Carefull
Carefull is an AI-powered financial safety platform that protects aging adults and their families from fraud, scams, and financial exploitation. Its proprietary GreyMatter AI monitors accounts across 12,000+ institutions, serving consumers via $29.99/month subscriptions and banks, credit unions, and wealth managers through white-label partnerships.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Carefull does
Carefull is an AI-powered financial safety platform purpose-built to protect aging adults and their families from fraud, scams, identity theft, and financial exploitation. The company's core technology is GreyMatter, a proprietary multimodal AI engine trained on elder financial risk that detects behavioral anomalies, identifies 70+ unique fraud patterns, and continuously improves from individual user behavioral baselines. The platform aggregates and monitors checking, savings, credit card, and investment accounts across 12,000+ financial institutions via integration partners (Plaid, Finicity, Akoya, MX), combining AI monitoring with complementary modules including ScamCheck (real-time scam verification), LegacyKit (digital estate preparation and wealth-transfer coordination), Trusted Contacts (family oversight without control transfer), $1M identity theft insurance, dark web monitoring, credit monitoring, home title monitoring, and a document/password vault.
Carefull distributes through a dual-channel model. Direct-to-consumer subscriptions are sold at $29.99/month (with an annual discount of approximately 17%) covering two people. The B2B channel delivers the platform as a white-label or complimentary benefit through financial institutions, including banks (Edward Jones, Synovus, C&N Bank, FNB Bank, FNBO, American Riviera Bank, Adams, Neighborhood Bank, UHC), credit unions (Merck FCU, OceanAir FCU, Tucoemas), and wealth management firms (MassMutual, Osaic, Quotient Wealth Partners). The Edward Jones relationship—announced June 2026 with 20,000+ advisors offering Carefull to all U.S. clients, accompanied by an Edward Jones Ventures investment—is the company's flagship distribution agreement. The company also partners with CSI (banking software) and the Alzheimer's Association (educational content).
Founded in 2019 and headquartered in New York, Carefull is a private company that has raised approximately $19.7 million in disclosed equity funding (2021 seed of $3.2M led by Bessemer and NextView; 2023 Series A of $16.5M led by Fin Capital), plus undisclosed financing from CIBC Innovation Banking in 2025 and a strategic investment from Edward Jones Ventures in 2026. The company operates only in the United States, maintains SOC 2 Type 2 compliance, and was named Javelin Strategy & Research's No. 1 Category Leader in User Experience for Direct-to-Consumer Identity Protection Services in 2026, alongside BankTech, CUT, and FF PayTech awards.
Carefull firmographics
Firmographics- Name
- Carefull
- Legal name
- Carefull Corporation
- Website
- https://getcarefull.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Carefull is an AI-powered financial safety platform that protects aging adults and their families from fraud, scams, and financial exploitation. Its proprietary GreyMatter AI monitors accounts across 12,000+ institutions, serving consumers via $29.99/month subscriptions and banks, credit unions, and wealth managers through white-label partnerships.
- Ownership category
- akta.pro rank
Carefull industry classification
Industry- Product category
- Elder Financial Safety and Fraud Prevention Software
- NAICS
- Investigation and Personal Background Check Services (561611), Investigation and Security Services (5616)
- SIC
- Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- AML/CTF Transaction Monitoring & Case Management (FSAGAFAC)
- akta.pro secondary industry
- Fraud Risk & Financial Crime Controls Advisory (BPAKADAL)
Keywords
Where Carefull is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Carefull business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Consumer Subscription: Direct-to-consumer subscription at $29.99/month (monthly billing) or discounted annual rate. Includes full coverage for two people, identity theft insurance, scam protection, and US-based support.
- Enterprise/Institutional Licensing: Financial institutions (banks, credit unions, wealth advisors) provide Carefull as a benefit to their clients, likely through enterprise licensing agreements. Edward Jones made a direct investment through Edward Jones Ventures in addition to the commercial relationship.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual/Family Plan - $29.99/month |
| Subscription | Annual | Annual Subscription - discounted rate |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Carefull product offering
Product offeringCore offering
Carefull is an AI-powered financial safety platform that monitors checking, savings, credit card, and investment accounts across 12,000+ financial institutions for fraud, scams, identity theft, and money mistakes. It uses its proprietary GreyMatter AI to detect over 70 unique elder-fraud patterns and alerts users and their trusted family contacts to suspicious activity in real time. The platform is offered both as a direct-to-consumer subscription ($29.99/month) and as a white-labeled benefit distributed through banks, credit unions, and wealth management firms.
