Shur

What Shur does

Shur is a B2B2C financial wellness platform founded in 2020 by Kahlil Byrd (legal entity: Invest America Ventures, Inc., a Delaware public benefit corporation), headquartered in New York. The company sells to enterprise buyers — corporations, city governments, and membership organizations — who provide Shur's platform as an employee, resident, or member benefit aimed at professionals carrying student loan debt. Its product surface includes the Borrower Toolkit (financial guidance and tools), the Shur Opportunity Score (an alternative credit-scoring methodology designed for student loan borrowers), Repayment Interruption Insurance, plus add-on modules for banking, mortgage support, financial coaching, and insurance products. The underlying technology stack combines a Tech & AI Platform (currently in beta) with a Data & Scoring Program built on a multi-year study of nearly 9 million student loan records conducted in partnership with Equifax and VantageScore.

Shur generates revenue through enterprise subscriptions or contracts with B2B partners (companies, cities, membership organizations) who provide the platform as a benefit, supplemented by referral or affiliate economics on integrated financial products such as insurance and banking services. Pricing is not publicly disclosed and operates on a quote-based enterprise model. The go-to-market motion is direct enterprise field sales, with flagship distribution through Edward Jones and its 19,000 financial advisors across six metros. The customer base of roughly 30 million U.S. professionals aged 21-40 with student loans represents the addressable market; Shur targets connecting 9 million of these professionals to financial services by 2028.

The company is at seed stage: it closed a $1.4M Pre-Seed round in Q4 2023, achieved $800k in revenue in 2024 with a stated trajectory to $1M+ ARR by year-end, and maintains a small core team supplemented by an unusually credentialed advisory bench spanning former CTOs of E*Trade, Morgan Stanley, and Deutsche Bank, the former COO of Federal Student Aid, and senior insurance and capital markets executives.

Name

Shur

Legal name

Invest America Ventures, Inc.

Website

https://getshur.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Shur is a B2B2C financial wellness platform that helps enterprises offer student debt solutions to employees, residents, and members through alternative credit scoring, financial coaching, insurance, and banking products.

Ownership category

akta.pro rank

Product category

Financial Wellness Software for Student Loan Borrowers

akta.pro primary industry

Sub-Accounting & Platform Servicing (Omnibus, Intermediary/NSCC, Retirement Platforms) (FSAAAMAI)

akta.pro secondary industry

Digital Wallet Infrastructure (Tokenization, Wallet-as-a-Service) (FSAMAEAI)

Keywords

• Student loan financial wellness
• Alternative credit scoring
• Repayment insurance products
• Borrower wealth building
• Enterprise benefits platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Enterprise Platform/Subscription: B2B2C revenue model where Shur charges enterprise partners (companies, city governments, membership organizations) for access to its financial wellness platform, tools, and products. Partners provide the platform to their employees/residents/members as a benefit.
2. Financial Products (Insurance, Banking): Revenue from connecting borrowers to insurance products and banking services through the platform, likely through referral or commission arrangements with financial product providers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Shur is a B2B2C financial wellness platform that integrates alternative credit scoring (Shur Opportunity Score), financial guidance, insurance products, banking services, and data analytics to help professionals with student loans move from debt to wealth creation. The platform is sold to enterprise partners — companies, city governments, and membership organizations — who deploy it as an employee, resident, or member benefit. The product suite centers on the Borrower Toolkit, the Shur Opportunity Score, Repayment Interruption Insurance, and a Data & Scoring Program built on Equifax and VantageScore data.

Product overview

Shur is a comprehensive financial services platform that integrates alternative credit scoring, personalized financial guidance, insurance, and banking products to help professionals with student loans move from debt to wealth creation. The platform architecture consists of a core Borrower Toolkit that serves as the primary interface, supported by the Shur Opportunity Score for enhanced credit evaluation, a Tech & AI Platform powering data-driven insights, and a Data & Scoring Program analyzing millions of borrower records. Additional modules include Repayment Interruption Insurance, Financial Coaching & Planning, Banking Services, Insurance Products, and Mortgage Support. The platform is designed for enterprise partners including city governments, companies, and membership organizations to offer as employee/citizen benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Shur Opportunity Score: Enhanced credit score to broaden the evaluation criteria for borrower creditworthiness.
• Borrower Toolkit
• Repayment Interruption Insurance

