Goalry

What Goalry does

Goalry is a private Newport Beach-based fintech that operates a consumer-facing "Digital Mall" of personal finance tools organized into a gamified, three-floor mall interface. The platform bundles eleven specialized finance stores under one lifeOS, including Billry (spending/bills), Budgetry (budgeting), Cashry (cash flow), Debtry (debt payoff), Insurry (insurance comparison), Loanry (loan marketplace), Taxry (tax preparation), Wealthry (investments/net worth), Accury (real estate valuation), Creditry (credit monitoring), and Blockry (Web3/crypto), supported by a 2nd-floor Finance Education layer with an AI assistant (Miles Forward) and a 1st-floor Social Community with activity feeds, referrals, and gamified badges.

Under the hood, Goalry leverages MX-powered secure connections to 16,000+ financial institutions for account aggregation and transaction data, machine learning for habit tracking and financial scoring, a patent-pending real estate valuation engine in Accury, and AWS hosting for infrastructure. Distribution is product-led: a freemium model with a $1/7-day premium trial, native iOS and Android apps, web self-serve onboarding, content marketing through 500+ finance education blogs, and PR features in MSN, Forbes, Bankrate, and MarketWatch. A B2B white-label offering, Money Mall as a Service (MMaaS), allows community banks, insurers, and other firms to embed a branded version of the platform.

The company monetizes through (a) premium consumer subscriptions (monthly and annual tiers with a stated 33% annual discount), (b) lead-generation and marketplace commissions from lender and insurance partners inside Loanry, Cashry, Insurry, and Taxry, (c) MMaaS white-label licensing to financial institutions, and (d) a cash-based referral program. Founded in 2020 with flagship predecessor Loanry dating to 2016, the company is led by Founder/CEO Ethan Taub alongside COO Warren Spangenberg and CTO Gevorg Ablabutyan, and operates with a small 1–10 person team.

Name

Goalry

Legal name

Goalry, Inc.

Website

https://goalry.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Goalry operates a gamified, mall-style personal finance platform that bundles eleven specialized stores (budgeting, debt, loans, insurance, investing, credit, real estate, crypto) with an AI education assistant, monetizing via freemium subscriptions, lender/insurer marketplace commissions, and a B2B white-label offering.

Ownership category

akta.pro rank

Product category

Personal Finance Platform

NAICS

Portfolio Management and Investment Advice (523940), Other Financial Vehicles (52599)

SIC

Finance Services (6199), Investment Advice (6282), Loan Brokers (6163)

akta.pro primary industry

Expense Tracking & Financial Dashboards (FSAGADAB)

akta.pro secondary industries

Net Worth & Personal Balance Sheet Tracking (FSAGADAF), Comprehensive Financial Planning (FSAEAAAA), Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)

Keywords

• Personal finance platform
• Financial management software
• Loan comparison marketplace
• Budget tracking app
• Wealth management tools

Headquarters

HQ city

Newport Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations

Revenue model

1. Premium Subscription: Monthly and annual subscription plans providing access to all financial tools, goal setting, financial scoring, and personalized finance insights. Basic tier is free with core features.
2. Lead Generation / Marketplace Commissions: The platform generates leads for lenders, insurance providers, and other financial service partners. The backend of stores like Loanry, Cashry, and Taxry connects consumers with providers.
3. White Label / MMaaS Licensing: Money Mall as a Service (MMaaS) allows businesses to embed a customized gamified goals platform with their branding, generating licensing revenue.
4. Referral Program: Community features include ability to earn cash by referring friends to the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Goalry operates a gamified 'Digital Mall' personal finance platform that unifies multiple specialized finance stores (budgeting, debt, savings, loans, insurance, taxes, investments, credit, real estate, crypto) under a lifeOS system, using AI-driven guidance and machine learning habit tracking. The platform also offers a B2B white-label solution (Money Mall as a Service) for businesses to embed the experience, plus a marketplace that generates leads for lenders and insurance providers.

