Finhabits
Finhabits is a bilingual (English/Spanish) digital investment advisor that offers automated, ETF-based portfolio management, retirement accounts, and insurance products to U.S. immigrants and the Latino community, with a $5 entry point and ITIN-friendly onboarding.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Finhabits does
Finhabits is a private, SEC-registered digital investment advisor headquartered in New York that operates a bilingual (English/Spanish) automated investing platform targeted at U.S. immigrants and the Latino community. The company's core product is a robo-advisor that constructs and rebalances diversified portfolios across up to six asset classes — U.S. stocks, international stocks, government bonds, corporate bonds, and REITs — using low-cost ETFs from Vanguard, iShares (BlackRock), and Goldman Sachs. Customers can open Personal Investment Accounts, Traditional IRAs, Roth IRAs, Emergency Fund accounts, and execute 401(k) or TSP rollovers, with a $5 minimum entry point via fractional shares. The platform supports ITIN-based account opening, enabling onboarding for users without a Social Security Number.
The technology stack relies on Apex Clearing Corporation for brokerage custody and securities clearing (FINRA/SIPC member), Plaid for bank account aggregation, and ETFs from Vanguard, iShares, BlackRock, and Goldman Sachs for portfolio construction. A virtual financial planner named Emma provides 24/7 AI-assisted guidance in both English and Spanish, with human financial planner access gated to accounts above $12,000. Adjacent offerings include insurance products (auto, home, renters, motorcycle, pet) distributed through Finhabits Insurance Services LLC, plus an educational content ecosystem spanning Finhabits Learn, Finhabits Academy, the Latino Power in Numbers report series, weekly newsletters, and multiple calculators.
The revenue model combines a $10/month flat subscription (which converts to a 1.0% annual AUM fee once combined balances exceed $12,000, capped on the first $100,000) with insurance commissions earned through the licensed subsidiary. Customer acquisition is predominantly product-led and self-serve via the iOS/Android app and website, augmented by content marketing, newsletters (100,000+ subscribers), social media, a referral program, and earned media. To date, Finhabits has helped over 900,000 people learn better financial habits, facilitated more than $400 million in client investments, and operates with a headcount of 51-100 employees, backed by approximately $8 million in disclosed funding from investors including EXOR N.V.
Finhabits firmographics
Firmographics- Name
- Finhabits
- Legal name
- Finhabits Inc.
- Website
- https://finhabits.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Finhabits is a bilingual (English/Spanish) digital investment advisor that offers automated, ETF-based portfolio management, retirement accounts, and insurance products to U.S. immigrants and the Latino community, with a $5 entry point and ITIN-friendly onboarding.
- Ownership category
- akta.pro rank
Finhabits industry classification
Industry- Product category
- Digital Investment Advisory
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE)
- akta.pro secondary industries
- Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI), Financial Coaching & Budgeting Advisory (FSAEAAAH)
Keywords
Where Finhabits is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Finhabits business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription Fee: Monthly subscription at $10/month covering up to three investment accounts, financial tools, and exclusive content. Fee is automatically replaced by the asset management fee once account balance exceeds $12,000.
- Asset Management Fee: 1.0% annual fee charged monthly on the combined balance across all Finhabits accounts, applied only on the first $100,000. Any balance above $100,000 is not subject to additional fees. This is the primary revenue driver for higher-balance clients.
- Insurance Commissions: Insurance services offered through Finhabits Insurance Services LLC across multiple U.S. states (Property & Casualty and Life & Health lines), generating commissions on auto, home, renters, motorcycle, and pet insurance products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Subscription - $10/month |
| Subscription | Monthly | Asset Management Fee - 1.0% annually (for balances >$12,000) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Finhabits product offering
Product offeringCore offering
Finhabits operates a bilingual (English/Spanish) digital investment advisory platform that constructs and manages diversified ETF portfolios for individual U.S. investors, with automated rebalancing, fractional investing from $5, and support for personal, Traditional IRA, Roth IRA, and Emergency Fund accounts. The platform also offers retirement rollovers (IRA, 401(k), TSP), an AI-powered virtual financial planner named Emma available 24/7, human financial planner access for accounts above $12,000, and an insurance marketplace for auto, home, renters, motorcycle, and pet coverage distributed through Finhabits Insurance Services LLC.
Product overview
Finhabits is a bilingual (English/Spanish) digital financial wellness platform built for U.S. immigrants and the Latino community. The core offering is an automated investing platform (robo-advisor) that manages diversified portfolios of ETFs across U.S. stocks, international stocks, government bonds, corporate bonds, and REITs. Users can open Personal Investment Accounts, Traditional IRAs, Roth IRAs, and Emergency Fund accounts, with an IRA Rollover service for transferring 401(k) or TSP accounts. The platform's primary sub-product is Emma, a 24/7 virtual financial planner, with access to human financial planners for accounts over $12,000. An Insurance module (auto, home, renters, motorcycle, pet) is offered through Finhabits Insurance Services LLC as an add-on. Supporting products include educational newsletters (El Ritmo Financiero and Resumen de la Semana), the Latino Power in Numbers report series, Finhabits Academy for financial education, an Investment Calculator, a Retirement Calculator, and a Referral Program. The fee model consists of a $10/month subscription (with 14-day free trial) that automatically converts to a 1.0% annual asset management fee once the combined account balance exceeds $12,000, capped on the first $100,000.
Differentiator
Problem solved
Functional benefit
Brands
- Emma: Virtual financial planner and digital financial assistant available 24/7 to help users with financial planning questions and goal tracking.
