Holistiplan
Holistiplan is a cloud-based SaaS platform that uses OCR and generative AI to automate tax return analysis, insurance coverage review, and estate planning for 30,000+ US financial advisors across 8,000+ firms.
- Company typePrivate
- Founded2019
- HeadquartersCollege Station, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Holistiplan does
Holistiplan is a cloud-based SaaS platform founded in 2019 by CFP® professionals Roger Pine and Kevin Lozer that automates tax, insurance, and estate planning for US financial advisors, broker-dealers, RIAs, and CPAs. The platform's core technology pairs Amazon Textract-powered OCR to extract structured data from 100+ page tax returns, insurance declaration pages, and estate documents, with Amazon Bedrock generative AI that produces client-ready reports, narrative explanations, and an in-app chat advisor. It is offered as a Basic Tax Plan and Premium Tax Plan tiered by client households (30 households at $749-$1,499/year up to 750 households at $11,049-$15,499/year), with an Insurance Planning module for P&C coverage analysis and an Estate Planning module on a waitlist. Customers report concrete financial outcomes including multi-thousand-dollar tax refunds identified for clients.
The company operates a hybrid go-to-market: product-led growth via a free 7-day trial and in-app upgrade pathway for individual advisors, a dedicated enterprise sales motion targeting large broker-dealers, private banks, and the top 15 RIAs (with documented wins at Ameriprise, CAPTRUST, Baird, Mercer, Carson, Corient, and Osaic), and a Partner Program spanning 80+ broker-dealers, RIAs, and fintech providers including LPL Financial, Cetera, and Raymond James. The platform has been named #1 Tax Planning Software in the T3/Inside Information Software Survey for five consecutive years (2021-2025), holds 38.92% advisor market share in the 2026 survey, and claims penetration of 50%+ of financial advisors for tax planning.
The company is privately held, headquartered in College Station, Texas with a fully remote workforce of 70+ employees, and reports serving more than 30,000 advisors across 8,000-10,000+ firms. It is SOC 2 Type II certified, NIST 800-53-aligned, and invests in AI/automation via AWS Bedrock. The most recent significant governance change was the March 2026 appointment of Stephen Langlois (former President of Kestra Financial, ex-Fidelity Investments, ex-eMoney CRO) to the Board of Directors, signaling an enterprise-tier growth agenda.
Holistiplan firmographics
Firmographics- Name
- Holistiplan
- Legal name
- Holistiplan
- Website
- https://holistiplan.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Holistiplan is a cloud-based SaaS platform that uses OCR and generative AI to automate tax return analysis, insurance coverage review, and estate planning for 30,000+ US financial advisors across 8,000+ firms.
- Ownership category
- akta.pro rank
Where Holistiplan is headquartered
LocationHeadquarters
- HQ city
- College Station
- HQ country
- United States
- HQ region
- North America
Markets served
Holistiplan business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription - Basic Tax Plan: Annual subscription based on number of households (client households). Pricing scales from 30 households ($749/year) to 750 households ($11,049/year) with monthly and annual billing options. Includes automated tax return scanning, federal tax reports, scenario analysis, and insurance for 150+ households.
- Subscription - Premium Tax Plan: Higher-tier annual subscription adding state tax scenario analysis, multi-year Roth projections, tax preparation letters, Tax Explainer, QCD/DAF explanations, cash flow visualization, client upload links, age reminders, and CFP CE credits. Priced from $1,499/year for 30 households to $15,499/year for 750 households.
- Insurance Module Add-on: Property and Casualty insurance planning module with home, auto, umbrella, landlord, renters coverage analysis. Free for plans with 150+ households; separate pricing for smaller plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Basic Tax - Entry tier for tax planning |
| Subscription | Annual | Premium Tax - Advanced tier with state tax and expanded features |
| Subscription | Annual | Starter Insurance Module - P&C policy analysis add-on |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Holistiplan product offering
Product offeringCore offering
Holistiplan is a cloud-based SaaS platform that uses OCR technology (powered by Amazon Textract) to scan 100+ page tax returns in under a minute and automatically generate actionable Tax Reports with marginal rate breakdowns, capital gains/losses summaries, MAGI tier analysis, Medicare premium impact, and personalized client observations. The platform extends to Property & Casualty insurance analysis (home, auto, umbrella, landlord, and renters coverage gap identification across 300+ carriers via Canopy Connect) and estate planning (will/trust review, asset distribution diagrams, beneficiary tracking), packaged in Basic and Premium tiered subscriptions with enterprise and academic editions.
