For too long, building wealth has felt like something reserved for finance bros in their distinctive uniform of gilets, loafers and signet rings.
With Plum, that’s changing.
Plum is launching the Finance Bro Gilet Amnesty to show that wealth building is no longer just for the few. With Plum Plan, everyone can get clearer, more practical guidance for big life goals like buying a first home or planning for retirement.
Join the wealth-building revolution for the many, not the few.
T&C's apply. Plum Plan is free, but some suggested products and features may require a paid subscription. This product provides financial insights for informational purposes only and is not financial, investment, or tax advice. Guidance is based upon information you provide. Always review your accounts, automations and exercise judgment when making financial decisions. Tax treatment depends on your personal circumstances. Some of the products suggested may be investments, so your capital is at risk. Always do your own research before investing.
These old money stereotypes are still holding people back. For too many people, getting the right information and guidance to build their money is intimidating, expensive or inaccessible.
91% of people in the UK have never had personal financial advice.
It’s time to change that.
Check out our findings below from consumer research conducted by Opinium for Plum (2,000 adults aged 18+) in April 2026.
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Gilets for the many, not for the few
For decades, the gilet has been the unofficial uniform of a certain kind of investor: confident, connected and already in the know.
Now Plum is asking finance bros to hand theirs in, because they’re not the only ones with the power anymore.
The Finance Bro Gilet Amnesty is a symbolic send off for the old world of wealth building, where financial knowledge felt gatekept and investing felt like a private members’ club.
In its place, everyday people can pick up a Plum gilet of their own — because with an AI-powered Plum Plan, that wealth building knowledge is accessible to all.
Oh, and did we mention getting a Plum Plan is free? Take that finance bros.
It’s financial guidance the way it should have always been. Grab a gilet, get a Plum Plan, sorted.
Everyone in-vests now.
No finance bros, just real stories.
Plum customer Olga Demi, 38, has managed to turn £5,000 into £18,000 in three years - by investing just £150 a month in a stocks and shares scheme.
Olga said: “I shifted my mindset from trying to look wealthy to focusing on actually building wealth and the change in my financial situation has been incredible."
"I have used Plum Plan to chat about my pension - how much do I need, what do I do, do I put it in the investments or do I put it in a specific pension plan? With AI, your question can be as silly as you want it to be. You don't have that judgment or stigma when asking questions.”
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Build wealth like a pro with a Plum Plan
Designed to help you make progress towards major life goals like retirement and buying a home, or smaller things like a holiday. Plum Plan helps to democratise finance for the 91% of people who have never had financial advice, by bringing together AI-powered guidance, automation and Plum’s wide range of financial products.
Let’s create a future where financial confidence is the norm, not the exception.
With Plum, you can get an AI-powered plan for all your money goals, take practical steps in the app, and start making your money work harder.
T&C's apply. Plum Plan is free, but some suggested products and features may require a paid subscription. This product provides financial insights for informational purposes only and is not financial, investment, or tax advice. Guidance is based upon information you provide. Always review your accounts, automations and exercise judgment when making financial decisions. Tax treatment depends on your personal circumstances. Some of the products suggested may be investments, so your capital is at risk. Always do your own research before investing.
Create your Plum Plan, deposit or invest £1 or more, and we’ll add a £5 welcome bonus. T&Cs apply.
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