Carry
Carry is a fintech platform offering tax-advantaged retirement accounts (Solo 401k, IRAs) and investment management (equities, crypto, alternatives, automated strategies) for U.S. self-employed individuals and solopreneurs, operating on a tiered $299/$499 annual membership.
- Company typePrivate
- Founded2022
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Carry does
Carry is a financial technology platform that provides tax-advantaged retirement accounts and investment management services targeted at self-employed individuals, freelancers, S-corp owners, and solopreneurs in the United States. The company's flagship offering is the Solo 401k — described as the most powerful retirement account in America for the self-employed — alongside Traditional and Roth IRAs and a taxable brokerage account. Investment capabilities span equities (stocks, ETFs, mutual funds), two managed products (Smart Yield, an automated money market alternative, and Roboadvisor, an automated portfolio manager), and Pro-tier features including cryptocurrency investing within IRAs and alternative assets (real estate, startup equity, private funds) within retirement accounts. Carry also automates complex tax strategies including standard, Backdoor, and Mega Backdoor Roth conversions and is developing Strategy AI, an AI tax agent to surface personalized tax-saving opportunities.
The underlying technology stack combines a self-serve digital onboarding platform (app.carry.com) with a regulated infrastructure layer: brokerage services through DriveWealth (introduced via Global Carry LLC), SDIRA custody through American Estate & Trust, depository services through Grasshopper Bank, and advisory services through SEC-registered Carry Advisors LLC. This vendor architecture lets Carry offer retirement, brokerage, alternatives, and crypto products without holding its own broker-dealer or custodian licenses. The Solo 401k plan document, automated Roth conversion logic, Smart Yield cash allocation engine, and the forthcoming Strategy AI agent represent the proprietary technology layers on top of this regulated infrastructure.
Carry operates a tiered annual membership model with no free tier: Core at $299/year (Solo 401k, IRAs, taxable brokerage, equities, Smart Yield, Roboadvisor) and Pro at $499/year (everything in Core plus crypto-in-IRA and alternative investments). Go-to-market is product-led and self-serve, with content marketing and organic word-of-mouth as primary acquisition channels — the company reached 1,400+ paying customers in 18 months with zero paid marketing spend. The company was founded in 2022, is headquartered in Brooklyn, NY, and operated as a venture-backed independent company (Ankur Nagpal as founder, Nick Rasch as co-founder) before being acquired by Lettuce Financial Labs in April 2026, with $225M+ in AUM transferring as part of the deal; Carry continues to operate as a standalone brand under Lettuce.
Carry firmographics
Firmographics- Name
- Carry
- Legal name
- The Vibes Company Inc.
- Website
- https://carrymoney.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Carry is a fintech platform offering tax-advantaged retirement accounts (Solo 401k, IRAs) and investment management (equities, crypto, alternatives, automated strategies) for U.S. self-employed individuals and solopreneurs, operating on a tiered $299/$499 annual membership.
- Ownership category
- akta.pro rank
Where Carry is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Carry business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Membership Subscriptions: Carry generates revenue through tiered annual membership subscriptions. Core plan at $299/year provides Solo 401k, IRAs, taxable brokerage, and access to managed investments. Pro plan at $499/year adds crypto in IRA and alternative investments. Revenue is recurring on annual basis with no free tier.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Core membership at $299/year covering Solo 401k, IRAs, taxable brokerage, equities, managed investments including Smart Yield and Roboadvisor. |
| Subscription | Annual | Pro membership at $499/year adds crypto and alternative investments to Core features. |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Carry product offering
Product offeringCore offering
Carry is a financial technology platform that provides tax-advantaged retirement accounts (Solo 401k, Traditional and Roth IRAs) and taxable brokerage accounts tailored to self-employed individuals and solopreneurs. Members gain access to equities (stocks, ETFs, mutual funds), managed investment products (Smart Yield and Roboadvisor), alternative assets, crypto in IRAs, and automated tax-saving strategies such as Roth conversions including Mega Backdoor Roth. The service is sold via annual membership subscriptions (Core $299/year, Pro $499/year) on a fully self-serve, direct-to-consumer basis.
