401GO
401GO provides cloud-based 401(k) plan administration for small and medium-sized U.S. employers through an in-house GEN-3 platform combining automated compliance, payroll integration, and fiduciary services, distributed via financial advisors, HCM partners, and direct online signup.
- Company typePrivate
- Founded2019
- HeadquartersSandy, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What 401GO does
401GO is a private, venture-backed fintech company headquartered in Sandy, Utah that administers 401(k) retirement plans for small and medium-sized U.S. employers. The company's core product is a fully integrated, in-house "GEN-3" platform that consolidates plan administration, recordkeeping, payroll integration, Form 5500 filing, nondiscrimination testing, and both 3(16) administrative and 3(38) investment fiduciary services — functions that legacy recordkeepers typically stitch together from multiple third-party vendors. Differentiated technology includes a 360° API for real-time payroll connectivity with a True360™ managed-service fallback for legacy payrolls, a guided 15-minute plan setup flow, automated continuous compliance health reports, and a 401Goals™ financial wellness suite with the 401GO Strategy Builder portfolio recommendation tool.
The commercial offering is structured in three transparent pricing tiers (GO-Starter at $25/month plus $4 per participant, GO-Plus at $139/month plus $2–$7 per participant and a $500 setup fee, and GO-Max starting at $99/month plus $9 per participant), with a uniform 0.3% AUM fee across tiers and a separate referral/revenue-share stream from financial advisor and HCM/payroll partners. Go-to-market combines a self-serve online signup flow, a dedicated advisor channel with 1,900+ partners (71% wealth managers), embedded HCM/payroll OEM partnerships (notably isolved and Osaic), and a referral/spiff program for outsourced payroll firms. As of December 2025 the company reported serving over 5,000 customers, 50,000 participants, and more than $1 billion in assets under administration, with CEO-stated year-over-year revenue gains exceeding 150% across multiple periods.
401GO has raised approximately $47 million across three disclosed rounds — a $2 million seed in August 2021 led by Impression Ventures, a $12 million Series A in April 2024 led by Next Frontier Capital (with Rally Ventures, Impression Ventures, and Stout Street Capital), and a $33 million Series B in December 2025 led by Centana Growth Partners with continued participation from existing investors. The Series B capital is earmarked for doubling headcount in 2026, expanding embedded HCM and financial-institution partnerships, and scaling the in-house platform. Distribution is exclusively U.S.-domestic.
401GO firmographics
Firmographics- Name
- 401GO
- Legal name
- 401GO, LLC
- Website
- https://401go.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- 401GO provides cloud-based 401(k) plan administration for small and medium-sized U.S. employers through an in-house GEN-3 platform combining automated compliance, payroll integration, and fiduciary services, distributed via financial advisors, HCM partners, and direct online signup.
- Ownership category
- akta.pro rank
401GO industry classification
Industry- Product category
- Retirement Plan Administration Software
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)
- akta.pro secondary industries
- Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)
Keywords
Where 401GO is headquartered
LocationHeadquarters
- HQ city
- Sandy
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
401GO business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Monthly Plan Subscription Fees: Recurring flat monthly platform fee per plan (e.g., GO-Starter $25/month, GO-Plus $139/month, GO-Max starts at $99/month) billed per plan.
- Per-Participant Fees: Per-participant charges layered on top of monthly platform fees (e.g., GO-Starter $4/participant, GO-Plus $2-$7/participant, GO-Max $9/participant).
- Assets Under Management (AUM) Fee: Ongoing 0.3% AUM fee applied across plan tiers on assets managed through the platform.
- One-Time Plan Setup Fees: Some plan tiers (e.g., GO-Plus) include a $500 setup fee charged once at plan onboarding.
- Financial Advisor Channel and Referral Revenue: Recurring revenue share and referral spiffs/bonuses generated when financial advisors or HCM/payroll partners refer or onboard plans; advisors can structure their own pricing tiers that 401GO invoices on their behalf.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Monthly | GO-Starter: $25/month + $4/participant + 0.3% AUM; targeted at startups and budding small businesses |
| Hybrid | Monthly | GO-Plus: $139/month + $2-$7/participant + 0.3% AUM + $500 setup; aimed at most small businesses |
| Hybrid | Monthly | GO-Max: starts at $99/month + $9/participant + 0.3% AUM; positioned as most savings-effective plan |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
401GO product offering
Product offeringCore offering
401GO administers and recordkeeps 401(k) and other retirement plans for small and medium-sized businesses through a single in-house GEN-3 platform that handles plan setup, payroll integration, compliance testing, Form 5500 filing, and 3(16) administrative and 3(38) investment fiduciary services. The platform is sold via flat monthly subscriptions plus per-participant and AUM fees, with embedded distribution through financial advisors, HCM/payroll partners, and direct self-serve signup.
