TAPP Engine
TAPP Engine is a Boston-based SaaS company founded in 2019 that provides white-label wealth management and embedded finance infrastructure to credit unions, community banks, and B2B financial intermediaries.
- Company typePrivate
- Founded2019
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What TAPP Engine does
TAPP Engine is a Boston-based (Quincy, Massachusetts) software-as-a-service company founded in 2019 that delivers white-label wealth management and embedded finance infrastructure to B2B financial services intermediaries, primarily credit unions and community banks. The company operates as a Credit Union Service Organization (CUSO) and is an SEC/FINRA-registered investment adviser, positioning it to enable smaller and mid-sized financial institutions to launch wealth management, investment advisory, and private markets programs without building these capabilities in-house. Its core customer base is credit unions, with named relationships including Desert Financial Credit Union and Service Credit Union.
TAPP Engine firmographics
Firmographics- Name
- TAPP Engine
- Legal name
- TAPP Engine, Inc.
- Website
- https://tappengine.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TAPP Engine is a Boston-based SaaS company founded in 2019 that provides white-label wealth management and embedded finance infrastructure to credit unions, community banks, and B2B financial intermediaries.
- Ownership category
- akta.pro rank
TAPP Engine industry classification
Industry- Product category
- Embedded Wealth Management Infrastructure
- NAICS
- Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Investment Advice (6282), Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK)
- akta.pro secondary industries
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI), Account Aggregation & Connectivity (Multi-bank linking) (FSAGACAA), Equity Capital Introduction & Prime Services (FSACAFAK), Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH), Transaction Analytics & Cash-Flow Insights (risk signals, forecasting) (FSAGACAG)
Keywords
Where TAPP Engine is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
TAPP Engine business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- SaaS Platform Licensing: White-label platform licensing to financial institutions including credit unions, community banks, and wealth management firms. Revenue derived from subscription-based access to embedded brokerage, wealth management, and cash management infrastructure.
- Brokerage Services: Brokerage services provided through TAPP Engine Securities, LLC (FINRA/SIPC member), generating revenue through transaction-based fees on securities trading including stocks, ETFs, and options.
- Investment Advisory Services: AI-powered goal-based investing and direct indexing services offered through TE Advisors, LLC (SEC-registered investment adviser), providing automated investment management with potential AUM-based fees.
- Institutional Services: Prime brokerage solutions for emerging hedge funds and institutional investors including trade execution, clearing, financing solutions, and FIX-based institutional trading with competitive pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Embedded Self-Directed Brokerage - Commission-free trading |
| Subscription | Annual | SaaS Platform Access - Custom enterprise pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
TAPP Engine product offering
Product offeringCore offering
TAPP Engine provides a white-label, API-driven SaaS wealth management platform that financial institutions embed into their existing digital banking environments. The platform delivers self-directed brokerage, AI-powered goal-based investing, direct indexing, digital asset trading, institutional trading infrastructure, cash management, and a private markets (securitization) solution across multiple asset classes. The company operates regulated subsidiaries—a FINRA/SIPC broker-dealer and an SEC-registered investment adviser—to handle execution, clearing, and advisory services for partner institutions.
Product overview
TAPP Engine is a B2B SaaS platform providing white-label, embedded wealth management infrastructure for financial institutions. The platform operates as a modular microservices architecture combining investing, cash management, custody, and clearing across multiple asset classes. Core products include Embedded Self-Directed Brokerage enabling in-platform trading of stocks, ETFs, options, and crypto; AI-Powered Goal-Based Investing for personalized portfolio management; and Brokerage Infrastructure (API) for developer access. Add-on modules extend capabilities to Direct Indexing with tax optimization, Digital Assets for cryptocurrency offerings, Institutional Services for FIX-based trading and prime brokerage, Custom Cash Management for branded banking, and Deposit Connect for liquidity management. Subsidiary brands include 9Squid Private Markets for AI-powered securitization, TAPP Engine Securities (broker-dealer), and TE Advisors (RIA). The platform serves credit unions, community banks, fintechs, broker-dealers, TAMPs, asset managers, RIAs, and trust companies with comprehensive compliance, reporting, and client services.
Differentiator
Problem solved
Functional benefit
Brands
- 9Squid Private Markets: AI-powered platform enabling credit unions and community financial institutions to access private securitization markets with modern asset-liability and liquidity management tools.
- Wealth Cabinet
Products and services
- Embedded Self-Directed Brokerage White-label self-directed investing platform embedded within financial institution infrastructure, enabling trading of stocks, ETFs, options, and digital assets with zero-commission trading, practice/simulation tools, and enterprise-grade security. Designed for credit unions and community banks offering branded investment experiences to members and customers.
