While the properties of the observed Higgs boson agree with the Standard Model predictions, the hierarchy of fermion masses lacks an explanation within the model. In this work, we consider a fresh approach to this problem, involving a different Higgs doublet responsible for each quark mass. We construct a model with a gauged, non-anomalous U(1) family symmetry that fixes which fermion couples to which doublet with an $$ \mathcal{O} $$
O
(1) Yukawa coupling. The hierarchy of masses is generated by the hierarchy of vacuum expectation values of the Higgs fields. The model generically predicts a light, weakly coupled pseudoscalar. We verify that the model satisfies constraints from flavour changing neutral currents, Higgs phenomenology and electroweak precision tests.