Product overview
401GO offers a single, fully integrated GEN-3 all-in-one 401(k) platform that owns all of its technology in-house, replacing the fragmented vendor approach of legacy providers. The platform's core offerings are the Small Business 401(k), Solo 401(k), Cash Balance Plan, and IRA products, available through three pricing tiers (GO-Starter, GO-Plus, GO-Max). Built on this foundation are several modular capabilities: the 401Goals™ financial wellness suite (with personalized portfolio recommendations from the 401GO Strategy Builder), the 401GO Mobile App for participant and sponsor access, and the True360™ Managed Service for legacy payroll integrations. The platform combines automated compliance (Form 5500, ADP/ACP/Top-Heavy testing), real-time payroll integration (ADP, Rippling, and other providers via 360° API), 3(16) administrative fiduciary and 3(38) investment management services, and dedicated relationship managers, targeting small to medium-sized businesses, financial advisors, HCM/payroll partners, and sole proprietors.
Differentiator
Problem solved
Functional benefit
Brands
- 401Goals: Embedded suite of free financial wellness tools (retirement calculators, budgeting tools, educational articles, 401GO Strategy Builder) available to all employees on plans on the 401GO platform.
- True360
- isolved 401(k)
Products and services
- Small Business 401(k) 401(k) retirement plan product optimized for small and medium-sized employers, providing 15-minute plan setup, automated compliance, 3(16) administrative fiduciary and 3(38) investment management fiduciary services, Form 5500 preparation, and payroll integration through the 401GO platform.
- Solo 401(k) Retirement savings plan designed for sole proprietors and their spouses, providing a tax-advantaged retirement vehicle for self-employed individuals without access to an employer-sponsored plan.
- Cash Balance Plan Cash balance retirement plan for businesses, providing a hybrid defined-benefit plan structure with predictable employer contributions, administered on the 401GO platform.
- IRA Individual Retirement Account offering providing an additional tax-advantaged retirement savings vehicle beyond 401(k) plans, available through the 401GO platform.
Quantifiable outcome
- 15-minute plan setup vs. industry average of approximately 6 weeks (per Osaic partnership coverage).
- +4 more outcomes
Companies that use 401GO
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
401GO technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
401GO partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, minor and core.
- Osaic Inc.flagshipOsaic Inc., a wealth management firm, announced a strategic partnership with 401GO to provide automated retirement plan management tools to Osaic's financial advisers. The partnership offers 401GO's proprietary tools that can set up retirement plans in 15 minutes compared with the industry average of six weeks, along with a transparent fee structure and scalable solutions for small to midsize businesses.
- isolvedflagship401GO partnered with human capital management technology firm isolved to offer 401(k) plans through isolved's cloud network, with three plan tiers tailored for enterprises, small businesses, and sole proprietors. The offering leverages isolved's existing network of 189,000 employers and 7.7 million employees.
- Mesirowminor401GO partners with Mesirow as a firm that covers investment selection and monitoring (3(38) fiduciary services), complementing 401GO's own in-house 3(16) and 3(38) capabilities.
- ADP and Rippling (payroll integrations)core401GO technology syncs with ADP, Rippling, and other leading payroll providers via real-time API, with True360™ Managed Service as a fallback for smaller payroll platforms that lack API support.
Scale indicators9 records
Recent moves6 records
Expansion highlights7 records
401GO competitors and assessment
Company assessmentDirect peers
- Human Interest: Venture-backed fintech offering 401(k) plans specifically for small and medium-sized businesses, with a similar transparent per-participant pricing model and automated onboarding focus. Directly comparable in target customer, product, and technology-driven challenger positioning.
- Guideline: SMB-focused 401(k) recordkeeper built on a single modern technology platform targeting small businesses, with transparent flat + per-participant pricing and a self-serve onboarding motion. Closely mirrors 401GO's SMB 401(k) thesis and target market.
