What Habits does

Habits, Inc. is a two-sided marketplace and AI workflow platform, founded in 2022 in Indianapolis, that connects high-income young professionals (average income $265K, average assets $400K+, average age 34.5) with vetted independent financial advisors and RIAs. The company operates three interconnected products: a free consumer-facing Quick Match tool that delivers three to four matched advisors based on goals, life stage, and financial planning needs; a proprietary two-sided Advisor Marketplace; and the AI-powered Engagement Engine, a prospect research and outreach intelligence tool that monitors LinkedIn, X, Instagram, Facebook, YouTube, TikTok, Reddit, and live news streams (Reuters, Bloomberg, CNBC) to surface sourced, real-time insights. The Engagement Engine includes a Chrome extension that generates prospect briefs directly inside LinkedIn profiles, and only the top 1% of advisor applicants are approved onto the platform.

The technology stack centers on a proprietary matching algorithm (income, goals, life stage, planning needs) combined with a real-time retrieval and generation layer that produces traceable, sourced insights and is paired with an Algorithmic Backfill pipeline guarantee. The platform is SOC 2 Type II certified and is designed without CRM integration, data-sharing agreements, or in-app messaging to minimize compliance exposure for advisors in regulated industries. Reported outcomes include a 27.8% introduction-to-client conversion rate (versus a sub-1% industry average) and 72.4% of introductions becoming ongoing client relationships within three months.

Revenue is generated entirely from advisor-side subscriptions: $200 per month billed monthly or $150 per month billed annually ($1,800 per year) for the core Engagement Engine, with custom pricing for the Prospect Pro add-on (qualified prospects delivered monthly with algorithmic backfill) and an Enterprise tier for multi-advisor firms. The consumer side is free, and the company is venture-backed by a $1.1 million pre-seed round (2025) led by Atlanta Ventures, with participation from Elevate Ventures, Flywheel Fund, AMEX Ventures, Techstars, and angels affiliated with J.P. Morgan, Holistiplan, Pandora, and Financial Engines. Habits operates with approximately 1-10 employees led by five co-founders.

Name

Habits

Legal name

Habits, Inc.

Website

https://usehabits.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Habits operates a two-sided marketplace and AI-powered Engagement Engine that connects high-income young professionals seeking financial advice with vetted independent advisors and RIAs, generating revenue from advisor subscriptions priced at $150 to $200 per month.

Ownership category

akta.pro rank

Product category

Wealth Management Technology

NAICS

Portfolio Management and Investment Advice (523940), Software Publishers (5132)

SIC

Investment Advice (6282), Services-Prepackaged Software (7372)

akta.pro primary industry

Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ)

akta.pro secondary industry

Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

Keywords

• Financial advisor matching
• RIA practice growth
• AI prospecting software
• Wealth management marketplace
• Advisor lead generation

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Advisor Subscription - Engagement Engine: Monthly or annual subscription for financial advisors to access the AI-powered Engagement Engine for inbound, outbound, and retention activities. Includes Chrome extension, sourced insights on real data, and CRM-compatible prospect briefs. Pricing tiers at $200/month monthly or $150/month annual.
2. Advisor Subscription - Prospect Pro Add-on: Additional subscription layer adding a consistent stream of qualified prospects matched to advisor criteria, delivered directly to their calendar. Works alongside the Engagement Engine. Custom pricing for this tier.
3. Enterprise Subscriptions: Custom pricing for teams managing multiple advisors, including dedicated account teams, volume pricing, and priority support. Targets multi-advisor firms and enterprise RIA organizations.
4. Consumer Platform (Free): Free matching service for consumers seeking financial advisors. Revenue is entirely from advisor subscriptions, not consumers. The consumer side drives the marketplace liquidity that attracts advisor subscribers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Habits operates a two-sided marketplace that connects high-income consumers seeking financial advice with vetted independent financial advisors, using a proprietary matching algorithm. On the advisor side, it sells the AI-powered Engagement Engine — a subscription SaaS product that monitors social platforms and live news streams to generate sourced prospect briefs, with an integrated Chrome extension for LinkedIn. The optional Prospect Pro add-on delivers a steady stream of pre-qualified matched prospects to subscribing advisors' calendars, backed by an algorithmic pipeline guarantee.

