Freedom is delighted to be recognised as a shortlisted finalist in the City AM Awards 2026 for Innovative Company of the Year

Now in their 17th year, the City AM Awards celebrate the standout individuals and businesses shaping London’s economy, with this category highlighting the businesses driving meaningful innovation in their sector.
 
We’re particularly pleased to be recognised as an innovative breakout UK fintech success story.

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Freedom was born from the idea of simplifying the pensions space for the benefit of both pension providers and their members. Retirement remains one of the least modernised parts of financial services, despite its importance to millions of people and to the institutions that serve them. 
 
Bringing together two of the most important tracks of finance, pensions and banking, wasn’t about reinventing the wheel, but reconfiguring the rails that already exist to make retirement simpler, more flexible and more intuitive.
 
More than £1 billion a day is withdrawn from pensions as retirees move savings into high street bank accounts for easier access and spending. In the process, pension providers often lose assets, engagement and long-term visibility.
 
Freedom is designed to change that, providing bank-like access for retirees under their own brand, while keeping assets invested and compliant within the pension system.
 
This is just the beginning. We are building further platform capabilities, working with more pension providers and expanding our platform to make Retirement-as-a-Service a reality at scale.
 
Thank you to the team at City AM for the commendation and taking an interest in what we are working to deliver with Freedom.