Nav.it
Nav.it is a Seattle-based B2B2C financial health platform offering a mobile app with automated coaching, cash flow tracking, and behavioral insights, sold to employers as an employee benefit. Founded in 2016, the company merged with The Fintex Group in 2024.
- Company typePrivate
- Founded2016
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Nav.it does
Nav.it, Inc. is a Seattle-based financial health platform operating a B2B2C business model, founded in 2016. The company provides a mobile application that helps employees manage cash flow, track spending and savings, and improve financial literacy through automated coaching and behavioral insights. Nav.it's core products include the consumer-facing Nav.it App (available on iOS and Android), Nav.it for Employers (an enterprise benefits platform), and add-on modules such as the FinWell Score, Cashflow Operations, Mindset Reflection, and a Financial Benefits Navigator. Named enterprise customers include Walmart and Verizon, with the platform positioned as a workforce financial wellness benefit.
The platform integrates with Plaid and Finicity for financial data aggregation — enabling bank account linking, balance/transaction/holdings data flow — and uses Stripe for payment processing for optional one-on-one coaching services. Nav.it is offered primarily as an employee benefit, with employers entering into Enterprise Customer Agreements to provide the service free of charge to their workforce; the company also supports independent user accounts on a subscription basis for individuals not affiliated with an employer customer. The go-to-market combines enterprise field sales targeting HR/benefits decision-makers, product-led growth through mobile app stores, and demo-driven demand generation supported by PR coverage in Bloomberg, Medium, Thrive Global, and Create and Cultivate.
In March 2023, Nav.it raised a $3.3 million seed round led by Stena Group with participation from Bright Ventures and TNF, following earlier rounds of $2.0M (2018) and $1.3M (2020). In 2024, the company merged with The Fintex Group, a payments solution provider, signaling a strategic shift toward integrated financial wellness and payments infrastructure. The leadership team, headed by co-founders Erin Papworth (CEO) and Maia Monell (CRO), totals approximately 9-10 known members, placing headcount in the 11-50 range.
Nav.it firmographics
Firmographics- Name
- Nav.it
- Legal name
- Nav.it, Inc.
- Website
- https://navitmoney.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nav.it is a Seattle-based B2B2C financial health platform offering a mobile app with automated coaching, cash flow tracking, and behavioral insights, sold to employers as an employee benefit. Founded in 2016, the company merged with The Fintex Group in 2024.
- Ownership category
- akta.pro rank
Nav.it industry classification
Industry- Product category
- Employee Financial Wellness
- akta.pro primary industry
- Expense Management & Employee Reimbursements (FSAGAJAE)
- akta.pro secondary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where Nav.it is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Nav.it business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- B2B Employer Subscription (Employee Benefit): Nav.it is offered as an employee benefit by employers (Customers). Employers enter into Enterprise Customer Agreements with Nav.it. The service is provided free of charge to Customer Affiliated Users (employees). This is a B2B2C subscription model where the employer bears the cost for their workforce.
- Independent User Fees: Independent users (not affiliated with an employer customer) may be charged fees for access to the Services. The company reserves the right to change its fee structure and will provide notice before implementing any new fee requirements.
- One-on-One Financial Coaching: Users can purchase one-on-one coaching sessions. Payment card information is collected and processed by Stripe payment processor.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free for Customer Affiliated Users (employees of employer customers) |
| Subscription | Monthly | Independent User paid access (not publicly disclosed) |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Nav.it product offering
Product offeringCore offering
Nav.it is a financial health platform that helps employees build better financial habits, manage cash flow, and improve quality of life through automated coaching, behavioral insights, and spending tracking. The platform operates a B2B2C model: employers contract for the service as an employee benefit (Nav.it for Employers), and employees access features including Cashflow Operations, Mindset Reflection, FinWell Score, and personalized daily lessons through the Nav.it App. Optional one-on-one financial coaching is available as a paid add-on, processed via Stripe.
Product overview
Nav.it is a financial health platform operating a B2B2C model, combining a consumer mobile app with an employer-facing platform. The core Nav.it App provides automated financial coaching, behavioral insights, and cash flow management through features including Cashflow Operations, Mindset Reflection, and the FinWell Score. Employers access the platform through Nav.it for Employers to offer financial wellness as an employee benefit, which includes a Financial Benefits Navigator. Premium one-on-one coaching services are available as a paid add-on. The platform integrates with Plaid and Finicity for financial data aggregation and Stripe for payment processing.
Differentiator
Problem solved
Functional benefit
Products and services
- Nav.it App Mobile application providing automated financial coaching through behavioral insights, spending tracking, cash flow management, and personalized daily lessons to help employees improve their financial health. Distributed via iOS and Android app stores and accessed through employer benefit programs.
- Nav.it for Employers Employer-facing platform that enables organizations to offer financial wellness as an employee benefit. Provides tools for employee engagement, benefits navigation, and workforce financial health improvement, contracted through Enterprise Customer Agreements with HR and benefits decision-makers.
