Morrow
Morrow Group, Inc. is a US-based B2B financial wellness platform that delivers employer-sponsored access to CERTIFIED FINANCIAL PLANNER™ coaching and an ESOP engagement module for workers in skilled industries, monetized via per-employee-per-month fees and referral partnerships.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Morrow does
Morrow Group, Inc. operates a B2B employer-sponsored financial wellness platform that connects employees of skilled-industry companies with CERTIFIED FINANCIAL PLANNER™ professionals called "Navigators." The target customer is the employer (HR leaders and company presidents) in manufacturing, construction, transportation, healthcare, utilities, education, and marine, where the platform is offered to employees at no cost. The product surface includes a Core Financial Wellness Platform, an ESOP (Employee Stock Ownership Plan) Engagement Platform module priced at $1 PEPM, a 5-part ESOP Master Class video curriculum, and a "Vetted Partners" referral network connecting members to external financial product providers.
The underlying technology combines 1:1 human coaching with an Interactive Action Plan and a Financial Health Assessment spanning cash management, debt, credit, estate planning, savings, and retirement preparation. Marketing materials describe "AI-powered personalization," though no proprietary models, datasets, or technical architecture are specified. Revenue is generated from two streams: employer per-employee-per-month (PEPM) subscriptions starting at $1, and referral payouts from vetted partners (ranging from $1.40 per free TurboTax filing to $250 per Sora home-loan referral and 15% of Trust & Will purchases). The company explicitly states it is not registered under the U.S. Investment Advisers Act of 1940 and does not sell products or earn commissions from member actions, claiming a fiduciary posture.
The company is privately held, Delaware-incorporated, and operates solely within the United States, headquartered in Nashville, TN. Disclosed operational scale includes 1-10 total employees, 6 named enterprise customers (Arrow Electric, Electric Services Company, PEC, Windemuller, Engineered Profiles, Demo Inc.), and a small leadership team led by founder Sammy MacFarlane with function heads in engineering, operations, member experience, and product & growth, plus a practicing financial coach. Funding history shows a single 2022 transaction listing Third Act Ventures as an investor with $0 disclosed proceeds, indicating bootstrapped or unannounced financing. Self-reported outcomes (10% employee engagement within 45 days, 97% lower financial stress, 9.6/10 CSAT, $1,500 monthly value per employee, $21,000 monthly value for combined companies and employees) are marketing metrics without independent verification.
Morrow firmographics
Firmographics- Name
- Morrow
- Legal name
- Morrow Group, Inc.
- Website
- https://usemorrow.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Morrow Group, Inc. is a US-based B2B financial wellness platform that delivers employer-sponsored access to CERTIFIED FINANCIAL PLANNER™ coaching and an ESOP engagement module for workers in skilled industries, monetized via per-employee-per-month fees and referral partnerships.
- Ownership category
- akta.pro rank
Morrow industry classification
Industry- Product category
- Financial Wellness Platform
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Insurance and Employee Benefit Funds (5251)
- SIC
- Services-Management Consulting Services (8742), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Worksite Financial Wellness & Employee Assistance Programs (EAP) (FSAIAMAN)
- akta.pro secondary industries
- Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Employee Benefit & Retirement Plan Trust Services (FSAAANAC)
Keywords
Where Morrow is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Morrow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- B2B Employer Subscription: Morrow is a free service sponsored by employers. Companies pay a per-employee-per-month (PEPM) fee to provide the platform to their workforce. ESOP engagement packages start at $1 PEPM with customization options.
