Bento Engine

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.

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

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

• Wealth management SaaS
• CRM-integrated advisory
• Proactive client engagement
• Financial advisor platform
• Life event alerts

Headquarters

HQ city

Westport

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability4 records

Feature4 records

Partnerships

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

• WealthboxflagshipTechnology or IntegrationCRM 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 TechnologyflagshipTechnology or IntegrationCRM partnership with Redtail - automated workflows and intuitive interface. Joint webinars, video tutorials, and seamless API integration connecting Bento alerts to Redtail CRM.
• SalesforceflagshipTechnology or IntegrationCRM partnership with Salesforce - the future of business is AI + Data + CRM. Deep integration with Data Cloud and Einstein. Joint webinars and product demonstrations.
• PractififlagshipTechnology or IntegrationCRM partnership with Practifi - performance optimization platform for wealth management firms. Joint webinars on driving organic growth and CRM-embedded advice delivery.
• XLR8 CRMcoreTechnology or IntegrationXLR8 is a customized version of Salesforce built for Financial Services. Bento integrates to provide alerts and compliance pre-approved materials.
• Microsoft Dynamics 365coreTechnology or IntegrationIntegration with Microsoft Dynamics 365 for financial advisors to manage, track, and store client information in centralized data-driven solution.
• HubSpotcoreTechnology or IntegrationCRM partnership with HubSpot - connects data, teams, and customers on one CRM platform that grows with business.
• FMG SuitecoreGTM or Marketing PartnerFMG Partners with Bento Engine to drive advice engagement. Select content from 'Bento Collection' now available to FMG users. Joint webinar on age-target marketing.
• ConneqtorminorGTM or Marketing PartnerConneqtor gives advisors the blueprint to start, build, and grow their business. Conneqtor members get 15% off Bento pricing.
• FPA (Financial Planning Association)coreGTM or Marketing PartnerLeading membership organization for CFP professionals. FPA members get 15% off Bento pricing. Marketplace listing.
• VisiWealthminorGTM or Marketing PartnerPreferred 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.
• CaribouminorGTM or Marketing PartnerHealthcare cost planning and optimization solution for financial advisors.
• PrismmminorGTM or Marketing PartnerEmpowers Financial Institutions with tools for seamless wealth transfer, ensuring they remain indispensable in clients' legacy planning.
• ZeplyncoreTechnology or IntegrationZeplyn'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 AdvisorsminorStrategic or Co-development PartnerPartnership to create 'Bento Events in a Box' - helping advisors host impactful in-person or virtual client/prospect events around Moments That Matter.
• Cannon Financial InstituteminorStrategic or Co-development PartnerJoint webinar bringing lessons of Advice4life to life - tangible tips on serving clients during key life events.
• ElementsminorStrategic or Co-development PartnerJoint 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)coreStrategic or Co-development PartnerDirector 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

Direct 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

• Xtwitter.com/BentoEngine
• LinkedInlinkedin.com/company/bentoengine

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 records

Investors1 record

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 Bento Engine