7 Octopus has acquired Hatch in a bid to take financial coaching to the mass market. Octopus Group is set to rebrand Hatch Financial Coaching to Octopus Moneycoach as part of the deal, and intends to partner with traditional advice firms to offer financial coaching to workplaces. Octopus Moneycoach will work primarily with employers who offer its services as part of their workplace benefits. It aims to fill the gap between robo-advice and traditional advice by appealing to those who benefit from a human relationship to help make financial decisions, but do not yet have sufficient assets to seek traditional advice.