Bento Engine
Bento Engine is a B2B fintech SaaS company that delivers a CRM-integrated proactive advice platform to financial advisors and wealth management firms, scanning client data to trigger compliance-approved, multi-format content on age milestones and life events. It monetizes via per-advisor-seat subscriptions and serves RIAs, IBDs, banks, and enterprise wealth firms.
- Company typePrivate
- Founded2021
- HeadquartersWestport, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Bento Engine does
Bento Engine Inc. is a B2B fintech SaaS company founded in 2021 and headquartered in Westport, Connecticut (with a Delaware legal entity), that sells a CRM-integrated advice-delivery platform to financial advisors and wealth management firms. The platform's core technology consists of a rules-based engine that scans client and prospect records inside the advisor's existing CRM via bi-directional APIs, flags upcoming age-based milestones (16 regulatory birthdates covering retirement and next-generation events) and major life events (marriage, divorce, childbirth, home purchase, death), and surfaces timely alerts with compliance pre-approved, multi-format content (email templates, talking points, PPT/PDFs, advisor FAQs) directly inside the CRM workflow. The product suite comprises three core programs — Life in #s, Life Events, and Children & Wealth — plus two add-on modules, Bento Direct (usage-based automated client email) and Your Journey (website lead generation), with deep native integrations across nine wealth management CRMs including Salesforce, Wealthbox, Redtail, Practifi, XLR8, Microsoft Dynamics 365, HubSpot, Salentica, and Tamarac.
The company monetizes via per-advisor-seat SaaS subscriptions priced at $149-$249 per month (or $1,499-$2,499 annually, with three months free on annual billing) tiered by number of programs accessed, with the Premium three-program tier positioned as the most popular. Bento Direct is priced on outgoing email volume and Your Journey on annual website traffic, creating a hybrid subscription-plus-usage revenue model. GTM combines a self-serve Starter tier for independent advisors with a dedicated enterprise field sales motion targeting RIAs, IBDs, banks, CUSOs, IMOs, insurers, and private banks, supplemented by CRM partner co-selling (Wealthbox, Redtail, Salesforce, Practifi), industry association discounts (FPA, Conneqtor, VisiWealth), and thought-leadership content marketing. As of June 2022 the company reported serving 31 firms; it has since raised a subsequent round with The Founders Arena in July 2024 and added AI ecosystem partnerships with Zeplyn and DataDasher, while maintaining SOC 2 Type II certification as a procurement gate for enterprise deployments.
Bento Engine firmographics
Firmographics- Name
- Bento Engine
- Legal name
- Bento Engine Inc.
- Website
- https://bentoengine.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bento Engine is a B2B fintech SaaS company that delivers a CRM-integrated proactive advice platform to financial advisors and wealth management firms, scanning client data to trigger compliance-approved, multi-format content on age milestones and life events. It monetizes via per-advisor-seat subscriptions and serves RIAs, IBDs, banks, and enterprise wealth firms.
- Ownership category
- akta.pro rank
Bento Engine industry classification
Industry- Product category
- Wealth Management Technology
- NAICS
- Other Computer Related Services (541519), Portfolio Management and Investment Advice (523940)
- SIC
- Services-Prepackaged Software (7372), Investment Advice (6282)
- akta.pro primary industry
- Financial Planning–Led RIAs (FSAAACAB)
- akta.pro secondary industry
- Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF)
Keywords
Where Bento Engine is headquartered
LocationHeadquarters
- HQ city
- Westport
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Bento Engine business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- SaaS Subscription - Per Advisor Seat: Monthly or annual subscription pricing based on per lead advisor seat. Supporting team members enabled free. Volume discounts available for larger firms. 3 programs available: Life in Numbers, Life Events, Children & Wealth.
- Bento Direct - Usage Based: Direct-to-client version for large prospect pools or retirement plan participants, priced based on number of outgoing emails per year.
- Your Journey - Website Traffic Based: Lead generation tool for advisor websites, priced based on annual website visitors: $3,000/year if <10,000 visitors, $5,000/year if 10,000-30,000, Enterprise pricing if >30,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter - 1 Program: Access to 1 solution (Life in Numbers, Life Events, or Children & Wealth) |
| Subscription | Monthly | Plus - 2 Programs: Access to 2 solutions |
| Subscription | Monthly | Premium - 3 Programs: Full access to all 3 solutions |
| Subscription | Annual | Children & Wealth Add-on |
| Subscription | Annual | Your Journey - Website Lead Generation |
| Usage-based | Annual | Bento Direct - Direct to Consumer |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Bento Engine product offering
Product offeringCore offering
Bento Engine is a B2B fintech SaaS platform that integrates into financial advisors' existing CRM systems via bi-directional APIs, scanning client and prospect data to detect upcoming age-based milestones (16 regulatory birthdates) and major life events. The platform then delivers compliance pre-approved advice materials in multiple formats (PPT/PDF, talking points, emails, FAQs) so advisors can proactively engage clients in under five minutes of preparation. Core programs include Life in #s, Life Events, and Children & Wealth, with add-ons Bento Direct and Your Journey for prospect and website lead conversion.