Product overview

Goalry is a platform-plus-modules architecture centered on a 'Digital Mall' concept that organizes financial management into a gamified, multi-floor experience. The core Goalry Mall Platform unifies 11 distinct financial stores: Billry (spending/bills), Budgetry (budgeting), Cashry (cash flow/emergency cash), Debtry (debt payoff), Insurry (insurance), Loanry (loan marketplace), Taxry (tax management), Wealthry (investments/net worth), Accury (real estate valuation), Creditry (credit monitoring), and Blockry (Web3/crypto). Additional layers include a 1st Floor Social Community, 2nd Floor Finance Education with an AI assistant (Miles Forward), and a Goals feature with gamified badge system. The platform is accessible via iOS/Android apps and offers B2B white-label options through Money Mall as a Service (MMaaS).

Differentiator

Problem solved

Functional benefit

Brands

• Billry: Track spending and save on bills
• Budgetry
• Cashry
• Debtry
• Insurry
• Loanry
• Taxry
• Wealthry
• Accury
• Creditry
• Blockry

Products and services

• Goalry Mall Platform A digital financial mall platform that organizes financial tools into a gamified, multi-floor experience for individual consumers, enabling goal tracking, planning, and achievement through AI guidance and machine learning habit tracking.
• Money Mall as a Service (MMaaS) A B2B white-label platform enabling financial institutions and businesses to embed a customized gamified financial goals experience for their customers, with no-code/low-code integration and custom branding options.
• Goalry Mobile App iOS and Android mobile application providing on-the-go access to the Goalry financial mall platform, including stores, gamification, AI assistant, and community features.

Quantifiable outcome

• Thousands of daily consumer visits to Loanry store since 2016
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• MXcoreTechnology or IntegrationMX provides secure connections to more than 16,000 financial institutions, powering 85% of digital banking providers with a combined reach of over 200 million consumers. During registration, user credentials are sent through MX to their financial institution and MX returns an encrypted token for transaction data access.
• Amazon Web Services (AWS)coreTechnology or IntegrationGoalry hosts servers securely using AWS, a secure online data storage and hosting service used by the Department of Defense, NASA, and FINRA. Customer financial data on servers is protected and not accessible to other parties.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Policygenius: Policygenius is an insurance comparison and shopping marketplace covering life, home, auto, and disability insurance—directly comparable to Goalry's Insurry store and its marketplace lead-generation approach.
• Rocket Money: Rocket Money (formerly Truebill) is a subscription-based personal finance platform offering budgeting, bill negotiation, subscription management, and net worth tracking—directly mirroring Goalry's Billry, Budgetry, and premium subscription monetization.
• Empower Personal Dashboard: Empower (which acquired Personal Capital) offers net worth tracking, investment analysis, and retirement planning—a direct competitor to Goalry's Wealthry store and overlapping with its broader financial wellness positioning.
• YNAB (You Need A Budget): YNAB is a subscription-based budgeting and expense-tracking platform built around goal-oriented financial planning—a direct functional peer to Goalry's Budgetry and goal-setting gamification system.
• Monarch Money: Monarch Money is a modern, subscription-based PFM app focused on budgeting, net worth tracking, and goal planning with a multi-platform experience—closely aligned with Goalry's Wealthry and Budgetry stores and its freemium-plus-premium model.
• LendingTree: LendingTree operates a consumer-facing loan-shopping marketplace connecting borrowers with lenders across personal, auto, mortgage, and business loans—directly comparable to Goalry's Loanry store and its marketplace-commission revenue model.
• Credible: Credible operates a loan marketplace for student loan refinancing, mortgages, and personal loans—comparable to Goalry's Loanry store, particularly its lead-generation monetization and consumer education content.

Others

• MX Technologies: MX is Goalry's data-aggregation partner providing connections to 16,000+ financial institutions—adjacent as the enabling infrastructure provider rather than a direct competitor, but its platform could itself power competing PFM experiences.

Broad incumbents

• Wealthfront: Wealthfront is an automated investment and financial planning platform—overlapping with Goalry's Wealthry store at the investment/retirement planning layer, though Wealthfront also acts as a registered investment adviser.
• Credit Karma: Credit Karma (Intuit) offers free credit monitoring, score tracking, and financial product recommendations across loans, credit cards, and insurance—overlapping with Goalry's Creditry, Insurry, and Loanry stores at much larger scale.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goalry
• YouTubeyoutube.com/goalrymall
• Facebookfacebook.com/Goalry
• LinkedInlinkedin.com/company/goalry
• Instagraminstagram.com/goalrymall
• Pinterestpinterest.com/goalry

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goalry