Astor
Astor is an SEC-registered AI investment advisor delivering personalized portfolio guidance to US retail investors via iOS and web, connecting brokerage accounts through Plaid to provide RSU analysis, risk profiling, and tailored financial planning on a flat-rate subscription model.
- Company typePrivate
- Founded2025
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Astor does
Astor (operating as Gaus, Inc.) is an SEC-registered AI investment advisor founded in 2025 and headquartered at 35 Mirabel Ave in San Francisco. The company delivers non-discretionary, personalized investment advice to busy US professionals—primarily tech workers with RSUs, consultants, bankers, and startup founders—through a conversational AI advisor available on iOS and web. Users link their existing brokerage accounts via Plaid, and the platform provides portfolio-aware guidance, risk profiling, RSU concentration analysis, daily market digests filtered to actual holdings, and tailored financial plans, without taking custody of client assets.
The product is built on a multi-agent AI architecture leveraging Anthropic's large language models, with internal fact-checking agents reviewing recommendations before they are delivered. Gaus, Inc. is registered with the SEC as an investment adviser (CRD #338424) and operates as a fiduciary under the Investment Advisers Act of 1940; co-founders Bruno Koba and Daniel Tulha (Hochstetler), both former Stripe engineers, hold Series 65 licenses. The platform applies bank-grade security (TLS/SSL in transit, AES-256 at rest, multi-factor authentication, professional penetration testing) and is pursuing SOC 2 Type II compliance.
Astor monetizes exclusively through flat-rate monthly subscriptions, with no AUM fees, no performance fees, and no account minimums. The two tiers—Astor Pro at $14.99/month (unlimited chat, 10 min/day of voice, advanced portfolio insights) and Astor Max at $39.99/month (unlimited voice, early access to new features)—are distributed direct-to-consumer via the Apple App Store (App ID 6753963161) and the company's web application. Since launching the iOS app in February 2026 and closing a $5 million seed round in April 2026 led by Monashees (with Y Combinator, Goodwater Capital, and others participating), Astor has reached approximately 6,000 users with $500M+ in connected brokerage accounts and a 4.8/5 App Store rating.
Astor firmographics
Firmographics- Name
- Astor
- Legal name
- Gaus, Inc.
- Website
- https://astor.app
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Astor is an SEC-registered AI investment advisor delivering personalized portfolio guidance to US retail investors via iOS and web, connecting brokerage accounts through Plaid to provide RSU analysis, risk profiling, and tailored financial planning on a flat-rate subscription model.
- Ownership category
- akta.pro rank
Astor industry classification
Industry- Product category
- AI Investment Advisory / Robo-Advisory
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Private Client/High-Net-Worth Advisory (FSAEAAAN)
- akta.pro secondary industry
- Independent Broker-Dealers (Retail Network) (FSAAAAAC)
Keywords
Where Astor is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Astor business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Subscription fees: Flat monthly subscription fees for Pro ($14.99) and Max ($39.99) tiers, charged in advance on a recurring basis. Billed monthly or annually for web subscriptions; billed exclusively via Apple's In-App Purchase system for mobile. No performance-based fees; no AUM fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Astor Pro — unlimited chat, advanced portfolio insights, tailored market updates, 10 min/day voice calls |
| Subscription | Monthly | Astor Max — everything in Pro plus unlimited voice minutes and early access to new features |
| Subscription | Monthly | Web promotional Pro — original Astor experience with introductory pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Astor product offering
Product offeringCore offering
Astor is an SEC-registered AI investment advisor that connects to users' existing brokerage accounts through Plaid and delivers personalized, conversational portfolio guidance by text and voice, available 24/7 on iOS and web. The platform produces AI-generated financial plans, holdings-filtered market digests, "What to Sell" suggestions, and risk and concentration analytics, all backed by a multi-agent AI architecture built on Anthropic models with internal fact-checking. The service is non-discretionary, sold as a flat monthly subscription with no AUM fees and no account minimums, targeting busy professionals and mass-affluent retail investors in the United States.
Product overview
Astor is a single-platform product — the Astor AI Investment Advisor — operated by Gaus, Inc. (SEC-registered investment adviser, CRD #338424), rather than a multi-module suite. The core platform is a non-discretionary, AI-powered investment advisory service that connects to users' existing brokerage accounts via Plaid and delivers personalized, conversational portfolio guidance via text and voice. It is delivered primarily through the Astor iOS Mobile App (App ID 6753963161) and is monetized via two subscription tiers — Astor Pro ($14.99/month) and Astor Max ($39.99/month) — that gate usage limits on chat, voice minutes, and early access to new features, all built around the same underlying AI advisor.
Differentiator
Problem solved
Functional benefit
Products and services
- Astor AI Investment Advisor Astor is the core, non-discretionary AI-powered investment advisory platform offered by Gaus, Inc. (SEC-registered investment adviser, CRD #338424). It connects to users' existing brokerage accounts via Plaid and delivers personalized, conversational portfolio guidance via an AI chatbot available on iOS and web, with features including Financial Plan, Tickers For You, "What to Sell," portfolio benchmarks against the S&P 500, and daily market digests filtered to the user's actual holdings. It is sold as a flat monthly subscription with no AUM fees and no account minimums, targeting busy professionals and mass-affluent retail investors in the United States.
- Astor iOS Mobile App The iPhone-only mobile application distributed via the Apple App Store that delivers the Astor AI advisor experience on mobile, including Face ID app lock, iMessage text integration, chat, voice calls, portfolio views, Financial Plan, Tickers For You, net worth widgets, stock research, and in-app subscription purchases processed exclusively through Apple's In-App Purchase system. Requires iOS 17.0 or later.
