Stash

What Stash does

Stash Financial, Inc. is a New York-based fintech founded in 2015 by Brandon Krieg and Ed Robinson that operates a unified subscription-based digital financial services platform targeting everyday Americans, particularly beginner and first-time investors underserved by traditional financial institutions. The platform integrates individual brokerage accounts, Traditional and Roth IRAs, custodial accounts, mobile banking, the Stock-Back debit card, and AI-powered financial guidance under a single $12/month (or $108/year) "Stash Plan" subscription. Underlying technology includes a self-built core banking system (Stash Core, launched March 2025), Money Coach AI (an NLP-based conversational financial advisor with over 2.2 million user interactions), a Smart Portfolio robo-advisor that automatically builds and rebalances diversified portfolios, and a Stock-Back Card that returns stock rewards on debit card purchases. The platform is regulated as an SEC-registered investment adviser and FINRA/SIPC member broker-dealer, with FDIC-insured banking through partner Stride Bank, N.A.

Stash's business model combines recurring subscription fees with interest income on sweep cash, 0.25% AUM fees on Smart Portfolios ≥$1,000, and interchange revenue from the Stock-Back Card. Distribution is product-led-growth and direct-to-consumer via mobile app (iOS/Android) and web, supplemented by a B2B2C channel called StashWorks that distributes the platform as an employer financial wellness benefit. As of 2025, Stash reported 1.2M–1.3M+ active subscribers and approximately $4.3B–$5B in AUM, with total funding of $666 million across 14+ rounds from investors including Goodwater Capital, T. Rowe Price, Union Square Ventures, Coatue, Valar Ventures, and LendingTree. In February 2026, Singapore-based super-app Grab Holdings announced a definitive agreement to acquire Stash for $425 million enterprise value, with Stash to operate as a standalone entity while exploring Southeast Asia expansion following the expected Q3 2026 close.

Name

Stash

Legal name

Stash Financial, Inc.

Website

https://stash.com

Company type

Private

Founded year

2015

Operating status

Acquired

Headcount range

251–500 employees

Short description

Stash Financial operates a $12/month subscription fintech platform combining brokerage, retirement accounts, mobile banking, and AI-powered financial guidance, targeting beginner and everyday US investors with low-minimum and fractional-share access.

Ownership category

akta.pro rank

Product category

Personal Finance Platform

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Embedded Deposit Accounts & Digital Wallet Infrastructure (FSAGALAE)

akta.pro secondary industry

Embedded Wallets (Platforms & Marketplaces) (FSAMAEAM)

Keywords

• Retail investing platform
• Robo-advisory services
• Personal finance app
• Fractional share investing
• Digital wealth management

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Fees: Monthly subscription model at $12/month (or $108 annually) providing access to all platform features including investing, banking, and advisory services. Single plan (The Stash Plan) with all features included.
2. Interest Income: Interest earned on uninvested cash held in Apex FDIC Insured Sweep Program accounts. Cash deposits placed with participating banks earn interest.
3. Stock-Back Rewards: Revenue generated from transaction interchange fees on Stock-Back debit card transactions, partially passed back to users as stock rewards

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Stash is a subscription-based digital financial services platform that combines investing, banking, and financial guidance into one mobile app for everyday Americans. The platform offers individual brokerage accounts, retirement IRAs (Traditional and Roth), custodial accounts for minors, a Stock-Back debit card that rewards users with stock on purchases, an AI-powered Money Coach, and a Smart Portfolio robo-advisor. Stash also operates StashWorks, a B2B employer financial wellness benefit, and a self-built core banking system (Stash Core).

