Callum Woodcock and Ollie Thorpe, CEO and Operations Director respectively, are spearheading WineFi, a one-year-old start-up transforming wine investment through a technology-driven and inclusive model. The company recently secured £1.5 million in seed funding, positioning itself as a fresh alternative in the traditionally exclusive fine wine investment market.
WineFi’s platform aims to democratize access to wine as an investment asset, offering transparency and traceability rarely seen in the sector. Investors can monitor the actual physical location and value of their holdings, moving beyond the common model of intangible portfolios stored in bonded warehouses.
The founders bring credible industry connections and expertise: Woodcock’s father-in-law, Mike Paul, is a veteran in the wine trade and deputy chairman at Gusbourne Wines, while Thorpe’s father, Simon Thorpe MW, serves as managing director at Thorman Hunt. Their strong backing includes a 10% investment stake from Coterie Holdings, bolstering WineFi’s credibility in an industry often marred by less reputable operators. Recently, the start-up was named Startup of the Year at the SeedLegals Startup Awards.
Woodcock, whose background is in investment, explains that WineFi emerged from a convergence of personal interest and opportunity. The founders recognized wine’s unique investment appeal, including its historically attractive risk-adjusted returns driven by diminishing supply and low correlation to other asset classes. Moreover, wine investments in the UK benefit from capital gains tax exemption—a feature Woodcock describes as adding “fun” and social appeal to a portfolio.
WineFi distinguishes itself through seamless access and rigorous asset selection. Utilizing an advanced, data-driven approach, the company analyzes extensive market data to evaluate thousands of wines for fair pricing and investment potential. Their proprietary Wine Investment Score (WIS) combines vintage-level market trends, volatility, and pricing history, refined by expert committee review to ensure reliability.
A key innovation is WineFi’s unique syndicate structure that enables investors to co-own diversified wine portfolios starting at just £3,000. For example, a relatively modest investment can grant exposure to a portfolio valued at £300,000, effectively opening fine wine investment to a broader demographic.
This model has attracted a younger, tech-savvy audience accustomed to digital trading and cryptocurrency. Woodcock notes that while many clients appreciate wine, few would spend large sums solely for consumption. Instead, they see value in investing significant amounts with the expectation of returns—backed by data-driven transparency and professional oversight.
While acknowledging inherent market risks, WineFi aims to provide a rigorous, accessible, and enjoyable entry point into fine wine investment, reshaping perceptions and expanding participation in this traditionally elite market.
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