FinProxy Wins First Prize at the Amazon Innovation Excellence Awards

FinProxy is proud to announce that it has been awarded first place and £50,000 at the Amazon Innovation Excellence Awards, held this week at Amazon’s UK headquarters in London. The event marked the culmination of the Amazon Innovation Accelerator, a programme supporting 400 of the UK’s most forward-thinking small businesses, charities, and not-for-profit organisations in leveraging advanced technologies to drive growth and deliver social impact.

Recognised for Innovation in Power of Attorney

FinProxy received the top award for its ground-breaking approach to transforming the administration of Power of Attorney through the use of Open Banking and AI. The platform enables adults to retain financial independence for longer, while receiving secure, flexible support from trusted individuals.

FinProxy’s solution was developed by combining lived experience of supporting a loved one through diminishing financial autonomy with extensive professional expertise across financial services, product development, and technology delivery.

During the ceremony, the award was presented by John Boumphrey, VP UK & Ireland at Amazon, and Martin McTague OBE, National Chair of the Federation of Small Businesses (FSB).

Catalysing the Next Phase of Growth

This award provides more than financial support; it represents a significant validation of FinProxy’s mission and its potential to create meaningful impact at scale. The funding will accelerate product development, investment readiness, and go-to-market plans direct to consumer, and through affiliate partnerships.

FinProxy is preparing for launch in the coming months, with the aim of empowering the 9.3 million individuals in the UK who currently have a registered Power of Attorney. By providing clear financial oversight, secure technology, and intuitive support tools, FinProxy seeks to ensure that no family is left navigating financial decisions without guidance.

Looking Ahead

FinProxy remains committed to improving financial wellbeing, independence, and dignity for individuals experiencing cognitive decline or reduced capacity. This recognition from Amazon marks an important milestone in advancing that mission, and the team looks forward to sharing further developments soon.