Personal Capital
Personal Capital is a hybrid wealth management platform combining algorithmic investment management with 209 human financial advisors to serve high-net-worth individuals with a $100,000 minimum, operating as a subsidiary of Empower under CEO Jay Shah.
- Company typePrivate
- Founded2009
- HeadquartersRedwood Shores, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Personal Capital does
Personal Capital, founded in 2009 by former PayPal CEO Bill Harris, operates a hybrid wealth management platform that pairs algorithmic investment management with a 209-advisor human advisory force to serve high-net-worth individuals. The core product is a virtual registered investment advisory (RIA) service delivered through a digital dashboard that aggregates investment, cash, credit, and retirement accounts alongside financial planning tools for retirement, tax optimization, and legacy planning. Under a tiered service model restored in 2025, the firm requires a $100,000 minimum investment and has grown average client holdings to approximately $400,000.
The company monetizes primarily through fee-based, recurring advisory charges calculated on assets under management. AUM stood at $7 billion as of early 2026, up from $4.2 billion a year earlier. Distribution combines a direct-to-consumer digital channel with a B2B2C corporate channel, the WealthSpark partnership with Alight Solutions and AllianceBernstein, which markets Personal Capital's planning tools to employees of Alight's 1,400 corporate clients. The firm was acquired by Empower in 2020 and now operates as a private subsidiary within the Empower platform, which is in turn owned by Great-West Lifeco; Empower's combined platform serves more than 20 million users across retirement administration, IRAs, high-yield cash, private client, and personal strategy offerings.
Operationally, Personal Capital is headquartered in San Carlos, California, employs between 251 and 500 people, and is led by CEO Jay Shah alongside a management team including a CIO, CTO/CIO, CFO, CMO, general counsel, and chief growth officer. The firm raised $75 million in 2019 prior to the Empower acquisition and now funds growth through its parent.
Personal Capital firmographics
Firmographics- Name
- Personal Capital
- Legal name
- Personal Capital Corporation
- Website
- https://personalcapital.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Personal Capital is a hybrid wealth management platform combining algorithmic investment management with 209 human financial advisors to serve high-net-worth individuals with a $100,000 minimum, operating as a subsidiary of Empower under CEO Jay Shah.
- Ownership category
- akta.pro rank
Personal Capital industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industries
- Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ), Financial Planning–Led RIAs (FSAAACAB)
Keywords
Where Personal Capital is headquartered
LocationHeadquarters
- HQ city
- Redwood Shores
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Personal Capital business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Advisory Services: Personal Capital generates revenue through fee-based advisory services for high-net-worth individuals. The firm charges management fees calculated based on the amount of assets under management, with a $100,000 minimum investment threshold and average initial client investment of approximately $400,000.
- Investment Management Platform: The company raised $75 million in funding, supporting its robo-advisory platform operations. Customer acquisition costs in the sector range from $300-$1,000 per client.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Advisory - $100,000 minimum |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Personal Capital product offering
Product offeringCore offering
Personal Capital operates as a virtual registered investment advisor (RIA) providing hybrid wealth management that combines algorithmic investment management with human financial advisors. The firm offers personalized financial planning, investment management, tax optimization, retirement planning, and legacy planning services to high-net-worth individuals with a $100,000 minimum investment threshold. It also distributes financial planning tools to corporate employees through the WealthSpark partnership with Alight Solutions and AllianceBernstein.
Product overview
Personal Capital is a virtual registered investment advisor (RIA) offering a unified wealth management platform with a tiered service model. The core offering includes personalized financial planning and investment advisory services with a $100,000 minimum investment threshold. The company has developed a partnership with Alight Solutions and AllianceBernstein called WealthSpark to market financial planning tools to corporate clients. Personal Capital operates with approximately 209 advisors and has grown assets under management to $7 billion from $4.2 billion a year ago, with average client investment of approximately $400,000 per client.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Management Services Virtual registered investment advisory (RIA) services offering personalized financial planning and investment management with a tiered service model starting at a $100,000 minimum investment, targeted at high-net-worth individuals with average investments of approximately $400,000.
- WealthSpark Financial planning tools marketed to corporate clients for employee wealth management, distributed through Alight Solutions' 1,400 corporate client companies as a B2B2C partnership-enabled offering.
Companies that use Personal Capital
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Personal Capital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Personal Capital partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Alight SolutionscorePersonal Capital formed a partnership with Alight Solutions and AllianceBernstein called WealthSpark to market financial planning tools to Alight's 1,400 corporate client companies. This B2B2C partnership enables distribution of Personal Capital's wealth management services through employer benefit platforms.
