BrightDime

What BrightDime does

BrightDime, Inc. is a Charlotte, North Carolina-based financial wellness software and services company founded in 2014 by David Stedman, a former Goldman Sachs and Barclays Capital executive and former hedge fund CEO. The platform combines a digital application stack with unlimited human one-on-one coaching to help employees manage debt, build credit, save, plan for retirement, navigate mortgage and home equity decisions, and execute basic estate planning. Core technology includes a Financial Wellness Dashboard, an educational content library, monthly live webinars and spotlight sessions, QR-code-enabled frictionless coach access, and account aggregation integrated through Plaid under contract, backed by SOC 2 Type II compliance.

The product is structured as a three-tier subscription sold per eligible employee per month with minimum monthly commitments: BrightDime Complete at approximately $1.50/user/month with full coaching and premium analytics; BrightDime Core at approximately $0.20/user/month with education and webinars plus coaching available as an add-on; and BrightDime Essentials, offered free to enterprises with at least 5,000 eligible users, providing targeted support with add-on coaching and aggregation. Distribution is dual-track: a direct enterprise sales motion targeting HR and benefits decision-makers, and a structured partner program with referral, strategic, integration, and reseller tiers for HR service providers (USI, Wellworks For You), benefits administration platforms (Benefitfocus), insurance carriers (Aflac), and benefit-navigation partners (BenefitBump).

The company serves primarily employers, HR leaders, benefits consultants and brokers, and individual employees as end users. Named customers and partners include Aflac, BJ's Restaurant, USI, Wellworks For You, Benefitfocus, Vitality, UBA, LifeBalance, and BenefitBump, spanning insurance, hospitality, HR services, and benefits administration. The company operates with a small 11-50 employee team, has not raised institutional venture capital beyond a 2017 $1.7M round, and discloses no revenue figures.

Name

BrightDime

Legal name

BrightDime, Inc.

Website

https://brightdime.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

BrightDime is a Charlotte, NC-based financial wellness platform founded in 2014 that offers employers subscription-based digital tools combined with unlimited one-on-one certified financial coaching to help employees manage debt, build credit, save, and plan for retirement.

Ownership category

akta.pro rank

Product category

Financial Wellness Software

akta.pro primary industry

Employee Financial Wellness Platforms (Workplace PFM) (FSAGADAK)

akta.pro secondary industries

Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH), Expense Tracking & Financial Dashboards (FSAGADAB), Budgeting & Cash-Flow Management (FSAGADAA)

Keywords

• Financial wellness platform
• Employee benefits software
• Financial coaching services
• Workplace financial education
• Employer benefits platform

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. BrightDime Complete Subscription: Full financial wellness platform with one-on-one coaching, dashboard, educational content, webinars, and premium analytics. Sold per eligible employee per month with minimum monthly commitment.
2. BrightDime Core Subscription: Financial education platform that scales across workforce with educational content and webinars. Account aggregation available as add-on. Sold per user per month.
3. BrightDime Essentials: Targeted support for key financial challenges including debt reduction and savings habits. Free for enterprise accounts meeting minimum 5,000 users requirement.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

BrightDime sells a subscription-based financial wellness platform to employers, combining digital tools (dashboard, educational content, webinars, account aggregation via Plaid) with unlimited one-on-one coaching by certified financial experts. The platform is offered in three tiers (Complete, Core, Essentials) priced per eligible employee per month, with optional add-ons including coaching, account aggregation, and custom events.

Product overview

BrightDime is a financial wellness platform designed for employers to offer employees personalized financial guidance. The platform operates as a tiered subscription model with three main products: BrightDime Complete (premium tier at $1.50/user with full features including one-on-one coaching and premium analytics), BrightDime Core (mid-tier at $0.20/user with standard features and coaching as add-on), and BrightDime Essentials (free for enterprise with 5,000+ users, basic tier with add-on options). The platform combines digital tools with human financial coaching, offering features including a Financial Wellness Dashboard, Educational Content, Monthly Webinars, Account Aggregation (via Plaid), and One-on-One Coaching. Additional specialized modules cover Build Credit, Boost Savings, Open Emergency Savings Fund, Roll Over Your Retirement, Easy Estate Planning, Understanding Your Mortgage Options, and Access Your Home Equity. The platform targets employers seeking to improve employee financial wellbeing through a blended approach combining live coaching supported by digital resources.

