BrightPlan
BrightPlan is an AI-driven, B2B2C financial well-being platform that partners with global enterprise employers to provide patented AI coaching, CEFEX-certified digital planning, certified human advisors, and engagement programs to 9.2M+ employees across 50+ countries.
- Company typePrivate
- Founded2016
- HeadquartersBoca Raton, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What BrightPlan does
BrightPlan is an AI-driven financial well-being platform sold primarily on a B2B2C basis to enterprise employers, who sponsor access as an employee benefit. The company is headquartered in Boca Raton, Florida, operates under parent BrightPlan Group, Inc. with operating subsidiary BrightPlan LLC (a Delaware LLC and SEC-registered investment adviser), and maintains EU and UK GDPR representative offices in Dublin and Brighton to support a footprint spanning more than 50 countries. As of March 2026, BrightPlan serves more than 9.2 million employees with $7.6 billion in assets under advisement and reported 41% year-over-year recurring revenue growth.
The platform combines four integrated components: a patented AI Financial Wellness Coach for instant personalized guidance, a CEFEX-certified mobile-first digital platform (notably the first digital advisor certified to act solely in employees' best interests), unlimited access to salaried certified financial advisors in over 50 countries, and structured employee engagement programs (including persona-based cohorts for Military, DEIB, GenZ, and Executive Concierge audiences). The underlying technology integrates employer-specific benefits (401k, HSA, ESPP, RSUs) into financial guidance and meets enterprise-grade security and compliance requirements including SOC 2 Type II, ISO 27001/27017/27018, NIST, and GDPR/UK GDPR. BrightPlan also offers SEC-registered non-discretionary investment advisory services for U.S. residents under a separate Investment Advisory Agreement.
The business model is anchored on enterprise subscription contracts with annual billing, with employers paying a negotiated per-employee fee in advance on behalf of enrolled employees. Direct-to-consumer continuation subscriptions are available at up to $20 per month for employees who leave a sponsoring employer. Distribution combines direct enterprise field sales with a layered channel partner ecosystem spanning retirement plan TPAs, benefits consultants and insurance brokers, RIAs/wealth firms, HCM/HR technology providers, and wellness solution providers, including a PEO partnership with TriNet extending reach to SMB clients. The company has raised disclosed funding of approximately $21.6 million across rounds in 2016, 2017, 2021, and 2024, with an undisclosed round led by Riverside Acceleration Capital in March 2026.
BrightPlan firmographics
Firmographics- Name
- BrightPlan
- Legal name
- BrightPlan LLC
- Website
- https://brightplan.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- BrightPlan is an AI-driven, B2B2C financial well-being platform that partners with global enterprise employers to provide patented AI coaching, CEFEX-certified digital planning, certified human advisors, and engagement programs to 9.2M+ employees across 50+ countries.
- Ownership category
- akta.pro rank
BrightPlan industry classification
Industry- Product category
- Employee Financial Wellness Platform
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Employee Financial Wellness Platforms (Workplace PFM) (FSAGADAK)
- akta.pro secondary industries
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE), Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH), Net Worth & Personal Balance Sheet Tracking (FSAGADAF)
Keywords
Where BrightPlan is headquartered
LocationHeadquarters
- HQ city
- Boca Raton
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
BrightPlan business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Employer-Sponsored Subscription (B2B2C): BrightPlan works with employers to offer Financial Wellness programs under which employers pay, in advance, some or all of a negotiated per-employee subscription fee on behalf of their employees. This is the primary revenue stream, positioned as an employee benefit. The employer-negotiated fee covers the full suite of AI coaching, digital platform access, and advisor consultations for enrolled employees.
- Individual Direct Subscription: In the event an employee leaves their employer or the employer no longer offers the program, individual employees may opt to remain a client of BrightPlan and pay a subscription fee of no more than $20 per month, charged monthly to a credit card. This represents a direct-to-consumer continuation revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Employer-sponsored employee benefit — full program access |
| Subscription | Monthly | Individual direct subscription — post-employment or employer discontinuation |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
BrightPlan product offering
Product offeringCore offering
BrightPlan sells an enterprise financial wellness platform delivered to employees as an employer-sponsored benefit. The platform combines a patented AI Financial Wellness Coach, a CEFEX-certified mobile-first digital financial advisor, unlimited access to in-country certified human financial advisors, and employee engagement programs covering launch, ongoing programming, and special interest cohorts. Employers pay an advance per-employee subscription that covers the full suite for enrolled employees, with a continuation individual subscription of no more than $20/month available after employer coverage ends.