Product overview
Carry is a multi-tiered financial technology platform offering retirement and investment services for self-employed individuals and solopreneurs. The platform operates on a tiered membership model (Core at $299/year and Pro at $499/year) built around the flagship Solo 401k product—described as the most powerful retirement account in America—alongside Traditional and Roth IRAs, and Taxable Brokerage accounts. Core features include equity investing (stocks, ETFs, mutual funds), managed investment products (Smart Yield money market alternative and Roboadvisor), and automated tax strategies (Roth conversions including Mega Backdoor). Pro tier adds Crypto investing within IRAs and Alternative assets (real estate, startup equity, private funds) within retirement accounts. The platform also includes an in-development Strategy AI tax agent feature. Carry was acquired by Lettuce Financial Labs in April 2026 and continues as a standalone brand.
Differentiator
Problem solved
Functional benefit
Products and services
- Solo 401k Self-directed retirement account for self-employed individuals with no full-time employees (except spouse). Supports contributions up to $72,000 annually ($80,000 if over 50, $83,250 if 60-63), tax-deductible contributions, Roth options including Mega Backdoor Roth conversions, penalty-free loans from plan balance, and EACA tax credit eligibility up to $1,500 over three years.
- IRAs (Traditional and Roth) Individual Retirement Accounts available in Traditional (pre-tax) and Roth (tax-free) contribution structures for straightforward retirement savings. Self-Directed IRA variant supports crypto and alternative-asset holdings via American Estate & Trust.
- Taxable Brokerage Standard taxable brokerage account that allows flexible investing in equities (stocks, ETFs, mutual funds) outside of tax-advantaged retirement accounts, with brokerage services carried by DriveWealth LLC.
- Smart Yield Automated cash management product that programmatically allocates cash to strategic money market funds designed to help users keep more of what they earn, potentially with zero federal, state, or local taxes. Variable yields subject to change.
- Roboadvisor Automated investment management service that handles portfolio allocation and rebalancing, allowing users to set recurring contributions and investments for hands-off portfolio management, provided under advisory services of Carry Advisors LLC.
- Crypto (in IRA) Cryptocurrency investment access within Traditional or Roth IRAs through Self-Directed IRAs held with American Estate & Trust, providing tax-advantaged exposure to digital assets (Pro membership tier only).
- Alternatives Self-directed alternative-asset investing including real estate, startup equity, and private funds within Solo 401k, Roth IRA, or Traditional IRA. Users source and vet opportunities; Carry provides compliant retirement plan infrastructure to hold them (Pro membership tier only).
- Equities Access to invest in stocks, ETFs, and mutual funds available across Solo 401k, IRA, and taxable brokerage accounts on the Carry platform.
- Core Membership Annual membership at $299/year providing Solo 401k, IRAs, and Taxable Brokerage accounts, access to equities (stocks, ETFs, mutual funds), and managed investments including Smart Yield and Roboadvisor.
- Pro Membership Annual membership at $499/year that includes all Core features plus access to Crypto in Traditional or Roth IRA and Alternative investments within Solo 401k, Roth IRA, or Traditional IRA.
Quantifiable outcome
- Solo 401k can accommodate contributions up to $72,000 annually ($80,000 if over 50, $83,250 if between 60-63)
- +1 more outcomes
Companies that use Carry
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Carry technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
Carry partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship and core.
- Lettuce Financial LabsflagshipLettuce Financial Labs acquired Carry's retirement and investing platform in 2026, expanding its offerings for solopreneurs. The deal includes over $225 million in assets. Carry continues as a standalone brand while integrating into Lettuce's full financial stack for solopreneurs.
- DriveWealth LLCcoreDriveWealth LLC is a FINRA/SIPC member broker-dealer that carries Carry's brokerage accounts. Securities in brokerage accounts are protected by SIPC up to $500,000. IRA plans are offered through DriveWealth.
- American Estate & Trust, Inc. (AET)coreAET is a licensed custodian offering Self-Directed IRAs on the Carry platform. AET administers accounts but does not provide investment advice. Carry Advisors does not manage SDIRAs. Crypto investing is available via SDIRAs held with AET.