Product overview
Bento Engine is an integrated content and technology platform that helps financial advisors deliver proactive, timely advice during key moments in clients' financial journeys. The core offering consists of three main programs — Life in #s (age-based milestones), Life Events (major life transitions), and Children & Wealth (next-generation financial literacy) — delivered as a SaaS platform integrated directly into CRM systems via bi-directional APIs. The platform scans CRM data to identify upcoming advice opportunities and delivers compliance pre-approved materials in multiple formats (emails, talking points, PDFs, PPTs). Two additional modules extend the platform: Bento Direct (automated email outreach for large prospect pools and retirement plan participants) and Your Journey (website-based lead generation tool). Pricing follows a tiered SaaS model with Starter, Plus, and Premium tiers based on the number of programs accessed, plus add-on pricing for Bento Direct and Your Journey based on usage volume.
Differentiator
Problem solved
Functional benefit
Products and services
- Life in #s Proactive age-based advice program that identifies 16 regulatory birthdates (11 retirement-related, 5 Next Gen-related) triggering distinct wealth management risks or opportunities. Connects via APIs into CRM to scan the entire book of business and alert advisors ahead of client/prospect milestones.
- Life Events Proactive advice program covering major life events such as marriage, divorce, birth of a child, home purchase, moving across state lines, and loss of a loved one. Delivers compliance pre-approved, multi-format materials when advisors flag life events in the CRM.
- Children & Wealth Financial literacy program for the next generation of client families. Delivers age-appropriate content to children ages 4-18 every two years, helping parents instill financial concepts. Developed in partnership with Susan Doty from University of Texas at Tyler.
- Bento Direct Automated direct-to-client email program for large prospect books or retirement plan participant pools. Connects with email/marketing systems (HubSpot, Constant Contact, MailChimp) to automatically send timely, impactful emails on the advisor's behalf. Pricing based on outgoing emails per year.
- Your Journey Website lead generation tool that invites visitors to enter their birth year to learn about key Moments That Matter on their wealth management journey. Sensitizes visitors to the advantages of working with a human advisor and encourages booking meetings. Priced based on website traffic volume.
Quantifiable outcome
- $4.5 million in new asset opportunities per year per advisor
- +4 more outcomes
Companies that use Bento Engine
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Bento Engine technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability4 records
Feature4 records
Bento Engine partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered flagship, core and minor.
- WealthboxflagshipCRM partnership with Wealthbox - Modern CRM for financial advisors. Joint webinars, workflow demonstrations, and seamless API integration. Co-marketing campaigns and product tours featuring both platforms.
- Redtail TechnologyflagshipCRM partnership with Redtail - automated workflows and intuitive interface. Joint webinars, video tutorials, and seamless API integration connecting Bento alerts to Redtail CRM.
- SalesforceflagshipCRM partnership with Salesforce - the future of business is AI + Data + CRM. Deep integration with Data Cloud and Einstein. Joint webinars and product demonstrations.
- PractififlagshipCRM partnership with Practifi - performance optimization platform for wealth management firms. Joint webinars on driving organic growth and CRM-embedded advice delivery.
- XLR8 CRMcoreXLR8 is a customized version of Salesforce built for Financial Services. Bento integrates to provide alerts and compliance pre-approved materials.
- Microsoft Dynamics 365coreIntegration with Microsoft Dynamics 365 for financial advisors to manage, track, and store client information in centralized data-driven solution.
- HubSpotcoreCRM partnership with HubSpot - connects data, teams, and customers on one CRM platform that grows with business.
- FMG SuitecoreFMG Partners with Bento Engine to drive advice engagement. Select content from 'Bento Collection' now available to FMG users. Joint webinar on age-target marketing.
- ConneqtorminorConneqtor gives advisors the blueprint to start, build, and grow their business. Conneqtor members get 15% off Bento pricing.
- FPA (Financial Planning Association)coreLeading membership organization for CFP professionals. FPA members get 15% off Bento pricing. Marketplace listing.
- VisiWealthminorPreferred way to access high-quality visuals of strategies and concepts for education, estate, investment, retirement, and tax planning. VisiWealth clients get 15% off Bento pricing.
- CaribouminorHealthcare cost planning and optimization solution for financial advisors.
- PrismmminorEmpowers Financial Institutions with tools for seamless wealth transfer, ensuring they remain indispensable in clients' legacy planning.
- ZeplyncoreZeplyn's AI-powered note-taking captures real-time structured meeting notes during client interactions, identifying life events sent to CRM. Bento then delivers impactful client engagement tailored to those moments.
