Income Lab
Income Lab is a Denver-based software company that provides guardrails-based retirement income planning software to financial advisors and RIAs, with a Pro tier adding an AI Paraplanner suite (Penny), 15+ integrations, and enterprise capabilities for advisory firms and broker-dealers.
- Company typePrivate
- Founded2018
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Income Lab does
Income Lab (legally Income Laboratory, Inc.) is a Denver, Colorado-based software company that builds a guardrails-based retirement income planning platform for financial advisors, registered investment advisors, and fee-for-service planners. Founded in 2018 and operating as a privately held Delaware corporation, the company replaces vague Monte Carlo probability-of-success outputs with specific dollar spending amounts and monthly-recalculated upper and lower portfolio thresholds. Its methodology was co-developed by founder Justin Fitzpatrick with academic research conducted at MIT, Harvard, and UCLA, and has been validated through publications on Kitces.com, ThinkAdvisor, AdvisorPerspectives, and FinancialPlanning Magazine.
The platform is delivered through two subscription tiers — Core at $199/month and Pro at $299/month — with additional staff seats at $80/month and custom enterprise agreements for large advisory firms and broker-dealers. Core capabilities include guardrails-based retirement income planning, tax-aware withdrawal sequencing (Tax Lab), Social Security optimization across 9,000+ claiming strategies, a retirement stress test against 130 years of historical market data, annuity modeling, and a Life Hub holistic planning view. The Pro tier adds the Penny AI Paraplanner suite, which includes AI Scribe, AI Plan Builder, AI Interviewer, and AI Assistant, alongside practice intelligence, estate planning, and Medicare/IRMAA tools. The platform integrates with 15+ systems spanning custodians (Schwab, Fidelity, Orion, Black Diamond, Interactive Brokers, Altruist, Millennium Trust), CRMs (Redtail, Wealthbox, Salesforce), account aggregation (Yodlee), and billing (AdvicePay), and is SOC 2 Type II certified.
Income Lab serves thousands of financial advisors through a hybrid go-to-market combining product-led growth (14-day free trial with full Pro access) and enterprise field sales. Distribution is reinforced by a December 2025 channel partnership with Cetera Financial Group providing access to approximately 12,000 advisors in the Cetera network, by two 'Best in Show' wins at the XYPN LIVE AdvisorTech Expo (2022, 2023), and by sustained #1 ranking in the T3/Inside Information Advisor Technology Survey for 4 consecutive years. The company has raised approximately $13M cumulatively through SEC-registered exempt offerings between 2020 and 2025 and is led by CEO Johnny Poulsen and President & Co-Founder Justin Fitzpatrick.
Income Lab firmographics
Firmographics- Name
- Income Lab
- Legal name
- Income Laboratory, Inc.
- Website
- https://incomelaboratory.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Income Lab is a Denver-based software company that provides guardrails-based retirement income planning software to financial advisors and RIAs, with a Pro tier adding an AI Paraplanner suite (Penny), 15+ integrations, and enterprise capabilities for advisory firms and broker-dealers.
- Ownership category
- akta.pro rank
Income Lab industry classification
Industry- Product category
- Retirement Planning Software
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI)
- akta.pro secondary industries
- Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE), Workplace Wealth & Employee Investing Programs (FSAAAAAK)
Keywords
Where Income Lab is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Income Lab business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription - Core Plan: Core plan subscription providing retirement income planning, guardrails, tax planning, Social Security optimization, stress testing, and integrations. Billed monthly at $199 or annually at $1,990.
- SaaS Subscription - Pro Plan: Pro plan includes everything in Core plus AI paraplanner (Penny), practice intelligence, document analysis, meeting automation, and advanced tax/estate tools. Billed monthly at $299 or annually at $2,990.
- Support Staff Seats: Additional staff seats at $80/month per seat (or $800/year), enabling paraplanners and team members to access the platform.
- Enterprise Agreements: Volume licensing, SSO/SAML, dedicated success management, and custom onboarding for large advisory firms and broker-dealers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Core plan with retirement income planning, guardrails, tax planning, Social Security optimization, stress testing, and 15+ integrations |
| Subscription | Monthly | Core features plus AI paraplanner Penny, practice intelligence, document analysis, meeting automation, estate planning, and advanced Medicare/IRMAA tools |
| Per seat | Monthly | Additional team member seats for either Core or Pro plans |
| Subscription | Multi-year contract | Enterprise plan for large advisory firms with volume licensing, SSO/SAML, dedicated success management, and custom onboarding |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Income Lab product offering
Product offeringCore offering
Income Lab develops a SaaS retirement income planning platform for financial advisors that replaces vague Monte Carlo probability-of-success scores with risk-based guardrails providing specific dollar spending amounts and adaptive triggers. The platform integrates tax-aware withdrawal sequencing, Social Security optimization, stress testing against 130 years of historical data, annuity modeling, and an AI paraplanner suite (Penny) that automates plan building, meeting notes, and client onboarding.
