Plum Fintech Ltd is a personal savings assistant that helps users save and invest by analyzing income and expenses. It offers automated savings, investment options, and bill optimization. Services include Easy Access Savings Pockets, Cash ISA, and Stocks and Shares ISA. Plum targets individuals seeking easy financial management. Its unique selling proposition is the Plum Brain, which uses AI to automate savings with customizable rules, making financial planning effortless and accessible. Plum's focus on automation and user control sets it apart in the fintech industry[1][2][4].