Savology
Savology is a digital financial planning and wellness platform that provides foundational financial plans, holistic report cards, and personalized action items. It serves U.S. financial advisors, employers offering financial wellness benefits, and middle-market households, monetizing through tiered per-advisor and per-employee subscriptions plus affiliate and matching fees.
- Company typePrivate
- Founded2019
- HeadquartersLehi, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Savology firmographics
Firmographics- Name
- Savology
- Legal name
- Savology, Inc.
- Website
- https://savology.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Savology is a digital financial planning and wellness platform that provides foundational financial plans, holistic report cards, and personalized action items. It serves U.S. financial advisors, employers offering financial wellness benefits, and middle-market households, monetizing through tiered per-advisor and per-employee subscriptions plus affiliate and matching fees.
- Ownership category
- akta.pro rank
Savology industry classification
Industry- Product category
- Financial Wellness Software
- NAICS
- Portfolio Management and Investment Advice (523940), Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372), Investment Advice (6282)
- akta.pro primary industry
- Financial Coaching & Budgeting Advisory (FSAEAAAH)
Keywords
Where Savology is headquartered
LocationHeadquarters
- HQ city
- Lehi
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Savology business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Employer Financial Wellness Subscriptions: Savology Pro pricing at $5-10 per employee per month for full-featured coaching including financial planning, financial management, live financial coaching, and financial literacy. Employers provide this as an employee benefit.
- Advisor Platform Subscriptions: Monthly license cost per advisor ranging from $70-$199 per month depending on tier selected (Standard, Advanced, Premier) and number of licenses purchased. Additional pricing available for firms with more than 50 administrative licenses.
- Consumer Paid Upgrades: Consumer Users offered optional paid platform upgrades (Essentials, Elite, and Expert tiers) as well as products and services from Savology's affiliate partners including term life insurance, disability income insurance, estate planning services, and other financial products.
- Advisor and Coach Matching: Savology receives compensation from financial professionals and matching marketplace partners when Consumer User matches are delivered and accepted through the Advisor and Coach Matching Program.
- Affiliate Partner Products: Savology receives referral fees or commissions when users engage with or purchase products from affiliate partner providers including health savings accounts, health insurance, homeowners insurance, mortgage lenders, and investment platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Advisor Standard - $70/month per advisor |
| Subscription | Monthly | Advisor Advanced - $140/month per advisor (Most Popular) |
| Subscription | Monthly | Advisor Premier - $199/month per advisor (Best Value) |
| Subscription | Monthly | Savology Pro - $5-10 per employee per month |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Savology product offering
Product offeringCore offering
Savology is a digital financial planning and financial wellness platform that combines financial products, tools, and resources to help individuals plan for the future, understand retirement needs, develop financial literacy, and reach financial goals. The platform generates foundational financial plans, holistic report cards, and personalized action items in approximately 5 minutes, and is sold primarily to financial advisors and employers for distribution to their clients and employees.
Product overview
Savology is a digital financial planning and financial wellness platform offering a tiered product architecture. The core Savology Platform provides foundational financial plans, holistic report cards, and personalized action items. For employers, Savology offers Savology Pro (full-featured with live coaching at $5-10/employee/month) and Savology Plus (entry-level with digital plans and credit monitoring). For financial advisors, three tiers are available: Standard ($70-199/month per license), Advanced, and Premier (with Zapier API integrations). Add-on modules include account aggregation via MX, Experian credit score integration, and live chat support. The platform also includes Financial Literacy Courses and Financial Coaching Services as supplementary educational offerings, plus a Middle Market Guide white paper for advisor partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Savology Platform A digital financial planning and financial wellness platform that provides foundational financial plans, holistic report cards across 10+ financial categories, and personalized action items. Plans can be created in approximately 5 minutes and include retirement projections, net worth tracking, savings rate analysis, risk management, and credit score monitoring. Designed for middle market households and accessed primarily through employer and advisor distribution channels.
- Savology for Advisors A subscription platform for financial advisors, planners, coaches, CPAs, and insurance agents offering tiered pricing ($70-$199 per advisor per month). Provides onboarding surveys, digital and printable financial plans, report cards, retirement projections, risk tolerance modules, custom product providers, white-labeled options, advanced admin roles, Zapier API integrations, and dedicated account management. Used by 1,050+ advisor partners across firms managing $470B+ in AUM.
- Savology for Employers (Financial Wellness) An employee financial wellness program offered at $5-$10 per employee per month that combines digital financial plans, report cards, credit score monitoring, personalized action items, financial literacy courses, connected accounts, group employee metrics, live finance webinars, and live financial coaching. Serves employers ranging from small businesses with 25 employees to large companies with up to 10,000 employees, with most implementations completed in 2 weeks or less.
- Financial Coaching Services One-on-one financial coaching delivered through chat and scheduled calls by CERTIFIED FINANCIAL PLANNER (CFP) and Accredited Financial Counselor certified professionals. Provides ongoing support to users; 60% more likely to have an emergency fund, 82% more likely to meet savings goals, and participants reduce debt by an average of more than $10,000.
