Meet the Updraft Content Team

Why we exist.

Our mission is to help people clear debt and build financial freedom. We provide clear, supportive, and jargon-free paths forward to help our members move from financial setbacks to long-term resilience.

Our Content Principles

Safe & supportive: We never scold, shame, or use “scare tactics”
Thought leadership: We reset expectations in the category by providing better tools and more transparency
Data-driven resilience: We focus on “bounce-back” ability, helping users reclaim their power after financial rough patches.
Standalone compliance: Every guide we publish is designed to be fair, balanced, and clear in its own right.

Aseem Munshi

Updraft Founder & CEO
FCA Registration

Aseem founded Updraft to help people move forward with credit, not stay stuck managing it. He brings over 14 years’ experience across banking and consumer lending, including leading HSBC’s UK credit card and unsecured lending business.

Working with the wider Updraft team, Aseem helps shape a clearer, fairer approach to credit. Under his leadership, Updraft has secured £108m in funding to support responsible growth and help more people take control of credit card debt across the UK.

Kevin Allen

Risk and Lending Strategy Advisor

FCA Registration

Kevin is a seasoned leader dedicated to building fair, transparent, and consumer-centric credit solutions. With over 20 years of experience, including senior roles at Barclays and Plend, he bridges the gap between complex financial data and real-world consumer needs. Kevin ensures that our lending strategies are backed by rigorous standards and a commitment to helping our members build long-term financial resilience.

Cath Ready

Chief Risk and Compliance Officer

FCA Registration

Cath is a high-performing leader with a record of making things happen in the risk and governance space. As a PRINCE2 practitioner with extensive expertise in banking, consumer credit, and insurance, she ensures that every piece of content we produce meets the highest standards of regulatory compliance. Her experience at major institutions like Nationwide and Aviva ensures that our “smart friend” approach is always safe, accurate, and responsible.

Connor Braddy

Marketing Executive & Content Strategist

Connor is the primary architect of our digital content, specialising in a “Pillars and Clusters” strategy that makes financial education accessible and highly visible. Currently studying Marketing and Management with Psychology at the University of Sussex, he ensures our content resonates with user intent and provides a “smart friend” tone of voice. Connor leverages cutting-edge tools to maintain a world-class standard of content quality and technical accuracy.