Addidi founder Anna Sofat has set herself an ambitious and admittedly daunting goal: to help change the culture of wealth for the better.
Here, we chat to Anna about the idea behind the Are You In movement, and what it seeks to achieve.
Anna discusses her desire to change the often negative perception of advice and financial services, and to empower those who work in the sector to take small steps in their working lives to bring about change on a wider scale.
She talks about the conference Addidi held in September to formally launch the movement (you can also read more about the event in this article from Lee Robertson), and some of the ideas discussed.
As Anna says, "this is just the start". She chats through how she is benchmarking the success of the initiative, and her aim to create a "ripple effect" by encouraging 1,000 people to sign up by Christmas.