Product overview
Carefull offers a unified financial safety platform for protecting older adults from fraud, scams, and financial mistakes, available in both direct-to-consumer (D2C) and B2B (enterprise/white-labeled) delivery models. The core Carefull Platform provides AI-powered account monitoring across 12,000+ financial institutions, built on the GreyMatter AI engine (the company's proprietary AI for elder fraud detection, prevention, and prediction). The platform is offered to individual consumers at $29.99/month as a subscription that covers two people, and is also distributed as an enterprise benefit by banks, credit unions, and wealth management firms through dedicated B2B tracks (Carefull for Banks, Carefull for Credit Unions, Carefull for Wealth). Key product modules include ScamCheck (scam identification tool), LegacyKit (digital estate preparation and wealth transfer), Trusted Contacts (family oversight sharing), and Carefull Covers Two (dual-person coverage with caregiver management). Complementary protection features include $1M identity theft insurance, 24/7 dark web monitoring, credit monitoring, home title fraud monitoring, and a password/document vault. All features are unified in a single platform rather than sold separately.
Differentiator
Problem solved
Functional benefit
Brands
- GreyMatter: An AI system designed to detect, prevent, and predict financial risks related to aging and elder fraud. The AI continuously improves by learning from behavioral data and addresses complex risks including scams, cognitive decline, and financial exploitation.
- LegacyKit
- ScamCheck
Products and services
- Carefull Platform (Consumer Subscription) AI-powered financial safety membership that monitors checking, savings, credit card, and investment accounts across 12,000+ institutions for fraud, scams, and money mistakes. Sold direct-to-consumer at $29.99/month, covering two people and including $1M identity theft insurance, 24/7 dark web monitoring, credit monitoring, home title monitoring, scam detection, password and document vault, and US-based care team support.
- GreyMatter AI Proprietary AI engine underlying Carefull's fraud and risk detection. Identifies over 70 unique elder-fraud patterns, continuously learns from individual behavioral baselines, and powers scam detection, anomaly alerting, and risk prediction across the Carefull platform.
- ScamCheck On-demand scam verification tool that analyzes user-submitted texts, emails, and letters and returns a risk assessment with specific red-flag explanations and recommended next steps.
- LegacyKit Digital estate preparation tool that automatically discovers, collects, and organizes recurring bills, bank and investment accounts, insurance policies, passwords, key documents, and contacts for designated family recipients.
- Carefull for Banks B2B edition of Carefull tailored for banks to offer as a customer benefit protecting older account holders from fraud and scams. Includes institution-branded experience, monitoring across 12,000+ institutions, and tools to drive deposit retention and growth.
- Carefull for Credit Unions B2B edition of Carefull designed for credit unions to provide fraud, scam, and identity theft monitoring to members, helping credit unions differentiate their member services and support aging-related financial risks.
- Carefull for Wealth B2B edition of Carefull for wealth managers, broker-dealers, and RIAs. Provides proactive financial protection for aging clients, includes LegacyKit and Trusted Contacts to support wealth transfer and multigenerational relationships, and strengthens advisor value proposition.
Quantifiable outcome
- Financial institutions protect two-thirds of all deposits held by older adults, threatened by $64 billion annually in elder fraud
- +3 more outcomes
Companies that use Carefull
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
Carefull technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability7 records
Feature5 records
Carefull partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- Edward JonesflagshipEdward Jones announced a commercial relationship with Carefull, making the financial safety platform available at no cost to all its U.S. clients through its network of more than 20,000 financial advisors. The firm also made a direct investment in Carefull through its venture capital arm, Edward Jones Ventures. The partnership enables AI-powered fraud monitoring and scam detection for Edward Jones clients.
- CSIcoreCSI, a provider of financial software and technology, announced a strategic partnership with Carefull to enhance elder fraud protection capabilities. The collaboration enables CSI's bank and credit union clients to offer AI-powered fraud detection tools capable of identifying over 70 unique elder-fraud patterns.
- OsaiccoreOsaic partnered with Carefull to deliver a proactive client financial protection tool to its network of financial advisors. Osaic is a large wealth management network.
- Quotient Wealth PartnerscoreQuotient Wealth Partners partnered with Carefull to provide fraud protection and scam detection services to its clients. The partnership offers AI-powered transaction monitoring, ScamCheck verification tool, and $1 million in identity theft insurance coverage.
- SynovuscoreSynovus banking partner offering Carefull to customers for fraud protection and scam detection. Partnership reinforces commitment to delivering value for clients.
- C&N BankcoreC&N Bank provides Carefull's streamlined, easy-to-use platform to customers and caregivers. C&N was recognized by ABA Foundation for its elder fraud protection initiatives.
- Merck FCUcoreMerck Federal Credit Union offers Carefull to members, providing deeper expert fraud support and peace of mind for members and relief for the credit union team.
- OceanAir FCUcoreOceanAir Federal Credit Union partners with Carefull to help families detect fraud, scams, and identity theft early through real-time alerts.
