SecureFutures

What SecureFutures does

SecureFutures is a Milwaukee-based 501(c)(3) nonprofit founded in 2006 that delivers teen financial literacy programming across Wisconsin. It serves a three-tier user base: high school teens (primarily ages 14-18) as program participants, Wisconsin high schools and community organizations as delivery partners (250+ institutions), and a diversified funding base of individual donors, corporate sponsors, and foundations. Programs are provided free of cost to students.

The organization operates three core programs: Money Path, a web-based financial education application that connects academic and career planning with personal finance concepts and is now aligned with the Wisconsin Department of Public Instruction for statewide access; Money Coach, an in-person mentoring program pairing trained volunteer coaches with teens from under-resourced communities, the first program of its kind in the nation; and Money Sense, a classroom curriculum covering budgeting, banking, credit, and loans delivered in three 90-minute lessons. Underlying technology centers on the Money Path web application, with no disclosed AI/ML capabilities; supporting infrastructure includes standard web analytics and WCAG accessibility tooling.

Commercially, SecureFutures is a donation-funded nonprofit with no program fees. Revenue streams include individual donations (one-time, monthly "Change Makers," and donor-advised funds), corporate and foundation grants, and signature event revenue from the annual Investment Conference. Annual fundraising revenue surpassed $2 million in the 2021-2025 period, doubled from ~$1 million earlier in the decade. Customer concentration is structurally low because revenue derives from a broad base of donors rather than fee-paying customers, while donor concentration risk remains meaningful given reliance on a recurring annual Investment Conference and a small set of large institutional partners.

Name

SecureFutures

Legal name

SecureFutures Foundation, Inc.

Website

https://securefutures.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

SecureFutures is a Milwaukee-based 501(c)(3) nonprofit that delivers free financial literacy programming to Wisconsin high school teens through three programs (Money Path web app, Money Coach mentoring, Money Sense classroom curriculum), funded by individual donors, corporations, and foundations with 145,000+ teens served since 2006.

Ownership category

akta.pro rank

Product category

Youth Financial Literacy Education

NAICS

Educational Services (611), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Personal Finance & Financial Literacy for Students (EDAMAIAH)

akta.pro secondary industry

Scholarship, Financial Aid & FAFSA Support Platforms (EDAFAMAF)

Keywords

• Teen financial education
• Youth financial literacy
• Financial mentoring programs
• Personal finance curriculum
• Nonprofit financial education

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Individual donors contribute to the organization through one-time gifts, monthly recurring donations (Change Makers program), and donor-advised fund giving. Programs are provided free of cost to students.
2. Corporate and Foundation Support: Corporations and foundations provide financial support including program sponsorships, annual gifts at various levels (Champion, Advocate, Supporter), and event sponsorship including the Investment Conference.
3. Investment Conference Sponsorship: The organization's signature annual fundraising event features investment expert speakers and serves as a major revenue driver through sponsorship opportunities.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SecureFutures delivers free teen financial education through three complementary programs: Money Path (a web-based app linking academic and career planning to personal finance), Money Coach (one-on-one mentoring for under-resourced teens), and Money Sense (classroom-based fundamentals covering budgeting, banking, credit, and loans). Programs are deployed via partnerships with Wisconsin high schools and community organizations and funded through donations and sponsorships.

Product overview

SecureFutures offers a comprehensive suite of three financial education programs designed to equip teens with money management skills, tools, and mentoring. The core offerings include Money Path (a web-based financial education app connecting academic/career planning with personal finance), Money Coach (an intensive one-on-one mentoring program with volunteer coaches), and Money Sense (a fundamentals program covering budgeting, banking, credit, and loans). Together, these programs form a progressive pathway from foundational knowledge to hands-on mentorship to personalized digital planning, serving over 145,000 teens since 2006.

Differentiator

Problem solved

Functional benefit

Brands

• Money Path: A cutting-edge, web-based financial education app that opens students' eyes to the reality of how academic and career choices impact their lives and long-term financial wellbeing.
• Money Coach
• Money Sense

Products and services

• Money Path A web-based financial education application for high school students that connects academic and career planning with personal finance concepts, allowing teens to compare potential futures and create personalized financial plans. Available free of cost to Wisconsin high school students.
• Money Coach A one-on-one financial mentoring program pairing trained volunteer mentors with teens from under-resourced communities through individual and group coaching sessions, including hands-on practice with real money via participation scholarships.
• Money Sense A classroom-based financial fundamentals program introducing teens to essential financial concepts and practices including budgeting, banking, credit, and loans, typically taught in three 90-minute lessons by trained volunteers or educators.

Quantifiable outcome

• 95% of Money Path students reported they are more likely to set up a savings plan for important financial goals
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Wisconsin Department of Public InstructioncoreStrategic or Co-development PartnerState education agency partner. The Department of Public Instruction recognized Money Path's impact and aligned with SecureFutures to support broader statewide access to the program, extending reach beyond traditional volunteer-delivered programming.
• State of WisconsincoreStrategic or Co-development PartnerIn December 2023, Governor Evers signed Act 60 into law requiring Wisconsin high school students to complete a personal finance course before graduation, starting with the graduating class of 2028. SecureFutures is positioned to support schools and students as they prepare for this requirement.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• FoolProof Foundation: Nonprofit providing free, independent personal finance curriculum to K–12 schools with a consumer-protection orientation. Overlaps with SecureFutures' Money Sense classroom model and free-to-schools distribution.
• Council for Economic Education (CEE): National nonprofit that provides K–12 personal finance and economics curriculum, teacher training, and standards advocacy. Comparable in mission, educator-focused GTM, and nonprofit funding model to SecureFutures.
• Junior Achievement (JA): National nonprofit delivering K–12 financial literacy, work readiness, and entrepreneurship education across 100+ countries. Directly comparable to SecureFutures in mission (youth financial capability), school-based delivery model, and reliance on volunteers and corporate partners.
• Next Gen Personal Finance (NGPF): Nonprofit offering free personal finance curriculum, professional development for teachers, and student activities. Closely comparable to SecureFutures' school-based delivery and outcomes measurement approach.
• EVERFI: Digital financial literacy and life skills platform for K–12 students, offered free to schools via corporate sponsorships. Highly comparable to SecureFutures' Money Path in product (web-based curriculum) and business model (corporate-funded, free to schools).
• National Endowment for Financial Education (NEFE): National nonprofit focused on financial education research, resources, and advocacy. Comparable to SecureFutures in the youth financial literacy mission space and in producing curriculum and tools used by schools and consumers.

Others

• American Bankers Association Foundation: Industry foundation that runs national financial education programs (e.g., Teach Children to Save, Get Smart About Credit). Comparable as a banking-sector-funded youth financial education channel and a potential partner/funder for SecureFutures-style programs.

Emerging players

• Zogo Finance: Gamified financial literacy app targeting Gen Z, distributed to banks and credit unions. Comparable in targeting teens and young adults with a digital-first product, but competes on the consumer/fintech side rather than the nonprofit school channel.
• Dave Ramsey's Financial Peace for the Next Generation: Personal finance education brand with a youth/student curriculum arm, distributed through schools and churches. Comparable target audience (teens/young adults) and curriculum, with a stronger consumer brand and national reach.

Regional players

• Inceptia: Nonprofit division focused on student financial education, particularly around student loans and repayment. Comparable in teen/student audience and nonprofit funding model, but with a narrower focus on student debt rather than general personal finance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MADWIMoneyMatters
• Facebookfacebook.com/WeSecureFutures
• LinkedInlinkedin.com/company/securefutures
• Instagraminstagram.com/secure.futures

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors2 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 SecureFutures