Finna
Finna Family Office is an AI-powered wealth platform that delivers family-office services to households via a multi-avatar advisory board and tiered subscription, starting at $12/month for households with $10,000 minimum invested capital.
- Company typePrivate
- Founded2024
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Finna does
Finna Family Office, Inc. is a privately held AI-powered wealth management platform founded in 2024 and headquartered in San Francisco, operating under the legal name Finna Family Office, Inc. The company delivers family-office-grade services to households through a fully digital, direct-to-consumer distribution model, targeting households from $10,000 in minimum invested capital — a threshold substantially lower than the hundreds of millions in assets typically required by traditional single-family offices. Its customer base is segmented into three tiers (Foundation, Family Office, Family Office Pro) aligned to household wealth and complexity.
The core product architecture is the "AI Avatar Board," a continuous system of up to ten specialized AI avatars covering investment (CIO), wealth planning, concierge, economics, general counsel, and specialist asset classes (hedge fund, private equity, venture capital, real estate). Each avatar is grounded in the household's living "Family Charter," a governance document capturing goals, decision-making processes, succession planning, and conflict resolution. Onboarding begins with a "Financial Identity Assessment," a 3–5 minute psychological profiling exercise that maps the household's approach to risk, liquidity, growth, security, responsibility, and long-term planning — providing behavioral grounding for downstream personalization across the AI Board.
Monetization is purely recurring monthly subscription, with no transaction fees or AUM charges disclosed: Foundation at $12/month ($10K minimum capital), Family Office at $29/month ($100K minimum), and Family Office Pro at $59/month ($500K minimum). Pro adds licensed human-advisor access and institutional-style reporting. Finna is currently operating with 1–10 employees, no disclosed funding, an invitation-based waitlist distribution model, a website-only channel (no mobile app), and text-only AI modality. The company is not a registered investment advisor and publishes Form CRS, Disclosures, Privacy, and Terms to frame its compliance posture.
Finna firmographics
Firmographics- Name
- Finna
- Legal name
- Finna Family Office, Inc.
- Website
- https://finnaam.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Finna Family Office is an AI-powered wealth platform that delivers family-office services to households via a multi-avatar advisory board and tiered subscription, starting at $12/month for households with $10,000 minimum invested capital.
- Ownership category
- akta.pro rank
Where Finna is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Finna business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Subscription Membership (Three Tiers): Monthly subscription tiers differentiated by minimum invested capital thresholds. Tier I Foundation ($12/month, $10K minimum) provides core planning support; Tier II Family Office ($29/month, $100K minimum) adds expanded AI board and wealth dashboard; Tier III Family Office Pro ($59/month, $500K minimum) delivers institutional-style access with legal/governance coordination. Revenue is purely recurring subscription with no transaction fees or asset-under-management charges mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Foundation - Entry-level family office for households starting to structure financial life |
| Subscription | Monthly | Family Office - Mid-tier for households actively building long-term wealth |
| Subscription | Monthly | Family Office Pro - Premium tier for deeper coordination and family-office discipline |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Finna product offering
Product offeringCore offering
Finna Family Office provides an AI-powered family office platform delivered through three monthly subscription tiers ($12, $29, $59) gated by minimum invested capital thresholds ($10K, $100K, $500K). The service begins with a 3-5 minute Financial Identity assessment and the creation of a Family Charter, then layers a continuous AI Avatar Board that expands from 3 to 10 specialized avatars covering investment management, wealth planning, inheritance, property, pensions, tax, documents, insurance, and alternative asset-class advisory.
Product overview
Finna Family Office is a unified AI-powered wealth management platform delivering family-office-level services through a tiered subscription model. The platform consists of three service tiers — Foundation ($12/month from $10,000), Family Office ($29/month from $100,000), and Family Office Pro ($59/month from $500,000) — each progressively expanding access to the AI Avatar Board. At its core, the platform centers on the Financial Identity Assessment and Family Charter as foundational elements, then layers in an AI Avatar Board that grows from 3 avatars (Foundation) to 5 (Family Office) to 10 (Family Office Pro), covering domains including investment management, wealth planning, inheritance, property, pensions, tax, documents, insurance, and specialist asset classes.
