EarnUp
EarnUp is a San Francisco-based fintech that provides AI-powered, paycheck-aligned loan payment automation licensed to U.S. mortgage servicers, lenders, credit unions, and employers via white-label/embedded distribution. The platform has processed 50M+ transactions and $43B in cumulative value across 3M+ consumers using patented scheduling technology.
- Company typePrivate
- Founded2013
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What EarnUp does
EarnUp is a financial technology company that builds an AI-powered loan payment automation platform designed to align consumer debt payments with their pay cycles. The company's proprietary, patented payment scheduling technology breaks large monthly loan obligations into smaller, paycheck-matched contributions, reducing payment shock and delinquency across mortgage, auto, student, and personal loan products. The platform processes payments through ACH and debit card rails via partner banks (nbkc bank and Community Federal Savings Bank) and connects to consumer financial data through Plaid, maintaining a reported 99.7%+ debit success rate across more than 50 million transactions and $43 billion in cumulative transaction value.
The core platform is organized into three integrated solution suites — Smart Tools (Life of Loan Autopay, Financial Health Score, Student Loan Advisor, and the now-divested AI Advisor), Action Automation (Text to Pay, Automated Savings Builder, Automated Debt Paydown, Automated Expense Reduction), and Insights (Real-Time Insights), plus lender-specific modules XLerate and X.ai. EarnUp distributes primarily through a B2B2C white-label/embedded model, licensing its technology to mortgage servicers, lenders, and credit unions (including 4 of the Top 10 U.S. mortgage servicers and 7 of the 25 largest U.S. banks) so that borrowers experience the platform under their lender's brand, with no IT integration required from partners.
Revenue derives from custom enterprise licensing and subscription agreements with financial institutions and employer benefits arrangements, supplemented by transaction-based payment processing fees bundled into B2B contracts. The company is privately held and headquartered in San Francisco, CA. In July 2025, EarnUp sold its AI Advisor assets to BECU (a $29B+ asset credit union), and in February 2026 the company was acquired by Array, an embeddable financial platform, transitioning EarnUp from an independent B2B fintech into a unit within Array's embedded-finance portfolio.
EarnUp firmographics
Firmographics- Name
- EarnUp
- Legal name
- EarnUp Inc.
- Website
- https://earnup.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- EarnUp is a San Francisco-based fintech that provides AI-powered, paycheck-aligned loan payment automation licensed to U.S. mortgage servicers, lenders, credit unions, and employers via white-label/embedded distribution. The platform has processed 50M+ transactions and $43B in cumulative value across 3M+ consumers using patented scheduling technology.
- Ownership category
- akta.pro rank
EarnUp industry classification
Industry- Product category
- Financial Wellness Software
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Activities Related to Credit Intermediation (5223)
- SIC
- Services-Prepackaged Software (7372), Finance Services (6199)
- akta.pro primary industry
- Payouts, Disbursements & Mass Payments Infrastructure (FSAGABAN)
- akta.pro secondary industries
- Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB), Bill Pay, Invoicing & Payables Platforms (BPAMAFAF)
Keywords
Where EarnUp is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
EarnUp business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- B2B Enterprise Licensing / Subscription: EarnUp provides its payment and financial wellness platform to financial institutions (servicers, lenders, credit unions), employers, and unions under enterprise agreements. Financial institutions pay to embed EarnUp's platform as a white-label solution. The platform is offered as a turnkey infrastructure requiring no IT integration from partners. Revenue is derived from licensing fees, platform access fees, and transaction-based pricing bundled into enterprise contracts.
- Transaction-Based Payment Processing: EarnUp generates revenue through payment processing fees charged on automated loan payment transactions executed through its platform. The platform manages loan payment flows including ACH and debit card payments, with each transaction generating fee revenue. This is bundled into B2B enterprise pricing with servicers and lenders.
- Employer Benefits / Financial Wellness Benefits: EarnUp offers financial wellness programs as an employer benefit, allowing employers to provide employees with automated loan payment and savings tools. Employers deploy EarnUp as a workforce benefit, typically structured as a per-employee or per-user subscription fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Enterprise B2B pricing — custom quote-based licensing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
EarnUp product offering
Product offeringCore offering
EarnUp operates an AI-powered Financial Stability Automation Platform that intelligently automates loan debt repayment by aligning borrower payments with pay cycles. The platform delivers three integrated solution suites — Smart Tools (Life of Loan Autopay, AI Advisor, Financial Health Score, Student Loan Advisor), Action Automation (Text to Pay, Automated Savings Builder, Automated Debt Paydown, Automated Expense Reduction), and Insights (Real-Time Insights) — distributed primarily as a white-label embedded solution to mortgage servicers, lenders, credit unions, and employers.
