Planswell

Planswell is a financial services company. They specialize in financial planning and advice. Their services include personal financial planning, technology, investment advising, online wealth management, insurance planning, and mortgage financing.

Planswell provides an AI-driven financial planning platform that enables users to build comprehensive financial plans in under three minutes through their mobile phones. The platform optimizes investment contributions, insurance, and debt management by allowing users to complete a brief online questionnaire that generates customized recommendations. The technology helps users tax-optimize contributions to registered accounts, determine appropriate protection levels for disability or life insurance, and presents options for refinancing debt to minimize interest costs. In November 2019, the original company closed, but relaunched in March 2020 as Planswell Corp. with a new business model. The company's platform has created financial plans for over one million households, managing combined assets exceeding a quarter trillion dollars as of March 2024. The platform generates revenue through partnerships with financial advisors and insurance agents who provide additional services to users. In 2023, Planswell made its financial planning software free for advisors, shifting its revenue model to focus on business development tools and advisor partnerships.

Planswell Expands to Three New Countries

How Planswell is marrying AI with human relationships

Five years after Planswell closed, version 2.0 is expanding

Planswell opens up free financial planning tech to advisers

Planswell Drops Fees For Financial Planning Software

Free financial planning - Build your financial plan in 3 minutes

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Free financial plan

Using technology to modernize money management

Wealth Management Platforms

Planswell Brings Free Financial Planning to Singapore, UAE, Panama; Eyes Global Expansion

Planswell provides an AI-driven financial planning platform that enables users to build comprehensive financial plans in under three minutes through their mobile phones. The platform optimizes investment contributions, insurance, and debt management by allowing users to complete a brief online questionnaire that generates customized recommendations. The technology helps users tax-optimize contributions to registered accounts, determine appropriate protection levels for disability or life insurance, and presents options for refinancing debt to minimize interest costs. In November 2019, the original company closed, but relaunched in March 2020 as Planswell Corp. with a new business model. The company's platform has created financial plans for over one million households, managing combined assets exceeding a quarter trillion dollars as of March 2024. The platform generates revenue through partnerships with financial advisors and insurance agents who provide additional services to users. In 2023, Planswell made its financial planning software free for advisors, shifting its revenue model to focus on business development tools and advisor partnerships.
Key customers and partnerships
Planswell has established partnerships with over 8,000 financial advisors and insurance agents across Canada and the US. The company partnered with Assumption Mutual Life Insurance Co. for insurance services. As of March 2024, Planswell expanded internationally through joint ventures and exclusive partnerships with institutions in Singapore, UAE, and Panama. The platform supports multiple languages including English, French, Chinese, Arabic, and Spanish to serve its global user base.

Betterment is an automated investment platform that uses computer algorithms and human expertise to manage personalized investment portfolios. The platform offers various investment options including ETFs, cryptocurrencies, and ESG funds focused on socially responsible investing. As of July 2024, Betterment services approximately 850,000 users and manages over USD 45 billion in assets. The company's core product includes automated portfolio management with features such as tax-loss harvesting, portfolio rebalancing, and dividend reinvesting. Betterment's platform constructs portfolios using diversified ETFs from providers like iShares and Vanguard, with the ability to customize asset allocations based on an investor's risk tolerance and financial goals. In July 2024, Betterment launched the Goldman Sachs Tax-Smart Bonds portfolio, which offers personalized bond ETF allocations based on individual tax situations to generate after-tax yield. The platform charges a 0.25% annual management fee for its digital plan (or USD 4 monthly fee for accounts under USD 20,000) and 0.40% for its premium service. For cryptocurrency investing, Betterment offers four different crypto portfolios with a separate 1% annual fee and 0.15% per trade fee.
Key customers and partnerships
Betterment established a significant partnership with Goldman Sachs Asset Management in July 2024 to launch the Tax-Smart Bonds portfolio, combining Goldman Sachs' bond market expertise with Betterment's automation capabilities. The platform maintains partnerships with brokers like iShares and Vanguard to build its portfolios. In terms of customer base, Betterment primarily serves hands-off investors who want professionally managed portfolios, including both retail investors and those seeking tax-advantaged investment strategies. The platform attracts customers from various industries, including both performance-focused advertisers and brands like Disney, Amazon and Betterment who utilize both its performance solutions and branding offerings.

Betterment

Facet Wealth is a financial planning company that provides personalized financial advice through a subscription-based model. The company connects clients with Certified Financial Planners (CFP) who provide comprehensive financial planning services, including retirement planning, tax strategy, estate planning, debt management, insurance strategy, charitable giving planning, and cash flow analysis. The company's fee structure differs from traditional financial advisors by charging flat annual subscription fees ranging from USD 2,000 to USD 6,000, rather than charging a percentage of assets under management. The service is delivered entirely online through virtual meetings and a digital platform that allows clients to track their goals, communicate with advisors, and monitor their financial progress.
As of 2024, Facet Wealth manages more than USD 961 million in assets across 9,664 accounts. The company utilizes a technology-driven approach, implementing features such as portfolio monitoring, automatic rebalancing, and tax-loss harvesting. For investment management, Facet constructs portfolios using low-cost ETFs covering various asset classes, including emerging markets, asset-backed securities, government bonds, REITs, mortgage bonds, and both large and small-cap US stocks. The company partners with custodians Apex Fintech Solutions and Fidelity to handle client investments, with a minimum investment requirement of USD 500 for managed accounts.
Key customers and partnerships
Facet Wealth primarily serves individuals with assets valued between USD 100,000 to USD 1 million, or those earning more than USD 80,000 annually. Approximately 75% of the company's client base consists of individuals who have never worked with a financial advisor before. The company manages investments for about half of its total client base, while the other half receives financial planning services only.
The company has established partnerships with Apex and Fidelity as custodians for client investments. Additionally, Facet maintains partnerships with various lifestyle brands to provide exclusive perks to its members.

