LONDON, United Kingdom – 10 February 2026.
UK fintech Pie has surpassed 100,000 app downloads, marking a major milestone in the company’s mission to make tax filing simpler, clearer, and more accessible for individuals and small businesses across the UK. The growth reflects rising demand for digital tax tools as more people manage self assessment, side income, and multiple earnings streams.
The milestone comes as HMRC continues to encourage online interaction and digital record-keeping. Users are increasingly choosing app-based tax solutions to replace spreadsheets, paperwork, and last-minute filings with real-time insights and guided submissions.
“Reaching 100,000 downloads shows there is real appetite for tax tools that put people in control,” said Tommy Mcnally, Founder of Pie.
“Tax doesn’t have to be intimidating.Our focus is on clarity, ease of use, and helping people understand what they owe or can claim back because it’s your money. Claim it.”
Growing demand for digital tax tools
Pie’s growth mirrors a broader shift in how UK taxpayers manage compliance. Freelancers, contractors, landlords, and PAYE workers with additional income increasingly rely on mobile-first platforms that provide:
- real-time tax calculations
- clear visibility of liabilities and refunds
- support for multiple income types
- secure, HMRC-aligned submissions
For many users, these features reduce errors and save time during peak filing periods.
Ayesha Khan, a freelance consultant based in Birmingham, said:
“Before using Pie, I was never fully confident I’d done my return correctly. Now I can see my numbers clearly as I go. It’s removed a lot of stress from tax season.”
Building trust through usability
The company attributes its adoption to a product-led approach focused on usability and trust. Rather than positioning tax as a once-a-year task, Pie encourages year-round visibility so users can plan ahead and avoid surprises. The platform’s design prioritises plain-English guidance, transparent calculations, and step-by-step filing flows.
With 100,000 downloads reached, Pie plans to continue investing in features that simplify digital compliance and improve the everyday tax experience for UK taxpayers.
UK taxpayers looking for a simpler way to manage tax can explore Pie
About Pie
Pie Money Limited is a UK-based fintech company making tax simple, stress-free, and accessible.
The Pie app provides real-time tax projections, guided self assessment, and secure, HMRC-aligned submissions for individuals and small businesses. The company’s mission is simple: It’s your money. Claim it.
Media Contact:
Pie Money Limited
help@pie.tax
Summary
Pie has surpassed 100,000 downloads in the UK, signalling growing demand for simple, digital tax tools. The fintech’s app helps users manage self assessment and multiple income types with real-time insights and HMRC-aligned filing, reflecting a wider shift toward mobile-first tax management.
