GreenPath Financial Wellness

Name

GreenPath Financial Wellness

Legal name

GreenPath, Inc.

Website

https://greenpath.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Debt Management Program Fees: Fees charged for Debt Management Programs including enrollment fees ($35 average) and monthly fees ($31 average). These fees are minimal compared to client savings in waived late fees and reduced interest charges.
2. Housing Counseling Fees: Fees for specialized housing services: Reverse mortgage counseling ($199), pre-purchase counseling ($150). Some fees may be waived for income-eligible clients or covered by grants.
3. Partner Service Fees: Pricing based on organization size and chosen services for credit unions, banks, and employers. Customized packages for LearningLab+ tiers (Basic free, Standard and Premium at contact-for-pricing rates).
4. Grants and Funded Programs: Grant funding from organizations like USAA ($1 million grant for military families), HUD ($455,000 grant for reverse mortgage counseling), and other foundations to fund free counseling services.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

GreenPath Financial Wellness is a national nonprofit founded in 1961 that provides free, confidential one-on-one financial counseling, structured Debt Management Programs (DMPs), HUD-certified housing counseling (foreclosure prevention, reverse mortgage, homebuyer, rental), student loan and bankruptcy counseling, and online financial education. It serves individual consumers directly and delivers white-labeled financial wellness solutions to credit unions, banks, and employers through dedicated partnership programs.

Product overview

GreenPath Financial Wellness is a national nonprofit organization providing financial counseling and wellness services since 1961. The core offering consists of free NFCC-certified financial counseling and Debt Management Programs (DMPs), supported by specialized counseling services in student loans, credit reports, housing (foreclosure prevention, homebuyer counseling, reverse mortgage, and renter services), and bankruptcy counseling. The technology platform includes LearningLab+ (free online financial education courses via LearnUpon), the Virtual Financial Coach (24/7 AI-powered coaching via eGain), and a Client Portal for DMP participants. The organization serves consumers directly and through institutional partners via dedicated Credit Union, Bank, and Employer Partnership Programs. Educational resources include webinars, podcasts (Real $tories), financial calculators, and worksheets.

Differentiator

Problem solved

Functional benefit

Brands

• LearningLab+: Interactive online financial education portal offering courses on budgeting, credit, debt management, housing, and other financial topics. Free platform with self-paced learning modules.
• Virtual Financial Coach (Coach Lea)

Products and services

• Financial Counseling Free, confidential one-on-one sessions with NFCC-certified financial counselors providing personalized guidance on budgeting, debt management, and financial planning, available by phone without an appointment.
• Debt Management Program (DMP) Structured 3-5 year program consolidating credit card and unsecured debts into one monthly payment with GreenPath negotiating lower interest rates with over 550 creditors; clients save on average $199/month and $29,700 in interest.
• Free Debt Counseling Free credit and debt counseling sessions helping clients understand their financial situation, explore debt management options, and develop personalized repayment strategies.
• Student Loan Counseling Free counseling helping borrowers understand loan types, repayment options including IDR plans and PSLF, delinquency versus default consequences, and loan rehabilitation.
• Credit Report Review Free review of credit reports with certified counselors to help clients understand credit scores, identify areas for improvement, and review reports for accuracy and potential errors.
• Foreclosure Prevention Counseling Free foreclosure prevention services including lender negotiations, repayment option exploration, and application assistance for state and federal housing programs.
• Homebuyer Counseling Pre-purchase housing counseling at $150 per session covering realtor roles, down payments, mortgage types, lenders, appraisals, inspection, and escrow accounts; bundled with eHomeAmerica and Framework online courses.
• Reverse Mortgage Counseling HUD-required counseling for seniors 62 and over seeking reverse mortgages, explaining payout options, costs, tax implications, and pros and cons; certificate issued for lender applications at $199 per session.
• Renter Counseling Free counseling helping renters assess their situation, explore options, and create action plans with referrals to local, statewide, and national rental assistance resources.
• Bankruptcy Counseling Required pre-filing bankruptcy counseling provided by phone at $50 (with potential income-based reduction), completing in approximately one hour and issuing the certificate required for bankruptcy filing.
• LearningLab+ Online Education Interactive online financial education platform hosted on LearnUpon offering self-paced courses on budgeting, credit, debt management, housing, small business, identity theft, and behavioral economics with Spanish-language content.
• Virtual Financial Coach (Coach Lea) AI-powered 24/7 digital financial coaching tool built on eGain technology providing text-based conversational guidance on debt, budgeting, savings, and financial decisions with personalized action plans and escalation to human counselors.
• Credit Union Partnership Program White-labeled partnership platform serving more than 560 credit unions with unlimited financial counseling, Debt Management Program integration, LearningLab+, staff training, Virtual Financial Coach, and dedicated Partner Experience Manager support.
• Bank Partnership Program CRA-eligible financial wellness solutions for banks including certified financial education programs, member counseling, detailed reporting, and volunteer training to support Community Reinvestment Act performance.
• Employer Partnership Program Employee financial wellness program providing confidential one-on-one counseling, debt management support, and educational resources with a dedicated account manager to reduce employee financial stress and improve engagement and retention.

