Tim Perkins

After graduating from the University of Leeds in 2000 (with a bit of travel thrown in), I joined a five‑person employee benefits start‑up building software to drag the pensions industry into the 21st century. Over 13 years we grew it to £38m revenue, £8m profit and 250 clients across 13 countries, supporting 500,000 employees. It was fast, flexible and fun. But that was just my warm‑up. In 2013, I co‑founded nudge with the belief that when people understand their money, they're in more control of their lives bringing brighter financial futures for them and their loved ones, and healthier, more resilient organisations. - - - - - - - - - - - - - - - - - - From hire to retire, an employee’s financial life never stands still - markets shift, legislation changes, benefits evolve and life events happen. As a result, employees often make poor financial decisions, or avoid them completely, and when they do, employers pay twice: once through lost productivity driven by financial stress, and again through under‑used benefits. In response, we combine software, data and behavioural science to deliver personalized guidance, when it matters so provide every employee with a financial education experience that understands them, their organization, and their benefits. Our platform is deeply integrated with HRIS and benefits systems, turning fragmented data into a connected experience and giving employers visibility they’ve never had. And when human expertise is needed, we add masterclasses, coaching and hands-on global support, all seamlessly woven into the platform. That’s why our clients see nudge as a true program partner. Why are we different? We have the success we do because we’re: • The most impartial — no product sales; guidance always in employees’ best interests. • The most proactive — support arrives at the moment of need, without searching. • The most personalised — HRIS, benefits and behavioural data drive relevance. • The most localised — deep cultural, financial and benefits expertise worldwide. • The most experienced — over a decade of behavioural data showing what drives action. Looking ahead, we’re building the orchestration layer for the financial wellbeing ecosystem — integrating even more deeply with HCM and benefits platforms, scaling AI‑led personalisation, and delivering a seamless, intelligent experience across the entire employee lifecycle - - - - - - - - - - - - - - - - - - Outside of work, I run (a lot) and have a great wife, 3 superb kiddies and a dog (running companion).