Differentiator
Problem solved
Functional benefit
Products and services
- Foundation Entry-level AI Family Office subscription tier for households starting to structure their financial life. Includes a Financial Identity assessment, household profile, basic goals overview, core wealth plan, portfolio and liquidity overview, and introductory AI guidance through three AI avatars (Freya Relationship AI, CIO, Wealth Planner). Priced at $12/month with a $10,000 minimum invested capital threshold.
- Family Office
- Family Office Pro
Quantifiable outcome
- Financial Identity assessment completes in 3-5 minutes
Companies that use Finna
Customer profileSegments3 records
Ideal customer profiles3 records
Finna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature3 records
Finna partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights5 records
Finna competitors and assessment
Company assessmentDirect peers
- Facet: AI-first financial planning subscription service targeting mass-affluent households with flat-fee advisors. Closely matches Finna's D2C subscription model and target customer profile.
- Monarch Money: Subscription-based household financial planning and aggregation tool. Comparable D2C subscription motion aimed at households coordinating complex financial lives.
- Boldin (formerly NewRetirement): Retirement and household wealth planning platform with subscription tiers. Comparable planning-first, subscription-only model focused on long-term household outcomes.
- Range: Financial planning platform serving households with holistic planning, goal-setting, and multi-account aggregation. Comparable in delivering structured household-level planning rather than pure investment management.
- Farther: AI-powered wealth management firm combining technology with human advisors for HNW households. Comparable hybrid AI-plus-human model and target household segment.
Broad incumbents
- Betterment: Leading robo-advisor with automated investing and planning offerings. Comparable in serving mass-affluent households with low-cost, technology-first wealth solutions.
- Schwab Intelligent Portfolios: Automated investing and advisory service from Charles Schwab. Comparable in offering technology-driven wealth planning to retail and HNW clients with institutional backing.
- Empower (Personal Capital): Large-scale wealth management platform combining free planning tools with AUM-based advisory for HNW households. Comparable in serving the mass-affluent-to-HNW segment with planning plus investment management.
- Wealthfront: Robo-advisor offering automated investment management plus financial planning for mass-affluent and HNW households. Comparable in targeting tech-forward households seeking structured planning at low cost.
- Vanguard Personal Advisor: Hybrid advisory service from Vanguard combining automated portfolios with human advisors. Comparable in serving mass-affluent to HNW households with low-cost advisory.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Finna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finna leadership team
Management profileNumber of profiles
Profiles1 record
Finna funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finna 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 Finna
What does Finna do?
Finna Family Office provides an AI-powered family office platform delivered through three monthly subscription tiers ($12, $29, $59) gated by minimum invested capital thresholds ($10K, $100K, $500K). The service begins with a 3-5 minute Financial Identity assessment and the creation of a Family Charter, then layers a continuous AI Avatar Board that expands from 3 to 10 specialized avatars covering investment management, wealth planning, inheritance, property, pensions, tax, documents, insurance, and alternative asset-class advisory.
Is Finna a public or private company?
Finna is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Finna founded?
Finna was founded in 2024. It employs 1 to 10 people.
Where is Finna based?
Finna is headquartered in San Francisco, United States, in the North America region.
How does Finna make money?
One revenue line is on record: subscription Membership (Three Tiers).
Who are Finna's main competitors?
Direct peers on record are Facet, Monarch Money, Boldin (formerly NewRetirement), Range and Farther. Broad incumbents are Betterment, Schwab Intelligent Portfolios, Empower (Personal Capital), Wealthfront and Vanguard Personal Advisor.
Does Finna have an API?
No public API is recorded for Finna.