- AI-Powered Goal-Based Investing Automated investment management platform providing personalized portfolios based on individual goals and risk profiles, featuring AI-driven insights, dynamic goal tracking, and automated rebalancing. Delivered through SEC-registered TE Advisors for partner financial institutions.
- Direct Indexing Personalized index investment platform enabling customization of industry, sector, or ESG factors with automated tax-loss harvesting, fractional shares for precise index replication, and cost savings by avoiding fund expense ratios. Used by financial institutions to offer tax-efficient customized indexing.
- Digital Assets White-label crypto platform enabling financial institutions to offer Bitcoin, Ethereum, stablecoins, and digital asset trading and custody through API-driven architecture with bank-grade security and regulatory compliance. Powered by Anchorage Digital for custody and liquidity.
- Institutional Services FIX-based institutional trading with algorithmic execution, smart order routing, market access, options portfolio strategies, soft dollar and TCA support, and prime brokerage solutions for emerging hedge funds and institutional investors.
- Custom Cash Management Solution Branded banking solution offering fully customizable banking experiences with high-yield savings and checking, automated savings tools, real-time account management, bill pay, and transfers through partnership with NCUA-insured credit unions.
- Deposit Connect Deposit network connecting credit unions to manage deposit supply and demand, providing enhanced liquidity access, cost-effective deposit base expansion, and stable funding management.
- Brokerage Infrastructure (API) RESTful API infrastructure enabling multi-asset trading (stocks, ETFs, options, crypto), real-time market data, advanced order management, secure transactions, and comprehensive reporting for developers and financial institutions. Includes APIs, SDKs, and customizable widgets with SEC and FINRA compliance built in.
- 9Squid Private Markets AI-powered private markets platform enabling credit unions and community finance institutions to access institutional capital through securitization, addressing barriers including costs, structural complexity, and minimum size thresholds. Operates as a sub-brand of TAPP Engine.
Quantifiable outcome
- $48 million left one credit union in a single year into external investment platforms, highlighting the retention opportunity
Companies that use TAPP Engine
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles3 records
TAPP Engine technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature8 records
TAPP Engine partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, flagship and minor.
- EnvestnetcoreTAPP Engine partnered with Envestnet to integrate ActivePassive ETF model portfolios into its digital investing platform. The collaboration combines TAPP Engine's white-label digital banking infrastructure with Envestnet's portfolio construction capabilities, enabling financial institutions to offer personalized goals-based investing experiences. Envestnet manages $7.0 trillion in platform assets and 25 years of experience in combining active and passive investment strategies.
- Desert Financial Credit UnioncoreDesert Financial Credit Union expanded its Digital Investing platform using TAPP Engine's technology, adding features including fractional shares, AI-powered robo-advisor, and simulated trading tools. TAPP Engine Securities provides brokerage services (FINRA/SIPC) while TE Advisors provides advisory services.
- Service Credit UnioncoreService Credit Union partnered with TAPP Engine to respond to significant member investment outflows by offering digital wealth management tools. The partnership addresses member retention and engagement amid the anticipated $84 trillion intergenerational wealth transfer.
- KoreInsideflagshipTAPP Engine and KoreInside partnered to introduce the first stablecoin to private capital markets, leveraging KoreInside's blockchain infrastructure and KorePay technology. The stablecoin solution aims to improve efficiency, liquidity management, and regulatory compliance in private market transactions, enabling faster settlement and reduced friction for institutions.
- PayfiniaminorPayfinia partnered with TAPP Engine to provide instant wealth management capabilities to its customers.
- Tidal Financial GroupcoreTE Advisors partnered with Tidal Financial Group, a leading ETF investment and technology platform, to support the creation, operation, and growth of ETFs. Tidal provides operational, regulatory, and technological infrastructure while TEA maintains responsibility for investment decisions and portfolio strategy.
- RQD ClearingcoreRQD Clearing provides clearing services for TAPP Engine Securities, LLC. The partnership includes execution disclosures, regulatory disclosures, and privacy policies governing the clearing relationship.
- Wealth Cabinet Financial Technology (CUSO)coreWealth Cabinet Financial Technology CUSO, a subsidiary of TAPP Engine, empowers credit unions with white-label platforms focused on self-directed investing, automated advice, and embedded financial literacy tools. Partnered with and partly owned by leading CUSOs including Reseda Group and One Washington Financial.
- Anchorage DigitalcorePartner for digital asset custody and liquidity access, providing bank-grade digital asset infrastructure for TAPP Engine's crypto trading capabilities.
- Alkami TechnologycoreCore digital banking platform partnership enabling integration of TAPP Engine's wealth management capabilities into Alkami's digital banking solutions for credit unions and banks.
