Nous
Category: AI Agents
Nous is a London-based household AI agent that manages bills and life admin for UK families. It switches energy, broadband and mobile providers, cancels subscriptions, buys insurance and books appointments on users' behalf. Nous was founded in 2021. The company is led by Greg Marsh. Based in London, United Kingdom. Total funding raised: $26M. Latest round: Series A. Key investors include Heartcore Capital, Mosaic Ventures, Chalfen Ventures, Joyance Partners, Bain Future Back Ventures, Tom Blomfield, Brent Hoberman, Marc Warner, Eamon Jubbawy, Daniel Hegarty.
- Founded
- 2021
- Headquarters
- London, United Kingdom
- Total funding
- $26M
Value proposition
Nous takes over the mental load of household admin and saves money by acting on the user's behalf rather than only recommending. It finds cheaper deals and executes provider switches, and it cancels unwanted subscriptions, chases refunds and manages family calendars and tradespeople bookings. The typical household saves £734 a year.
Products and solutions
Household AI agent delivered via WhatsApp and app. Covers bills and contracts (energy, broadband, mobile, car insurance switching), subscription tracking and cancellation, appointments and home care (repairs, servicing, school dates), and purchases and refunds tracking. Free tier plus Premium at £6.99 per household per month.
Unique value
Nous is a specialist vertical agent that makes and executes financial decisions for households, not just recommendations. It is FCA-registered, so it can carry out regulated activities such as buying insurance. It is subscription-funded, with no ads, data sales or provider-commission conflicts. It is a certified B Corp.
Target customer
UK consumer households, especially busy working parents. The company says most users are women, typically working mums who carry the household's mental load.
Industries served
Consumer fintech, household utilities (energy, broadband, mobile), insurance, personal productivity / life admin
Technology advantage
Nous combines LLMs with rules-based logic for sensitive financial actions to avoid hallucination risk. It uses connected bank and email data to identify savings and act within user permissions. It holds a regulatory position as an Appointed Representative of Stubben Edge & Partners (FCA FRN 966668). Scale gives it data and negotiating leverage: nearly 250,000 households and more than £685M ($917M) of annual spend under management.
How they differentiate
Price comparison sites earn money from affiliate fees and provider commissions; Nous uses a pure consumer-subscription model with a neutrality pledge. Unlike general-purpose agents, it is purpose-built for household spending, with FCA registration and deterministic safeguards for financial transactions. It acts autonomously, rather than giving reminders or advice.
Main competitors
Look After My Bills, Emma (budgeting app), Taupia (AI bill comparison/splitting)
Key partnerships
Appointed Representative of Stubben Edge & Partners (FCA-authorised principal), OpenAI-powered assistant launched 2023 (combined with proprietary systems)
Major milestones
2021: founded (UK company 13236360). 2022-02: $9M seed led by Mosaic Ventures with more than 65 angels. 2023-07: launched an OpenAI-powered bills assistant. 2025: exited beta. Became a certified B Corp. 2026-10: $17M Series A led by Heartcore Capital to expand internationally and into regulated insurance and financial services.
Growth metrics
Nearly 250,000 UK households use Nous. Annual household spend under management is more than £685M ($917M); the site counter shows $877M. Average spend managed is £2,765 per household, and typical savings identified are £734. Tens of thousands of households sign up each week, about one new household per minute. Trustpilot rating is 4.7.
Market positioning
Positions itself as the UK's leading household AI agent: a trusted 'household champion' against loyalty penalties and cost-of-living pressure. It targets a £1.7tn UK market of automatic household payments, which it predicts will become largely agent-managed within a decade.
Geographic focus
United Kingdom; international expansion planned with Series A proceeds
Patents and IP
Nous® registered trademark (Nous for your House Limited); no public patents found
About Greg Marsh
Founder & CEO of onefinestay (2009-2016, acquired by AccorHotels in a deal worth more than $200M); ex-Index Ventures technology investment team; taught at Harvard Business School; board roles including Amnesty International; Cambridge University; Harvard Business School MBA (Fulbright Scholar, Ford Scholar).
Latest news about Nous
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Official website: https://www.nous.co