My Secure Advantage
My Secure Advantage is a privately-held financial well-being platform, founded in 1986 and based in Roseville, California, offering subscription-based Money Coaching, ID theft monitoring, fraud resolution, personal financial management (MSA Wallet via Plaid), and legal referrals to employer-sponsored plan members and self-paying individuals.
- Company typePrivate
- Founded1986
- HeadquartersRoseville, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What My Secure Advantage does
My Secure Advantage, Inc. (MSA) is a privately-held financial well-being platform founded in 1986 and headquartered in Roseville, California. The company delivers an integrated suite of services — Money Coaching, ID Theft Monitoring and Fraud Resolution, MSA Wallet (personal financial management), and Legal Referrals/Mediation — accessed through the MSA Digital Platform at mysecureadvantage.com and the msamembers.net member portal.
The underlying technology is a digital platform built around four core modules: (1) MSA Wallet, a personal financial management application powered by Plaid Technologies for cross-institution account aggregation, spending/savings goal-setting, and member-controlled data sharing with Money Coaches; (2) a Money Coaching module delivering scheduled 30-minute consultations with in-house professional coaches; (3) an Identity Monitoring service using knowledge-based authentication across a network of companies, paired with Fraud Resolution Specialists who manage identity recovery workflows; and (4) a Legal Referrals module providing network attorneys at a 25% preferred rate. AI features — including chatbots, generative AI output, and a financial recommendation engine — are integrated into the platform but are delivered through third-party AI providers rather than proprietary models. Compliance posture includes EU-U.S., UK Extension, and Swiss-U.S. Data Privacy Framework certifications plus partial WCAG 2.0 AA conformance.
MSA operates a subscription-based B2B2C and direct-to-consumer model. Plan Sponsors (employers/organizations) enter multi-year MSA Well-being Plan Agreements and pay membership fees that fund employee access; end users (Named Members and Covered Members) consume services through their employer. Self-Paying Members enroll directly by phone, email, online chat, or web form and are billed monthly via payroll deduction, ACH, or credit/debit card with a one-month minimum. Pricing is not publicly disclosed. The company has no disclosed funding rounds, no parent company, and no recorded M&A activity; select_customers and named logos are not provided in source materials. Distribution is single-country/domestic U.S., with the international data privacy certifications indicating latent rather than active cross-border operations.
My Secure Advantage firmographics
Firmographics- Name
- My Secure Advantage
- Legal name
- My Secure Advantage, Inc.
- Website
- https://mysecureadvantage.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- My Secure Advantage is a privately-held financial well-being platform, founded in 1986 and based in Roseville, California, offering subscription-based Money Coaching, ID theft monitoring, fraud resolution, personal financial management (MSA Wallet via Plaid), and legal referrals to employer-sponsored plan members and self-paying individuals.
- Ownership category
- akta.pro rank
My Secure Advantage industry classification
Industry- Product category
- Financial Wellness Services
- NAICS
- Finance and Insurance (52)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)
Keywords
Where My Secure Advantage is headquartered
LocationHeadquarters
- HQ city
- Roseville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
My Secure Advantage business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Plan Sponsor Membership Fees: Employers and organizations (Plan Sponsors) pay membership fees to provide MSA Well-being Plans to their employees. Fees, benefits, and terms are governed by separate agreements between Plan Administrator and Plan Sponsor. This is the primary B2B revenue stream.
- Self-Paying Member Membership Fees: Individual self-paying members pay monthly, quarterly, or annual membership fees for access to MSA Plans. Payment options include authorized payroll deduction, ACH/bank account debit, or credit/debit card charges. Minimum membership length is one full month.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | MSA Well-being Plan - Employer-sponsored |
| Subscription | Monthly | My Secure Advantage Plan - Self-Paying |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
My Secure Advantage product offering
Product offeringCore offering
My Secure Advantage (MSA) sells integrated financial well-being membership plans that bundle professional Money Coaching sessions, ID Theft Monitoring with Fraud Resolution Specialist support, the MSA Wallet personal financial management tool (Plaid-powered), and Legal Referrals/Mediation access. Plans are sold either to employer/Plan Sponsor organizations (B2B2C) or directly to individual self-paying members via phone, chat, or online enrollment.
Product overview
My Secure Advantage (MSA) provides a financial well-being platform with multiple integrated service modules. The core offering consists of Financial Coaching (Money Coaching), ID Theft Monitoring/Fraud Resolution, and Legal Referrals/Mediation services, accessed through the MSA Digital Platform. The platform includes MSA Wallet, a personal financial management tool that aggregates banking and investment data via Plaid. Services are delivered through two channels: employer-sponsored MSA Well-being Plans (where employers fund employee access) and Self-Paying Member Plans (individual subscriptions with direct billing).
Differentiator
Problem solved
Functional benefit
Brands
- MSA Wallet: Personal Financial Management software that allows Members to track their banking and investment activity across all financial accounts, with spending and savings goal-setting features.
- MSA Digital Platform
Products and services
- MSA Well-being Plan Comprehensive employer-sponsored financial wellness membership plan combining Money Coaching, ID Theft Monitoring with Fraud Resolution Specialist support, MSA Wallet personal financial management, and Legal Referrals/Mediation access. Sold to Plan Sponsor organizations (employers) who fund employee access and define benefits and coverage terms through a Plan Agreement. Designed for HR/benefits buyers seeking to deliver financial well-being benefits to their workforce.
- Self-Paying Member Plan Direct-to-consumer financial well-being membership for individuals who enroll without employer sponsorship. Provides access to Money Coaching, ID Theft Monitoring/Fraud Resolution, MSA Wallet, and Legal Referrals/Mediation. Members pay via payroll deduction (where applicable), ACH/bank debit, or credit/debit card, with a minimum one-month commitment and a 5-day cancellation refund window.
