LONDON, UK – 11 August 2025 – Good With Limited, a UK-based financial behaviour analytics company, today announced it has secured a significant new investment from Joanna Invests. The funding will accelerate the company's mission to disrupt the outdated credit scoring system and promote financial inclusion for the 16.2 million UK adults currently misjudged by traditional lending metrics.
Good With, co-founded by female founders Gabriela Isas and Dr. Ellie Kallis, was established to address a fundamental flaw in the credit industry: millions of people with limited or non-traditional credit histories are deemed "unscorable" or high-risk, locking them out of fair financial products. This includes young people, recent immigrants, gig economy workers, and those who simply haven't built a long credit file.
The company’s pioneering solution is the Readiness Score™, an innovative assessment tool that blends artificial intelligence, behavioural psychology, and open banking data. Unlike traditional credit scores that are backward-looking and often incomplete, the Readiness Score™ provides lenders with a more accurate, human-centred, and forward-looking view of an individual's financial habits and creditworthiness.
“This investment from Joanna Invests is a powerful validation of our mission to build a more equitable financial world,” said Gabriela Isas, Co-Founder and CEO of Good With Limited. “For too long, millions of people have been unfairly penalised by a system that doesn’t understand them. Our Readiness Score™ looks at the whole person, not just a snapshot of their borrowing history. This funding will allow us to scale our platform, expand our team, and partner with more lenders who are ready to embrace a fairer, more intelligent approach to credit assessment.”
The investment from Joanna Invests, a European investment platform known for backing female-founded impact companies in Western Europe, highlights the growing demand for ethical and innovative fintech solutions.
“We are thrilled to partner with Gabriela, Ellie, and the entire Good With team,” said Claire, Founding Partner at Joanna Invests. “They have identified a critical flaw in the financial system and have built an elegant, powerful solution to fix it. Good With’s technology is not just innovative; it’s essential for creating a lending ecosystem that is both more profitable for lenders and more inclusive for consumers. We are confident they are poised to become the new standard in credit risk analysis.”
Good With Limited is already engaging with a number of forward-thinking lenders and plans to use the new capital to accelerate the onboarding of new partners across the UK.