Product overview
BrightPlan is an AI-driven financial well-being platform for enterprise organizations. The core offering consists of four integrated components: AI Coach (AI-powered conversational guidance), Digital Platform (mobile-first financial tools), Financial Advisors (human advisor access across 50+ countries), and Employee Engagement programs. The platform is complemented by BrightPlan Academy for financial education and Smart Budget for budgeting. For US residents, regulated investment advisory services are available via a separate advisory agreement. All components work together to provide holistic financial wellness support from personalized AI guidance to human advisor consultations, with engagement programs to drive adoption.
Differentiator
Problem solved
Functional benefit
Products and services
- AI Coach Patented AI-powered Financial Wellness Coach providing instant, personalized financial guidance tailored to each employee's unique situation, benefits, and goals regardless of language. Offered to enterprise employer clients as part of the sponsored BrightPlan financial wellness benefit.
- Digital Platform Mobile-first digital financial advisor platform delivering 24/7 financial guidance with private and secure data handling, content tailored to employees' life events, and the first CEFEX-certified digital advisor acting solely in employees' best interests. Provided to enterprise employees under the employer-sponsored benefit.
- Financial Advisors Unlimited access to dedicated, in-country certified financial advisors (or country equivalent) across 50+ countries, providing personalized, benefit-aware financial guidance with advisors compensated via salary only (no commissions or product incentives). Offered to enterprise clients as part of the BrightPlan benefit.
- Employee Engagement Comprehensive employee engagement services including stress-free collaborative launch experiences, quarterly persona-based guided programs with contests and challenges, special interest programs (Military, DEIB, GenZ, Executive Concierge), and event support for open enrollment, benefit fairs, and equity events (ESPP). Sold to enterprise clients as part of the BrightPlan benefit.
- Investment Advisory Services SEC-registered non-discretionary investment advisory service for U.S. residents, including goal identification, risk assessment, portfolio recommendations, and net worth statements. Provided to clients under a separate Investment Advisory Agreement; non-U.S. residents receive Global Services only.
Quantifiable outcome
- Serving 9.2 million+ employees across 50+ countries with $7.6 billion in assets under advisement
- +2 more outcomes
Companies that use BrightPlan
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
BrightPlan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
BrightPlan partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and major.
- Brandon Hall GroupcoreBrandon Hall Group selected BrightPlan as an Eminence Partner after in-depth briefings and thorough evaluation, validating BrightPlan's enterprise-grade capabilities, personalized employee experiences, and global scalability as unsurpassed in the market. The partnership provides BrightPlan access to Brandon Hall Group's knowledge resources, advisory support, and certification programs for HCM excellence.
- Retirement Plan Providers & TPAsmajorPartnership with retirement plan third-party administrators (TPAs) to integrate financial wellness with retirement planning services for enterprise clients. Enables coordinated delivery of retirement and financial wellness guidance to employees.
- Employee Wellness Solutions ProvidersmajorPartnership with employee wellness solution providers to deliver BrightPlan as part of comprehensive employee well-being packages encompassing physical, mental, and financial wellness.
- Financial Advisors, RIAs & Wealth FirmsmajorPartnership with registered investment advisors (RIAs), financial advisors, and wealth management firms to expand distribution of BrightPlan's financial wellness platform and provide complementary advisory services.
- Benefits Consultants & Insurance BrokersmajorBenefits consultants and insurance brokers leverage BrightPlan as a turnkey financial wellbeing solution that grows credibility, deepens client loyalty, and drives sustainable revenue for their practices.
- HCM & HR Technology ProvidersmajorIntegration and co-selling partnerships with Human Capital Management (HCM) and HR technology platform providers to embed financial wellness within broader HR tech ecosystems, increasing engagement, adoption, and platform stickiness for mutual enterprise clients.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
BrightPlan competitors and assessment
Company assessmentDirect peers
- LearnLux: LearnLux is a direct competitor offering AI-powered workplace financial wellness as an employer-sponsored employee benefit, serving enterprises with similar target buyers (HR and benefits leaders) and a comparable B2B2C model.
