In the UK, many low-income communities have seen the withdrawal of 'mainstream', high-street-based fi nancial service infrastructure from their local areas since the mid to late 1980s, whilst more costly sub-prime lenders have fl ourished, often in their place. There has been a developing search for 'alternative', welfare-oriented rather than profi tdriven solutions to the problem of social and spatial segregation in fi nancial service provision. This paper explores an initiative to create such an alternative, affordable and locally embedded form of personal fi nancial service in a socially disadvantaged urban neighbourhood in the North East of England, Financial Inclusion Newcastle (FIN). This paper refl ects on FIN's successes and failures, the potential limitations of such alternative area-based solutions and the lessons that can be learnt from these, through a focus on three key issues surrounding FIN's demise-the FIN model, its internal functioning and, perhaps most important of all, its relationship with the local community.