Quantifiable outcome
- Households with financial plans are 2.5x more likely to save enough for retirement
- +8 more outcomes
Companies that use Savology
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Savology technology and API
TechnologyAPI detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Feature6 records
Savology partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- MX (for account aggregation)coreMX provides account aggregation services allowing Savology to connect user financial accounts from 16,000+ financial institutions to increase planning accuracy, incorporate transactions and investment holdings, and keep plans updated automatically.
- Experian (for credit scores)coreExperian provides credit reporting, credit scores, debt analysis, credit alerts, and simulator tools integrated into the Savology platform for enhanced user engagement and financial planning value.
- Zapier (API integration)supportingPremier plan provides access to Savology's Zapier API integration to connect and integrate with existing third-party tools including Wealthbox CRM, Redtail CRM, Zoom, Gmail, Slack, and many more.
- Benefits BrokerscoreSavology partners with benefits brokers to enhance employer benefits packages through their unique and valuable financial wellness offering, expanding distribution to endemployer customers.
- HR Software ProviderscoreSavology partners with HR software providers looking to give their clients better access to financial planning and wellness resources for employees, integrating financial wellness into broader HR technology ecosystems.
- Payroll ProviderssupportingSavology partners with payroll providers to offer integrated financial wellness solutions that complement payroll and compensation management.
- Higher Education InstitutionssupportingSavology partners with higher education institutions looking to improve the financial wellness of students and faculty through accessible digital financial planning.
Scale indicators14 records
Recent moves6 records
Expansion highlights5 records
Savology competitors and assessment
Company assessmentDirect peers
- LearnLux: LearnLux offers an employer-sponsored financial wellness platform with planning, coaching, and education. It directly competes with Savology's Savology Pro offering for employer contracts in the same mid-market and enterprise segments.
- BrightPlan: BrightPlan is an enterprise financial wellness platform providing holistic planning, education, and guidance for employees. It targets the same employer buyer and offers a comparable holistic report card and action-item workflow.
- Financial Finesse: Financial Finesse is one of the largest independent employer financial wellness providers, offering financial coaching, planning, and education. It directly competes with Savology in employer-purchased financial wellness programs.
- Origin (originfinance.com): Origin provides financial wellness benefits to employers with personalized planning, savings automation, and education. It targets the same employer benefit buyer as Savology Pro with comparable per-employee pricing.
- SmartPath: SmartPath delivers workplace financial education, coaching, and planning through employer partnerships. It directly competes with Savology in the employer financial wellness category with overlapping content and coaching offerings.
- RightCapital: RightCapital is a financial planning software platform used by advisors to create plans, run Monte Carlo simulations, and deliver proposals. It is a direct competitor to Savology's advisor subscription tiers serving the same RIA and independent advisor base.
- Boldin (formerly NewRetirement): Boldin offers consumer and advisor-facing retirement and financial planning software. It overlaps with Savology's foundational planning engine and advisor delivery model for retirement projections and savings planning.
- SmartAsset: SmartAsset provides consumer-facing financial planning content and an advisor matching marketplace, with an enterprise financial advisor marketing platform. It overlaps with Savology's consumer planning and advisor matching monetization streams.
Broad incumbents
- eMoney Advisor: eMoney Advisor is a leading advisor-facing financial planning platform owned by Fidelity, offering comprehensive planning and client portal tools. It is a broad incumbent competitor to Savology's advisor platform, particularly for larger RIAs.
Emerging players
- XY Planning Network: XY Planning Network is a network and resource community for fee-only financial advisors serving Gen X and Gen Y clients. It is an emerging player that competes with Savology's advisor acquisition motion and overlaps on the middle-market target customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Savology social profiles
Digital presenceSavology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Savology leadership team
Management profileNumber of profiles
Profiles1 record
Savology funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Savology 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 Savology
What does Savology do?
Savology is a digital financial planning and financial wellness platform that combines financial products, tools, and resources to help individuals plan for the future, understand retirement needs, develop financial literacy, and reach financial goals. The platform generates foundational financial plans, holistic report cards, and personalized action items in approximately 5 minutes, and is sold primarily to financial advisors and employers for distribution to their clients and employees.
Is Savology a public or private company?
Savology is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Savology founded?
Savology was founded in 2019. It employs 11 to 50 people.
Where is Savology based?
Savology is headquartered in Lehi, United States, in the North America region.
How does Savology make money?
Five revenue lines are on record. Employer Financial Wellness Subscriptions are the primary driver. The others are advisor Platform Subscriptions, consumer Paid Upgrades, advisor and Coach Matching and affiliate Partner Products.
Who are Savology's main competitors?
Direct peers on record are LearnLux, BrightPlan, Financial Finesse, Origin (originfinance.com), SmartPath, RightCapital, Boldin (formerly NewRetirement) and SmartAsset. eMoney Advisor is listed as a broad incumbent. XY Planning Network is listed as an emerging player.
Does Savology have an API?
Yes. Savology's Premier plan provides access to Savology's Zapier API integration to connect and integrate with many existing third-party tools. This enables automated workflows between Savology and CRM platforms, communication tools, and other business applications.
What industry is Savology in?
Savology's product category is Financial Wellness Software. Its primary akta.pro industry code is FSAEAAAH, Financial Coaching & Budgeting Advisory. Its NAICS code is 523940 and its SIC code is 7372.