What Soon does

Soon (legal entity: Safehaven Labs Inc.) is a US-based fintech operating a fully automated cryptocurrency investing platform targeted at individual retail investors. The product automates both sides of the investment lifecycle — buying via configurable dollar-cost averaging schedules and selling triggered by user debit and credit card spending activity — by connecting to user-owned exchange accounts (Coinbase, Binance, Robinhood, Kraken, Gemini, OKX, ByBit, Bitstamp, and Bitfinex) through Mesh, with custody provided by Fortress Trust under a Nevada Trust framework. Its core technology is a patent-pending cash flow algorithm that pairs invest-and-divest decisions using mean reversion and probability-based asset selection, enhanced by an OpenAI integration for transaction reimbursement matching and supplemented by automated tax-stash, tax-loss harvesting, stop-loss, and reinvesting features.

The product is distributed primarily through self-serve channels: the iOS App Store, Google Play Store, and direct web registration, with a 14-day free trial and a three-tier subscription priced from $19.99 to $159.99 per month on annual billing. The company monetizes through these subscriptions, a 1.99% transfer fee (reduced from 3.69% after the Fortress Trust partnership), and a 50% perpetual revenue-share affiliate program called Soon Share. Go-to-market combines product-led self-serve acquisition with content marketing, PR, and accelerator-driven credibility (Y Combinator Winter 2022 batch, TechCrunch Early Stage Pitch-Off, Falls Fintech cohort).

Soon's customer segments are predominantly US-based retail investors seeking stress-free, near-term access to crypto gains without active portfolio management, with a recently launched Soon Advisory product extending the platform to financial advisors managing client crypto portfolios. Founded in 2020 and headquartered in Lehi, Utah (Silicon Slopes), the company has raised approximately $2.1M across an angel round, Y Combinator, and an equity crowdfunding on Republic.

Name

Soon

Legal name

Safehaven Labs Inc.

Website

https://soon.app

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Soon is a US fintech offering a fully automated crypto investing app that dollar-cost averages into user-owned exchange accounts and sells highest-gain assets when users spend, serving retail investors and, more recently, financial advisors.

Ownership category

akta.pro rank

Product category

Automated Cryptocurrency Investing

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200)

akta.pro primary industry

Settlement, Reconciliation & Merchant Treasury Tools (Crypto) (FSADAIAK)

Keywords

• Automated crypto investing
• Dollar-cost averaging software
• Crypto portfolio automation
• Crypto tax optimization
• Cross-exchange crypto trading

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Three-tier subscription model: Soon Plus ($19.99/mo), Soon Premium ($49.99/mo), Soon Ultimate ($159.99/mo). Features include number of connected exchanges, managed assets, trade executions, and yearly trade volume limits.
2. Transfer Fees: 1.99% fee on crypto transfers (reduced from 3.69% after partnering with Fortress Trust). Users are charged when transferring funds.
3. Soon Share Affiliate Program: Perpetual 50% revenue share of transfer fee revenue generated by referred users. Affiliates earn as long as referred users continue investing with Soon.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Soon is a fully automated cryptocurrency investing platform that automates crypto buying via dollar-cost averaging and triggers automated selling of highest-gain positions when users spend, reimbursing daily spending with investment profits. It connects to users' existing exchange accounts (Coinbase, Binance, Robinhood, Kraken, Gemini, OKX, ByBit, Bitstamp, Bitfinex) via Mesh, with custody handled by Fortress Trust, and offers tax optimization features including Tax Stash, Tax-Loss Harvesting, and Stop Loss.

Product overview

Soon is a unified fintech platform providing fully automated crypto investing through a core mobile app and web platform. The flagship Soon app automates investing via dollar-cost averaging and selling triggered by spending activity, with Fortress Trust as custodian. The Soon Sync add-on module extends automation to external exchanges (Coinbase, Binance, Robinhood, Kraken, Gemini, OKX, ByBit, Bitstamp, Bitfinex) via Mesh integration. Core features include Auto Buying, Auto Selling, Auto-Pilot, Reimburse Spending, Reinvesting, Tax Stash, Stop Loss, and Tax-Loss Harvesting. Soon Advisory serves financial advisors, while Soon Share enables affiliate revenue sharing. The platform operates 24/7/365 with OpenAI-enhanced transaction processing.