- Jack HenrycoreCore banking technology partnership enabling credit unions using Jack Henry's Banno platform to integrate TAPP Engine's embedded wealth solutions.
- AWScoreCloud infrastructure partnership using Amazon Web Services for scalable, secure cloud-based wealth management platform deployment.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
TAPP Engine competitors and assessment
Company assessmentEmerging players
- Wealthfront: Direct-to-consumer robo-advisor with AI-driven goal-based investing and direct indexing; competes for the same end-investor mindshare that TAPP Engine's credit-union deployments target.
- Marqeta: Public B2B card issuing and embedded finance platform that, while payments-focused, is expanding into adjacent BaaS offerings overlapping with TAPP's embedded-finance go-to-market motion.
- Betterment: Long-standing robo-advisor offering goal-based investing and direct indexing for retail and advisor-served clients, competing in the same AI-driven wealth management category TAPP serves.
Direct peers
- DriveWealth: Offers API-driven, white-label brokerage infrastructure for digital platforms and fintechs globally, a near-direct competitor in embedded self-directed investing and multi-asset trading.
- Apex Fintech Solutions: Provides B2B clearing, custody, and brokerage infrastructure APIs for fintechs and financial institutions, directly overlapping with TAPP Engine Securities and its brokerage infrastructure API offering.
- Orion: Wealthtech platform serving advisors, RIAs, and financial institutions with portfolio management, trading, and account aggregation tools that overlap with TAPP's advisor-focused wealth stack.
- Alpaca: Provides a commission-free brokerage API for stocks, ETFs, options, and crypto, competing head-to-head with TAPP Engine's Brokerage Infrastructure API for fintech and developer customers.
- InvestCloud: Cloud-native, white-label digital wealth and banking platform serving financial institutions globally, competing directly with TAPP Engine's modular microservices wealth architecture.
Broad incumbents
- Envestnet: Established $7T-AUM wealth management platform offering portfolio construction, advisor tech, and data analytics. Functions as both a TAPP Engine partner (ActivePassive models) and a broad incumbent competitor across the wealth stack.
- Alkami Technology: Digital banking platform provider for credit unions and community banks. Alkami is both a TAPP distribution channel and a potential competitor as it expands its own embedded wealth capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TAPP Engine social profiles
Digital presenceTAPP Engine compliance and trust
Trust signalCompliance3 records
TAPP Engine financial estimates
Financial estimateRevenue estimate
Valuation estimate
TAPP Engine leadership team
Management profileNumber of profiles
Profiles2 records
TAPP Engine subsidiaries and ownership
Company hierarchySubsidiaries6 records
TAPP Engine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TAPP Engine 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 TAPP Engine
What does TAPP Engine do?
TAPP Engine provides a white-label, API-driven SaaS wealth management platform that financial institutions embed into their existing digital banking environments. The platform delivers self-directed brokerage, AI-powered goal-based investing, direct indexing, digital asset trading, institutional trading infrastructure, cash management, and a private markets (securitization) solution across multiple asset classes. The company operates regulated subsidiaries—a FINRA/SIPC broker-dealer and an SEC-registered investment adviser—to handle execution, clearing, and advisory services for partner institutions.
Is TAPP Engine a public or private company?
TAPP Engine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TAPP Engine founded?
TAPP Engine was founded in 2019. It employs 11 to 50 people.
Where is TAPP Engine based?
TAPP Engine is headquartered in Boston, United States, in the North America region.
How does TAPP Engine make money?
Four revenue lines are on record. SaaS Platform Licensing is the primary driver. The others are brokerage Services, investment Advisory Services and institutional Services.
Who are TAPP Engine's main competitors?
Emerging players on record are Wealthfront, Marqeta and Betterment. Direct peers are DriveWealth, Apex Fintech Solutions, Orion, Alpaca and InvestCloud. Broad incumbents are Envestnet and Alkami Technology.
Does TAPP Engine have an API?
Yes. RESTful Brokerage Infrastructure API enabling multi-asset trading (stocks, ETFs, options, crypto), real-time market data access, advanced order management (market, limit, stop, trailing stop, OCO orders), account management, trade logs, tax reports, and P&L insights. Built for developer-friendly integration with APIs, SDKs, and customizable widgets. Regulatory ready with SEC and FINRA compliance. Developer documentation is at www.tappengine.com/brokerage-api-form.
What industry is TAPP Engine in?
TAPP Engine's product category is Embedded Wealth Management Infrastructure. Its primary akta.pro industry code is FSAGALAK, Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes), with a secondary code of FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 523940 and its SIC code is 6211.