- Event AdvisorsminorPartnership to create 'Bento Events in a Box' - helping advisors host impactful in-person or virtual client/prospect events around Moments That Matter.
- Cannon Financial InstituteminorJoint webinar bringing lessons of Advice4life to life - tangible tips on serving clients during key life events.
- ElementsminorJoint webinar with CEO of Elements on proactive client engagement strategies that save time and give clients the experience they want.
- Susan Doty (University of Texas at Tyler)coreDirector of Center for Economic Education and Financial Literacy at UT Tyler. Developed Children & Wealth program materials in partnership with Bento.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Bento Engine competitors and assessment
Company assessmentDirect peers
- AdvisorStream: AdvisorStream delivers curated financial content and personalized marketing campaigns to advisors and their clients — competing with Bento's content library and multi-format delivery model.
- FMG Suite: FMG Suite is a marketing and content automation platform for financial advisors — Bento's most direct competitor in compliance-approved advisor content, and also a marketing partner, illustrating the overlapping and contested space.
- Snappy Kraken: Snappy Kraken provides marketing automation, branded content, and lead generation tools for financial advisors — directly competing with Bento's content-driven engagement and prospect-conversion use cases.
- Vanilla: Vanilla is a digital marketing and client engagement platform for wealth management firms, overlapping with Bento's Your Journey and Bento Direct use cases around advisor websites and prospect conversion.
Broad incumbents
- Nitrogen (formerly Riskalyze): Nitrogen is an established risk-tolerance and client engagement platform serving tens of thousands of advisors, with adjacent engagement and planning functionality that overlaps with Bento's proactive-advice thesis.
- Orion Advisor Tech: Orion provides a comprehensive wealth-management technology platform (CRM, planning, reporting) used by large enterprise firms, representing a broader-suite incumbent that could expand into proactive-advice features.
- Envestnet: Envestnet is a large-scale wealth management platform offering data, analytics, planning, and CRM-adjacent tools; a broad incumbent whose scale and integrations could pressure smaller specialists like Bento.
Emerging players
- MoneyGuide: MoneyGuide is a leading financial planning software for advisors, with adjacent engagement and goals-based planning functionality that intersects with Bento's life-event and milestone-driven advice delivery.
- RightCapital: RightCapital is a financial planning platform for RIAs that increasingly competes around client-engagement touchpoints — adjacent to Bento's planning-aligned advice alerts.
Others
- Wealthbox: Wealthbox is a CRM for financial advisors and a flagship Bento integration partner; while not a direct competitor, its trajectory into engagement/AI features makes it both a critical channel and a potential future competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bento Engine social profiles
Digital presenceBento Engine compliance and trust
Trust signalCompliance1 record
Bento Engine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bento Engine leadership team
Management profileNumber of profiles
Profiles7 records
Bento Engine funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bento Engine 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 Bento Engine
What does Bento Engine do?
Bento Engine is a B2B fintech SaaS platform that integrates into financial advisors' existing CRM systems via bi-directional APIs, scanning client and prospect data to detect upcoming age-based milestones (16 regulatory birthdates) and major life events. The platform then delivers compliance pre-approved advice materials in multiple formats (PPT/PDF, talking points, emails, FAQs) so advisors can proactively engage clients in under five minutes of preparation. Core programs include Life in #s, Life Events, and Children & Wealth, with add-ons Bento Direct and Your Journey for prospect and website lead conversion.
Is Bento Engine a public or private company?
Bento Engine is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bento Engine founded?
Bento Engine was founded in 2021. It employs 1 to 10 people.
Where is Bento Engine based?
Bento Engine is headquartered in Westport, United States, in the North America region.
How does Bento Engine make money?
Three revenue lines are on record. SaaS Subscription - Per Advisor Seat is the primary driver. The others are bento Direct - Usage Based and your Journey - Website Traffic Based.
Who are Bento Engine's main competitors?
Direct peers on record are AdvisorStream, FMG Suite, Snappy Kraken and Vanilla. Broad incumbents are Nitrogen (formerly Riskalyze), Orion Advisor Tech and Envestnet. Emerging players are MoneyGuide and RightCapital. Wealthbox is listed as an others.
Does Bento Engine have an API?
Yes. Bento Engine provides bi-directional APIs that integrate directly with CRM systems. The engine scans client and prospect data within the CRM to identify upcoming advice opportunities, and delivers alerts via Tasks/Activities in the CRM along with links to compliance pre-approved materials. Integrations are available for Wealthbox, Redtail, Salesforce, Practifi, and XLR8 CRM. API keys can be generated within each CRM platform to enable the connection. No standalone developer documentation URL was found in the source material.
What industry is Bento Engine in?
Bento Engine's product category is Wealth Management Technology. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAACAF, Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)). Its NAICS code is 541519 and its SIC code is 7372.