Edwina Batenin is the founder of Whip Smart Technologies, a UK technology company that’s developing Reserved, a platform designed to help people understand and manage their tax position throughout the year.

Alongside building Whip Smart Technologies, Edwina holds a senior role at Marsh Re. Her career has spanned both the public and private sectors within financial services, including roles at Deutsche Bank, Bloomberg, the Financial Conduct Authority and Oliver Wyman.

She founded Whip Smart Technologies in 2026, with a particular interest in using technology to make complex financial information easier for individuals to understand and use.

Edwina has both a master’s degree in Dynamical Systems Modelling and an undergraduate degree in Engineering Design from the University of Bristol.