Goalsetter
Goalsetter is a Brooklyn-based fintech that delivers AI-driven financial education platforms and white-label family banking infrastructure to K-12 schools, colleges, financial advisors, banks, and credit unions. Founded in 2016, banking services are provided by Webster Bank, N.A., and investment accounts through Goalsetter Advisors, LLC.
- Company typePrivate
- Founded2016
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Goalsetter does
Goalsetter is a Brooklyn-based, private financial technology company founded in 2016 by Tanya Van Court that delivers financial education platforms and family banking infrastructure to institutional buyers. Its core products are Goalsetter Classroom, a standards-aligned K-12 financial literacy curriculum platform integrated with the D2L-Brightspace LMS via LTI/SSO and featuring auto-grading, real-time dashboards, and a teacher-facing AI lesson generator; Moneylingo, a mobile-first gamified learning experience covering earning, saving, spending, investing, credit, and risk, deployed across colleges, financial institutions, and advisors; and the Cashola Prepaid Mastercard, a co-branded kids' debit card that locks spending if a weekly financial literacy quiz is missed. Banking services are provided through Webster Bank, N.A. (Member FDIC) and investment accounts are offered through Goalsetter Advisors, LLC, with self-directed brokerage for adults and custodial accounts for minors.
The company sells through a demo-driven B2B direct-sales motion targeting four verticals — K-12 schools and districts, colleges and universities (including athletic departments via NIL-focused programming), financial advisors and wealth managers, and banks and credit unions — alongside a workplace financial wellness offering for employers. Pricing is quote-based for B2B buyers and subscription-based for the consumer app; the consumer Goalsetter app was discontinued on February 13, 2026, and the company formally pivoted to B2B. Distribution is amplified through white-label and co-branded deployments with financial institutions and through high-profile partnerships with Edward Jones, MassMutual, Mastercard, MSU Federal Credit Union, Stanford, and Mizzou Athletics.
Goalsetter has raised over $31 million in disclosed funding across rounds from 2016 through March 2024, including a $15M Series A in 2021 and a $9.6M Series A extension led by Edward Jones and MassMutual's MM Catalyst Fund. The company operates a multi-vertical content backbone, holds trademarks including "Goalsetter," "Moneylingo," and "Cashola," and is aligned to Jump$tart and CEE financial literacy standards in all 50 U.S. states. As of late 2025, named customers and partners include MSU Federal Credit Union, Solutions Bank, Manasquan Bank, Portsmouth Public Schools, East Baton Rouge Parish Schools, Mizzou Athletics, Stanford student-athletes via Lifetime Cardinal, and Mastercard.
Goalsetter firmographics
Firmographics- Name
- Goalsetter
- Legal name
- Students of Wealth, Inc.
- Website
- https://goalsetter.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goalsetter is a Brooklyn-based fintech that delivers AI-driven financial education platforms and white-label family banking infrastructure to K-12 schools, colleges, financial advisors, banks, and credit unions. Founded in 2016, banking services are provided by Webster Bank, N.A., and investment accounts through Goalsetter Advisors, LLC.
- Ownership category
- akta.pro rank
Goalsetter industry classification
Industry- Product category
- Financial Education Technology
- NAICS
- Finance and Insurance (52)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)
- akta.pro secondary industry
- Personal Finance & Financial Literacy for Students (EDAMAIAH)
Keywords
Where Goalsetter is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Goalsetter business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Consumer subscription (Goalsetter app): $3.95/month recurring subscription after 30-day free trial; debit cards (Cashola Prepaid Mastercard) sold separately from subscription fees.
- School and district licensing: Per-student license or building-rate pricing for access to Goalsetter Classroom and the Goalsetter App, sold via direct sales to K-12 schools, districts, and colleges.
- White-label and co-branded B2B platform for financial institutions: Financial institutions (banks and credit unions) license the Goalsetter family banking platform and co-branded Cashola debit card as a value-added service for account holders, often through sponsorship deals covering schools.
- Financial advisor / wealth manager platform licensing: Advisor-facing plans that bundle the Family Finance Program (Goalsetter app access, monthly educational emails and videos) to help wealth managers engage clients and next-generation heirs.
- Investment account and advisory fees: Goalsetter Advisors brokerage and custodial investment accounts (self-directed), generating potential transaction-based or fee-based revenue.
- Workplace financial wellness licensing: B2B licensing of gamified benefits education (401(k) selection, enrollment) to employers as part of workplace financial wellness programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Goalsetter consumer app subscription |
| Subscription | Annual | Goalsetter Classroom for K-12 schools and districts |
| Subscription | Annual | Moneylingo for Colleges & Universities |
| Subscription | Annual | Financial Advisor plans |
| Other | Annual | Banks & Credit Unions platform licensing |
| Freemium | Pay-as-you-go | Goalsetter Classroom free educator access |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels8 records
Goalsetter product offering
Product offeringCore offering
Goalsetter provides an AI-driven, standards-aligned financial education platform sold primarily to organizations, with four vertical product configurations: K-12 Schools (Goalsetter Classroom), Colleges & Universities (Moneylingo), Financial Advisors (Family Finance Program), and Banks & Credit Unions (white-label/co-branded family banking with Cashola Prepaid Mastercard). The platform delivers interactive lessons, quizzes, games, and dashboards, embedding financial education directly into financial products such as debit cards. Banking services are provided by Webster Bank, N.A. and investment accounts via Goalsetter Advisors, LLC.
