ForUsAll
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.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
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.
ForUsAll firmographics
Firmographics- 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
ForUsAll industry classification
Industry- 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
Where ForUsAll is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
ForUsAll business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ForUsAll 401(k) - Full-service platform with $120/mo base fee |
| Subscription | Monthly | Advisor+ - Advisory services for existing 401(k) plans |
| Subscription | Monthly | Basic Payroll Integration - $50/mo |
| Subscription | Monthly | Enhanced Payroll Integration - $50/mo + 0.15% AUM |
| Subscription | Monthly | Solo 401(k) for Employment Commons - $6/mo |
| Usage-based | Monthly | Self-Directed Crypto Window |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
ForUsAll product offering
Product offeringCore 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
Companies that use ForUsAll
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
ForUsAll technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability4 records
Feature4 records
ForUsAll partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- CoinDesk IndicescorePartnership 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.
- CoinbasecoreCoinbase 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 / OpoliscoreExclusive 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.
- ADPcoreIntegration 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.
- JustworkscoreIntegration 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 ProviderscoreForUsAll 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) RecordkeeperscoreIntegration 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
ForUsAll competitors and assessment
Company assessmentDirect 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
ForUsAll social profiles
Digital presenceForUsAll compliance and trust
Trust signalCompliance3 records
ForUsAll financial estimates
Financial estimateRevenue estimate
Valuation estimate
ForUsAll leadership team
Management profileNumber of profiles
Profiles1 record
ForUsAll funding detail
Funding detailFunding overview
Funding rounds5 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ForUsAll 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 ForUsAll
What does ForUsAll do?
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.
Is ForUsAll a public or private company?
ForUsAll is a private company. It is classified as venture growth investor backed and is currently operating.
When was ForUsAll founded?
ForUsAll was founded in 2015. It employs 11 to 50 people.
Where is ForUsAll based?
ForUsAll is headquartered in San Francisco, United States, in the North America region.
How does ForUsAll make money?
Four revenue lines are on record. Plan Administration Fees are the primary driver. The others are advisor+ Advisory Services, payroll Integration Services and crypto Window Fees.
Who are ForUsAll's main competitors?
Direct peers on record are Ubiquity Retirement + Savings, Human Interest, Guideline, Vestwell and Betterment. Broad incumbents are Fidelity Investments, Empower Retirement, Charles Schwab Retirement Plan Services and Vanguard Retirement Plan Services. Bitwise Asset Management is listed as an emerging player.
Does ForUsAll have an API?
No public API is recorded for ForUsAll.
What industry is ForUsAll in?
ForUsAll's product category is Retirement Plan Administration (401(k) Platform). Its primary akta.pro industry code is FSAPAIAH, Compliance, Risk & RegTech for Tokenized Assets (KYC/AML, sanctions, travel rule, reporting), with a secondary code of FSADAEAB, Tokenized Treasury, Money Market & Cash Management Products. Its NAICS code is 525110 and its SIC code is 6199.