Quantifiable outcome
- Over $200M in connected accounts since launch
- +3 more outcomes
Companies that use Astor
Customer profileSegments6 records
Ideal customer profiles3 records
Astor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability11 records
Feature7 records
Astor partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core infrastructure partner and flagship distribution partner.
- Plaidcore infrastructure partnerAstor integrates with Plaid for bank-level secure account aggregation, enabling users to link their existing brokerage and bank accounts to the platform. Plaid provides the read-only connectivity underpinning Astor's portfolio-aware AI recommendations.
- Apple (App Store / In-App Purchase)flagship distribution partnerAstor distributes its iPhone app exclusively via Apple's App Store, with mobile subscriptions processed exclusively through Apple's In-App Purchase system. Apple bills users directly and Astor is subject to Apple's refund policies for iOS subscriptions.
- Anthropic (AI model provider)core infrastructure partnerAstor's multi-agent AI architecture is built on Anthropic's large language models, providing the foundational AI capability for portfolio analysis, conversational guidance, and fact-checked investment recommendations.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Astor competitors and assessment
Company assessmentDirect peers
- Betterment: Betterment is a leading US robo-advisor offering automated, portfolio-aware investment management for retail investors. It is a direct comparable to Astor on target customer (mass-affluent retail), product category (digital investment advice), and AI-enabled personalization, though Betterment is discretionary and AUM-fee based versus Astor's non-discretionary subscription model.
- Wealthfront: Wealthfront is a major US robo-advisor serving tech-savvy, mass-affluent investors with automated portfolio management, tax-loss harvesting, and financial planning. It is a direct comparable on target persona (young tech workers), product (digital wealth advisory), and AI-driven personalization, though it operates a discretionary, AUM-based model.
- Magnifi: Magnifi is an AI-powered investment assistant that provides conversational financial guidance, market analysis, and personalized insights to retail investors. It is one of the closest direct competitors to Astor - similar AI-first investment advisor positioning, similar target user (DIY retail investors), similar subscription-style model.
- Ellevest: Ellevest is a digital wealth management platform targeting professional women and busy professionals with goal-based investing, financial planning, and personalized advice. Comparable on persona targeting (busy professionals), product category (digital investment advisory), and AI-enhanced personalization.
Emerging players
- Range: Range is an AI-powered financial planning and wealth management platform serving mass-affluent and tech-sector clients with holistic planning, tax, and investment guidance. Comparable on AI-first advisory positioning and mass-affluent/tech-worker persona, though Range combines human advisors with AI rather than pure AI.
- Mezzi: Mezzi is an AI-driven personal finance and investment management app targeting high-earners with concentrated stock and equity compensation. Closely comparable to Astor on RSU/equity compensation use case, tech-worker persona, and AI-first product positioning.
- Origin Financial: Origin is an AI-powered financial planning platform for early-career and mass-affluent professionals, offering automated planning, investment guidance, and goal-based advice. Comparable on AI-first positioning, mass-affluent/young professional persona, and subscription-based monetization.
- Cleo: Cleo is an AI-driven personal finance chatbot that helps users budget, save, and understand their money. Comparable as an AI-first consumer finance brand targeting younger retail users, though Cleo focuses on budgeting/cash flow rather than investment advisory.
Broad incumbents
- Schwab Intelligent Portfolios: Charles Schwab's robo-advisor offering automated, portfolio-aware investment management integrated with the broader Schwab brokerage platform. Comparable as a digital investment advisory product for retail investors, but operates as part of a large incumbent brokerage with AUM-based fees.
- Robinhood: Robinhood is a major US retail brokerage with a large active-investor user base and growing AI/automation features (e.g., Robinhood Cortex, Gold). Comparable on target persona (young retail/tech investors) and iPhone-first mobile distribution, though it is a full brokerage with payment-for-order-flow economics rather than a pure AI advisor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Astor social profiles
Digital presenceAstor compliance and trust
Trust signalCompliance2 records
Astor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Astor leadership team
Management profileNumber of profiles
Profiles2 records
Astor funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Astor 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 Astor
What does Astor do?
Astor is an SEC-registered AI investment advisor that connects to users' existing brokerage accounts through Plaid and delivers personalized, conversational portfolio guidance by text and voice, available 24/7 on iOS and web. The platform produces AI-generated financial plans, holdings-filtered market digests, "What to Sell" suggestions, and risk and concentration analytics, all backed by a multi-agent AI architecture built on Anthropic models with internal fact-checking. The service is non-discretionary, sold as a flat monthly subscription with no AUM fees and no account minimums, targeting busy professionals and mass-affluent retail investors in the United States.
Is Astor a public or private company?
Astor is a private company. It is classified as venture growth investor backed and is currently operating.
When was Astor founded?
Astor was founded in 2025. It employs 1 to 10 people.
Where is Astor based?
Astor is headquartered in San Francisco, United States, in the North America region.
How does Astor make money?
One revenue line is on record: subscription fees.
Who are Astor's main competitors?
Direct peers on record are Betterment, Wealthfront, Magnifi and Ellevest. Emerging players are Range, Mezzi, Origin Financial and Cleo. Broad incumbents are Schwab Intelligent Portfolios and Robinhood.
Does Astor have an API?
No public API is recorded for Astor.
What industry is Astor in?
Astor's product category is AI Investment Advisory / Robo-Advisory. Its primary akta.pro industry code is FSAEAAAN, Private Client/High-Net-Worth Advisory, with a secondary code of FSAAAAAC, Independent Broker-Dealers (Retail Network). Its NAICS code is 523940 and its SIC code is 6282.