- AllianceBernsteincoreAllianceBernstein joined with Personal Capital and Alight Solutions in the WealthSpark partnership to provide financial planning tools to corporate employees. AllianceBernstein contributes investment management expertise to the collaborative offering.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Personal Capital competitors and assessment
Company assessmentDirect peers
- Vanguard Personal Advisor Services: Vanguard Personal Advisor Services is the most direct competitor, offering hybrid robo + human advisor wealth management services. Vanguard's 600+ advisor force outnumbers Personal Capital's 209, and Vanguard competes on brand and fees. The two firms are explicitly compared in the data, with Personal Capital leading on organic net new asset growth.
- Betterment: Betterment is one of the largest independent robo-advisors and competes directly with Personal Capital in automated wealth management. Both target affluent consumers with digital-first advice, though Betterment is more purely algorithmic and has raised comparable funding ($100M+). Cited as a direct competitor in the provided data.
- Wealthfront: Wealthfront is a leading independent robo-advisor offering automated portfolio management, financial planning, and direct indexing. It competes directly with Personal Capital in the digital wealth management space, primarily targeting younger, tech-forward investors with lower minimums. Both compete for the same digitally-engaged affluent customer.
Broad incumbents
- Schwab Intelligent Portfolios: Schwab Intelligent Portfolios is Schwab's robo-advisory offering, integrated into the broader Schwab brokerage ecosystem. As an incumbent, Schwab offers lower-cost access to automated wealth management at scale, with strong brand and asset-gathering capabilities that compete with Personal Capital's premium hybrid offering.
- Fidelity Go: Fidelity Go is Fidelity's digital advisory service, leveraging Fidelity's massive 401(k) and retail customer base. As a broad incumbent, Fidelity offers low-cost automated investing integrated with broader financial services, competing for the same affluent hybrid-advice customer that Personal Capital targets.
- Merrill Lynch Guided Investing: Merrill Lynch Guided Investing is Bank of America's hybrid digital + human advisor wealth management offering. As an incumbent within a major wirehouse, Merrill offers brand, scale, and integrated banking/wealth services, competing for HNW clients that Personal Capital serves through its tiered hybrid model.
Emerging players
- SigFig: SigFig is a digital wealth management platform that raised $40M and competes directly in the automated portfolio management market alongside Personal Capital and Betterment. While smaller in scale, SigFig focuses on bank partnerships and enterprise distribution, with some overlap with Personal Capital's WealthSpark partnership approach.
- Facet Wealth: Facet Wealth is a tech-forward hybrid RIA offering personalized financial planning with access to CERTIFIED FINANCIAL PLANNER professionals at lower minimums than traditional wealth managers. It targets the same underserved HNW segment as Personal Capital but with a younger, more digital-native approach and lower entry thresholds.
- Ellevest: Ellevest is a digital wealth management platform focused on women investors, offering automated portfolios and financial planning. It operates in the same digital wealth management category as Personal Capital but with a niche-vertical focus, representing an emerging player with partial overlap in target customer segments.
- Robinhood Gold / Advisory: Robinhood has expanded from commission-free trading into managed portfolios and advisory services. While historically focused on younger retail investors, Robinhood is moving upmarket with hybrid offerings that increasingly overlap with Personal Capital's digital wealth management proposition, representing a fast-moving emerging competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Personal Capital social profiles
Digital presencePersonal Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Personal Capital leadership team
Management profileNumber of profiles
Profiles9 records
Personal Capital funding detail
Funding detailFunding overview
Funding rounds10 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Personal Capital M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Personal Capital
What does Personal Capital do?
Personal Capital operates as a virtual registered investment advisor (RIA) providing hybrid wealth management that combines algorithmic investment management with human financial advisors. The firm offers personalized financial planning, investment management, tax optimization, retirement planning, and legacy planning services to high-net-worth individuals with a $100,000 minimum investment threshold. It also distributes financial planning tools to corporate employees through the WealthSpark partnership with Alight Solutions and AllianceBernstein.
Is Personal Capital a public or private company?
Personal Capital is a private company. It is classified as corporate owned and is currently operating.
When was Personal Capital founded?
Personal Capital was founded in 2009. It employs 251 to 500 people.
Where is Personal Capital based?
Personal Capital is headquartered in Redwood Shores, United States, in the North America region.
How does Personal Capital make money?
Two revenue lines are on record. Advisory Services are the primary driver. The others are investment Management Platform.
Who are Personal Capital's main competitors?
Direct peers on record are Vanguard Personal Advisor Services, Betterment and Wealthfront. Broad incumbents are Schwab Intelligent Portfolios, Fidelity Go and Merrill Lynch Guided Investing. Emerging players are SigFig, Facet Wealth, Ellevest and Robinhood Gold / Advisory.
Does Personal Capital have an API?
No public API is recorded for Personal Capital.
What industry is Personal Capital in?
Personal Capital's product category is Wealth Management. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAAACAJ, Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward). Its NAICS code is 523940 and its SIC code is 6282.