Products and services

• Borrower Toolkit A comprehensive toolkit providing financial guidance, tools, and products for professionals with student loans seeking to repay their loans while building wealth. It serves as the primary user-facing interface within the Shur platform and is offered publicly and to corporate partners for their employees.
• Shur Opportunity Score An enhanced credit score designed to broaden the evaluation criteria for borrower creditworthiness beyond traditional scoring models. It enables professionals with student loans to demonstrate their true financial value and unlocks access to prime financial products.
• Repayment Interruption Insurance An insurance product that provides a repayment safety net to help borrowers manage financial shocks and emergencies without derailing student loan repayment. Targeted at professionals with student loans who face income volatility or unexpected life events.
• Tech & AI Platform A technology and AI-powered platform (currently in Beta) that enables data-driven financial solutions for professionals with student loans, powering the Shur ecosystem including the Borrower Toolkit, Shur Opportunity Score, and Repayment Interruption Insurance.
• Data & Scoring Program A comprehensive data program (in Beta) conducting national studies in partnership with Equifax and VantageScore to understand borrower financial dynamics, credit scores, default risk, and wealth-building patterns across nearly 9 million student loan records.

Quantifiable outcome

• Borrowers with student loans have credit scores 78 points lower on average compared to peers who paid off loans, resulting in $200k to $1M lifetime extra costs
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• EquifaxcoreTechnology or IntegrationData partnership where Equifax provides anonymized credit file data covering 250 million Americans. Shur uses this data to conduct the most extensive multi-year study into financial dynamics of student loan borrowers, examining payments, balances, credit scores, and wealth-creation patterns.
• VantageScorecoreTechnology or IntegrationData partnership for credit scoring analytics, combining VantageScore 4.0 data with Equifax data to understand impact of student debt on credit scores and default rates across millions of borrowers.
• Edward JonesflagshipStrategic or Co-development PartnerFlagship enterprise partnership with $1.7T AUM financial advisory firm with 8M+ clients. Joint impact experiment in St. Louis region focusing on financial wellness for colleagues, customers, and residents. Expanding to Seattle, Houston, Atlanta, Indianapolis, and Milwaukee with rollout through 19,000 financial advisors nationwide.
• Last Mile Education FundminorStrategic or Co-development PartnerPartnership offering Last Mile's STEM grant recipients access to Shur's platform including financial coaching, credit-building products, and Student Loan Repayment Interruption Insurance. Over 3,000 grant recipients eligible to participate.
• CopeaceminorStrategic or Co-development PartnerPartner organization providing services to student loan borrowers.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SoFi: Large consumer fintech offering student-loan refinancing alongside lending, banking, and investing. Most comparable in the 'financial services for professionals with student debt' positioning, though SoFi operates across a much broader suite and at vastly greater scale.
• Dave: Consumer financial-wellness platform (banking, budgeting, advance, side-hustle) targeting income-constrained Americans. Comparable audience and 'financial wellness' framing, though Dave does not focus specifically on student-debt borrowers.

Direct peers

• Commonbond: Student-loan refinancing and financial wellness platform originally focused on graduate-degree borrowers. Direct competitor in the 'student-debt-holder financial wellness' category, with overlap on refinancing and employer partnerships.
• Earnest: Student-loan refinancing and private student-loan originator with strong underwriting DNA. Comparable in student-debt-focused lending and in alternative underwriting approaches similar in spirit to Shur's Opportunity Score.
• Tuition.io: Employer student-loan benefit and repayment-assistance platform — essentially the closest direct functional peer, serving the same B2B2C HR/benefits buyer with employee student-loan tools.
• FutureFuel.io: Student-loan repayment and financial-wellness benefit for employers, with similar B2B2C distribution into HR/benefits teams. Closely aligned go-to-market motion and overlapping product surface.
• Splash Financial: Student-loan refinancing marketplace that aggregates lender options. Comparable as a borrower-to-financial-products intermediary operating in the student-debt vertical.
• Credible: Loan marketplace connecting borrowers to multiple lenders across student, personal, and mortgage products. Comparable broker-style intermediation model and adjacent credit-data positioning.

Emerging players

• Possible Finance: Mobile-first credit-building and small-dollar lending platform for underbanked consumers. Comparable focus on rebuilding credit scores for populations underserved by traditional underwriting, conceptually adjacent to Shur's Opportunity Score.
• Greenwood: Digital banking platform for Black and Latino consumers with similar mission-aligned, community-bank positioning. Relevant as a mission-aligned financial-services entrant serving communities also targeted by Shur.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/shurco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shur