Products and services
- Automated Investing Platform Robo-advisor platform that constructs, manages, and automatically rebalances diversified portfolios across U.S. stocks, international stocks, government bonds, corporate bonds, and REITs via low-cost ETFs for individual investors.
- Personal Investment Account
Quantifiable outcome
- Over 900,000 people have learned better financial habits through Finhabits
- +5 more outcomes
Companies that use Finhabits
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Finhabits technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature5 records
Finhabits partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Apex Clearing CorporationcoreApex Clearing Corporation serves as the custodian and clearing firm for Finhabits customer accounts. Apex is a FINRA member and SIPC member, providing brokerage services and securities custody. Customer assets are protected up to $500,000 by SIPC.
- Plaid Inc.corePlaid provides account aggregation and financial data connectivity services for Finhabits, enabling users to securely link their bank accounts to the Finhabits platform. Users grant Finhabits and Plaid the right to access and transmit their financial information from linked institutions.
- Vanguard and iShares (BlackRock)coreExchange-Traded Funds (ETFs) are provided by Vanguard and iShares (BlackRock). Finhabits constructs diversified portfolios using these ETF providers, which include U.S. stocks, international stocks, government bonds, corporate bonds, and REITs. Fund costs average 0.12% per year, charged at the fund level.
- Securities Investor Protection Corporation (SIPC)coreSIPC is a nonprofit membership organization that provides insurance protection for customer securities and cash held at broker-dealers. Finhabits customer accounts are protected up to $500,000 (including up to $250,000 for cash claims) through SIPC membership of its custodian, Apex Clearing Corporation.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Finhabits competitors and assessment
Company assessmentDirect peers
- Stash: Subscription-based micro-investing app targeting beginner U.S. investors with low minimums and educational content. Closest direct peer to Finhabits' PLG, low-friction, education-led model aimed at mass-market retail investors.
- Acorns: Micro-investing platform built around spare-change round-ups and diversified ETF portfolios with subscription pricing. Directly comparable on product surface (robo-advisor, low minimums, subscription fees) and target retail demographic.
- Betterment: Pioneering U.S. robo-advisor offering automated ETF portfolio management with tiered subscription and AUM-based pricing. Same automated rebalancing/DRIP core feature set and similar IRA/retirement products as Finhabits.
- Wealthfront: Automated investing platform using diversified ETF portfolios with tax-loss harvesting and financial planning tools. Closely aligned on robo-advisor mechanics and target audience of digitally native retail investors.
- Wealthsimple: Canadian robo-advisor and self-directed investing platform with mission-driven positioning for underserved demographics and a strong content/marketing engine. Highly comparable on bilingual-style, mission-led, niche-first go-to-market.
- Ellevest: Mission-driven robo-advisor built for women, combining automated portfolios with coaching and goal-based planning. Same niche-targeted, education-led investing model with subscription and AUM pricing.
Broad incumbents
- SoFi: Large U.S. consumer fintech offering investing, banking, and lending products under one platform. Overlaps with Finhabits on automated investing and IRA products, but at much greater scale and with broader financial services.
- Ally Invest: Digital brokerage and robo-advisor from Ally Financial, offering self-directed trading plus automated portfolios. Comparable automated investing product, but embedded within an incumbent bank holding company.
- Charles Schwab Intelligent Portfolios: Incumbent robo-advisor offering from Charles Schwab with diversified ETF portfolios and rebalancing at no advisory fee. A scaled, well-capitalized competitor pressing pricing across the robo-advisor category.
Emerging players
- Greenlight: Family-focused fintech offering investing and banking for kids and teens. Partial overlap with Finhabits on goal-based saving/investing for first-time users, but with a different core audience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Finhabits social profiles
Digital presenceFinhabits compliance and trust
Trust signalCompliance5 records
Finhabits financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finhabits leadership team
Management profileNumber of profiles
Profiles3 records
Finhabits subsidiaries and ownership
Company hierarchySubsidiaries1 record
Finhabits funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finhabits 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 Finhabits
What does Finhabits do?
Finhabits operates a bilingual (English/Spanish) digital investment advisory platform that constructs and manages diversified ETF portfolios for individual U.S. investors, with automated rebalancing, fractional investing from $5, and support for personal, Traditional IRA, Roth IRA, and Emergency Fund accounts. The platform also offers retirement rollovers (IRA, 401(k), TSP), an AI-powered virtual financial planner named Emma available 24/7, human financial planner access for accounts above $12,000, and an insurance marketplace for auto, home, renters, motorcycle, and pet coverage distributed through Finhabits Insurance Services LLC.
Is Finhabits a public or private company?
Finhabits is a private company. It is classified as venture growth investor backed and is currently operating.
When was Finhabits founded?
Finhabits was founded in 2015. It employs 51 to 100 people.
Where is Finhabits based?
Finhabits is headquartered in New York, United States, in the North America region.
How does Finhabits make money?
Three revenue lines are on record. Subscription Fee is the primary driver. The others are asset Management Fee and insurance Commissions.
Who are Finhabits's main competitors?
Direct peers on record are Stash, Acorns, Betterment, Wealthfront, Wealthsimple and Ellevest. Broad incumbents are SoFi, Ally Invest and Charles Schwab Intelligent Portfolios. Greenlight is listed as an emerging player.
Does Finhabits have an API?
No public API is recorded for Finhabits.
What industry is Finhabits in?
Finhabits's product category is Digital Investment Advisory. Its primary akta.pro industry code is FSAGAEAE, Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools, with a secondary code of FSAGADAI, Retirement Planning & Long-Term Financial Planning Tools. Its NAICS code is 523940 and its SIC code is 6282.