Moola

What Moola does

Moola Copilot LLC operates a mobile-first consumer fintech platform that delivers AI-driven investing, budgeting, and adjacent financial wellness products to US retail investors. The company was founded in 2024 by Jason Schappert (CEO) and Magda Schappert (COO) and is headquartered in Naples, Florida, with an SEC-registered investment adviser entity (CRD #334132). Its product surface comprises Moola Invest, an algorithmic investing engine featuring the proprietary Moola Meter scoring system that analyzes 52+ factors to deliver a single composite score for stocks, crypto, ETFs, and retirement funds; Moola Save, a budget-first banking experience with customizable spending 'pockets'; Moola Match, a life-insurance matching program that pairs account balances with insurance coverage up to $1,000 plus a 10% match up to $20,000; and Moola Learn, a video-based financial education library. Trade execution and custody are routed through a core broker-dealer partnership with Alpaca Securities LLC.

The core technology stack centers on a proprietary trade-secret algorithm backtested across 3,692 trading days, with a claimed hypothetical result of $10,000 invested in 2010 growing to $118,402.77. The platform also offers discretionary Managed Portfolios for Traditional and Roth IRAs with automatic rebalancing. The revenue model is asset-based subscription: 0.05% per month platform fee on account balance (the primary transparent pricing) plus a 0.60% annual SEC-registered investment adviser management fee on managed portfolios — both charged in arrears. There are no account minimums, no trading commissions on stocks/ETFs/crypto, and additional FDIC insurance up to $1M per account is positioned as a differentiator against incumbent banks.

Distribution is exclusively mobile via iOS and Android app stores using a product-led growth motion with self-service onboarding, including government-mandated suitability questionnaires. The company is geographically restricted to US residents. Marketing relies on social media (Instagram, Facebook, Twitter, LinkedIn), email, SMS, paid digital advertising, content (Moola Learn), and referral. In February 2025, Saudi technology services provider T2 acquired a majority stake in a related 'Moola' entity at the LEAP25 conference, signaling strategic intent to expand the Moola brand into MENA, though this appears to involve a separate corporate entity from Moola Copilot LLC.

Name

Moola

Legal name

Moola Copilot LLC

Website

https://moo.la

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Moola Copilot LLC is a US-based, SEC-registered consumer fintech offering AI-driven investing, budgeting, life insurance matching, and financial education through a mobile app for individual retail investors. Revenue is asset-based via 0.05% monthly platform fees and 0.60% annual managed-portfolio fees.

Ownership category

akta.pro rank

Product category

Consumer Investment Platform

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Other Insurance Funds (525190)

SIC

Investment Advice (6282), Finance Services (6199), Life Insurance (6311)

akta.pro primary industry

Hybrid Robo-Advisory Platforms (Advisor + Automation) (FSAGAEAB)

akta.pro secondary industry

Digital/Robo Financial Planning (FSAEAAAK)

Keywords

• Consumer investment platform
• AI stock scoring
• Mobile investing app
• Retail brokerage services
• Personal finance management

Headquarters

HQ city

Naples

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Management Fee (Advisory Services): Annual asset-based fee of 0.60% (60 basis points) charged every 30 days in arrears based on the value of the Investment Account on the last day of the Billing Period. Applied to both discretionary managed portfolios and non-discretionary advisory services.
2. Platform Fee (Moola Invest): Monthly fee of 0.05% of account balance. For example, $1,000 in account equals $0.50 per month. This is described as the primary transparent pricing for the Moola Invest product, distinct from the advisory management fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Moola operates a mobile-first consumer fintech application that combines AI-driven investment advisory with budgeting tools. Through its proprietary Moola Meter algorithm (analyzing 52+ factors), it provides personalized stock, crypto, ETF, and retirement account recommendations. The platform also includes Moola Save (budget-first banking with pocket-based allocation), Moola Match (life insurance matching program), and Moola Learn (financial education content), all delivered via a self-service iOS/Android app with SEC-registered investment adviser status.

Product overview

Moola is a next-generation fintech platform offering two core products - Moola Invest and Moola Save - through a unified mobile application. Moola Invest provides AI-driven investment advisory services with algorithmic stock scoring via the Moola Meter, enabling personalized portfolio management for stocks, crypto, ETFs, and retirement accounts. Moola Save delivers budget-first banking with customizable pockets for financial allocation. The ecosystem includes Moola Match (life insurance matching) and Moola Learn (financial education). All services are accessible through the Moola App with pricing at 0.05% monthly account fee (0.60% annual for managed portfolios).