Differentiator

Problem solved

Functional benefit

Brands

• Soon Share: A perpetual revenue share program that allows users to earn 50% of transfer fee revenue generated by referred friends forever.
• Soon Sync
• Soon Advisory

Products and services

• Soon Fully automated crypto investing platform available as a mobile app (iOS/Android) and web platform that automates buying via dollar-cost averaging and selling triggered by user spending. Connects to nine supported exchanges (Coinbase, Binance, Robinhood, Kraken, Gemini, OKX, ByBit, Bitstamp, Bitfinex) with custody via Fortress Trust. Targets US individual retail investors via three subscription tiers ($19.99–$159.99/mo).
• Soon Sync Cross-exchange automation layer that brings Soon's automation tools (buying, selling, portfolio selection, tax calculation) to users' favorite exchanges via a single dashboard. Pricing starts at $19.99/month.
• Soon Advisory Product designed for financial advisors to manage client crypto investments using Soon's automated platform, extending Soon to professional advisor use cases.

Quantifiable outcome

• 9.1% average return on liquidated gains during beta testing (June-October 2022)
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability7 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Fortress TrustcoreTechnology or Integration · 8 March 2023Primary crypto custodian providing Web3 infrastructure APIs. Enables reduced transfer fees (1.99%), faster ACH transfers (1-2 days), improved reliability, broader state availability, and Nevada Trust regulatory framework.
• Mesh Connect Inc.coreTechnology or IntegrationSecure service for connecting user exchange accounts. Enables users to add exchange connections in seconds without needing developer accounts or complicated integrations.
• StripecoreTechnology or IntegrationPayment processing partner that securely manages subscription payment information and processes monthly subscription fees.
• PlaidsupportingTechnology or IntegrationOptional connection for debit/credit card spending data, enabling Soon to use spending activity as a trigger to sell profits.
• AstrasupportingTechnology or IntegrationPartnership announced September 2023 for faster, more secure, and more reliable crypto transactions.
• RepublicsupportingGTM or Marketing PartnerCrowdfunding platform for Soon equity campaign. Republic applies high vetting standards and is the most prestigious crowdfunding platform.
• Falls Fintech (Central Payments)supportingStrategic or Co-development PartnerFirst-ever cohort of Central Payments-sponsored accelerator. Provided 10 weeks of training in Sioux Falls, South Dakota, industry mentorship, relationships, and resources.
• OpenAIsupportingTechnology or IntegrationFirst AI-enabled enhancement to Soon, powering transaction reimbursement liquidation model to better match liquidation events to deposit amounts.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coinrule: Automated crypto trading bot platform enabling rule-based buying and selling across exchanges. Direct competitor in retail crypto automation with a similar no-code, multi-exchange positioning.
• Cryptohopper: Automated crypto trading platform offering bot-based strategies, portfolio management, and exchange integrations. Targets retail investors seeking algorithmic and automated crypto trading across multiple venues, similar to Soon's automation thesis.
• 3Commas: Direct competitor offering automated crypto trading bots, DCA tools, and portfolio management across multiple exchanges. Closely comparable in product scope (DCA, automated buying/selling) and target market (retail crypto investors).
• Bitsgap: Crypto trading automation and arbitrage platform with bots, portfolio management, and multi-exchange connectivity. Comparable in offering automated buying and selling tools to retail users across major exchanges.
• TradeSanta: Cloud-based automated crypto trading platform with DCA and grid bots across multiple exchanges. Targets retail users seeking hands-off crypto investing, closely aligned with Soon's automation pitch.
• Pionex: Crypto exchange with built-in free trading bots including DCA, grid, and arbitrage bots. Comparable as a low-friction automation layer for retail crypto investors, though Pionex is also a venue rather than a third-party automation layer.
• Shrimpy Advisory: Crypto portfolio management and rebalancing platform for both retail users and advisors. Comparable multi-exchange automation and advisor-focused positioning, though now operating under Coinbase Custody.

Emerging players

• CoinTracker: Crypto portfolio tracking and tax software. Comparable on the tax-optimization side (Soon offers Tax Stash and tax-loss harvesting), though CoinTracker is not focused on automated trade execution.

Broad incumbents

• Betterment: Established automated investing platform offering hands-off portfolio management with tax-loss harvesting. Comparable in 'stress-free automated investing' positioning, though Betterment focuses on traditional securities rather than crypto.
• eToro: Global multi-asset brokerage with social and automated trading features for retail crypto investors. Comparable target market (retail crypto users seeking simplicity) though eToro is a full brokerage rather than a third-party automation layer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/soonfinance
• YouTubeyoutube.com/channel/UC4QXsv3_u01NXUPWiBIRJaw
• Facebookfacebook.com/soonfintech
• LinkedInlinkedin.com/company/soonfinance
• Instagraminstagram.com/soon.finance
• TikToktiktok.com/@soon_finance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors4 records

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 Soon