Product overview
Holistiplan is a unified financial planning platform providing tax planning, insurance planning, and estate planning capabilities for financial advisors and CPAs. The platform operates on a modular architecture with Basic and Premium Tax subscription tiers, optional Insurance Planning add-on module, and an Estate Planning module (currently in development/waitlist). Core functionality centers on OCR-powered tax return analysis via Tax Report and Scenario Analysis features, with the Insurance module enabling P&C policy scanning across 300+ carriers. Additional offerings include Student Edition for CFP programs, Public API for partner integrations, and educational resources via Kitces.com partnership. The platform is built by CFP professionals and serves over 50,000 users across more than 10,000 firms.
Differentiator
Problem solved
Functional benefit
Products and services
- Tax Planning Platform Cloud-based SaaS platform for financial advisors and CPAs that uses OCR (Amazon Textract) to scan 100+ page tax returns in under a minute and automatically generate Tax Reports with marginal tax bracket analysis, capital gains/losses summaries, MAGI tier analysis, Medicare premium breakdowns, and personalized client observations, plus Scenario Analysis for Roth conversions, tax-efficient withdrawals, charitable giving, and multi-year projections.
- Insurance Planning Module Standalone Property & Casualty insurance analysis module for financial advisors that scans home, auto, umbrella, landlord, condo, and renters insurance policies from any carrier, identifies coverage gaps using a color-coded insight engine, generates customizable agent letters, and includes a Rebuilding Cost Estimator that adjusts for appreciation, inflation, and supply chain factors to determine appropriate coverage amounts.
- Holistiplan Public API Public API offered to partners and enterprises (subject to interview and approval) that enables programmatic integrations with the Holistiplan platform for tax planning, insurance, and estate planning data, built on AWS infrastructure with Amazon Textract for document data extraction and Amazon Bedrock for generative AI features.
- Holistiplan Student Edition Free academic edition of Holistiplan designed for CFP-registered students and professors at university financial planning programs to collaborate on real-world tax scenarios, customize content with professor-uploaded tax returns, run centralized program management, and pursue CFP certification, addressing the gap between classroom theory and practical application.
Quantifiable outcome
- $30,000 tax refund discovered for client by identifying double-charged AMT tax
- +4 more outcomes
Companies that use Holistiplan
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles4 records
Holistiplan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability8 records
Feature8 records
Holistiplan partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core.
- Singular by PatrinacoreIntegration allowing financial advisors to upload tax returns directly within the Singular CRM, where Holistiplan's OCR technology instantly extracts data to generate actionable reports without manual entry. Addresses fragmented technology by synchronizing client data across CRM and tax planning systems.
- JumpcoreIntegration bringing tax context into client meetings, automating prep and notes without manual data entry. AI notetaker and meeting automation platform partners with Holistiplan on tax planning section of advisor insights report.
- Canopy ConnectcoreIntegration automating property and casualty insurance analysis within financial planning workflows. Allows advisors to access verified policy data from over 300 insurance carriers in seconds. First tax-planning platform to offer fully automated P&C policy discovery and analysis through direct carrier connections.
- Prizm InsurancecoreStrategic partnership enabling financial advisors to perform one-click insurance reviews directly within the Holistiplan platform. Connects Prizm's national insurance-brokerage capabilities with Holistiplan's financial planning workflows.
- ZockscoreAI notetaker and meeting automation platform integrating Holistiplan tax data. Automates client emails, intake forms, and meeting notes while incorporating Holistiplan's tax, insurance, and estate insights.
- XY Planning Network (XYPN)coreXYPN expanded member benefits to include Holistiplan as the recommended tax planning solution for 2,100+ member firms. Provides exclusive pricing and integrated access.
- WealthboxcoreCRM integration allowing seamless data transfer between Wealthbox and Holistiplan to streamline automated tax planning workflows.
- RedtailcoreCRM integration eliminating dual data entry - client info imported to Holistiplan while tax insights are documented in Redtail simultaneously.
- Asset-MapcoreSingle sign-on solution expediting importing Holistiplan tax-planning client data and simplifying household data updates.
- PreciseFPcoreIntegration allowing clients to upload tax returns within PreciseFP's award-winning onboarding platform to export data into Holistiplan for processing.
- Kitces.comcorePartnership infusing tax-focused advisor education into Holistiplan's award-winning platform with educational content and courses.
- OrioncorePartnership providing seamless integration between Orion's portfolio management platform and Holistiplan's tax planning capabilities.
- FP PathfindercoreIntegration enriching client conversations with analyses of 529 plan distributions, IRA and Roth IRA contributions, HSA contributions, and NIIT impact.
- LPL FinancialcorePartner Program member - one of the largest broker-dealers in the US offering Holistiplan to their advisors with exclusive pricing.
- OsaiccorePartner Program member - major broker-dealer offering Holistiplan to their network of advisors.