- Money Coaching (Financial Coaching) One-on-one financial coaching service delivered by professional Money Coach employees. Each session (typically 30 minutes) helps members identify financial goals, assess their financial situation, and develop a written action plan. Available as part of both the MSA Well-being Plan and the Self-Paying Member Plan.
- ID Theft Monitoring and Fraud Resolution Identity monitoring service that scans across a network of companies using out-of-wallet knowledge-based authentication questions, providing real-time alerts when member authentication questions are activated. Includes access to Fraud Resolution Specialists who assist members whose identities have been compromised with comprehensive recovery services, working with creditors, collection companies, collection law firms, and credit reporting agencies.
- Legal Referrals and Mediation Access to a network of attorneys and mediators providing an initial 60-minute consultation at no cost, with a 25% preferred rate reduction on subsequent attorney or mediator services. Includes self-help legal forms and educational resources through the MSA Digital Platform.
Companies that use My Secure Advantage
Customer profileSegments3 records
Ideal customer profiles2 records
My Secure Advantage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature5 records
My Secure Advantage partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Plaid Technologies, Inc.corePlaid Technologies, Inc. provides the technology infrastructure for MSA Wallet, MSA's personal financial management software. Plaid gathers members' data from financial institutions, enabling account aggregation across banking and investment accounts. Members grant MSA and Plaid the right to access and transmit their personal and financial information. Data is transferred, stored, and processed by Plaid in accordance with the Plaid Privacy Policy.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
My Secure Advantage competitors and assessment
Company assessmentDirect peers
- Financial Finesse: Provides employer-sponsored financial wellness coaching and education programs through a B2B2C model similar to MSA. Direct competitor in financial wellness benefits serving HR and benefits buyers with comparable bundled coaching and education offerings.
- Ayco: Goldman Sachs subsidiary providing corporate financial counseling, tax planning, and education to employees of large employers. Direct competitor in employer-sponsored financial coaching and personalized Money Coach services.
- Enrich Financial Wellness: Financial wellness platform for employers offering personalized coaching, education, and benefits tools. Direct competitor in the B2B2C financial wellness space targeting HR and benefits decision-makers.
- LearnLux: Financial wellness platform that partners with employers to deliver personalized financial guidance and planning to employees. Direct competitor with similar B2B2C distribution model and employer-paid membership structure.
- BrightPlan: Financial wellness platform for employers featuring planning, education, and money management tools. Direct competitor in the B2B2C financial wellness space with overlapping coaching and PFM capabilities.
Broad incumbents
- Mercer Financial Wellness: Global HR consulting firm offering financial wellness and employee benefits advisory as part of broader total rewards services. Broad incumbent that bundles financial wellness into larger enterprise HR engagements and global benefits mandates.
- Fidelity Workplace Financial Solutions: Major 401(k) and workplace benefits provider with financial wellness education, planning tools, and coaching integrated into retirement offerings. Broad incumbent leveraging existing employer relationships and brand trust to cross-sell wellness services.
Emerging players
- SmartDollar: Financial wellness platform from Dave Ramsey offering budgeting, debt reduction, and financial education for employer plans. Emerging player focused on personal finance curriculum rather than full coaching, with partial overlap on MSA's education modules.
- Origin Financial Wellness: Financial wellness platform targeting frontline and hourly workers with earned wage access, financial planning, and benefits. Emerging player with overlapping employer benefits use case but differentiated focus on lower-wage workforce segments.
- SoFi at Work: SoFi's employer financial wellness offering, including student loan repayment, financial planning, and member benefits. Emerging player with strong consumer brand leverage and capital backing, competing for the same employer benefits buyers as MSA.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
My Secure Advantage social profiles
Digital presenceMy Secure Advantage compliance and trust
Trust signalCompliance4 records
My Secure Advantage financial estimates
Financial estimateRevenue estimate
Valuation estimate
My Secure Advantage leadership team
Management profileNumber of profiles
Profiles2 records
My Secure Advantage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My Secure Advantage 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 My Secure Advantage
What does My Secure Advantage do?
My Secure Advantage (MSA) sells integrated financial well-being membership plans that bundle professional Money Coaching sessions, ID Theft Monitoring with Fraud Resolution Specialist support, the MSA Wallet personal financial management tool (Plaid-powered), and Legal Referrals/Mediation access. Plans are sold either to employer/Plan Sponsor organizations (B2B2C) or directly to individual self-paying members via phone, chat, or online enrollment.
Is My Secure Advantage a public or private company?
My Secure Advantage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was My Secure Advantage founded?
My Secure Advantage was founded in 1986. It employs 11 to 50 people.
Where is My Secure Advantage based?
My Secure Advantage is headquartered in Roseville, United States, in the North America region.
How does My Secure Advantage make money?
Two revenue lines are on record. Plan Sponsor Membership Fees are the primary driver. The others are self-Paying Member Membership Fees.
Who are My Secure Advantage's main competitors?
Direct peers on record are Financial Finesse, Ayco, Enrich Financial Wellness, LearnLux and BrightPlan. Broad incumbents are Mercer Financial Wellness and Fidelity Workplace Financial Solutions. Emerging players are SmartDollar, Origin Financial Wellness and SoFi at Work.
Does My Secure Advantage have an API?
No public API is recorded for My Secure Advantage.
What industry is My Secure Advantage in?
My Secure Advantage's product category is Financial Wellness Services. Its primary akta.pro industry code is FSAEABAF, Retirement Plan Participant Advice & Managed Accounts. Its NAICS code is 52 and its SIC code is 6199.