- Referral/Affiliate Partnerships: Morrow earns referral fees from vetted financial partners (CIT Bank, Ally, Sora, Policygenius, TurboTax, etc.) when members open accounts or purchase products through their platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ESOP Engagement Package starting at $1 PEPM |
| Freemium | Monthly | Employer-sponsored free access for employees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Morrow product offering
Product offeringCore offering
Morrow is a financial wellness platform sold B2B to employers, who sponsor it as a free benefit for their workforce. The platform pairs each employee member with a dedicated CERTIFIED FINANCIAL PLANNER (Navigator) who delivers fiduciary-bound, unbiased 1:1 guidance on budgeting, debt management, credit, savings, estate planning, and retirement through a personalized interactive action plan. A separate ESOP Engagement add-on module and a Vetted Partners referral network extend the offering into employee ownership education and curated financial product referrals.
Product overview
Morrow is a holistic financial wellness platform built for the American worker, consisting of a core financial coaching platform and an ESOP engagement module. The core platform provides employees with 1:1 access to CERTIFIED FINANCIAL PLANNER professionals who deliver personalized, fiduciary-bound guidance through an interactive action plan covering cash management, debt, credit, estate planning, savings, and retirement prep. The ESOP Engagement Platform is a separate add-on module offering companies employee ownership education via a Custom Education Library, Communication Playbook, Employee Surveys & Reporting, and Q&A Texting, priced at $1 PEPM. The ESOP Master Class is a 5-part video series embedded within the ESOP module covering distributions, vesting, and ownership mindset. Vetted Partners provides referral pathways to external financial products including high-yield savings, debt management, estate planning, insurance, and tax services, with full conflict-of-interest disclosure. Both core coaching and ESOP services are offered as employer-sponsored benefits at no cost to employees.
Differentiator
Problem solved
Functional benefit
Products and services
- Morrow Financial Wellness Platform A holistic financial wellness platform that pairs employer-sponsored employees with CERTIFIED FINANCIAL PLANNER Navigators who deliver personalized, fiduciary-bound 1:1 guidance through an interactive action plan covering cash management, debt, credit, estate planning, savings, and retirement.
- Morrow ESOP Engagement Platform An employee ownership engagement solution for ESOP companies that delivers a Custom Education Library, Communication Playbook, Employee Surveys & Reporting, and Q&A Texting to help employees understand and engage with their equity stake.
- ESOP Master Class Video Series A 5-part educational video curriculum covering ESOP basics, value over time, ownership mindset, vesting, and distributions, designed for employee participants in ESOP companies.
- Vetted Partners Referral Network A curated network of vetted financial product partners to which members are referred for high-yield savings, debt management, estate planning, insurance, and tax preparation, with fiduciary-disclosed referral arrangements.
Quantifiable outcome
- 10% employee engagement within 45 days of implementation
- +5 more outcomes
Companies that use Morrow
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Morrow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Morrow partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- CIT BankminorReferral partner for high-yield savings accounts. Morrow receives $100 for every account opened through their link. CIT Bank offers Platinum Savings (for $5,000+) and Savings Connect (no minimum) products.
- Ally BankminorReferral partner for high-yield savings accounts with FDIC insurance and 'bucket' savings features.
- Sora FinanceminorReferral partner for debt management. Morrow receives $250 for home loans and 50% of fees for non-home loans when members use Sora.
- EstatelyminorReferral partner for estate planning. Offers free basic estate plans for Morrow members.
- Trust & WillminorReferral partner for DIY estate planning. Members get 15% discount using MORROW15 code. Morrow receives 15% of purchases.
- PolicygeniusminorReferral partner for property, casualty, and life insurance. Morrow receives $40 for home and auto quotes provided.
- TurboTaxminorReferral partner for tax preparation services. Morrow receives $1.40 for every free filing and 40% of each purchase.
- e-fileminorReferral partner for simple tax filing. Free or inexpensive online tax filing service for members with simple returns.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Morrow competitors and assessment
Company assessmentDirect peers
- LearnLux: LearnLux is a workplace financial wellness platform offering 1:1 coaching and educational tools as an employer-sponsored benefit. Highly comparable to Morrow in target buyer (HR leaders), delivery model (financial coaching as a benefit), and employee value proposition.
