Pie - The Self Assessment App: Company Profile

Background

Company Overview

Pie Money Limited, operating under the brand name Pie, is a UK-based fintech company dedicated to simplifying the tax filing process for self-employed individuals, freelancers, contractors, and small businesses. Founded by Tommy McNally, Pie offers an intuitive mobile application designed to streamline self-assessment tax returns, making them more accessible and less stressful. The company is headquartered in Dublin, Ireland, and primarily serves the UK market.

Mission and Vision

Pie's mission is to empower individuals to take control of their finances by providing a user-friendly platform that simplifies tax management. The company's vision is to revolutionize the tax filing experience, transforming it from a complex and daunting task into a straightforward and even enjoyable process.

Primary Area of Focus

Pie focuses on delivering a comprehensive solution for self-assessment tax returns, integrating real-time tax calculations, smart bookkeeping tools, and direct submissions to HMRC. The platform is tailored to meet the needs of self-employed professionals, freelancers, contractors, and small business owners, addressing the unique challenges they face in managing their tax obligations.

Industry Significance

In the UK, over 12 million individuals are required to complete self-assessment tax returns annually. Traditional methods often involve complex paperwork and manual calculations, leading to errors and missed opportunities for tax relief. Pie's innovative approach leverages technology to simplify this process, positioning the company as a significant player in the fintech sector by enhancing tax compliance and financial literacy among self-employed individuals.

Key Strategic Focus

Core Objectives

Simplification of Tax Filing: Develop a user-friendly platform that demystifies the tax filing process for self-employed individuals.

Real-Time Tax Insights: Provide users with immediate visibility into their tax liabilities and potential refunds.

Comprehensive Financial Management: Integrate bookkeeping tools to assist users in tracking income and expenses efficiently.

Direct HMRC Integration: Enable seamless submission of tax returns directly to HMRC, ensuring compliance and accuracy.

Specific Areas of Specialization

Real-Time Tax Calculations: Offer live updates on tax liabilities and potential refunds as users input financial data.

Smart Bookkeeping Tools: Automate expense categorization and receipt reconciliation to streamline financial record-keeping.

HMRC-Compliant Filing: Ensure all submissions meet HMRC standards, reducing the risk of errors and penalties.

Key Technologies Utilized

Open Banking Integration: Connect securely with users' bank accounts to import transaction data, facilitating accurate expense tracking.

AI-Powered Expense Detection: Utilize machine learning algorithms to automatically categorize expenses and identify potential tax deductions.

Mobile Application Development: Develop a mobile-first platform compatible with iOS devices, providing users with on-the-go access to their financial information.

Primary Markets Targeted

Self-Employed Professionals: Individuals operating as sole traders or freelancers across various industries.

Contractors: Workers engaged in temporary or project-based roles requiring efficient tax management.

Small Business Owners: Entrepreneurs managing small enterprises seeking affordable and effective tax solutions.

Financials and Funding

Funding History

As of December 2025, Pie has not publicly disclosed specific details regarding its funding history, total funds raised, or the identities of its investors. The company has achieved significant growth through organic adoption, with over 50,000 app downloads in its first year and a 500% quarterly user growth rate. Additionally, Pie has been recognized with awards such as the Start-Up Award at the Global FinTech Awards 2025, reflecting strong market validation and investor confidence.

Utilization of Capital

While specific details on the utilization of capital are not publicly available, Pie's rapid growth and market recognition suggest that funds have been allocated towards:

Product Development: Enhancing the app's features, including real-time tax calculations and smart bookkeeping tools.

Marketing and User Acquisition: Implementing strategies to increase brand awareness and expand the user base.

Compliance and Security: Ensuring the platform meets HMRC standards and maintains high levels of data security.

Pipeline Development

Pie's development pipeline focuses on continuous improvement and expansion of its platform to better serve its users. Key areas include:

AI-Powered Features: Integrating advanced machine learning algorithms to enhance expense detection and tax optimization.

Multi-Platform Support: Expanding the app's compatibility to include Android devices, broadening accessibility for users.

International Expansion: Exploring opportunities to adapt the platform for self-assessment tax systems in other countries, starting with the Republic of Ireland.

Technological Platform and Innovation

Proprietary Technologies

Smart Match Feature: An innovative tool that automates the reconciliation of business expenses, simplifying bookkeeping tasks for users.

Real-Time Tax Calculators: Provide immediate insights into tax liabilities and potential refunds as users input financial data.

Significant Scientific Methods

Open Banking Integration: Utilizes secure connections to users' bank accounts to import transaction data, facilitating accurate expense tracking and financial management.

AI-Powered Expense Detection: Employs machine learning algorithms to automatically categorize expenses and identify potential tax deductions, enhancing accuracy and efficiency.

Leadership Team

Tommy McNally – Founder and CEO

Tommy McNally is the founder and CEO of Pie Money Limited. With a background in fintech and a passion for simplifying financial processes, Tommy established Pie to address the complexities faced by self-employed individuals in managing their tax obligations. Under his leadership, Pie has achieved rapid growth and industry recognition, including the Start-Up Award at the Global FinTech Awards 2025.

Competitor Profile

Market Insights and Dynamics

The UK market for self-assessment tax software is experiencing significant growth, driven by the increasing number of self-employed individuals and the shift towards digital solutions. With over 12 million people required to complete self-assessment tax returns annually, the demand for efficient and user-friendly tax management tools is substantial. Pie's innovative approach positions it well to capitalize on this expanding market.

Competitor Analysis

GoSimpleTax: Offers affordable tax return software with a user-friendly interface and automated calculations.

TaxCalc: Provides traditional desktop software with advanced features, including automated calculations and data import capabilities.

QuickBooks Self-Employed: A cloud-based solution that offers expense tracking and invoicing, catering to freelancers and contractors.

Strategic Collaborations and Partnerships

Pie has established partnerships with major UK financial institutions and business tools, creating a comprehensive ecosystem for modern tax and financial management. These collaborations enhance the platform's capabilities and expand its reach within the market.

Operational Insights

Pie differentiates itself through its user-centric design, integrating real-time tax calculations, smart bookkeeping tools, and direct HMRC submissions into a single platform. This comprehensive approach addresses the unique challenges faced by self-employed individuals, setting Pie apart from competitors that may offer fragmented solutions.

Strategic Opportunities and Future Directions

Pie is well-positioned to expand its offerings by integrating AI-powered features, supporting additional platforms, and exploring international markets. The upcoming implementation of Making Tax Digital (MTD) in 2026 presents an opportunity for Pie to further solidify its position as a leading provider of digital tax solutions.