Product overview
Income Lab is a retirement income planning software platform designed for financial advisors, offering a unified solution with multiple integrated modules. The platform consists of two subscription tiers: Core ($199/month) for foundational retirement planning with guardrails-based spending, tax planning, Social Security optimization, and stress testing; and Pro ($299/month) which adds the Penny AI productivity suite including AI Paraplanner, Plan Builder, Interviewer, Scribe, and Practice Intelligence. Core planning tools include Retirement GPS (guardrails-based income planning), Tax Lab (withdrawal sequencing and Roth optimization), Social Security Optimizer (9,000+ strategy analysis), Life Hub (holistic visualization), and Retirement Stress Test (historical scenario testing). The Pro tier adds estate planning suite, Medicare/IRMAA planning, document analysis, and enterprise features including SSO and team permissions. All plans integrate with major custodians (Schwab, Fidelity, Orion, Black Diamond) and CRM platforms (Redtail, Wealthbox, Salesforce).
Differentiator
Problem solved
Functional benefit
Brands
- Penny: AI Paraplanner - AI-powered tool that helps advisors build plans from meeting notes, answer questions about client plans, and identify planning opportunities across client base.
- Retirement GPS
- Tax Lab
- Life Hub
- Social Security Optimizer
- AI Plan Builder
- AI Interviewer
- AI Assistant
- AI Scribe
- Retirement Stress Test
- Income Lab Pro
Products and services
- Retirement GPS Guardrails-based retirement income planning tool that tells financial advisors and their clients exactly how much can be spent each month in dollar terms, with adaptive spending plans and upper/lower portfolio thresholds that trigger adjustments.
- Tax Lab Tax-aware withdrawal sequencing across account types, optimal Roth conversion amounts with bracket management, and marginal tax rate visualization across federal, state, IRMAA, and ACA for retirement clients.
- Social Security Optimizer Social Security claiming strategy optimization analyzing 9,000+ claiming combinations per household, including divorced-spouse and survivor benefit modeling, to identify optimal timing and maximize lifetime benefits.
- Life Hub Holistic planning visualization tool showing every income source, expense, asset, and liability on a single mind map screen, enabling advisors to anchor client conversations around a unified financial picture.
- Retirement Stress Test Stress testing tool that visualizes how retirement income plans behave through real historical periods (Global Financial Crisis, Dot-Com Bubble, 1970s Stagflation, Great Depression) using spending adjustments rather than portfolio failure as the outcome measure.
- Annuity Planning Software Annuity modeling and comparison tool covering Fixed Index Annuities, Variable Annuities, SPIAs, DIAs, and RILAs with stress testing and head-to-head return scenario analysis for retirement income planning.
- Penny AI Paraplanner AI-powered paraplanner purpose-built for retirement income planning that interprets guardrails results, answers advisor questions about client plans in plain English, verifies calculations against the CBO tax model, and surfaces opportunities across an advisor's entire client base.
- AI Plan Builder & Updater AI tool that ingests prior plans, intake forms, custodian exports, and meeting notes to automatically construct or update a client's retirement plan, eliminating manual data entry for advisors.
- AI Scribe AI meeting assistant that joins Zoom calls, records client conversations, parses action items, assumptions, and decisions, and auto-updates the retirement plan before the advisor leaves the meeting.
- AI Interviewer Guided client onboarding questionnaire tool that asks clients financial planning questions at their own pace and feeds responses directly into the plan, requiring no advisor data entry.
- AI Assistant AI assistant that answers natural-language questions from advisors about a client's retirement plan using verified actual plan numbers rather than AI guesswork.
- Practice Intelligence Practice-wide intelligence tool that scans an advisor's entire client base to surface planning opportunities such as Roth conversion windows, IRMAA cliffs, tax-loss triggers, and other actionable items across every household.
Quantifiable outcome
- Replaces 82% probability of success with specific monthly spending amount (e.g., $8,200/month) and guardrails showing exactly when spending adjusts
- +4 more outcomes
Companies that use Income Lab
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Income Lab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability9 records
Feature9 records
Income Lab partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- Cetera Financial GroupcoreIncome Lab partnered with Cetera Financial Group to provide retirement planning software to approximately 12,000 financial advisors and institutions within the Cetera network. The partnership enables Cetera advisors to deliver scalable, tax-smart, and dynamic retirement planning tools that adapt to market changes and evolving client needs.
- Charles SchwabcoreIntegration partnership enabling data import from Charles Schwab custodian accounts into Income Lab plans.
- FidelitycoreIntegration partnership enabling data import from Fidelity custodian accounts into Income Lab plans.
- OrioncoreIntegration partnership enabling data import from Orion portfolio management system into Income Lab plans.
- Black DiamondcoreIntegration partnership enabling data import from Black Diamond reporting platform into Income Lab plans.