Product overview

Stash is a unified digital financial services platform offering a comprehensive suite of investing, banking, and financial guidance tools through a single subscription model ($12/month). The core platform integrates Smart Portfolio (robo-advisor), Money Coach (AI-powered financial guidance), Stock-Back Card (debit card with stock rewards), and individual brokerage accounts. The ecosystem extends to retirement accounts (Traditional/Roth IRA with Managed Retire option), custodial accounts for minors, and mobile banking features. Key differentiating features include StockParty (gamified stock rewards), Stock Round-Ups (spare change investing), and StashWorks (employer workplace benefit). Recent additions include Stash Core (self-built banking infrastructure) and AI Money Coach for personalized 24/7 financial coaching. The platform targets everyday Americans seeking accessible, affordable investment tools starting from $5.

Differentiator

Problem solved

Functional benefit

Brands

• Smart Portfolio: Robo-advisor that provides a diversified portfolio based on user's goals with automated investing features.
• Stock-Back Card
• Money Coach AI
• StashWorks
• StockParty

Quantifiable outcome

• Users who Auto-Stash have 9x more in their accounts on average after one year compared to customers who don't Auto-Stash
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature6 records

Partnerships

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

• Grab HoldingsmajorStrategic or Co-development Partner · 12 February 2026Singapore-based super-app acquiring Stash for $425 million enterprise value (50.1% at closing). Transaction expected to close Q3 2026 pending regulatory approvals. Stash will operate as standalone entity under Grab's ownership while exploring Southeast Asia expansion.
• PayGrademinorStrategic or Co-development Partner · 23 June 2021Financial literacy platform acquired by Stash in June 2021, marking Stash's first acquisition.
• Apex ClearingcoreTechnology or IntegrationSEC-registered broker-dealer and SIPC member providing clearing and execution services, serving as qualified custodian for advisory assets. Infrastructure provider for crypto services.
• Stride Bank, N.A.coreTechnology or IntegrationPartner bank providing FDIC-insured banking accounts. Issues the Stash Stock-Back Debit Mastercard pursuant to license from Mastercard International.
• MastercardcoreTechnology or IntegrationLicensor of Mastercard andCircles design for the Stash Stock-Back Debit Mastercard.

Scale indicators18 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Robinhood: Commission-free retail investing app with fractional shares, crypto, and cash management. Directly competes with Stash for beginner and mass-affluent retail investors in the US.
• Acorns: Micro-investing and subscription-based app targeting beginners with round-ups, custodial accounts, and banking. Closest direct peer given overlapping niche, subscription model, and beginner focus.
• Betterment: Robo-advisor offering automated portfolio management, retirement accounts, and cash management. Competes with Stash Smart Portfolio in the managed investing category.
• Wealthfront: Automated investing and savings platform with portfolio management, financial planning, and cash account. Competes head-on with Stash's Smart Portfolio and banking products.
• M1 Finance: Hybrid investing platform combining self-directed brokerage with automated portfolio rebalancing (pies), plus a checking account. Comparable in combining banking and investing in a single app.
• Public.com: Retail investing platform offering stocks, ETFs, crypto, and alternative investments via a social/community-driven model. Competes for the same beginner-to-intermediate retail investor segment.

Broad incumbents

• SoFi: Full-stack consumer fintech offering investing, banking, lending, and credit cards through a single membership. Overlaps broadly with Stash's all-in-one platform but at much larger scale and broader product set.
• Chime: Large digital bank offering fee-free checking, savings, and early direct deposit, with growing investment features through partners. Overlaps with Stash's mobile banking and Stock-Back debit card offering.

Emerging players

• Ellevest: Mission-driven robo-advisor focused on women investors, offering managed portfolios, banking, and coaching. Comparable subscription-and-advice model to Stash but narrower customer focus.
• Greenlight: Family-finance debit card and investing app for kids and teens with parental controls and educational content. Directly comparable to Stash's custodial accounts and family-focused investing angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/stash
• YouTubeyoutube.com/c/stash
• Facebookfacebook.com/stashinvestapp
• LinkedInlinkedin.com/company/stashfinancial
• Instagraminstagram.com/stash.financial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds13 records

Investors17 records

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

M&A1 record

Investments

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

Frequently asked questions about Stash