GamScore is a new startup positioning itself as the first consumer-facing tool to give bettors full visibility over their own gambling health and spending.
The company was founded by a team of industry veterans including racing veteran and chair Josh Apiafi, CEO Phill Adams, responsible gambling expert Mark Potter, and specialists in banking and technology.
The product uses open banking data fed through an AI engine to produce a simple traffic light score, giving users a cross-operator view of their deposits, spending, and budgeting habits.
The concept draws a direct parallel to ClearScore, the financial platform that gave consumers easy access to their credit data, putting control firmly back in the hands of the individual.
GamScore’s founders argue that private financial data belongs to the bettor, not the operator, and that consumers should have greater say over what information is shared and with whom.
In a second phase, roughly three months after the planned UK launch in Q4 2026, users will be able to link their GamScore profile to operator accounts and share selected data to satisfy compliance checks without submitting full bank statements.
CEO Phill Adams said: “There’s never been anything that puts all of this in the hands of the consumer. One of the biggest issues with sending documents is that nobody’s ever been sure where they’re going or what’s been done with them.”
Adams added: “The idea here is to give people a better understanding of their own betting, help create a more sustainable gambling industry, and work out what data they’re actually comfortable sharing with operators.”
The app is priced at £2 per month for consumers, though the founders’ goal is for operators to offer it free as a corporate social responsibility benefit to their customers.
An International Player Safety Index survey conducted between March and April 2026 found that 71% of respondents said players need to take more responsibility for their own safety.
The same survey found that 69% of respondents believed safer customers are more profitable, a finding that GamScore’s team says supports the commercial case for operators backing the platform.
Adams noted: “Operators see this as something that can tick a large social responsibility box. There aren’t many things they can give to customers free of charge and say: use this to help you bet more sustainably.”
The app also includes AI-driven nudges that alert users to changes in their betting behaviour, alongside a feature that flags any activity linked to unlicensed operators.
Educational content covering financial literacy, betting literacy, and safer gambling will also be available within the platform, rounding out its consumer-focused offering.
The founders were keen to distance GamScore from the ongoing UK affordability checks debate, saying earlier media coverage had framed the product too narrowly within that context.
Adams continued: “We can build in the functionality to provide all of this information and data in a better, more streamlined way, in a way that satisfies the compliance needs but gives the consumer a far better understanding of their own usage.”
The company is currently fundraising at angel investor level, with a closed user group testing phase scheduled for July 2026.