Facet Wealth

Retirable is a retirement peace of mind platform that provides comprehensive retirement planning, investing, and spending services specifically designed for mass-market Americans. The platform offers tailored tech-enabled advisory services and managed investments with a fee structure of 0.75% on the first USD 500,000 of assets under management. The company employs a three-pronged approach to portfolio construction focusing on growth, cash, and stability. Their technology platform combines spending data and healthcare claim information to enable smarter financial planning and investment decisions for clients. As of November 2022, Retirable had built 50,000 retirement plans over two years with a 100% client retention rate. The company's proprietary technology and planning tools are used to create personalized financial strategies, taking into account factors such as home equity, healthcare costs, taxes, Medicare, and Social Security. In February 2024, the platform expanded its service offerings through integration with health insurance solutions.
Key customers and partnerships
Retirable primarily serves the 50 million Americans approaching retirement in the next decade who lack formal retirement plans and typically do not meet the minimum asset requirements for traditional advisory firms. In February 2024, Retirable formed a strategic partnership with eHealth to provide comprehensive support for seniors by combining retirement planning expertise with tailored Medicare and health insurance solutions. The partnership focuses on developing integrated health and wealth assessments, educational resources, and specialized solutions addressing both financial planning and healthcare needs.
A March 2024 joint survey by Retirable and eHealth revealed that 63% of their clients ranked healthcare costs as their primary concern in retirement, followed by running out of money (58%) and inflation (53%).

Retirable

Boldin is a digital-first financial planning platform that provides comprehensive financial planning tools and resources for individuals and enterprise partners. The platform's technology includes a proprietary modeling and AI-driven engine that considers thousands of scenarios, enabling users to perform holistic accumulation and decumulation planning with digital guidance. The platform analyzes users' financial health across more than 20 metrics through its Financial Wellness Dashboard, which grades users' status as excelling, progressing, or vulnerable. The company operates on a subscription-based model, offering a free basic planner service and a premium PlannerPlus subscription for USD 120 annually. Enterprise partners, including wealth managers, banks, and insurance companies, can utilize Boldin's APIs, planner, calculators, and advisor tools to develop white-labeled or co-branded platforms.
As of June 2023, users on the Boldin platform reported 94% more in retirement savings than the national average, with 74% of PlannerPlus users having a 90% or higher chance of retirement success on their baseline plan. The platform manages over USD 300 billion in assets through its direct-to-consumer product. The company rebranded from NewRetirement to Boldin in September 2024.
Key customers and partnerships
Boldin serves over 350,000 individual users directly, with millions more accessing the platform through enterprise partnerships. Notable enterprise clients include Nationwide and RTX, which offer Boldin's planner, calculators, and educational classes to their employees as financial wellness benefits. The company has partnerships with 10-15 RIA firms using the licensed platform and works with several technology-forward RIAs. The platform is also utilized by wealth managers, banks, and insurance companies for white-labeled or co-branded solutions.

Boldin

Farther is a wealth management firm that combines proprietary technology with human expertise to deliver comprehensive financial advisory services. The company's platform automates administrative tasks such as account setup, money transfers, and portfolio rebalancing, enabling advisors to dedicate 90% of their time to client interactions and prospecting - four times more than the industry average. This technology-driven approach helps streamline operations, boost advisor productivity, and accelerate asset growth. The platform integrates with key partner institutions, including custodians and brokerages, to provide a unified view of clients' financial holdings and products. As of October 2024, Farther managed USD 5 billion in assets, reflecting a five-fold increase from the previous year.
The company differentiates itself by offering a business model that eliminates mandatory minimums and non-compete agreements for advisors, allowing them to build client bases aligned with their personal goals. Advisors receive transparent payout structures of up to 75% and equity in the firm. In January 2024, the company expanded its service offerings by integrating estate planning solutions through a partnership with wealth.com, providing comprehensive estate planning tools for high-net-worth clients across all US jurisdictions.
Key customers and partnerships
Farther serves over 5,000 clients through a network of more than 100 wealth managers as of October 2024. The firm has established a strategic partnership with wealth.com to provide estate planning solutions to its high-net-worth clientele. A significant portion of Farther's advisor base includes former professionals from prominent institutions, including Goldman Sachs' Personal Financial Management unit.

Farther

Platforms and services that focus on helping individuals plan for retirement through digital tools, calculators, and personalized guidance. These solutions typically offer retirement income planning, Social Security optimization, and drawdown strategies directly to consumers.

Platforms that combine technology and human expertise to provide comprehensive financial planning services across multiple aspects of a client's financial life, including investments, retirement, and tax planning.

Digital platforms that help consumers by simplifying the process of researching, comparing, and purchasing annuity products.

Digital solutions that modernize the estate planning process by providing online tools for creating, managing, and storing essential legal documents such as wills, trusts, and powers of attorney. Platforms in this segment are available directly to consumers as well as to advisors and employers who offer estate planning services to clients and employees.

Software solutions and tools designed for financial advisors to enhance their practice, improve client service, and streamline planning processes. These platforms typically include features for tax planning, retirement modeling, risk analysis, and client presentation tools.

Platforms that provide businesses with modern, digital-first retirement benefit solutions, including 401(k) plans, pension management, and related services. These solutions typically focus on simplifying administration, reducing costs, and improving the employee experience with retirement benefits.

Planswell

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