ForUsAll

What ForUsAll does

ForUsAll is a San Francisco-based fintech that operates a modern 401(k) platform primarily serving startups, small and mid-sized businesses, and blockchain/Web3 companies. The company was founded in 2015 by retirement industry veterans and has raised approximately $48.85M across multiple venture rounds from investors including Foundation Capital, Ribbit Capital, CMT Digital, and Thirdstream Partners. As of year-end 2022, ForUsAll reported 550+ employer clients, 100,000+ participants, and $1.55B in assets under management.

The platform centers on a full-service 401(k) product (ForUsAll 401(k) / Alt401(k)) with add-on modules including Advisor+ for modernizing existing plans without a provider change, Safe Harbor 401(k) for IRS non-discrimination testing relief, a Crypto Window enabling participants to allocate up to 5% of balances to BTC, ETH, USDC, DOT, SOL, and ADA through Coinbase Institutional custody, a Crypto Index 401(k) tied to CoinDesk Indices, and a Solo 401(k) for freelancers distributed via Employment Commons / Opolis. Underlying technology includes the AI-driven DAVE digital advisor, automated Payroll X-Ray compliance checks (up to 44 per employee per payroll), and 360-degree integrations with 200+ payroll providers (ADP, Justworks, Rippling, Paylocity, Paychex, etc.) and major recordkeepers (Vanguard, Fidelity, Empower, Voya, Schwab, Ascensus).

ForUsAll monetizes through a multi-stream subscription and asset-based model: a $120/month base fee plus $6/month per participant plus 0.40% annual asset fees on core plans; Advisor+ advisory fees of 0.20–0.40% of plan AUM; payroll integration packages at $50/month with optional 0.15% of AUM; and crypto transaction fees of approximately 1% custody/admin annually plus up to 0.15% per trade. Go-to-market combines direct enterprise sales with self-serve SMB sign-up and a structured channel program for financial advisors, accountants, and PEOs. The company maintains an engineering and R&D office in Medellín, Colombia, supporting its AI-first product development.

Name

ForUsAll

Legal name

ForUs, Inc.

Website

https://forusall.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

ForUsAll is a San Francisco-based fintech operating a modern 401(k) platform for startups, small and mid-sized businesses, and blockchain companies, offering payroll-integrated administration, an AI-driven digital advisor (DAVE), and the first crypto investment window for retirement accounts via Coinbase Institutional custody.

Ownership category

akta.pro rank

Product category

Retirement Plan Administration (401(k) Platform)

NAICS

Pension Funds (525110), Trust, Fiduciary, and Custody Activities (523991)

SIC

Finance Services (6199)

akta.pro primary industry

Compliance, Risk & RegTech for Tokenized Assets (KYC/AML, sanctions, travel rule, reporting) (FSAPAIAH)

akta.pro secondary industry

Tokenized Treasury, Money Market & Cash Management Products (FSADAEAB)

Keywords

• 401(k) administration
• Retirement plan platform
• Cryptocurrency 401(k)
• Payroll integration services
• Fiduciary retirement services

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Plan Administration Fees: Monthly base fees plus per-participant charges for 401(k) plan administration, recordkeeping, and fiduciary services. Base fee of $120/month plus $6/month per participant plus 0.40% annual asset fee.
2. Advisor+ Advisory Services: Advisory fees ranging from 0.20% to 0.40% of plan AUM for companies using the Advisor+ product to enhance existing 401(k) plans without changing providers.
3. Payroll Integration Services: Fees for payroll integration packages: Basic at $50/month, Enhanced at $50/month plus 0.15% of AUM, and Advisor Plus at 0.20-0.40% of AUM.
4. Crypto Window Fees: Custody and administration fee of 0.083% monthly (0.996% annually) on crypto balances plus trading fees up to 0.15% based on monthly volume.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

ForUsAll sells a turnkey, AI-first 401(k) administration platform to U.S. employers — primarily startups, small and mid-sized businesses, and blockchain/Web3 companies — that combines automated recordkeeping, fiduciary services, payroll integration with 200+ providers, and a self-directed crypto investment window (up to 5% of balance via Coinbase Institutional custody). Core monetization is a $120/month base fee plus $6/month per participant plus 0.40% annual asset fee, with Advisor+ advisory fees, tiered payroll integration packages, and crypto custody/trading fees layered on top.

Product overview

ForUsAll is a modern 401(k) fintech platform offering a unified core product (ForUsAll 401(k)/Alt401(k)) with multiple integrated modules and add-on services. The platform provides full-service 401(k) administration with the ForUsAll 401(k) as the core offering, enhanced by Advisor+ for upgrading existing plans, Safe Harbor for tax-optimized plans, and a Crypto Window for cryptocurrency investment. The ecosystem also includes a specialized Solo 401(k) for freelancers, Payroll Integration connecting to 200+ providers, and self-service tools like 401(k) Calculators and educational Resources. The platform differentiates through AI-powered automation (DAVE advisor), extensive payroll integrations, and unique crypto access within retirement accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• ForUsAll 401(k)

Quantifiable outcome

• 550+ companies served with $1.55B in assets under management as of 12/31/2022
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

AI capability4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core.

