Founder scoops top £5,000 award for ‘sadmin’ startup after Dragon’s Den-style session, hosted by Fintech North


Award-winning bereavement admin service Settld has won high praise from some of the UK’s most senior banking executives following a Dragon’s Den-style pitching session hosted by Fintech North and supported by Lloyds Banking Group.

Settld’s co-founder and CEO Vicky Wilson scooped plaudits and the top prize of £5,000 for creating a free nationwide service which has now helped thousands of families deal with admin – or ‘sadmin’ – following a death.

The ‘Grow with Purpose’ challenge was organised by FinTech North, which was founded in 2016 and designed to showcase innovative start-ups and scale-ups and to promote the startup ecosystem in the north of England.

Joe Roche, Engagement Manager for FinTech North, said: “We are delighted that so many innovative startups took part and each of them had an inspirational story to share about their business and their journey.

“Vicky received a huge share of the votes on the night from the executive group, based on Settld’s purpose and potential to grow and generate returns. She is the winner of the £5,000 prize money. From everyone at Lloyds and FinTech North, many congratulations!”

Sophie Gregory, from Lloyds Banking Group, added: “Vicky truly inspired our group with the Settld story. She had the group hooked from the minute she walked in. Many congratulations and what a win.”

Launched in February 2021, Settld enables members of the public to notify a death to over 950 market leading service providers across the UK, from banks and insurers to energy firms, mobile providers, subscription services, social media platforms and others.

Settld’s online service – which is free to the public – also helps users close, transfer or amend accounts as well as obtaining date of death balances for probate.

Vicky Wilson, co-founder and CEO of Settld, said: “It’s terrifying standing in front of some of the top banking executives in the country and explaining why you’ve swapped your career to launch a startup – especially one in the bereavement services space.

“I’m thrilled and humbled to have won. It’s a testament to the Settld team and to the bereaved customers whom we serve. I hope, in a small way, that we are making their lives easier in times when they need help the most.”

Sunderland headquartered Settld consistently attracts five-star reviews from customers and its free online service is available at