From Accelerator to Demo Day: Meet Chest, the Pension App for Millennials & Gen Z
As part of the 2025 FinTech Wales Foundry Accelerator, we spoke with Ali Adam, Co‑Founder of Chest, about their vision to tackle the pensions problem for younger generations and what’s ahead as Demo Day draws near on Thursday 9th October.
💬 Q&A with Ali Adam, Co‑Founder of Chest
Q: Ali, tell us about yourself and what Chest does.
I’m Ali Adam, Co‑Founder of Chest. We are building a pension app specifically for Millennials and Gen Z, who we believe are one of the most underserved parts of the market when it comes to long‑term savings. Many young people are unaware of how little their workplace pensions will be worth, or find pensions jargon and setup confusing. Chest is trying to make saving for retirement more accessible through tools like cashback, automated savings, and gamification.
Q: Why focus on Millennials & Gen Z, and what problems are you solving?
There’s a silent pension crisis emerging: high numbers of people are projected to have inadequate incomes in retirement. Young people are especially at risk because of the cost‑of‑living crisis, low awareness of pension schemes, complexity, default contribution rates that are often too low, and the fact that many don’t feel saving seems affordable. Chest wants to change that by making saving easier, more engaging, and more rewarding.
Q: How has your experience been so far in the Foundry accelerator?
It’s been excellent. What’s stood out is how focused the programme is on fintech‑specific challenges (regulation, ecosystem suppliers, financial services mindset). I’ve learned a lot, made many connections, and felt supported by the startup community here — very different from more generic accelerator experiences. It’s helped us sharpen our product, refine our go‑to‑market, and set up for the next stage.
Q: What can people expect from you on Demo Day?
I’m eager to pitch our vision to investors and the broader Welsh fintech ecosystem. It’s a chance to showcase how Chest plans to deliver value, explain what we’ve built, and show the momentum we’ve gained. I’m excited to be on stage, to meet people who believe in solving pensions for younger people, and to start the next phase of growth.
Q: What are the next 6‑12 months for Chest?
We’re in the final stages of building the app. Over the coming month we’ll finish the product and begin beta testing. We also need to secure the right regulatory permissions. Once launched, the focus will shift to acquiring users, gathering feedback, iterating the product, and growing sustainably. Funding will also be needed to scale and support expansion.
Q: Who should know about Chest, and how can people follow your journey or get involved?
Anyone under about 45 should pay attention — especially Millennials and Gen Z, but also anyone who cares about long‑term savings. If you think pensions don’t yet matter to you, think again: small savings now can make a big difference thanks to compound interest and tax relief. You can join our waitlist via our website at joinchest.com, follow us on socials like LinkedIn, TikTok, and Instagram, or reach out directly.
📅 Join Us at Demo Day
Don’t miss Ali and the Chest team — alongside the rest of the FinTech Wales Foundry 2025 cohort — as they pitch live at Demo Day on Thursday 9th October, Wales Millennium Centre, Cardiff.
Register for the livestream here
📽️ Watch the short interview video above
🌐 Follow Chest’s journey at joinchest.com
📲 Stay updated with all things FinTech Wales by following us on LinkedIn and visiting fintechwales.org