- SmartDollar (Ramsey Solutions): SmartDollar is a workplace financial wellness platform offered as an employer benefit, directly competing with BrightPlan for HR and benefits leader budgets using a content-driven, employer-paid subscription model.
- Financial Finesse: Financial Finesse provides employer-sponsored financial wellness programs including coaching, education, and planning tools, making it a long-standing direct competitor in the enterprise financial wellness category.
- Origin: Origin is a financial wellness benefit for employers, combining financial planning, savings, and investment tools for employees—a directly comparable B2B2C workplace financial wellness platform.
Broad incumbents
- Edelman Financial Engines: Edelman Financial Engines combines workplace financial planning, advice, and 401(k) advisory services at scale, representing a broad incumbent that competes for employer benefit dollars alongside BrightPlan.
- Morgan Stanley at Work: Morgan Stanley at Work offers equity administration, financial education, and workplace financial wellness bundled with Morgan Stanley's broader wealth and retirement platform, competing for the same enterprise HR buyers as BrightPlan.
- Fidelity Workplace Investing: Fidelity offers workplace financial wellness, education, and planning tools bundled with its dominant 401(k) recordkeeping business, competing with BrightPlan primarily through enterprise bundle advantages.
- Empower (Personal Capital): Empower combines 401(k) recordkeeping with Personal Capital's digital financial planning and advisory tools, offering enterprise financial wellness as part of a much broader retirement and wealth platform.
Emerging players
- SoFi at Work: SoFi at Work provides employer-sponsored student loan repayment, financial wellness, and money management benefits, representing an emerging competitor in the workplace financial wellness category with a fintech-native approach.
- CommonBond (coaching & wellness): CommonBond offers financial wellness and education programs for employers, representing an emerging player with partial overlap in the workplace financial wellness category targeted at HR and benefits leaders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
BrightPlan social profiles
Digital presenceBrightPlan compliance and trust
Trust signalCompliance7 records
BrightPlan financial estimates
Financial estimateRevenue estimate
Valuation estimate
BrightPlan leadership team
Management profileNumber of profiles
Profiles7 records
BrightPlan funding detail
Funding detailFunding overview
Funding rounds6 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BrightPlan 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 BrightPlan
What does BrightPlan do?
BrightPlan sells an enterprise financial wellness platform delivered to employees as an employer-sponsored benefit. The platform combines a patented AI Financial Wellness Coach, a CEFEX-certified mobile-first digital financial advisor, unlimited access to in-country certified human financial advisors, and employee engagement programs covering launch, ongoing programming, and special interest cohorts. Employers pay an advance per-employee subscription that covers the full suite for enrolled employees, with a continuation individual subscription of no more than $20/month available after employer coverage ends.
Is BrightPlan a public or private company?
BrightPlan is a private company. It is classified as venture growth investor backed and is currently operating.
When was BrightPlan founded?
BrightPlan was founded in 2016. It employs 51 to 100 people.
Where is BrightPlan based?
BrightPlan is headquartered in Boca Raton, United States, in the North America region.
How does BrightPlan make money?
Two revenue lines are on record. Employer-Sponsored Subscription (B2B2C) is the primary driver. The others are individual Direct Subscription.
Who are BrightPlan's main competitors?
Direct peers on record are LearnLux, SmartDollar (Ramsey Solutions), Financial Finesse and Origin. Broad incumbents are Edelman Financial Engines, Morgan Stanley at Work, Fidelity Workplace Investing and Empower (Personal Capital). Emerging players are SoFi at Work and CommonBond (coaching & wellness).
Does BrightPlan have an API?
No public API is recorded for BrightPlan.
What industry is BrightPlan in?
BrightPlan's product category is Employee Financial Wellness Platform. Its primary akta.pro industry code is FSAGADAK, Employee Financial Wellness Platforms (Workplace PFM), with a secondary code of FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms. Its NAICS code is 523940 and its SIC code is 6282.