainers at a Kaldi
Merchant for £100
Kaldi receives
£0.20 interchange
fee
The user receives £4
into their Kaldi
account
Kaldi receives a
£4 commission
from the Merchant
Kaldi charges a 0.09%
annual management
fee for money
invested
The user has their
discounts moved into
funds and choses to
invest some of their own
funds
1 2 3 4
Advertising revenue from Kaldi brands that
want to boost brand awareness
Interchange fees are received on
all tokenized transactions
Kaldi takes a share of an AUM fee
which keeps our AUM below the fund
providers levels
Spend Save
Commission received is a percentage of the
purchase price from merchants and
reflects the discount offered

15. 3.8 million user base obtainable in the UK
Market penetration of 9% of the total market
Kaldi has a £450m+ obtainable annual revenue opportunity
in the UK in a £34 billion addressable market by pairing a
commission on network merchant discounts with the more
traditional revenue streams of fintech models.
SOM
£454M
SAM
£9.4 Bn
TAM
£34 Bn
Kaldi earns 70% of its revenues from merchant commissions
paid every time someone uses Kaldi with a Kaldi Merchant
Other Revenue Streams
•Interchange Fees
•Asset Management Fees
•Advertising
Kaldi revenue streams: Finding the right market

16. Kaldi’s differentiating economics
Kaldi’s strong customer use case and multiple routes to market (B2B, B2C, B2B2C) keep Customer Acquisition Costs (CAC)
low while innovative revenue streams maximize Customer Lifetime Value (CLV) resulting in best-in-class economics.

User Base0 16,250 155,000 920,000 1,490,000 470,000
The Kaldi Difference

17. Key Milestones
Kaldi comfortably exceeded its
interim raise of £600K and is cleared
to crowd fund in the New Year
£600K INTERIM RAISE
PRE-LAUNCH COMMS
LAUNCH PUSH
USER ACQUISITION
Initial marketing push,
leaning heavily on earned
media.
•Raise awareness of
the savings crisis
•Introduce the brand
and its unique
product benefits.
Build the hype and drive
awareness of the Kaldi brand
and product at launch.
Kick off year 1 activity including always
on press office, performance
advertising and launching advocacy
program.
SEPTEMBER OCTOBER MARCH
2024
NOVEMBER
Kaldi Financial Technology
formed, and initial work begins.
Kaldi completes discovery
phase and received early
merchant feedback.
Kaldi completed initial funding
round and raised 1.1M
oversubscribed by £100K.
20232021 2022
KALDI FOUNDED
MARCH JULY JANUARY JUNE
COMPLETES DISCOVERY
RAISES £1.1M
KALDI ASSEMBLE
The Kaldi team starts
to grow with the hiring
of the first employees.
Kaldi signs its first
merchants onto the
platform.
FIRST MERCHANTS

18. Investment Ask - £635k
PersonnelMarketingLegal and
Regulatory
Backend
Solution Fees
Other
33% 20% 16% 14% 12%
Use of funds:
●Growth of our pre-launch waitlist
●Critical launch team hiring
●Complete app build out and API integrations
●Continued merchant acquisitions

19. Extended deck including strategic positioning/defensibility and consumer
outreach strategy available on request as well as an app demo and financial
model. Business Plan incl exit strategy also available in data room.
CEO [email protected]
07383436478
COO [email protected]
07598827640

£1.7m raised to date including investment from the British Business Bank, SFC Capital and Woodside Holdings plus financial backing from MasterCard.
Powered by Fidelity and Vanguard to offer a radical new embedded savings product to the UK market. Kaldi at launch aims to be one of the largest UK
loyalty networks, already covering 150 high street brands and over 28% of all UK retail spending. Cashback rewards averaging 2.5% to the consumer can
be auto-invested at ‘point of sale’ into a range of low-cost stock market index funds, allowing the younger generation to become investors at a much earlier
age and to learn about investing with ‘free money’ from retail rewards. Kaldi has a simple model and makes more than 70% of its money of a share of
retail-funded cashback.


Intended Features & Benefits:
Free cashback from retailers
No mark up on index funds provided
Link up family accounts
Extra cashback for up to 5 referrals
J-ISA/ISA compatible
Round ups and budgeting tools
In app cash transfers (splitting bills etc).