Differentiator
Problem solved
Functional benefit
Brands
- Goalsetter Classroom: Standards-aligned, AI-driven financial literacy education platform for K-12 schools, including middle and high school students and teachers, designed to meet state financial literacy mandates.
- Moneylingo
- Goalsetter Advisors
Products and services
- Goalsetter Classroom Standards-aligned K-12 financial literacy curriculum and platform for middle and high schools with interactive videos, quizzes, games, auto-grading, real-time dashboards, AI lesson/assignment generation, and LMS integration. Designed for teachers and school districts needing to meet state financial literacy mandates.
- Moneylingo Mobile-first, game-based financial education experience covering earning, saving, spending, investing, credit, and risk. Deployed for colleges/universities, banks/credit unions, and financial advisors, with a Campus Compe-Tuition sweepstakes feature for colleges.
- Cashola Prepaid Mastercard Co-branded prepaid debit card for kids and teens that requires completion of weekly financial literacy quizzes to unlock spending, with parental controls, weekly budgets, spending notifications, and near real-time money movement. Banking services provided by Webster Bank, N.A., Member FDIC.
- Goalsetter Advisors (Self-Directed Brokerage and Custodial Accounts) Self-directed brokerage accounts for adults and custodial investment accounts for minors (where parents approve their kid's trades), with $1 minimums, fractional shares, ETFs, and individual stocks. Investment advice provided by Goalsetter Advisors, LLC.
Quantifiable outcome
- Average 85% financial mastery score for student learners
- +9 more outcomes
Companies that use Goalsetter
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
Goalsetter technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature8 records
Goalsetter partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core nil / higher-education partner, core collegiate athletics partner, referenceable community bank partner, high-profile impact partner, high-profile celebrity investor and impact partner, critical banking infrastructure partner, core launch partner for credit unions, core affiliated entity and core lms integration partner.
- Lifetime Cardinal Community Fund (Stanford University student-athletes)core nil / higher-education partnerGoalsetter announced a partnership with Lifetime Cardinal Community Fund, a nonprofit supporting Stanford student-athletes, to provide financial literacy curriculum starting in October 2025. The program addresses a gap in which 74% of college athletes report receiving no formal training on managing NIL income, taxes, or budgeting.
- Mizzou Athletics (University of Missouri)core collegiate athletics partnerMizzou Athletics launched a financial education program for student-athletes in partnership with Edward Jones, using Edward Jones' Financial Fitness curriculum, one-on-one financial coaching, and a mobile app through an Edward Jones x Goalsetter partnership, covering budgeting, tax basics, and investing basics.
- Solutions Bankreferenceable community bank partnerFeatured in Independent Banker Magazine's September 2025 issue for offering Goalsetter's gamified financial literacy content as a free service to its account holders, with the bank's representative noting 'People love the games. It's effective with youth.'
- Mastercardhigh-profile impact partnerCo-launched the Mastercard x Goalsetter Financial Freedom Project bootcamp targeting 88 college students at three Atlanta-area HBCUs to improve financial literacy. Participants improved financial literacy scores by an average of 29.4%, with 73% reporting confidence in making investments and 85% feeling comfortable choosing savings products post-course.
- Chris Paul (NBA player and individual investor)high-profile celebrity investor and impact partnerChris Paul partnered with Goalsetter, a Black-woman-owned fintech company founded by Tanya Van Court, to create savings accounts for 1,400 Oakland middle-school students. He is also a Goalsetter individual investor alongside Kevin Durant and others.
- Webster Bank, N.A.critical banking infrastructure partnerWebster Bank, N.A. (Member FDIC) provides the banking services that power Goalsetter's debit cards and accounts. Goalsetter itself is a financial technology company, not a bank; banking services are provided through Webster Bank.
- Reseda Group (MSU Federal Credit Union CUSO)core launch partner for credit unionsReseda Group, the credit union service organization of MSU Federal Credit Union, announced a partnership with Goalsetter to deploy its financial education and banking platform for credit union members. The collaboration includes a $1 million investment by Reseda Group, aimed at attracting and educating the next generation of credit union members, especially Gen Z consumers.
- Manasquan Bankreferenceable community bank partnerManasquan Bank is displayed as a Goalsetter partner bank on the Banks & Credit Unions landing page, offering Goalsetter's family banking experience to its customers.
- Goalsetter Advisors, LLCcore affiliated entityGoalsetter Advisors, LLC is the affiliated entity through which Goalsetter offers self-directed brokerage accounts for adults and custodial accounts for minors (where parents approve their kid's trades). Investment advice is provided by Goalsetter Advisors.