Product overview
EarnUp is a consumer-first financial technology platform that intelligently automates loan debt repayment. The platform provides three integrated solution suites: (1) Smart Tools Suite includes Life of Loan Autopay, AI Advisor, Financial Health Score, and Student Loan Advisor; (2) Action Automation Suite includes Text to Pay, Automated Savings Builder, Automated Debt Paydown, and Automated Expense Reduction; (3) Insights Suite includes Real-Time Insights. Additional products include XLerate for lenders and X.ai for post-close analytics. EarnUp manages over $10 billion in loans, has completed 50 million+ transactions worth $43 billion, and has helped 3 million+ consumers automate savings and debt paydown.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Stability Automation Platform Core AI-powered platform providing financial wellness automation for borrowers, comprising three integrated solution suites (Smart Tools, Action Automation, Insights) deployed for mortgage servicers, lenders, credit unions, and employers.
- Life of Loan Autopay Branded autopay platform that maintains borrower engagement throughout the entire loan lifecycle, reducing First Payment Default (FPD) and Early Payment Default (EPD) risk and supporting recapture/refi cross-sell opportunities for lenders and servicers.
- AI Advisor AI-powered personal finance expert that analyzes real-time banking and credit data to deliver hyper-personalized guidance including budget development, money management tracking, and tailored financial product recommendations for borrowers; AI Advisor technology assets were sold to BECU in 2025.
- Financial Health Score Scientifically developed financial health assessment quiz that enables users to confidentially self-assess and benchmark their financial health across 8 areas in approximately 2 minutes, providing actionable financial wellness guidance.
- Student Loan Advisor Tool that helps borrowers locate open student loans and servicers, assess eligibility and apply for Federal student loan savings plans, generate paydown scenarios, create personalized payment plans, and automate payoff schedules.
- Text to Pay White-label text-based payment solution enabling borrowers to receive payment reminders via SMS and make payments through embedded links using debit cards, Apple Pay, Google Wallet, ACH, or email click to pay.
Quantifiable outcome
- Reduce delinquency by up to 50%
- +7 more outcomes
Companies that use EarnUp
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles4 records
EarnUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability7 records
Feature9 records
EarnUp partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered major and core.
- ArraymajorArray, an embedded finance platform for fintechs and financial institutions, acquired EarnUp in February 2026 as part of its strategy to expand paycheck-aligned payment solutions and home loan payment management capabilities. The acquisition brought EarnUp's payment infrastructure and enterprise relationships into Array's portfolio of embedded financial tools.
- BECUmajorBECU, a leading depository institution with over $29 billion in assets, acquired EarnUp's AI Advisor product, team, and technology in Q1 2025 (announced July 2025). EarnUp Co-Founder Nadim Homsany and select team members joined BECU as part of the transaction. EarnUp used proceeds to accelerate development of its next-generation debt management platform.
- nbkc bankcorenbkc bank serves as EarnUp's partner bank for providing banking, payments, and money transfer services. EarnUp has partnered with nbkc bank to enable its payment scheduling service, with nbkc bank acting as custodian of customer funds and the entity authorized to initiate or execute ACH transactions on behalf of EarnUp users.
- Community Federal Savings Bank (CFSB)coreCommunity Federal Savings Bank (CFSB) serves as an additional partner bank for EarnUp's financial services, providing custodial account services for user funds and enabling ACH payment processing alongside nbkc bank.
- PlaidcoreEarnUp uses Plaid Technologies, Inc. to gather user data from financial institutions. Through Plaid integration, EarnUp accesses and transmits users' personal and financial information from their connected financial institutions to power its payment automation and financial wellness platform.
Scale indicators13 records
Recent moves8 records
Expansion highlights5 records
EarnUp competitors and assessment
Company assessmentDirect peers
- Even Responsible Finance: Even provides paycheck-aligned budgeting, savings, and earned-wage-access tools to enterprise customers and consumers — comparable to EarnUp's paycheck-aligned payment automation and consumer financial wellness positioning.