- Brightside Financial: Brightside delivers employer-sponsored financial wellness through a combination of human advisors and AI-driven tools. Directly comparable to Morrow on B2B distribution, benefit positioning, and hybrid human-plus-tech coaching model.
- Financial Finesse: Financial Finesse provides employer-sponsored financial coaching, education, and wellness programs to employees of mid-size and large companies. Closely comparable to Morrow in product (financial coaching as a benefit), buyer (HR/benefits leaders), and emphasis on personalized guidance.
- SmartDollar (Ramsey Solutions): SmartDollar is a Dave Ramsey-branded financial wellness benefit sold B2B to employers, focused on budgeting and debt elimination. Comparable to Morrow in employer-sponsored delivery and similar target audience of American workers, though delivery is content-led rather than 1:1 advisor-led.
- Origin (financial wellness): Origin is an employee financial wellness platform combining financial planning, student loan assistance, and money coaching as a benefit. Directly comparable to Morrow on B2B GTM, multi-faceted employee financial support, and benefit-style positioning.
- SmartPath: SmartPath delivers financial coaching and education as an employer-sponsored benefit, often white-labeled to enterprise benefits programs. Comparable to Morrow on employer-channel distribution and employee financial coaching focus.
Emerging players
- ZayZoon: ZayZoon provides earned wage access and financial wellness tools targeting hourly and blue-collar workforces — a buyer base that overlaps closely with Morrow's skilled-industries focus. Comparable on target segment and benefit-style deployment.
Broad incumbents
- SoFi at Work: SoFi at Work packages SoFi's lending, banking and financial planning products as an employer benefit. A broader incumbent offering overlapping financial wellness alongside student loan repayment and other benefits, competing with Morrow for HR buyer mindshare.
- Fidelity Financial Wellness: Fidelity offers employer-sponsored financial wellness and education services alongside its 401(k) recordkeeping business. A broad incumbent with overlapping financial education/coaching capability, but as part of a much larger retirement and benefits portfolio.
- Prudential Financial Wellness: Prudential provides group insurance and workplace financial wellness programs to employers, including education and one-on-one guidance. Comparable on employer-sponsored financial wellness positioning but from a much larger insurance and benefits incumbent.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Morrow social profiles
Digital presenceMorrow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morrow leadership team
Management profileNumber of profiles
Profiles6 records
Morrow funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morrow 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 Morrow
What does Morrow do?
Morrow is a financial wellness platform sold B2B to employers, who sponsor it as a free benefit for their workforce. The platform pairs each employee member with a dedicated CERTIFIED FINANCIAL PLANNER (Navigator) who delivers fiduciary-bound, unbiased 1:1 guidance on budgeting, debt management, credit, savings, estate planning, and retirement through a personalized interactive action plan. A separate ESOP Engagement add-on module and a Vetted Partners referral network extend the offering into employee ownership education and curated financial product referrals.
Is Morrow a public or private company?
Morrow is a private company. It is classified as venture growth investor backed and is currently operating.
When was Morrow founded?
Morrow was founded in 2021. It employs 1 to 10 people.
Where is Morrow based?
Morrow is headquartered in San Francisco, United States, in the North America region.
How does Morrow make money?
Two revenue lines are on record. B2B Employer Subscription is the primary driver. The others are referral/Affiliate Partnerships.
Who are Morrow's main competitors?
Direct peers on record are LearnLux, Brightside Financial, Financial Finesse, SmartDollar (Ramsey Solutions), Origin (financial wellness) and SmartPath. ZayZoon is listed as an emerging player. Broad incumbents are SoFi at Work, Fidelity Financial Wellness and Prudential Financial Wellness.
Does Morrow have an API?
No public API is recorded for Morrow.
What industry is Morrow in?
Morrow's product category is Financial Wellness Platform. Its primary akta.pro industry code is FSAIAMAN, Worksite Financial Wellness & Employee Assistance Programs (EAP), with a secondary code of FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension). Its NAICS code is 524292 and its SIC code is 8742.