Nous, a household AI agent helping families reduce life admin and save money on their routine spending, has raised £13m of new capital to expand internationally and add new features.
The company says that every minute, another new household puts Nous in charge of making decisions and finding savings on its behalf, with almost 250,000 homes already relying on the tool.
Nous says it now manages an average of £2,765 of annual spending per household, totalling more than £685m across the UK.
The new funding is provided by Heartcore Capital and existing seed investor, Mosaic Ventures. Chalfen Ventures, Joyance Partners and Bain Future Back Ventures also participated.
Nous has also previously secured angel investment from leading founders and entrepreneurs including: Tom Blomfield (GoCardless & Monzo); Brent Hoberman (Founders Factory, lastminute.com, Made.com); Doug Monro, (Adzuna); Richard Moross, (MOO); Andrew Brookes, Angie Ma and Marc Warner, (Faculty.ai); James Meekings, (Funding Circle); Eamon Jubbawy and Husayn Kassai (Onfido); Will Dean (Tough Mudder); and Daniel Hegarty (Habito).
Founded by Greg Marsh – the entrepreneur behind luxury accommodation marketplace onefinestay, which exited to Accor in a $200m deal – Nous has built an AI agent for households that allows normal people with busy lives to offload everyday admin and save money. The Nous agent finds cheaper deals, carries out the work of switching providers, cancels subscriptions, fills out forms, and spots dodgy contract terms or pricey renewal traps.
It also manages family calendars, reminds you of deadlines, finds local tradespeople, and books appointments.
Unlike multipurpose agents that rely on large language models for all tasks – from trivial requests to high-value transactions – Nous works within regulatory requirements, and combines the power of LLMs with rules-based logic for specific and sensitive actions. This allows it to avoid the real risk of hallucinations and serious mistakes that run rampant with more generalised agent tools. As an FCA-registered tool, it’s able to support regulated activities, such as purchasing insurance.
“This isn’t a toy for tech bros,” said CEO Marsh. “The vast majority of our users are women, typically working mums, who have to carry much of the mental load for their household. They want something that works and that they know is safe and reliable.
“The speed at which Nous is being adopted demonstrates its ability to save people huge amounts of money and time. We’re at the start of a profound shift in consumer behaviour enabled by AI. UK households spend £1.7 trillion a year on things they pay for automatically and don’t have time to think about.
“We predict that more than half of that will be managed by agents within the next decade.”
Nous will use the investment to broaden the range of categories its AI agents can manage. It plans to extend its reach to a wider range of regulated activities – including a broader insurance remit and additional financial services – over the coming year.
This will come alongside additional capabilities for managing everyday chores, as well as expand its international footprint.
“We’ve spent the last 18 months building and honing an agent that not only feels magic, but is also one people can actually trust,” said Marsh. “If you are allowing an AI agent to make financial and purchasing decisions on your behalf, you need to know it’s up to the job.
“That’s why Nous is laser focused on its vertical of household spending and admin, and why we take safety and privacy so seriously.”
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Nous says it doesn’t sell customer data or make money through advertising – and therefore isn’t splitting its loyalty between customers and suppliers.
Max Niederhofer, general partner at Heartcore Capital, said: “Personal agents will transform the way we make household purchasing decisions and thus transform the economy in ways that benefit the end consumer.
“We’re deeply excited by the work that Greg and the Nous team are doing at the frontier of personal agents and are thrilled to be backing them as they built a next-gen platform.”
Toby Coppel, general partner at Mosaic Ventures, said: “We backed Nous at seed, and in eighteen months Greg and the team have gone from beta to a quarter of a million households handing over real spending decisions, with a new home joining every minute.
“What stands out isn’t the growth rate alone but what sits behind it: people are trusting an agent to act for them, not just advise them, because it is built to be safe and doesn’t rely on advertising.
“That is the shape we think consumer AI will take, and we’re delighted to back Nous as it moves into more regulated categories and beyond the UK.”