• CoinDesk IndicescoreTechnology or Integration · 2 March 2023Partnership to offer crypto investments based on CoinDesk Indices constituents, providing diversified crypto index exposure within 401(k) plans. The CoinDesk Market Select Index was announced as upcoming support for the crypto window.
• CoinbasecoreTechnology or Integration · 10 June 2021Coinbase Institutional partnership enables ForUsAll to offer cryptocurrency investment options within 401(k) plans. Coinbase provides custody services for crypto assets held in the Self-Directed Crypto Window, allowing employees to invest up to 5% of their 401(k) balance in cryptocurrencies including BTC, ETH, USDC, DOT, SOL, and ADA. Cryptocurrency is held in cold storage after each trade for security.
• Employment Commons / OpoliscoreStrategic or Co-development PartnerExclusive partnership to provide Solo 401(k) plans to Employment Commons members, tailor-made for freelancers and independent workers. The plan allows contributions up to $72,000 in 2026 with automatic integration with Employment Commons for seamless administration.
• ADPcoreTechnology or IntegrationIntegration with ADP payroll systems enables automated 401(k) management. ForUsAll's 360 integration with ADP automatically updates savings rates and loans, tracks eligibility, and sends notices. The partnership includes Payroll X-Ray error detection with up to 44 checks per employee per payroll file.
• JustworkscoreTechnology or IntegrationIntegration with Justworks PEO platform provides automated 401(k) management for small businesses using Justworks for payroll and HR. ForUsAll integrates seamlessly with Justworks' systems for eligibility tracking, contribution management, and compliance.
• 200+ Payroll ProviderscoreTechnology or IntegrationForUsAll supports integrations with over 200 payroll providers including HiBob, Rippling, Paylocity, Paycom, Paychex, TriNet, Sequoia, and many more. The company supports over 1,200 different payroll/recordkeeper integrations total.
• Top 401(k) RecordkeeperscoreTechnology or IntegrationIntegration with leading 401(k) recordkeepers including Vanguard, Fidelity, Empower, Voya, Charles Schwab, and Ascensus enables ForUsAll to automate administration across the retirement ecosystem.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ubiquity Retirement + Savings: Ubiquity provides 401(k), 403(b), and defined-benefit plan administration with modern tech and pricing for small and mid-sized businesses. It competes with ForUsAll in the same SMB retirement administration market.
• Human Interest: Human Interest is a 401(k) platform purpose-built for small businesses and startups, the same primary segment as ForUsAll. It offers automated administration, payroll integrations, and modern tech, competing head-to-head for SMB plan sponsors.
• Guideline: Guideline provides a tech-first 401(k) platform targeting small and mid-sized businesses with automated administration, payroll integrations, and transparent pricing. It competes with ForUsAll on the same SMB buyer and similar feature set.
• Vestwell: Vestwell is a retirement platform offering 401(k) and other workplace programs to SMBs and mid-market employers via advisor and payroll integrations. It shares ForUsAll's SMB focus and channel-driven distribution.
• Betterment: Betterment offers a 401(k) product for businesses built on its consumer robo-advisor tech, targeting smaller employers with digital onboarding and automated administration. Comparable as a tech-first retirement provider competing for the same SMB segment.

Broad incumbents

• Fidelity Investments: Fidelity is a leading 401(k) recordkeeper and has explored or launched cryptocurrency options inside workplace retirement plans. It is a major incumbent integration partner for ForUsAll but also a competitive threat if it bundles crypto natively.
• Empower Retirement: Empower is a large retirement plan recordkeeper serving corporate and mid-market plans with full-service administration. ForUsAll integrates with Empower as a recordkeeper while competing for the same plan-sponsor wallet.
• Charles Schwab Retirement Plan Services: Schwab provides 401(k) and other workplace retirement recordkeeping to a broad range of plan sizes, including plans ForUsAll integrates with. It is a major incumbent competitor with significantly greater scale.
• Vanguard Retirement Plan Services: Vanguard is one of the largest 401(k) recordkeepers and an integration partner for ForUsAll. Its scale, low-cost investment menu, and brand compete with ForUsAll's SMB-focused offering at the upper end of the segment.

Emerging players

• Bitwise Asset Management: Bitwise is a crypto-focused asset manager with index and ETF products relevant to retirement portfolios. It overlaps with ForUsAll's crypto-in-retirement strategy and could be a future partner or indirect competitor for crypto allocations in 401(k)s.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/forusall
• Xx.com/ForUsAll401k
• Facebookfacebook.com/forusinc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ForUsAll