- One-on-One Financial Coaching One-on-one coaching services that connect users with financial coaches to discuss behavioral habits around cash flow management, available as an optional paid add-on through the platform with payment processed via Stripe.
Quantifiable outcome
- Users experience average 50-point increase to credit score
- +2 more outcomes
Companies that use Nav.it
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Nav.it technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature4 records
Nav.it partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- The Fintex GroupflagshipNav.it merged with The Fintex Group, described as an industry-leading payments solution. Announcement made via LinkedIn post indicating Nav.it joined forces with the Fintex Group.
- Plaid Inc.corePrimary Third-Party Connector used to aggregate financial account information (balances, transactions, holdings) from users' bank accounts and financial institutions. Users accept Plaid's End User Services Agreement and Privacy Policy when linking accounts.
- Finicity CorporationcoreAlternative Third-Party Connector used to aggregate financial account information. Users accept Finicity's End User License Agreement and Privacy Notice when connecting accounts through this provider.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Nav.it competitors and assessment
Company assessmentDirect peers
- LearnLux: LearnLux is a B2B financial wellness platform sold to employers as an employee benefit, with personalized financial planning and education. Direct overlap with Nav.it's employer-paid B2B2C distribution and coaching-led value proposition.
- Brightside Financial: Brightside delivers employer-sponsored financial wellness combining human advisors with a mobile experience. Directly comparable to Nav.it's behavioral coaching + employer benefit model for employee financial health.
- Origin Financial: Origin Financial is an employee financial wellness platform that provides personalized planning, advice, and savings tools. Competes head-to-head with Nav.it in the same employer-paid financial wellness category.
- SmartDollar: SmartDollar, by Ramsey Solutions, is an employer-paid financial wellness program covering budgeting, debt payoff, and money coaching. Closely comparable product surface to Nav.it's coaching-and-cashflow approach.
- Financial Finesse: Financial Finesse provides employer-sponsored financial wellness programs with coaching, education, and digital tools. Targets the same HR/benefits buyer as Nav.it with a similar coaching-led model.
Broad incumbents
- Wellable: Wellable is a broader corporate wellness platform that includes financial wellness among other dimensions. Overlaps with Nav.it on the employer-benefit distribution channel but competes across the full wellbeing stack.
- SoFi at Work: SoFi at Work extends SoFi's consumer fintech platform to employers as a financial wellness benefit. Competes with Nav.it for HR budgets but offers a much broader lending and banking product set.
- Mint (Intuit): Mint is a consumer personal finance management platform owned by Intuit that competes on cashflow tracking and budgeting. Broad incumbent with overlapping but consumer-direct (not employer-sponsored) positioning relative to Nav.it.
Emerging players
- PayActiv: PayActiv offers earned wage access and financial wellness tools to employees through employers. Competes for the same employer benefit dollar as Nav.it with an adjacent, cashflow-focused value proposition.
Others
- Plaid: Plaid is a financial data aggregation infrastructure provider and is also a core Third-Party Connector that Nav.it depends on for bank account linking. Included as an ecosystem/partner rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Nav.it social profiles
Digital presenceNav.it financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nav.it leadership team
Management profileNumber of profiles
Profiles10 records
Nav.it funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nav.it 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 Nav.it
What does Nav.it do?
Nav.it is a financial health platform that helps employees build better financial habits, manage cash flow, and improve quality of life through automated coaching, behavioral insights, and spending tracking. The platform operates a B2B2C model: employers contract for the service as an employee benefit (Nav.it for Employers), and employees access features including Cashflow Operations, Mindset Reflection, FinWell Score, and personalized daily lessons through the Nav.it App. Optional one-on-one financial coaching is available as a paid add-on, processed via Stripe.
Is Nav.it a public or private company?
Nav.it is a private company. It is classified as venture growth investor backed and is currently operating.
When was Nav.it founded?
Nav.it was founded in 2016. It employs 11 to 50 people.
Where is Nav.it based?
Nav.it is headquartered in Seattle, United States, in the North America region.
How does Nav.it make money?
Three revenue lines are on record. B2B Employer Subscription (Employee Benefit) is the primary driver. The others are independent User Fees and one-on-One Financial Coaching.
Who are Nav.it's main competitors?
Direct peers on record are LearnLux, Brightside Financial, Origin Financial, SmartDollar and Financial Finesse. Broad incumbents are Wellable, SoFi at Work and Mint (Intuit). PayActiv is listed as an emerging player. Plaid is listed as an others.
Does Nav.it have an API?
No public API is recorded for Nav.it.
What industry is Nav.it in?
Nav.it's product category is Employee Financial Wellness. Its primary akta.pro industry code is FSAGAJAE, Expense Management & Employee Reimbursements, with a secondary code of HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA).