Uprise
Uprise (Ontrail, Inc.) is a San Francisco fintech that delivers AI-assisted tax filing and financial advisory for US small business owners, sold both via direct subscriptions and embedded into SMB platforms such as Carry, Heard, HoneyBook, and Flychain.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Uprise does
Uprise (legal name Ontrail, Inc.) is a San Francisco-based fintech founded in 2021 that delivers AI-assisted tax and financial advisory services to US small business owners through two channels: direct subscriptions and embedded integrations on SMB platforms. The company originally launched as a Gen Z financial education app and was rated the #1 personal finance app of the year on Product Hunt, but pivoted in 2024 to focus on small business owners whose business and personal finances are intertwined, a segment underserved by traditional advisors who treat the two in silos.
The core technology is a hybrid AI + human advisory platform: AI generates the first draft of personalized financial plans, tax strategies, and product recommendations, which are then refined by Certified Financial Planners™ and licensed tax professionals operating under a fiduciary standard. Investment advisory and securities-related planning are delivered through Uprise Advisers LLC, a wholly owned registered investment adviser subsidiary, while tax preparation in the highest tier is facilitated by unaffiliated third-party accountants. The platform offers white-label or API-based embed options (with public developer documentation) that allow SMB SaaS and fintech partners to launch co-branded advisory services in days.
Uprise monetizes through three direct subscription tiers (Essential at $240/month, Premium at $300/month, Complete at $470/month) billed quarterly, plus lower-priced tiers surfaced through platform partners (e.g., Carry's Essential Planner at $29/month and Plus Planner at $99/month). Named platform partners include Carry (tax-advantaged SMBs), Heard (therapist entrepreneurs), Flychain (healthcare practices), HoneyBook (creative SMBs), and NerdWallet Small Business. Reported partner outcomes include 66%+ revenue-per-user uplift, NPS of 88 in a Heard pilot, $4.9M in additional assets contributed to Carry in year one, and $10,000+ average annual savings for Flychain healthcare entities. The company has raised $4.7M total across a July 2022 pre-seed ($1.4M) and an October 2024 seed ($3.3M led by Blank Ventures).
Uprise firmographics
Firmographics- Name
- Uprise
- Legal name
- Ontrail, Inc.
- Website
- https://uprise.us
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Uprise (Ontrail, Inc.) is a San Francisco fintech that delivers AI-assisted tax filing and financial advisory for US small business owners, sold both via direct subscriptions and embedded into SMB platforms such as Carry, Heard, HoneyBook, and Flychain.
- Ownership category
- akta.pro rank
Uprise industry classification
Industry- Product category
- Embedded Financial Advisory / Wealth Management Software
- NAICS
- Portfolio Management and Investment Advice (52394), Computer Systems Design and Related Services (54151)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Embedded Tax, Accounting & Invoicing Finance (FSAGALAJ)
- akta.pro secondary industry
- Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK)
Keywords
Where Uprise is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Uprise business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Subscription - SMB Direct: Monthly subscription plans for small business owners seeking financial advisory and tax planning services. Plans range from $240-$470/month billed quarterly, with tiered offerings for different complexity levels.
- Platform Partnership / B2B2C: Revenue generated through partnerships with SMB platforms that embed Uprise's services. Partners have been able to increase revenue per user by 66%+ by offering premium advisory tiers to their customers.
- Advisor Tax Services: Tax preparation and filing services for financial advisors who want to offer professional tax support to their clients without hiring in-house teams.
- Partner Platform Premium Tiers: Carry offers Uprise-powered plans at $29/month (Essential Planner) and $99/month (Plus Planner), with revenue shared or attributed through the partnership model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Quarterly | Essential: Proactive tax planning with unlimited advisor support |
| Subscription | Quarterly | Premium: Tax planning plus personal tax filing for sole proprietors |
| Subscription | Quarterly | Complete: Full-service tax planning and filing for entity-level complexity |
| Subscription | Annual | Financial Concierge: Comprehensive support for S Corps and complex business owners |
| Subscription | Monthly | Financial Planning: Ongoing guidance for small and independent businesses |
| Subscription | Annual | Tax Prep and Filing: Individual tax filing for freelancers and single-member LLCs |
| Subscription | Monthly | Carry Essential Planner: Entry-level premium planning tier |
| Subscription | Monthly | Carry Plus Planner: Premium planning tier with video calls |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Uprise product offering
Product offeringCore offering
Uprise delivers embedded tax and financial advisory services for small business owners through a hybrid AI + human CFP model. The platform is sold primarily to SMB SaaS platforms (Carry, Heard, HoneyBook, Flychain) as a white-labeled or API-integrated offering, and directly to small business owners through tiered subscription plans (Essential, Premium, Complete). AI generates the first draft of financial plans, which are then refined by Certified Financial Planners and tax professionals.
Product overview
Uprise is an embedded tax and financial advisory platform that combines AI-powered technology with human expertise from Certified Financial Planners™ and licensed tax professionals. The company operates across two primary channels: (1) Direct-to-business services offered through three subscription tiers (Essential at $240/month, Premium at $300/month, and Complete at $470/month) providing progressive levels of tax planning and filing services; and (2) B2B platform embedding services that allow SMB platforms like Carry, Heard, HoneyBook, and Flychain to embed Uprise's financial advisory into their own products via white-label solutions or APIs. The platform emphasizes that 'AI generates the first draft' which human advisors then refine, creating a hybrid approach to financial planning for small business owners.
Differentiator
Problem solved
Functional benefit
Products and services
- Essential Plan Direct-to-business subscription offering proactive tax planning with unlimited advisor support, including a personalized tax plan, proactive year-round strategy guidance, unlimited async messaging, and unlimited video calls with advisors. Priced at $240/month billed quarterly. For U.S. small business owners.
- Premium Plan Direct-to-business subscription for sole proprietors that adds personal tax filing to the Essential offering: federal and state personal tax filing, Schedule C, W-2s and 1099s support, and quarterly tax estimates. Priced at $300/month billed quarterly. For U.S. small business owners with personal tax filing needs.
- Complete Plan Direct-to-business full-service subscription for entity-level complexity, adding business tax filing (S-Corp, C-Corp, Partnerships), S-corp election handling, support for up to 2 owners, multiple rentals, and K-1s to the Premium tier. Priced at $470/month billed quarterly. For U.S. small business owners with entity structures.
- SMB Platform Embedding Embedded financial advisory offering that enables SMB SaaS and fintech platforms (Carry, Heard, HoneyBook, Flychain, NerdWallet) to launch white-labeled or API-customized tax filing and financial advisory services in days, driving partner revenue per user uplifts of 66%+ and surfacing financial products to users at the right moment. For SMB platform product and partnerships leaders.
- Advisor Tax Services Outsourced tax preparation and planning service for financial advisors and CFP professionals, including personal and business tax filing, quarterly estimate calculations, year-round planning, secure client messaging, a firm-branded client portal, advisor dashboard, and dedicated CPAs and EAs. For independent advisors and RIAs that want to offer tax services without an in-house tax team.
- HoneyBook Tax & Advisory Embedded tax filing and financial planning service for HoneyBook members, powered by Uprise, combining AI-powered insights with human CFP guidance. Includes Financial Concierge at $279/month and Financial Planning at $149/month tiers. For HoneyBook's small business owner user base.
- Flychain Taxes Embedded tax filing and financial planning service powered by Uprise, built for small to mid-sized healthcare providers. Combines tax filing, proactive strategy, and personalized financial planning within Flychain's existing workflows; healthcare practices save an average of $10,000 per entity annually. For Flychain's healthcare practice customers.
Quantifiable outcome
- SMB platform partners increase revenue per user by 66%+
- +3 more outcomes
Companies that use Uprise
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Uprise technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Uprise partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- HoneyBookcoreUprise partners with HoneyBook, the leading AI-powered CRM platform for small business owners, to offer integrated tax filing and financial advisory services. HoneyBook members gain seamless access to Uprise's premium tax filing and financial planning services through HoneyBook Tax & Advisory. The partnership helps HoneyBook members simplify tax filing and make smarter financial decisions throughout their business lifecycle.
- FlychaincoreFlychain launched Flychain Taxes, an integrated tax filing and financial planning service powered by Uprise, aimed at healthcare practices. The service helps practices maximize savings with an average of $10,000 in annual savings per entity. Features include real-time financial estimates and personalized guidance from Certified Financial Planners specializing in healthcare practices.
- CarrycoreCarry partnered with Uprise to add premium financial planning tiers to their platform. Carry launched Essential Planner at $29/month and Plus Planner at $99/month. In the first year, Uprise contributed recommendations for an additional $4.9M in assets to the Carry platform. The partnership enabled Carry to launch white-labeled financial planning services in weeks.
- HeardcoreHeard partnered with Uprise to embed private-branded financial advisory services for their therapist customers. The pilot program achieved an NPS of 88. Heard gained insights into customer needs that contributed directly to their product roadmap, and Uprise helped customers better understand both new advisory services and existing Heard offerings.