Differentiator

Problem solved

Functional benefit

Products and services

• BrightDime Complete Premium tier financial wellness subscription for employers, providing a full financial well-being experience for employees including one-on-one coaching, savings planning, dashboard, educational content, monthly webinars, account aggregation, custom events, premium employer support, and premium analytics. Priced from $1.50 per eligible user per month with a $250 monthly minimum.
• BrightDime Core Mid-tier financial wellness subscription for employers that scales financial education across the workforce, including Financial Wellness Dashboard, Educational Content, and Monthly Webinars. One-on-One Coaching, Account Aggregation, and Custom Events available as add-ons. Priced from $0.20 per user per month with a $250 monthly minimum.
• BrightDime Essentials Entry-level tier financial wellness offering targeted support for key financial challenges employees face, from debt reduction to savings habits. Free for enterprise accounts meeting a minimum 5,000 users requirement, including Financial Wellness Dashboard, Educational Content, and Monthly Webinars with coaching and account aggregation as add-ons.
• One-on-One Financial Coaching Unlimited personalized financial coaching sessions with certified financial experts (including CFA charterholders) available to employees via mobile app and web. Provided as a core feature of the Complete tier and as an add-on for Core and Essentials tiers. Coaches offer confidential, judgment-free guidance on budgeting, debt, credit, savings, and retirement.

Quantifiable outcome

• 160% ROI for every $1 invested
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• AflaccoreStrategic or Co-development Partner · 17 June 2022Aflac partnered with BrightDime to provide financial wellness benefits to employees. BrightDime's platform integrates into Aflac's benefits offerings, offering employees access to one-on-one coaching, educational content, and digital financial tools.
• BenefitBumpcoreStrategic or Co-development Partner · 9 March 2022Strategic partnership to help improve the financial wellbeing of growing families. Family-friendly employers can access BrightDime's financial wellness platform through BenefitBump's benefit navigation and return-to-work program. Addresses the significant life and financial events of parenthood including planning, bonding, and raising children.
• BenefitfocuscoreTechnology or Integration · 8 June 2018Integration partnership allowing BrightDime's financial wellness platform to be delivered through Benefitfocus's benefits administration platform. Enables seamless access for employees using Benefitfocus for their benefits management.
• USIcoreChannel Partner/ Reseller/ DistributorUSI is an HR services provider that offers BrightDime financial wellness as part of their comprehensive benefits solutions to clients.
• Wellworks For YoucoreChannel Partner/ Reseller/ DistributorHR benefits provider that partners with BrightDime to offer financial wellness programs to their client organizations.
• PlaidcoreTechnology or IntegrationTechnology partnership for account aggregation. BrightDime works with Plaid under contract to access and retrieve account information from third-party financial institutions, displaying it as part of the financial wellness service.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Edelman Financial Engines: Largest US workplace financial wellness and retirement planning provider, serving tens of millions of employees through employer-sponsored programs. Overlaps with BrightDime across financial coaching and digital tools but operates at far greater scale with bundled 401(k) advisory offerings.
• ADP TotalPay and Financial Wellness: ADP's payroll/HR platform embeds financial wellness and earned wage access offerings to employer clients. Competes for the same HR buyer wallet share via a deeply embedded payroll distribution channel.
• Fidelity Financial Wellness: Fidelity Investments' employer-sponsored financial wellness and planning services bundled with retirement recordkeeping. Competes with BrightDime for HR benefit budget but offers a far broader financial-services portfolio.
• Prudential Financial Wellness: Prudential's group insurance and employee benefits division offers workplace financial wellness programs alongside retirement and group benefits. Comparable employer-buyer focus with materially larger scale and product breadth.

Direct peers

• Edukate: Employer-paid financial wellness platform combining digital education with access to financial advisors. Overlaps BrightDime on coaching and content positioning within benefits packages.
• Enrich Financial Wellness: Workplace financial wellness provider delivering education, coaching, and tools to employees. Comparable tiered offerings and employer sales motion targeting mid-market and enterprise HR buyers.
• LearnLux: Workplace financial wellness platform offering digital tools plus certified financial planners, sold per-employee to employers. Closely mirrors BrightDime's blended coaching + dashboard model with a venture-backed scale playbook.
• My Secure Advantage: Provider of workplace financial wellness benefits including unlimited coaching, webinars, and online resources, sold to employers. Similar product surface and per-employee subscription model.
• Financial Finesse (Kuvio Health): Workplace financial wellness firm providing one-on-one coaching, group education, and digital planning tools to employer clients. Directly comparable service mix and target buyer (HR/benefits leaders).
• SmartDollar: Dave Ramsey's employer-sponsored financial wellness platform combining budgeting tools, educational content, and coaching. Directly comparable to BrightDime Complete/Core in product scope and B2B2E GTM to HR leaders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brightdime
• TikToktiktok.com/@brightdime

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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 BrightDime