- MassMutualcoreMassMutual advisors use Carefull to provide clients with instant peace of mind. Carefull has become irreplaceable for their advisors.
- Tucoemas Credit UnionminorTucoemas Credit Union provides Carefull to members to protect them and their husbands from scams and fraud.
- PlaidcoreFinancial account linking partner that enables Carefull to connect to users' bank accounts for aggregation and monitoring. Part of Carefull's technology infrastructure.
- Alzheimer's AssociationminorCarefull has a partnership with the Alzheimer's Association for educational content and awareness around financial caregiving for those affected by dementia.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Carefull competitors and assessment
Company assessmentDirect peers
- EverSafe: EverSafe is a direct competitor providing elder financial protection and fraud detection services, including account monitoring, scam alerts, and trusted-contact oversight — closely aligned with Carefull's core product.
- Aura: Aura is a direct-to-consumer digital security and identity protection platform offering credit monitoring, VPN, antivirus, and identity theft insurance — competing for the same consumer and FI-channel identity protection budgets as Carefull.
- IdentityGuard (Aura): IdentityGuard, now part of Aura, is a long-standing identity theft protection service with credit monitoring, dark web scanning, and identity insurance — a comparable direct-to-consumer identity protection brand competing with Carefull's D2C offering.
- ID Watchdog (Equifax): ID Watchdog, owned by Equifax, provides identity theft detection, credit monitoring, and resolution services — comparable to Carefull's credit monitoring, dark web, and $1M identity theft insurance modules.
- AllClearID: AllClearID is an identity protection and breach response provider serving enterprises, governments, and consumers — closely comparable to Carefull on identity monitoring, breach response, and B2B2C distribution.
- Sontiq (TransUnion): Sontiq, owned by TransUnion, offers identity theft protection, credit monitoring, and cyber safety solutions to consumers and businesses — a direct competitor in the identity protection category with strong credit bureau backing.
- Kroll Identity Monitoring: Kroll's identity monitoring service provides identity theft protection, credit monitoring, and breach response to consumers and enterprises — a comparable identity protection offering, often distributed through employer/financial institution partnerships similar to Carefull's B2B model.
- Experian IdentityWorks: Experian IdentityWorks is the credit bureau's consumer identity protection product, offering credit monitoring, dark web surveillance, and identity theft insurance — competing head-to-head with Carefull on the credit and identity monitoring features.
Broad incumbents
- LifeLock (Norton): LifeLock, now part of NortonLifeLock / Gen Digital, is the largest US identity theft protection provider offering credit monitoring, dark web scanning, and identity theft insurance — overlapping with Carefull's identity and monitoring features, but with a much broader consumer base and Norton security bundling.
Others
- Plaid: Plaid is the financial account-aggregation infrastructure provider that Carefull relies on (alongside Finicity, Akoya, and MX) to connect to 12,000+ institutions — a critical enabling technology partner rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Carefull social profiles
Digital presenceCarefull compliance and trust
Trust signalCompliance1 record
Carefull financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carefull leadership team
Management profileNumber of profiles
Profiles3 records
Carefull funding detail
Funding detailFunding overview
Funding rounds6 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carefull M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Carefull
What does Carefull do?
Carefull is an AI-powered financial safety platform that monitors checking, savings, credit card, and investment accounts across 12,000+ financial institutions for fraud, scams, identity theft, and money mistakes. It uses its proprietary GreyMatter AI to detect over 70 unique elder-fraud patterns and alerts users and their trusted family contacts to suspicious activity in real time. The platform is offered both as a direct-to-consumer subscription ($29.99/month) and as a white-labeled benefit distributed through banks, credit unions, and wealth management firms.
Is Carefull a public or private company?
Carefull is a private company. It is classified as venture growth investor backed and is currently operating.
When was Carefull founded?
Carefull was founded in 2019. It employs 11 to 50 people.
Where is Carefull based?
Carefull is headquartered in New York, United States, in the North America region.
How does Carefull make money?
Two revenue lines are on record. Consumer Subscription is the primary driver. The others are enterprise/Institutional Licensing.
Who are Carefull's main competitors?
Direct peers on record are EverSafe, Aura, IdentityGuard (Aura), ID Watchdog (Equifax), AllClearID, Sontiq (TransUnion), Kroll Identity Monitoring and Experian IdentityWorks. LifeLock (Norton) is listed as a broad incumbent. Plaid is listed as an others.
Does Carefull have an API?
No public API is recorded for Carefull.
What industry is Carefull in?
Carefull's product category is Elder Financial Safety and Fraud Prevention Software. Its primary akta.pro industry code is FSAGAFAC, AML/CTF Transaction Monitoring & Case Management, with a secondary code of BPAKADAL, Fraud Risk & Financial Crime Controls Advisory. Its NAICS code is 561611 and its SIC code is 7320.