- Grasshopper Bank, N.A.coreGrasshopper Bank, N.A. provides banking and depository services for Carry Solo401k accounts, member FDIC. Banking accounts are not advised or managed by Carry Advisors. FDIC insurance applies up to $250,000 per account.
- Carry Advisors LLCcoreSEC-registered investment adviser providing advisory services for discretionary and non-discretionary accounts including Solo 401(k), IRA, and taxable brokerage accounts managed by Carry Advisors. Part of The Vibes Company Inc. family.
- Global Carry LLCcoreFINRA/SIPC member registered broker-dealer that introduces brokerage accounts and is carried by DriveWealth LLC. Does not provide investment advice. Part of The Vibes Company Inc. family.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Carry competitors and assessment
Company assessmentDirect peers
- Betterment: Direct competitor in automated, tax-advantaged investing for individuals; offers IRAs, taxable accounts, and now Solo 401k with automated strategies and managed portfolios — directly overlapping Carry's core Solo 401k and IRA product suite.
- Wealthfront: Direct peer in automated investing with IRAs, taxable brokerage, and automated tax-loss harvesting. Overlaps with Carry's automated Roth conversion and managed investment offerings targeting similar digitally native investors.
- Human Interest: Direct competitor in 401k plans for small business and self-employed. Targets the same Solo 401k customer with bundled retirement and automated administration, competing head-on with Carry's Solo 401k.
- Guideline: Direct peer offering 401k plans for small businesses and self-employed individuals, with automated administration and integrated investing. Competes with Carry for the same Solo 401k and small-business retirement market.
- Rocket Dollar: Direct peer offering self-directed Solo 401k and IRA accounts with alternative asset investing (real estate, crypto, private equity). Closely overlaps Carry's alternatives and crypto in retirement offering.
- Alto: Self-directed IRA platform with alternative investments including crypto and private equity; competes with Carry's SDIRA via AET for the same alternatives-in-retirement use case.
Emerging players
- Facet Wealth: Digital financial planning and wealth management for professionals and business owners; partially overlaps Carry's high-income professional and S-corp segment with a planning-led, advisory model.
- M1 Finance: Retail investing platform with IRAs, taxable accounts, and automated portfolio management; overlaps Carry's equity, ETF, and Roboadvisor offerings for self-directed investors.
- Stash: Subscription-based retail investing and retirement platform with IRAs and automated investing; comparable pricing model and target audience, though less focused on the self-employed niche.
Regional players
- NewRetirement: Retirement planning software for individuals and SMBs, including self-employed retirement strategies; overlaps with Carry's planning and tax strategy content layer but does not custody accounts directly.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Carry social profiles
Digital presenceCarry compliance and trust
Trust signalCompliance4 records
Carry financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carry leadership team
Management profileNumber of profiles
Profiles2 records
Carry funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carry 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 Carry
What does Carry do?
Carry is a financial technology platform that provides tax-advantaged retirement accounts (Solo 401k, Traditional and Roth IRAs) and taxable brokerage accounts tailored to self-employed individuals and solopreneurs. Members gain access to equities (stocks, ETFs, mutual funds), managed investment products (Smart Yield and Roboadvisor), alternative assets, crypto in IRAs, and automated tax-saving strategies such as Roth conversions including Mega Backdoor Roth. The service is sold via annual membership subscriptions (Core $299/year, Pro $499/year) on a fully self-serve, direct-to-consumer basis.
Is Carry a public or private company?
Carry is a private company. It is classified as corporate owned and is currently acquired.
When was Carry founded?
Carry was founded in 2022. It employs 11 to 50 people.
Where is Carry based?
Carry is headquartered in Brooklyn, United States, in the North America region.
How does Carry make money?
One revenue line is on record: membership Subscriptions.
Who are Carry's main competitors?
Direct peers on record are Betterment, Wealthfront, Human Interest, Guideline, Rocket Dollar and Alto. Emerging players are Facet Wealth, M1 Finance and Stash. NewRetirement is listed as a regional player.
Does Carry have an API?
No public API is recorded for Carry.