We are Snorkl, an early-stage startup creating an AI-powered assistant to make tackling debt easier through conversation and practical next steps handled by AI. Our mission is to bring financial security to the 20 million UK adults facing or nearing a debt crisis, using Generative AI to break down the barriers of engaging with debts. Our founders bring firsthand experience with the challenges users face in engaging with and tackling debt, both as a qualified debt adviser at Crosslight Advice and through building lending products at FinTech scale-up Salary Finance. These experiences, along with a network of advisers, will shape the project and ensure we're solving real user problems. The project's goal is to generate and validate new ideas for the Snorkl MVP to enhance engagement and user experience, ultimately helping more people address their debts. Snorkl combines the best of digital tools and human support, delivering easy access and shame-free interaction, with AI offering the empathy and guidance of human conversation. We aim to understand: * Key barriers to engaging with debts and creditors * Core personas and variations in debt psychology * Triggers that prompt users to address their debts Project outputs will accelerate investor readiness for a seed round in 2026 by delivering: * An insight report identifying key barriers and pain points in tackling debt * Tested and validated ideas to drive user engagement with Snorkl * Tested and validated ideas to improve the Snorkl user experience, including low-build tests with our MVP The project is highly innovative for the following reasons: 1. **Cutting-Edge Technology:** Developing solutions in the application layer of Generative AI, only possible due to developments within the last few months 2. **Empathetic AI:** Refining the use of AI to bridge the gap between technology and human-like services, developing user-first empathetic solutions . 3. **Addressing a Significant Social Problem:** We're serving 20 million financially vulnerable UK adults who currently face significant barriers to receiving support 4. **Opportunity for innovation in design**: Potential for new methodologies in GenAI, incorporating human-centred-design methodologies, applicable across industries 5. **Commercial Opportunity:** Total addressable market for Snorkl's core services of c.£5bn in the UK with potential to expand into adjacencies and international. 6. **Alignment with Innovate UK Themes:** Intersecting with AI, emerging digital technologies, and health and well-being.