- D2L-Brightspace (Learning Management System)core lms integration partnerGoalsetter Classroom is delivered through the D2L-Brightspace LMS. The Goalsetter product team works with school district tech teams to establish integration via LTI, SSO and Bulk Rostering, or Direct URL access, supporting both synchronous and asynchronous remote or in-person learning.
Scale indicators20 records
Recent moves9 records
Expansion highlights6 records
Goalsetter competitors and assessment
Company assessmentDirect peers
- Next Gen Personal Finance: NGPF is a nonprofit providing free, standards-aligned personal finance curricula, professional development, and resources to K-12 educators. It competes with Goalsetter Classroom in school districts seeking financial literacy content and is often used as a free alternative.
- Copper Banking: Copper (formerly Copper Kids) is a teen banking platform with debit cards and money management education, built to be embedded in or distributed by banks and credit unions. It is a direct competitor in the youth banking + education category Goalsetter serves.
- Greenlight: Greenlight is a kids and teen debit card and financial education platform that combines a prepaid Mastercard with parental controls and learning content. It overlaps directly with Goalsetter's Cashola debit card, Goalsetter app, and family-banking white-label offerings for banks and credit unions.
- EVERFI: EVERFI (owned by Blackbaud) is a K-12 and higher-education digital learning platform that includes a leading financial literacy curriculum sold to school districts. It is the closest direct competitor to Goalsetter Classroom for district-level financial literacy mandates.
- Step: Step is a teen-focused banking and money app offering FDIC-insured accounts, a secured credit card, and financial education tools aimed at Gen Z. It is comparable to Goalsetter's youth debit and education proposition and competes for the same family and bank-partner wallet.
- Foolproof: Foolproof is a consumer financial education provider with school, college, and consumer modules used by financial institutions. It overlaps with Goalsetter's Moneylingo and Goalsetter Classroom offerings for K-12, colleges, and bank/credit-union partners.
- Current: Current is a mobile banking platform with teen and family sub-accounts, early direct deposit, and savings tools. It competes with Goalsetter for community bank and credit-union white-label deployments and for end-customer mindshare among Gen Z families.
Emerging players
- LearnLux: LearnLux is a workplace financial wellness platform offering personalized coaching and education to employees via employers. It overlaps with Goalsetter's workplace financial wellness vertical for 401(k) selection and benefits education.
Broad incumbents
- Dave: Dave is a publicly traded consumer fintech offering banking, advances, and budgeting tools. While not a direct education platform, it operates in the same underbanked and youth-adjacent banking space and competes for similar community-bank and credit-union distribution relationships.
- MoneyLion: MoneyLion is a broader consumer fintech with banking, lending, investing, and financial content offerings. It is a broad incumbent in the personal finance space rather than a niche competitor, with overlapping financial education and youth-account ambitions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Goalsetter social profiles
Digital presenceGoalsetter compliance and trust
Trust signalCompliance2 records
Goalsetter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goalsetter leadership team
Management profileNumber of profiles
Profiles9 records
Goalsetter subsidiaries and ownership
Company hierarchySubsidiaries1 record
Goalsetter funding detail
Funding detailFunding overview
Funding rounds9 records
Investors29 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goalsetter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goalsetter
What does Goalsetter do?
Goalsetter provides an AI-driven, standards-aligned financial education platform sold primarily to organizations, with four vertical product configurations: K-12 Schools (Goalsetter Classroom), Colleges & Universities (Moneylingo), Financial Advisors (Family Finance Program), and Banks & Credit Unions (white-label/co-branded family banking with Cashola Prepaid Mastercard). The platform delivers interactive lessons, quizzes, games, and dashboards, embedding financial education directly into financial products such as debit cards. Banking services are provided by Webster Bank, N.A. and investment accounts via Goalsetter Advisors, LLC.
Is Goalsetter a public or private company?
Goalsetter is a private company. It is classified as venture growth investor backed and is currently operating.
When was Goalsetter founded?
Goalsetter was founded in 2016. It employs 1 to 10 people.
Where is Goalsetter based?
Goalsetter is headquartered in Brooklyn, United States, in the North America region.
How does Goalsetter make money?
Six revenue lines are on record. Consumer subscription (Goalsetter app) is the primary driver. The others are school and district licensing, white-label and co-branded B2B platform for financial institutions, financial advisor / wealth manager platform licensing, investment account and advisory fees and workplace financial wellness licensing.
Who are Goalsetter's main competitors?
Direct peers on record are Next Gen Personal Finance, Copper Banking, Greenlight, EVERFI, Step, Foolproof and Current. LearnLux is listed as an emerging player. Broad incumbents are Dave and MoneyLion.
Does Goalsetter have an API?
No public API is recorded for Goalsetter.
What industry is Goalsetter in?
Goalsetter's product category is Financial Education Technology. Its primary akta.pro industry code is EDAAAJAN, Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors), with a secondary code of EDAMAIAH, Personal Finance & Financial Literacy for Students. Its NAICS code is 52 and its SIC code is 6282.