- NerdWallet Small BusinesscoreUprise partners with NerdWallet Small Business as one of the key SMB platforms embedding their financial advisory services.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Uprise competitors and assessment
Company assessmentEmerging players
- Facet: Facet offers AI-augmented financial planning for individuals and small business owners, combining CFP expertise with technology. Comparable to Uprise in the AI-plus-human CFP hybrid model and the SMB-owner customer profile.
- Mantl: Mantl provides account-opening and onboarding orchestration for banks and credit unions. Compares to Uprise as an embedded platform enabling SMB and consumer financial services, but specialized in deposit-account onboarding.
Direct peers
- Keeper: Keeper provides AI-powered tax filing and bookkeeping for small businesses, freelancers, and sole proprietors. It directly competes with Uprise's tax-filing tiers and shares the AI-for-small-business-tax positioning.
- Bonsai: Bonsai is an all-in-one business management platform for freelancers and small agencies that includes invoicing, contracts, taxes, and accounting. Comparable in serving the freelancer/SMB segment with integrated business + financial workflow, though Uprise embeds into other platforms rather than owning the workflow.
- Cushion: Cushion offers tax planning, savings automation, and bookkeeping for freelancers and creators. It overlaps with Uprise's freelancer / creator segment and its proactive tax-planning positioning.
- Found: Found is a banking, bookkeeping, and tax platform built for self-employed people and small business owners. It is the most direct U.S. competitor to Uprise's small-business financial advisory and tax offering, with overlapping end-customer (freelancer / SMB owner) and overlapping product surface (banking + tax + financial planning).
- Newfront: Newfront is a modern insurance, benefits, and financial-services brokerage that embeds advisory into SMB and employer workflows. Comparable to Uprise in embedding professional services into SMB platforms and serving similar customer profiles.
- Pinwheel: Pinwheel is an embedded income and payroll data platform powering consumer and SMB financial products inside other apps. Comparable in B2B2C embedded distribution and developer-first integration model, though Uprise is human-augmented advisory while Pinwheel is data infrastructure.
- Atomic: Atomic provides embedded payroll, benefits, and financial-services infrastructure via APIs to platforms serving SMBs and consumers. Comparable to Uprise in B2B2C embedded distribution, though Uprise is opinionated about tax/advice while Atomic is broader infrastructure.
Broad incumbents
- Unit: Unit is a banking-as-a-service platform that powers embedded accounts, cards, and lending for fintech and SaaS companies. Overlaps with Uprise in the embedded-finance-for-platforms category, but at the banking infrastructure layer rather than advisory.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Uprise social profiles
Digital presenceUprise financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uprise leadership team
Management profileNumber of profiles
Profiles10 records
Uprise subsidiaries and ownership
Company hierarchySubsidiaries1 record
Uprise funding detail
Funding detailFunding overview
Funding rounds2 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uprise 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 Uprise
What does Uprise do?
Uprise delivers embedded tax and financial advisory services for small business owners through a hybrid AI + human CFP model. The platform is sold primarily to SMB SaaS platforms (Carry, Heard, HoneyBook, Flychain) as a white-labeled or API-integrated offering, and directly to small business owners through tiered subscription plans (Essential, Premium, Complete). AI generates the first draft of financial plans, which are then refined by Certified Financial Planners and tax professionals.
Is Uprise a public or private company?
Uprise is a private company. It is classified as venture growth investor backed and is currently operating.
When was Uprise founded?
Uprise was founded in 2021. It employs 1 to 10 people.
Where is Uprise based?
Uprise is headquartered in San Francisco, United States, in the North America region.
How does Uprise make money?
Four revenue lines are on record. Subscription - SMB Direct is the primary driver. The others are platform Partnership / B2B2C, advisor Tax Services and partner Platform Premium Tiers.
Who are Uprise's main competitors?
Emerging players on record are Facet and Mantl. Direct peers are Keeper, Bonsai, Cushion, Found, Newfront, Pinwheel and Atomic. Unit is listed as a broad incumbent.
Does Uprise have an API?
Yes. Uprise offers APIs that allow SMB platforms to customize and embed financial advisory services. Partners can use these APIs to integrate Uprise's tax filing and financial planning capabilities into their own platforms. The website mentions 'Or use our APIs to customize' as an integration option alongside white-labeled solutions. Developer documentation is at uprise.us/docs/api.
What industry is Uprise in?
Uprise's product category is Embedded Financial Advisory / Wealth Management Software. Its primary akta.pro industry code is FSAGALAJ, Embedded Tax, Accounting & Invoicing Finance, with a secondary code of FSAGALAK, Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes). Its NAICS code is 52394 and its SIC code is 6282.