Product overview

Habits operates a two-sided marketplace platform with three interconnected products: (1) the Advisor Marketplace connecting consumers with vetted financial advisors via the Quick Match tool, (2) the Engagement Engine as the core advisor-facing product providing AI-powered prospect research and outreach intelligence across inbound, outbound, and retention use cases, and (3) Prospect Pro as an add-on module that delivers qualified prospects directly to advisors. The Engagement Engine includes a Chrome Extension for LinkedIn integration. All products share the same matching infrastructure and are unified under a compliance-first design for regulated industries.

Differentiator

Problem solved

Functional benefit

Brands

• Engagement Engine: AI-powered prospect research tool surfacing trending content, pain points, and outreach angles for financial advisors. Includes a Chrome extension for LinkedIn profile analysis.
• Prospect Pro

Products and services

• Engagement Engine AI-powered prospect research and outreach intelligence tool for financial advisors that monitors social platforms and live news to surface real-time, sourced insights about prospects and clients, supporting inbound content strategy, outbound messaging, and client retention monitoring.
• Engagement Engine Chrome Extension Browser extension that runs inside LinkedIn and generates a full sourced prospect brief (who they are, what's happening in their world, and what to say to get a response) in seconds, for financial advisors on the Engagement Engine subscription.
• Prospect Pro Add-on subscription tier that delivers a consistent stream of qualified, pre-matched prospects matching the advisor's criteria and actively looking for an advisor, delivered directly to their calendar, with an algorithmic backfill guarantee.
• Quick Match Consumer-facing matching tool that connects individuals seeking financial advice with 3-4 vetted, background-checked advisors based on goals, income, life stage, and financial planning needs; free for consumers and completable in under 2 minutes.
• Advisor Marketplace Two-sided marketplace platform connecting high-income consumers seeking financial guidance with independent financial advisors and advisory firms, including background-checked advisor profiles, scheduling integration, and consumer intake workflows.

Quantifiable outcome

• 27.8% client conversion rate from matched introductions vs. under 1% industry average for traditional lead generation
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature4 records

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SmartAsset: SmartAsset is a large-scale financial advisor matching marketplace connecting consumers with vetted advisors; it directly overlaps with Habits' consumer-side Quick Match marketplace and advisor acquisition funnel.
• Zoe Financial: Zoe Financial is a curated RIA matching platform serving high-income consumers with vetted, fee-only advisors — closely comparable to Habits' top-1%-vetted, income/asset-qualified matching model.
• Wealthramp: Wealthramp matches consumers with vetted fiduciary advisors, with a focus on personalized matching criteria — directly comparable to Habits' two-sided marketplace and consumer intake flow.
• Harness Wealth: Harness Wealth connects high-earning professionals (often in tech/finance) with vetted financial advisors and CPAs, overlapping directly with Habits' millennial/Gen Z high-income consumer segment.
• WiserAdvisor: WiserAdvisor is a longstanding advisor matching service for consumers searching for vetted financial advisors; a comparable peer in the advisor-matching category with broader but less curated supply.
• Aidentified: Aidentified is an AI-driven prospecting and relationship intelligence platform for financial advisors, overlapping with Habits' Engagement Engine AI prospecting and outreach intelligence layer.

Emerging players

• Catchlight: Catchlight uses AI to score and prioritize advisor prospect pipelines, partially overlapping with Habits' Prospect Pro and Engagement Engine workflow for advisor growth teams.
• FINTRX: FINTRX is a wealth management intelligence and advisor prospecting data platform, comparable as an emerging player in the AI/data-driven advisor growth stack that Habits' Engagement Engine competes with.

Broad incumbents

• LinkedIn Sales Navigator: LinkedIn Sales Navigator is the incumbent B2B prospecting tool used by advisors for outbound on LinkedIn; broadly comparable as the alternative Habits' Engagement Engine positions against, though lacking real-time news/sourced insight layer.
• HubSpot: HubSpot is a broad marketing/CRM platform that advisors use for content, email, and pipeline management; a broader incumbent whose workflow-anchored position Habits' compliance-first, no-CRM design deliberately sidesteps.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/habitsinc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

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 Habits