Differentiator

Problem solved

Functional benefit

Brands

• Moola Invest: AI-driven investing engine providing personalized, automated portfolios tailored to user goals with stock scoring via the Moola Meter algorithm.
• Moola Save
• Moola Match

Products and services

• Moola Invest AI-driven investment platform providing personalized stock scoring and recommendations through the proprietary Moola Meter algorithm. Enables individual retail investors to invest in stocks, crypto, ETFs, and retirement accounts with algorithmic analysis across 52+ factors.
• Moola Save Budget-first banking experience with customizable 'pockets' for allocating funds to essentials, savings, giving, and investing. Features visual budgeting tools and the Financial Scoreboard for tracking financial health.
• Moola Meter AI-driven algorithmic stock scoring system that analyzes 52+ key factors to score stocks, crypto, and retirement funds. Provides personalized investment recommendations in one easy-to-read score for users without Wall Street experience.
• Moola Match Life insurance matching program that provides dollar-for-dollar match on account balance up to $1,000, plus 10% match on additional balance up to $20,000 in life insurance coverage at no charge to the user.
• Moola Learn Video-based investing and financial education platform providing tutorials on budgeting, savings, debt management, and smart investing strategies exclusively for Moola members.

Quantifiable outcome

• Backtested return of 1,084% (from $10,000 in 2010 to $118,402.77)
• +2 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

One partnership is on record.

• Alpaca Securities LLCcoreTechnology or IntegrationAlpaca Securities LLC serves as Moola's broker-dealer partner, providing trade execution, custody, clearing, and settlement services. It is an SEC-registered broker-dealer and FINRA member. Customers must open a brokerage account with Alpaca to access Moola's investment advisory services. Moola uses Alpaca for best execution and combines/batches client orders to obtain favorable commission rates.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Betterment: Betterment is one of the largest US robo-advisors offering automated portfolio management, IRA accounts, cash management with competitive yields, and flat-fee advisory pricing. It is Moola's closest direct competitor on the managed-portfolio and fee-structure axis.
• Wealthfront: Wealthfront is a leading US robo-advisor providing automated portfolio management, high-yield cash, and financial planning tools. It competes head-to-head with Moola on the AI-driven, automated-investing value proposition and the cash-yield comparison Moola highlights on its website.
• Acorns: Acorns is a micro-investing app targeting beginner retail investors with automated portfolio recommendations, a subscription pricing model ($3–$9/month), and educational content. Moola explicitly compares itself against Acorns in its pricing chart and targets the same first-time investor segment.
• Robinhood: Robinhood is a commission-free trading and investing platform serving mass retail with stocks, ETFs, options, and crypto. Moola competes directly on the commission-free trading axis and includes Robinhood in its fee-comparison table.
• Stash: Stash is a subscription-based investing app aimed at beginning retail investors with fractional shares, automated portfolios, and educational content. It targets the same novice-investor segment as Moola with a similar fee structure.

Broad incumbents

• SoFi: SoFi is a broad consumer fintech offering banking, lending, investing, and crypto with no account minimums and integrated financial products. It overlaps with Moola's invest + budget proposition but spans far more product categories as an incumbent.
• Schwab Intelligent Portfolios: Charles Schwab's automated advisory service provides managed portfolios, no advisory fees, and integrated banking through a large incumbent brokerage. It competes with Moola for self-directed and advised retail customers seeking automated investing.

Emerging players

• Ellevest: Ellevest is a digital wealth and investing platform originally focused on women investors, offering managed portfolios, financial planning, and education. It is a smaller, more niche competitor to Moola's mass-retail AI-driven advisory positioning.
• Public.com: Public.com is a mobile-first investing platform offering stocks, ETFs, and crypto with a community/social-investing angle and fractional shares. It overlaps with Moola on the mobile-first self-directed investing experience for retail users.
• Titan: Titan is a mobile investment app offering actively managed thematic portfolios and crypto strategies with a flat advisory fee. It overlaps with Moola on the AI/thematic-investing angle and the mobile-first retail target customer.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/MoolaApp
• Facebookfacebook.com/MoolaCopilot
• LinkedInlinkedin.com/company/moo-la
• Instagraminstagram.com/moola_app

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

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 Moola