About GFY
Go Fund Yourself is the home of trusted content on how to grow wealth and build the life you want
GFY is the go-to home of life and money content, with trust at its foundation. We’re informing and empowering the many to make healthy and realistic choices to grow their wealth and build the life they want.
Our story
Go Fund Yourself (GFY) was founded by Alice in 2015 to spark better conversations around work and money. Initially launched as a book (Go Fund Yourself) and an Instagram account sharing financial news and insights, GFY has since evolved into a thriving community of over 120,000 UK-based adults, all passionate about becoming smarter with their money and building the lives they want.
Today, our core is the GFY community: an online forum where members openly share dilemmas and ask questions.
In 2019, we introduced Financial Confessions—a popular weekly series on Instagram and the website where community members anonymously share financial stories, now reaching hundreds of thousands of readers each week.
Additionally, GFY has earned a reputation as a trusted source for finance and economic news in the UK. Every Monday, we publish The 99, a newsletter featuring four key financial stories, insights, and explainers to help you make informed life decisions.
About Alice, our founder
In addition to running GFY, Alice is often found discussing money matters, frequently appearing on BBC Morning Live or Radio 4. She also writes occasionally for The Times and The Daily Telegraph.
During the first lockdown, Alice launched the successful #regulateBuyNowPayLater campaign, which played a key role in the FCA’s decision to regulate BNPL products.
She advises several consumer fintech companies and also works closely with the Living Wage Foundation. Currently, Alice serves on their latest Steering Group, a team of 12 industry experts tasked with developing the new Living Pension initiative.
