Female-Founded Investment Ready Programme Alumnus Case Study

About 'Good With'

Good With is a financial behavioural analytics company dedicated to improving financial wellbeing.

Through its innovative use of psychometric and open banking data, Good With provides lenders with deeper insights to make more inclusive and accurate credit decisions, while offering consumers tools and education to build financial resilience. The company’s pioneering solution is the Readiness Score™, an assessment tool providing lenders with a more accurate, human-centred, and forward-looking view of an individual's financial habits and creditworthiness.

Co-founded by Gabriela Isas and Dr. Ellie Kallis, Good With was established to address a fundamental flaw in the credit industry: millions of people with limited or non-traditional credit histories are deemed "unscorable" or high-risk, locking them out of fair financial products. This includes young people, recent immigrants, gig economy workers, and those who simply haven't built a long credit file.

On 27 October 2025, Good With shared their collaboration with Fair4All Finance, aimed at boosting financial inclusion and unlocking fairer credit for underserved communities. The team believe this initiative will be of great interest to those passionate about making a positive impact in this space.

Investment Ready Programme

In September 2024, Good With joined us on the Investment Ready Programme for Diverse Founders, a free accelerator for early-stage London-based startups looking to fundraise, which we deliver in partnership with Mountside Ventures. The programme is backed by the UK Shared Prosperity Fund (UKSPF) and supported by the Mayor of London.

Over the course of four workshops covering fundraising strategy, value proposition, pitch decks, due diligence, financial modelling, and term sheet support, we help founders get investment ready.

Participants receive one-on-one expert guidance throughout the programme and take part in a final speed networking session that offers warm introductions to investors.

Here's what Gabriela Isas, Co-Founder and CEO of Good With has to say:

"The Investment Ready Programme's ability to put us in the mind of a VC was a game-changer. The Funding London and Mountside Ventures teams offered clear, actionable guidance that demystified new territories and complex market dynamics. We went from navigating the unknown to finishing the programme feeling genuinely ready to engage the world of VC investment."

Fundraising: Good With Secures Investment from Joanna Invests to Revolutionise Access to Fairer Finance

Good With is raising £1.125 million, comprised of grant funding from the Innovation Partnership programme along with Angel and VC investment.

On 3 November 2025, Good With announced it had secured a significant new investment from Joanna Invests. The funding will accelerate the company's mission to disrupt the outdated credit scoring system and promote financial inclusion for the 16.2 million UK adults currently misjudged by traditional lending metrics.

Gabriela Isas, Co-Founder and CEO of Good With says:

“This investment from Joanna Invests is a powerful validation of our mission to build a more equitable financial world.”

“For too long, millions of people have been unfairly penalised by a system that doesn’t understand them. Our Readiness Score™ looks at the whole person, not just a snapshot of their borrowing history. This funding will allow us to scale our platform, expand our team, and partner with more lenders who are ready to embrace a fairer, more intelligent approach to credit assessment.”

Claire, Founder of Joanna Invests says:

“We are thrilled to partner with Gabriela, Ellie, and the entire Good With team. They have identified a critical flaw in the financial system and have built an elegant, powerful solution to fix it. Good With’s technology is not just innovative; it’s essential for creating a lending ecosystem that is both more profitable for lenders and more inclusive for consumers. We are confident they are poised to become the new standard in credit risk analysis.”

Good With is already engaging with a number of forward-thinking lenders and plans to use the new capital to accelerate the onboarding of new partners across the UK.

Get in touch:

Co-Founders: Gabriela Isas & Dr Ellie Kallis

LinkedIn: Good With