Spotlight Interview
We have the latest in our series of spotlight interviews. This time with our new member Cash Perks.
- How are you helping to tackle child poverty in London?
Cash Perks is transforming the way hardship funds reach vulnerable families by providing instant, cash-first support. Our innovative payment solution allows councils, housing associations, charities and community organisations to instantly send emergency funds directly via SMS, which can be withdrawn 24/7 for free at thousands of ATMs nationwide without the need for a bank account or card. This ensures families in crisis can access essential financial support quickly and with dignity, reducing the stress and stigma often associated with traditional aid like food parcels or shopping vouchers.
- Tell us something you are excited about?
We’re excited about the growing adoption of Cash Perks by almost 50 organisations of all shapes and sizes across the capital. In London that includes leading councils such as; Barking and Dagenham, Camden, Haringey, RBKC and Lambeth through to diverse frontline charities such; Z2K, Wimbledon Guild, CAB Kensington and Chelsea, North Paddington Food Bank and Solace Women’s Aid.
Hearing the real -life benefit of our service—families getting the immediate support they need without unnecessary delays—is incredibly rewarding. When clients collect their money, we often embed surveys that help measure the impact and gain valuable insights and feedback such as this from someone receiving their funds – “Brilliant experience eternally grateful for the help escaping domestic violence & accessing help to move to a safe home. Really appreciated!”
- Share with our members something positive about your organisation’s achievement or service?
Within the next few weeks, we will reach a huge milestone of disbursing over £10 million of hardship funds directly to struggling families. It’s been an amazing journey from recognising there must be a better way of getting emergency financial support to people – especially those that are unbanked or in vulnerable circumstances to reaching this important landmark. We were also hugely honoured last year to win two awards, recognised by The Big Issue as one of their Changemakers 2024 and as the best Financial Inclusion Innovation at the nation Pay360 Awards.
- What can other network members learn from you or find out more about through you?
Like an increasing number of civil society organisations, we advocate for a cash-first approach to poverty relief, which research shows is the most effective way to support people in crisis. We’re happy to share our experiences with organisations looking to transition to cash-based support, helping them navigate concerns around security, fraud, and administration, while also reducing time and delivery costs and most importantly maximising the impact of their funds through engagement in longer-term holistic support.
- What would most help you achieve your goals?
Greater collaboration! The more organisations that embrace cash-first support, the bigger the impact we can have on tackling poverty. We’d love to connect with more charities, councils, and funders who are interested in partnership. Advocacy for direct cash assistance at policy levels would also help ensure more families receive the support they need in the most effective way possible.
- Why did you join 4in10? What do you enjoy about being part of the 4in10 network?
We joined 4in10 because we share its commitment to addressing child poverty in London. We hope that being part of the network allows us to collaborate with like-minded organisations, learn from others’ experiences, and advocate for systemic change. We love the sense of collective action and the opportunity to share insights on how cash-first solutions can play a key role in reducing financial hardship for families.
To see this or our back catalogue of spotlight interviews please see our blog. |