I Agree. Where are all the entrepreneurs doing 'proper' stuff. I don't want another way to connect to a niche group of geeks using a very specific app.

London is the heart of Finance, there must be someone developing advanced trading algorithms or something cool. Perhaps they don't spend their days on twitter advertising their services so much.

we[1] are a fintech startup based in london... There are a couple of others too - Seedrs are based in Shoreditch, MarketInvoice is in W1, but a few of the others are slightly further out (e.g Nutmeg is in Vauxhall from memory, we're in Crouch End.)

Edit: a few I forgot - and I'm surely missing several more - Zopa (W1), Abundance Generation (W12), and of course - Wonga (W1)...

[1] http://www.rplan.co.uk

Amen. Finally. I keep seeing too many "social" ones, they grab all the attention. Where are the others?

Most non social start ups in the UK are outside London in my experience