Quantifiable outcome

• Average APR reduced to 6.6% on Debt Management Programs (vs ~28% prior to enrollment)
• +7 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• DimecoreStrategic or Co-development Partner · 20 April 2026Partnership with Dime (New York State-chartered trust company with ~$15 billion in assets) to offer financial counseling to individuals and families. Partnership expands Dime's service offerings to customers on Greater Long Island.
• ClarificoreOthersAffiliated nonprofit credit counseling and housing organization based in Philadelphia, PA. Together the organizations offer increased support and guidance for people seeking to reduce debt, improve credit, save money, purchase a home, or keep their current home.
• Homeownership Preservation Foundation (HPF)coreOthersAffiliated national nonprofit guiding people who want to buy a home and assisting those having trouble paying mortgages. Operates the Homeowner's 995-HOPE Hotline. Since 2007, more than nine million people have called to avoid foreclosure.
• Rural Dynamics Inc. (RDI)coreOthersAffiliated organization providing credit counseling and financial education services under the GreenPath brand since 1968. Licensed in Montana, Wyoming, Idaho, Washington, Oregon, and Minnesota. Also provides tax preparation and small credit builder loans.
• Consumer Credit Counseling Services of Puerto Rico (CONSUMER)coreOthersAffiliated nonprofit founded in 1990 providing financial counseling and education in Puerto Rico and Central Florida. Licensed by the Office of the Commissioner of Financial Institutions.
• America's Credit Unions (CUNA)minorStrategic or Co-development PartnerGreenPath collaborates with America's Credit Unions (CUNA) and major credit card issuers to maximize success for each member referred through the partnership program.
• Financial Health NetworkminorStrategic or Co-development PartnerCollaboration with Financial Health Network to define best practices and build partnerships that benefit consumers' financial health.
• OnPoint Community Credit UnioncoreChannel Partner/ Reseller/ DistributorCredit union partner reporting $1,535,368 in debt paid off since partnership began with GreenPath.
• Partner Colorado Credit UnioncoreChannel Partner/ Reseller/ DistributorPartner credit union that has integrated GreenPath services into their financial wellness-focused approach.
• University of Wisconsin Credit UnioncoreChannel Partner/ Reseller/ DistributorTrusted referral partner for members with financial needs beyond what the credit union can provide directly.
• American Eagle Financial Credit UnioncoreChannel Partner/ Reseller/ DistributorMission-aligned partnership enriching lives of members and communities with goal of financial freedom.
• Numerica Credit UnioncoreChannel Partner/ Reseller/ DistributorPartner achieving very low charge off rates with GreenPath as key element for members with credit card debt.
• Altra Federal Credit UnioncoreChannel Partner/ Reseller/ DistributorPartnership enhancing ability to support customers in reaching financial goals.
• Independent BankcoreChannel Partner/ Reseller/ DistributorBank partnership enhancing ability to support customers in reaching financial goals, developing stronger relationships, improving satisfaction, and providing financial literacy resources.
• Carhartt, Inc.coreChannel Partner/ Reseller/ DistributorEmployer partner with dedicated account manager providing meaningful content and financial wellness programs for associates.
• Pioneer Federal Credit UnioncoreChannel Partner/ Reseller/ DistributorFeatured partnership testimonial video showcasing collaboration.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Money Management International: One of the largest US nonprofit credit counseling agencies, offering debt management programs, housing counseling, and financial education. Directly competes with GreenPath across DMPs, housing counseling, and credit union partnership channels.
• InCharge Debt Solutions: Nonprofit credit counseling and debt management organization offering similar services (DMPs, housing counseling, bankruptcy counseling). Direct competitor in the credit union/bank partnership channel.
• Take Charge America: Nonprofit credit counseling agency providing debt management, housing counseling, and student loan counseling. Comparable service mix and consumer/debt-counseling positioning.
• Consolidated Credit: Nonprofit credit counseling organization offering debt consolidation, financial education, and housing counseling. Competes head-to-head in consumer debt management and counseling.
• American Consumer Credit Counseling (ACCC): Nonprofit credit counseling agency with comparable DMP, housing counseling, and financial education offerings. Direct competitor in consumer credit counseling.
• Credit.org: Nonprofit credit counseling and housing counseling organization with DMP, foreclosure prevention, and financial education services. Direct peer in the nonprofit counseling space.
• Springboard Nonprofit Consumer Credit Management: Nonprofit credit counseling agency providing debt management, housing counseling, and financial education. Direct peer with overlapping partner and consumer service channels.
• Apprisen (Money Fit by DRS): Nonprofit credit counseling agency offering DMPs, housing counseling, and bankruptcy counseling. Direct peer in the nonprofit credit counseling market.

Broad incumbents

• Financial Finesse: Provider of employer-focused financial wellness programs, overlapping with GreenPath's Employer Partnership Program. Comparable in financial education delivery but more for-profit/employer-centric.

Emerging players

• LearnLux: Digital-first financial wellness platform focused on employer programs, competing with GreenPath's Employer Partnership Program and LearningLab+ with a tech-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/greenpath
• YouTubeyoutube.com/channel/UCENahWYMIy5MGSBDBEE1NCQ?
• Facebookfacebook.com/greenpathfinancial
• LinkedInlinkedin.com/company/greenpath-debt-solutions
• Instagraminstagram.com/greenpathfinancial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GreenPath Financial Wellness