- CarsoncorePartner Program member and advisory board participant. Carson Group adds Holistiplan to their tech stack for comprehensive planning.
- CeteracorePartner Program member - major broker-dealer network offering Holistiplan to affiliated advisors.
- Raymond JamescorePartner Program member - major financial services firm offering Holistiplan through their advisor network.
Scale indicators10 records
Recent moves6 records
Expansion highlights7 records
Holistiplan competitors and assessment
Company assessmentDirect peers
- Nitrogen (formerly Riskalyze): Risk-aligned financial planning platform for advisors with risk tolerance scoring and planning tools. Competes for the same RIA technology stack budget and has partnered with Holistiplan on tax summits while offering adjacent planning capabilities.
- MoneyGuidePro: One of the most widely adopted financial planning platforms for advisors, owned by Envestnet. Competes with Holistiplan for the same RIA and broker-dealer customers, though broader in scope (goals-based planning) rather than tax-specialized.
- RightCapital: Financial planning software for RIAs and fee-only advisors offering retirement, tax, and goal-based planning. Directly competes with Holistiplan in the advisor planning software category, with overlapping target customers and similar SaaS subscription model.
- Advyzon: All-in-one advisor technology platform combining CRM, portfolio management, and financial planning. Competes with Holistiplan in the advisor software stack with similar subscription pricing and SMB-to-mid-market RIA focus.
- FP Alpha: Financial planning analytics and tax planning software specifically built for RIAs and advisors. Direct overlap with Holistiplan's tax-centric value proposition, with similar pricing model and target customer base.
Emerging players
- Wealth.com: Estate and tax planning platform for advisors that has explicitly launched tax planning tools to compete with Holistiplan. Targets similar RIA customers and is a direct emerging competitor in Holistiplan's core category.
- Altruist: Custodian and advisor technology platform that has launched AI-driven tax planning tools to compete directly with Holistiplan. Represents a newer entrant with a broader RIA custody stack that could bundle tax planning into existing relationships.
- Vanilla: Estate planning software platform for financial advisors. Competes directly with Holistiplan's emerging Estate Planning module and represents a focused threat in the estate planning vertical Holistiplan is expanding into.
- Snappy Kraken: Marketing and client engagement platform for financial advisors with adjacent planning workflows. Competes for the same advisor technology budget and overlaps in advisor productivity and client communication tooling.
Broad incumbents
- eMoney Advisor: Comprehensive financial planning platform owned by Fidelity Investments. Competes with Holistiplan in advisor-targeted planning software but operates as a broad incumbent with deeper enterprise backing and a wider feature set beyond tax planning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Holistiplan social profiles
Digital presenceHolistiplan compliance and trust
Trust signalCompliance2 records
Holistiplan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Holistiplan leadership team
Management profileNumber of profiles
Profiles4 records
Holistiplan funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Holistiplan 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 Holistiplan
What does Holistiplan do?
Holistiplan is a cloud-based SaaS platform that uses OCR technology (powered by Amazon Textract) to scan 100+ page tax returns in under a minute and automatically generate actionable Tax Reports with marginal rate breakdowns, capital gains/losses summaries, MAGI tier analysis, Medicare premium impact, and personalized client observations. The platform extends to Property & Casualty insurance analysis (home, auto, umbrella, landlord, and renters coverage gap identification across 300+ carriers via Canopy Connect) and estate planning (will/trust review, asset distribution diagrams, beneficiary tracking), packaged in Basic and Premium tiered subscriptions with enterprise and academic editions.
Is Holistiplan a public or private company?
Holistiplan is a private company. It is classified as venture growth investor backed and is currently operating.
When was Holistiplan founded?
Holistiplan was founded in 2019. It employs 11 to 50 people.
Where is Holistiplan based?
Holistiplan is headquartered in College Station, United States, in the North America region.
How does Holistiplan make money?
Three revenue lines are on record. Subscription - Basic Tax Plan is the primary driver. The others are subscription - Premium Tax Plan and insurance Module Add-on.
Who are Holistiplan's main competitors?
Direct peers on record are Nitrogen (formerly Riskalyze), MoneyGuidePro, RightCapital, Advyzon and FP Alpha. Emerging players are Wealth.com, Altruist, Vanilla and Snappy Kraken. eMoney Advisor is listed as a broad incumbent.
Does Holistiplan have an API?
Yes. Holistiplan offers access to a public API that is available to partners and enterprises, subject to interview and approval. The API enables integrations with the Holistiplan platform for tax planning, insurance, and estate planning data. Built on AWS infrastructure using Amazon Textract for document data extraction and Amazon Bedrock for generative AI features.