Sammie Ellard-King

Up the Gains / Gains App

Sammie Ellard-King is the founder of Up the Gains and co-founder of Gains App, making him one of the UK's most influential voices in personal finance education. After accumulating £24,000 in credit card debt in his twenties, Sammie taught himself personal finance and paid off everything in just 18 months. This experience sparked his mission to help Britain get financially fit.

Since launching Up the Gains in 2021, Sammie has amassed over 510,000 followers across social media, generated 1 Billion+ content views, created the award-winning Money Gains Podcast and been named "Best Money Content Creator" at the 2024 British Bank Awards.

He's now turned founder with his new venture, Gains App, a money-saving app launched this year, which helps life feel less expensive through smart budgeting, gamified savings goals, and instant cashback from 250+ UK retailers. The app launched to a waiting list of 15,000 people in May 2026.