- Atomic: Atomic provides payroll-linked data and payment infrastructure that fintechs and FIs embed to power direct-deposit switching, paychecks, and lending flows — comparable to EarnUp's payroll-data-anchored, white-label payment infrastructure for FIs.
- DailyPay: DailyPay provides earned-wage-access and paycheck-linked payment infrastructure via a B2B2C model sold to employers and enterprise partners — closely comparable to EarnUp's model of routing paycheck-aligned funds to third parties.
- Pinwheel: Pinwheel is a payroll-data connectivity and infrastructure layer used by lenders, neobanks, and employers — comparable to EarnUp's Plaid-powered, payroll-anchored payment and financial-wellness APIs serving enterprise customers.
- PayActiv: PayActiv is an earned-wage-access and financial-wellness platform distributed through employers and enterprise partners — comparable to EarnUp in targeting paycheck-aligned consumer payments via enterprise sales.
Broad incumbents
- Paymentus: Paymentus is a bill-pay, invoicing, and electronic payment orchestration platform sold to utilities, banks, and government — comparable as enterprise payment infrastructure for collecting consumer pay-ins and disbursing to billers.
- Blend: Blend is a digital mortgage and consumer-banking infrastructure platform serving FIs and lenders — overlapping with EarnUp's mortgage servicer and lender customer base and its embedded, white-label delivery model.
- MoneyLion: MoneyLion is a broader consumer financial-wellness and lending platform offering earned-wage access, credit, and saving tools — broader in scope than EarnUp but overlapping on AI-driven debt management and paycheck-aligned products.
Emerging players
- ZayZoon: ZayZoon offers EWA and financial-wellness tools to employers and SMBs, overlapping with EarnUp's employer-benefits distribution channel and paycheck-aligned value proposition.
- Dave: Dave offers paycheck advances, budgeting, and financial-wellness tools to consumers and via Banking-as-a-Service partners — comparable to EarnUp's consumer-direct paycheck-aligned debt management offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
EarnUp social profiles
Digital presenceEarnUp compliance and trust
Trust signalCompliance4 records
EarnUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
EarnUp leadership team
Management profileNumber of profiles
Profiles9 records
EarnUp funding detail
Funding detailFunding overview
Funding rounds6 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EarnUp 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 EarnUp
What does EarnUp do?
EarnUp operates an AI-powered Financial Stability Automation Platform that intelligently automates loan debt repayment by aligning borrower payments with pay cycles. The platform delivers three integrated solution suites — Smart Tools (Life of Loan Autopay, AI Advisor, Financial Health Score, Student Loan Advisor), Action Automation (Text to Pay, Automated Savings Builder, Automated Debt Paydown, Automated Expense Reduction), and Insights (Real-Time Insights) — distributed primarily as a white-label embedded solution to mortgage servicers, lenders, credit unions, and employers.
Is EarnUp a public or private company?
EarnUp is a private company. It is classified as corporate owned and is currently acquired.
When was EarnUp founded?
EarnUp was founded in 2013. It employs 51 to 100 people.
Where is EarnUp based?
EarnUp is headquartered in San Francisco, United States, in the North America region.
How does EarnUp make money?
Three revenue lines are on record. B2B Enterprise Licensing / Subscription is the primary driver. The others are transaction-Based Payment Processing and employer Benefits / Financial Wellness Benefits.
Who are EarnUp's main competitors?
Direct peers on record are Even Responsible Finance, Atomic, DailyPay, Pinwheel and PayActiv. Broad incumbents are Paymentus, Blend and MoneyLion. Emerging players are ZayZoon and Dave.
Does EarnUp have an API?
Yes. EarnUp provides API access for enterprise services. The API Terms section in the Terms of Use describes API access as the ability to access certain services, account information and features, and execute commands for user accounts. Developers must register and receive credentials (client IDs), and API usage is subject to rate limits set by EarnUp. A sandbox environment is provided with sample data for internal testing purposes. EarnUp uses Plaid Technologies for gathering user data from financial institutions.
What industry is EarnUp in?
EarnUp's product category is Financial Wellness Software. Its primary akta.pro industry code is FSAGABAN, Payouts, Disbursements & Mass Payments Infrastructure, with a secondary code of FSAGALAB, Embedded Payments (Pay-ins, Pay-outs, Wallets). Its NAICS code is 52232 and its SIC code is 7372.