Northstar

What Northstar does

Northstar is a B2B2E financial wellness platform that delivers personalized financial guidance to employees as a subsidized employer benefit. Founded in 2017 by Will Peng and headquartered in New York (operating entity: Northstar Advisory a Nayya Company, LLC), the company pairs each employee with a full-time, fiduciary CFP® advisor who does not sell products or earn commissions, providing unlimited 1-on-1 access via chat, phone, and video alongside personalized action plans, budgeting and retirement tools, and a multi-media education library. The platform is differentiated by a no-product-sales advisory model, integration with employer total-rewards data for benefits decision support, and global reach spanning 46 countries with 16+ languages and 300+ currencies.

The underlying technology combines an AI-powered advisor-matching engine, an AI assistant branded Ask Cosmo built on OpenAI and Anthropic models, and financial account aggregation via Plaid. Following its September 2025 acquisition by Nayya Health, Inc., Northstar was repositioned as the wealth side of a combined health-and-wealth benefits platform and is featured inside Nayya's agentic AI solution, SuperAgent. Investment advisory services are delivered through a wholly-owned, SEC-registered subsidiary, Northstar Investment Advisory, LLC.

Northstar monetizes exclusively on a Per Employee Per Month (PEPM) subscription sold to employers, with a sales-led go-to-market that combines direct enterprise engagement with HR/Benefits teams and a dedicated consultant/broker channel. It serves enterprise customers including Zoom, Snap, Workday, ServiceTitan, Marqeta, NerdWallet, and Superhuman, and reports 46% average employee enrollment, 74% engagement, 99% CSAT, and 94% employer retention since founding. The company has raised approximately $40M across seed, Series A, and follow-on rounds from investors including M13, Foundation Capital, Notable Capital, Parade Ventures, Workday Ventures, PayPal Ventures, and Thomson Reuters Ventures, and has been recognized on the Forbes Fintech 50 (2026) and via its parent on the Deloitte Technology Fast 500 (2025).

Name

Northstar

Legal name

Northstar Advisory a Nayya Company, LLC

Website

https://northstarmoney.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Northstar is a B2B2E financial wellness platform that sells PEPM subscriptions to employers, pairing employees with fiduciary CFP® advisors for 1-on-1 guidance, benefits decision support, and AI-powered tools across 46 countries.

Ownership category

akta.pro rank

Product category

Employee Financial Wellness Platform

NAICS

Insurance and Employee Benefit Funds (5251), Health and Welfare Funds (525120)

SIC

Insurance Agents, Brokers & Service (6411), Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYFSAGADAK

Employee Financial Wellness Platforms (Workplace PFM)

Financial & Insurance/Financial Technology (Fintech)/Personal Finance & Financial Wellness (PFM)

SECONDARYFSAEABAF

Retirement Plan Participant Advice & Managed Accounts

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

SECONDARYFSAEABAE

Employer Retirement Plan Advisory (401(k)/Pension)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

SECONDARYBPACAJAG

Compensation, Benefits & Total Rewards Advisory

Business & Public Services/HR, Staffing & Recruitment Services/HR Consulting & Advisory (HR Strategy, Org Design, Change)

Keywords

• Financial wellness benefits
• Employee financial advisory
• Personalized financial planning
• Employer benefits platform
• Retirement planning services

Headquarters

HQ city

West Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Per Employee Per Month (PEPM) Subscription: Northstar's primary revenue comes from employer subscriptions charged on a per-employee-per-month basis. The company explicitly states 'PEPM is our only revenue source.' Employers pay for access to the financial wellness platform and advisor services for their workforce.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Northstar provides an employer-paid financial wellness benefit platform that delivers unlimited 1-on-1 access to full-time CFP® financial advisors via chat, phone, and video, combined with self-service planning tools and a multimedia education library. The platform ingests employer benefits and uses AI-powered matching (including the Ask Cosmo assistant) to generate personalized action plans covering budgeting, debt payoff, retirement planning, and benefits decisions, available across 46 countries. Employers subscribe on a per-employee-per-month (PEPM) basis, which is Northstar's sole revenue source.