- Vestwell: Digital retirement platform serving small-to-mid businesses, financial advisors, and state-facilitated retirement programs (auto-IRAs). Highly comparable as an advisor-channel- and SMB-led retirement challenger built on a unified technology stack.
- ForUsAll: SMB 401(k) provider combining recordkeeping with automated compliance testing, 3(16)/3(38) fiduciary coverage, and advisor-friendly tooling. Closely comparable in fiduciary structure, SMB focus, and continuous compliance differentiation.
Broad incumbents
- Fidelity Investments: Largest US 401(k) recordkeeper and a top-tier incumbent retirement services franchise, with deep brand trust, scale advantages, and pricing power across all plan sizes. Sets the competitive baseline against which 401GO's SMB challenger economics must be measured.
- Empower Retirement: Major US defined-contribution recordkeeper (formed from the Great-West/Empower merger and Putnam acquisition) serving a wide range of plan sizes. Comparable as a large-scale retirement recordkeeper whose SMB efforts pressure fintech challengers.
- ADP Retirement Services: Bundles 401(k) recordkeeping with the dominant US payroll platform, providing a one-stop employer distribution channel that competes with 401GO's HCM-embedded partnership strategy. Comparable distribution and product overlap, especially in the SMB segment.
- Paychex Retirement: SMB-focused payroll and HR provider with bundled 401(k) recordkeeping, marketing retirement plans to its existing employer base through a captive sales motion. Comparable as a payroll-anchored incumbent that competes directly for 401GO's SMB employers.
- Charles Schwab Retirement Plan Services: Large 401(k) recordkeeper serving plans of all sizes with a strong brand in investment lineup construction and participant experience. Comparable as a broad incumbent whose mid-market and SMB offerings compete for the same plan-sponsor buyers.
- Principal Financial Group: Diversified retirement and investment management franchise with significant SMB 401(k) and pooled employer plan presence, including a digital platform strategy. Comparable as a broad incumbent increasingly competing through digital and bundled offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
401GO social profiles
Digital presence401GO financial estimates
Financial estimateRevenue estimate
Valuation estimate
401GO leadership team
Management profileNumber of profiles
Profiles6 records
401GO subsidiaries and ownership
Company hierarchySubsidiaries1 record
401GO funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
401GO 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 401GO
What does 401GO do?
401GO administers and recordkeeps 401(k) and other retirement plans for small and medium-sized businesses through a single in-house GEN-3 platform that handles plan setup, payroll integration, compliance testing, Form 5500 filing, and 3(16) administrative and 3(38) investment fiduciary services. The platform is sold via flat monthly subscriptions plus per-participant and AUM fees, with embedded distribution through financial advisors, HCM/payroll partners, and direct self-serve signup.
Is 401GO a public or private company?
401GO is a private company. It is classified as venture growth investor backed and is currently operating.
When was 401GO founded?
401GO was founded in 2019. It employs 101 to 250 people.
Where is 401GO based?
401GO is headquartered in Sandy, United States, in the North America region.
How does 401GO make money?
Five revenue lines are on record. Monthly Plan Subscription Fees are the primary driver. The others are per-Participant Fees, assets Under Management (AUM) Fee, one-Time Plan Setup Fees and financial Advisor Channel and Referral Revenue.
Who are 401GO's main competitors?
Direct peers on record are Human Interest, Guideline, Vestwell and ForUsAll. Broad incumbents are Fidelity Investments, Empower Retirement, ADP Retirement Services, Paychex Retirement, Charles Schwab Retirement Plan Services and Principal Financial Group.
Does 401GO have an API?
Yes. Premium 360° API connectivity for direct real-time communication with payroll providers. The 360° API integration allows 401GO's software to communicate directly with payroll providers in real-time for maximum data integrity. Includes True360™ Managed Service as a fallback for legacy payroll systems that don't support API connectivity, where 401GO's dedicated True360™ team manages data transfer internally to provide a hands-off, seamless experience.
What industry is 401GO in?
401GO's product category is Retirement Plan Administration Software. Its primary akta.pro industry code is FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension), with a secondary code of FSAEAAAD, Retirement & Pension Planning (401(k)/IRA). Its NAICS code is 523940 and its SIC code is 6282.