- RedtailcoreCRM sync partnership with Redtail for seamless workflow integration with Income Lab planning platform.
- WealthboxcoreCRM sync partnership with Wealthbox for seamless workflow integration with Income Lab planning platform.
- SalesforcecoreCRM sync partnership with Salesforce for seamless workflow integration with Income Lab planning platform.
- YodleecoreClient-credentialed account aggregation through Yodlee, allowing clients to link accounts with holdings and balances staying current without manual updates.
- Interactive BrokerscoreIntegration partnership enabling data import from Interactive Brokers custodian accounts into Income Lab plans.
- AltruistcoreIntegration partnership with Altruist custodian platform for seamless data import.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Income Lab competitors and assessment
Company assessmentDirect peers
- RightCapital: RightCapital provides financial planning software for RIAs and fee-for-service advisors with retirement planning, tax planning, and Social Security optimization features that directly overlap with Income Lab's core offerings.
- BluePrint Income: BluePrint Income provides retirement income and annuity solutions for advisors, directly overlapping with Income Lab's retirement distribution and annuity planning capabilities in the decumulation category.
- Nitrogen (formerly Riskalyze): Nitrogen offers risk tolerance assessment and financial planning software for advisors with integrated risk and planning workflows; it competes with Income Lab for advisor mindshare and tech-stack budget, and is also an integration partner.
- eMoney Advisor: eMoney Advisor (owned by Fidelity) is a leading financial planning software platform serving financial advisors with comprehensive planning tools including retirement income planning. It is the most direct competitor to Income Lab in the advisor-facing planning software category.
- MoneyGuidePro: MoneyGuidePro (owned by Envestnet) is one of the most widely used goal-based financial planning platforms for financial advisors, with overlapping retirement income and distribution planning capabilities directly comparable to Income Lab.
Emerging players
- Holistiplan: Holistiplan is an emerging tax planning platform for financial advisors that overlaps with Income Lab's Tax Lab module (Roth conversion, withdrawal sequencing), making it a partial competitor as well as a potential ecosystem partner.
- Boldin (formerly NewRetirement): Boldin offers retirement planning software originally focused on consumers but expanding into the advisor market, competing for retirement income planning workflows with overlapping capabilities to Income Lab's Retirement GPS.
- fpPathfinder: fpPathfinder provides financial planning content, checklists, and tools for advisors; it is also an Income Lab integration partner and competes for advisor planning workflow budget with an adjacent, less quantitative offering.
Broad incumbents
- Orion Advisor Tech: Orion provides portfolio management, reporting, and increasingly financial planning tools to RIAs and broker-dealers; Income Lab integrates with Orion, and Orion's broader wealth platform represents both a partner and a competitive threat.
- Black Diamond (Adventri): Black Diamond (now part of Adventri) is a portfolio reporting and wealth management platform for advisors; Income Lab integrates with it, and Black Diamond's broader platform competes for the same advisor tech-stack wallet share.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Income Lab social profiles
Digital presenceIncome Lab compliance and trust
Trust signalCompliance2 records
Income Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Income Lab leadership team
Management profileNumber of profiles
Profiles12 records
Income Lab funding detail
Funding detailFunding overview
Funding rounds7 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Income Lab 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 Income Lab
What does Income Lab do?
Income Lab develops a SaaS retirement income planning platform for financial advisors that replaces vague Monte Carlo probability-of-success scores with risk-based guardrails providing specific dollar spending amounts and adaptive triggers. The platform integrates tax-aware withdrawal sequencing, Social Security optimization, stress testing against 130 years of historical data, annuity modeling, and an AI paraplanner suite (Penny) that automates plan building, meeting notes, and client onboarding.
Is Income Lab a public or private company?
Income Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Income Lab founded?
Income Lab was founded in 2018. It employs 11 to 50 people.
Where is Income Lab based?
Income Lab is headquartered in Denver, United States, in the North America region.
How does Income Lab make money?
Four revenue lines are on record. SaaS Subscription - Core Plan is the primary driver. The others are saaS Subscription - Pro Plan, support Staff Seats and enterprise Agreements.
Who are Income Lab's main competitors?
Direct peers on record are RightCapital, BluePrint Income, Nitrogen (formerly Riskalyze), eMoney Advisor and MoneyGuidePro. Emerging players are Holistiplan, Boldin (formerly NewRetirement) and fpPathfinder. Broad incumbents are Orion Advisor Tech and Black Diamond (Adventri).
Does Income Lab have an API?
No public API is recorded for Income Lab.
What industry is Income Lab in?
Income Lab's product category is Retirement Planning Software. Its primary akta.pro industry code is FSAGADAI, Retirement Planning & Long-Term Financial Planning Tools, with a secondary code of FSAGAEAE, Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools. Its NAICS code is 523940 and its SIC code is 6282.