Product overview

Northstar is a unified financial wellness platform provided as an employee benefit through employers. The platform combines three core product components: (1) Financial Advisors (CFP®) providing 1-on-1 personalized guidance via chat, phone, and video; (2) Financial Tools for budgeting, savings, and retirement planning; and (3) Financial Education including webinars, articles, and multi-media resources. The platform integrates benefits decision support and global coverage across 46 countries. Northstar also offers an AI-powered assistant called 'Ask Cosmo' for automated support. The company operates as a subsidiary of Nayya Health, Inc., with its SEC-registered investment advisory services provided through Northstar Investment Advisory, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Advisors (CFP®) Unlimited 1-on-1 access to full-time, fiduciary CFP® financial advisors delivered via chat, phone, and video. Provides personalized financial guidance, custom action plans, and holistic advice across budgeting, taxes, debt payoff, retirement, investments, and benefits decisions for employees accessing the service through their employer.
• Financial Tools Self-service planning tools that help employees track progress and take action on financial goals, including budgeting tools, savings targets, and retirement planning, integrated with employer benefits.
• Financial Education Multi-media educational resources developed by Northstar Advisors (CFP®) covering debt payoff, taxes, family planning, investing, emergency savings, home buying, and related topics; delivered through live monthly webinars, articles, FAQs, and pre-recorded videos.
• Ask Cosmo (AI Assistant) An AI-powered conversational assistant that provides automated, on-demand responses to employee financial questions, powered by large language models from OpenAI and Anthropic. AI-generated responses may not always be accurate or constitute financial advice.
• Benefits Decision Support Personalized guidance on employer benefits, helping employees make informed selections during open enrollment and throughout employment by integrating with employer total rewards data to deliver actionable advice.
• Global Financial Wellness Financial wellness support delivered across 46 countries with local or regional financial advisors; localization covers local regulations, cultures, 300+ currencies, and benefits; advisors speak 16+ languages and hold CFP® or local equivalents.

Quantifiable outcome

• 94% of employees reported an increase in financial confidence
• +10 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• PlaidcoreTechnology or IntegrationFinancial data platform used by Northstar to securely access and aggregate users' financial account information (balances, transactions) from connected financial institutions. Users grant Northstar and Plaid the right to access and transmit their financial information.
• OpenAIcoreTechnology or IntegrationAI technology provider enabling certain AI-powered functionality in Northstar's services, including AI advisor features. Northstar partners with OpenAI to power conversational AI capabilities.
• AnthropiccoreTechnology or IntegrationAI safety and research company providing AI technology for Northstar's AI-powered services. Partnership enables enhanced AI functionality while maintaining data privacy commitments.
• NayyaflagshipStrategic or Co-development PartnerNayya acquired Northstar in September 2025 to create a unified platform for employee benefits combining health and wealth AI advisory services. Northstar is now 'a Nayya Company' offering combined financial wellness and health benefits guidance through an agentic AI solution called SuperAgent.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LearnLux: LearnLux is a workplace financial wellness platform offering 1-on-1 advisor access and benefits decision support to employees via employer sponsorship. It is one of Northstar's closest head-to-head competitors in the employer PFM category.
• Origin (formerly known as Origin Financial): Origin is a workplace financial wellness platform that provides personalized financial planning, savings, and investing tools to employees through employer benefits. It competes directly with Northstar on B2B2E distribution and digital-first advisor services.
• Brightside Financial: Brightside is an employer-sponsored financial wellness platform combining AI-driven guidance with human financial planners. It is directly comparable to Northstar in targeting mid-market and enterprise employers with benefits-integrated advice.
• SmartDollar by Ramsey Solutions: SmartDollar is an employer-paid financial wellness program built around budgeting, debt payoff, and retirement content. It competes with Northstar in the workplace PFM category, though with a more education-led rather than advisor-led delivery model.
• Financial Finesse: Financial Finesse provides employer-sponsored financial coaching, education, and planning via CFP® professionals. It competes directly with Northstar on the human-advisor workplace wellness value proposition and enterprise buyer segment.

Broad incumbents

• Edelman Financial Engines: Edelman Financial Engines is one of the largest US workplace financial advice and managed-account providers, bundled with 401(k) plans. It overlaps with Northstar's employer retirement advisory and participant advice offerings but operates at much greater scale.
• Ayco (Goldman Sachs): Ayco, a Goldman Sachs company, delivers workplace financial counseling to corporate employees, especially for equity compensation and executive benefits. It overlaps with Northstar's comp and benefits decision support for enterprise workforces.
• Morgan Stanley at Work: Morgan Stanley at Work provides stock plan administration, financial wellness, and retirement solutions to corporate employers. It is a broad incumbent competitor in the workplace financial wellness category, leveraging Morgan Stanley's wealth management infrastructure.
• Voya Financial (Workplace Solutions): Voya is a large retirement, investment, and employee benefits provider offering financial wellness to employer plan participants. It competes broadly with Northstar on employer-sponsored retirement advice and benefits education.

Others

• Nayya: Nayya is the parent company that acquired Northstar in September 2025 and the operator of the combined SuperAgent health-and-wealth benefits AI platform. Listed as a peer because Nayya's benefits-guidance offering is now intertwined with Northstar's financial wellness product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights1 record

Customer concentration

• Xx.com/northstarmoney
• Facebookfacebook.com/northstarmoney
• LinkedInlinkedin.com/company/northstarmoney

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Northstar