In 2017, Aseem Munshi founded Updraft after leading HSBC's UK credit card business and witnessing firsthand how the lending industry trapped consumers in cycles of debt. He recognized that the credit system was designed to keep people paying minimums rather than making real progress, and he set out to build something different. From this insight, Updraft was born - a company that would help people break free from credit card debt and move forward with confidence.
Today, Updraft has grown to serve over 850,000 users who have collectively swapped £500 million of costly credit card debt for smarter, more manageable alternatives. The company has earned recognition as a Technation Future Fifty 2025 company and appeared on the Sifted 100 UK startups list for two consecutive years. With teams across London, Manchester, and India, Updraft continues to build tools that help people take control of their finances, including debt consolidation loans, free credit reports, and AI-led personalized financial planning - all built around the belief that credit should lift you up, not hold you back.