Wela
Wela is a privately held, Atlanta-based digital financial advisor founded in 2011 that uses technology to deliver financial advice to mass-affluent consumers, operating with a 1–10 person team under CEO and co-founder Matt Reiner.
- Company typePrivate
- Founded2011
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
Wela firmographics
Firmographics- Name
- Wela
- Legal name
- Women Empowerment and Legal Aid (WELA)
- Website
- https://getwela.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wela is a privately held, Atlanta-based digital financial advisor founded in 2011 that uses technology to deliver financial advice to mass-affluent consumers, operating with a 1–10 person team under CEO and co-founder Matt Reiner.
- Ownership category
- akta.pro rank
Wela industry classification
Industry- Product category
- Digital Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)
- akta.pro secondary industries
- Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ), Digital/Robo Financial Planning (FSAEAAAK)
Keywords
Where Wela is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Markets served
Wela business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Wela product offering
Product offeringCore offering
Wela is a digital financial advisor that leverages technology to deliver financial advice to mass affluent individuals. The company's fundamental activity is providing accessible, technology-enabled financial guidance to consumers who are typically underserved by traditional in-person wealth managers, using a digital platform rather than a brick-and-mortar advisory practice.
Differentiator
Problem solved
Functional benefit
Companies that use Wela
Customer profileSegments1 record
Ideal customer profiles1 record
Wela technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wela competitors and assessment
Company assessmentDirect peers
- Acorns: Micro-investing app that rounds up purchases and invests the difference for retail and emerging mass-affluent users. Comparable to Wela in digital-first, low-friction advice delivery for non-HNW segments.
- Ellevest: Digital wealth platform originally targeted at women and mass-affluent investors with goal-based portfolios and coaching. Comparable to Wela on segment focus and digital delivery model.
- Betterment: One of the largest independent robo-advisors offering automated, goal-based portfolios to mass-affluent and retail investors. Directly comparable to Wela on customer segment, digital-first delivery, and AUM-based fee model.
- Stash: Subscription-based digital investing and banking platform aimed at beginning and mass-affluent investors. Comparable to Wela on mass-market digital advice and accessible investment products.
- Wealthfront: Direct-to-consumer digital wealth platform offering automated portfolio management, tax-loss harvesting, and financial planning tools. Closely matches Wela's digital advisor model for the mass affluent.
- Facet Wealth: Hybrid digital advice platform pairing clients with credentialed financial advisors and tech-enabled planning. Directly comparable to Wela on a hybrid human-plus-tech model for the mass affluent.
- Empower (formerly Personal Capital): Hybrid digital advice and human advisor platform targeting mass-affluent to HNW investors with tools and personalized financial planning. Highly comparable to Wela's positioning between retail and HNW.
Broad incumbents
- Schwab Intelligent Portfolios: Automated investing service from Charles Schwab offering diversified portfolios with no advisory fees for clients meeting a minimum. A broad incumbent that competes head-on with sub-scale digital advisors like Wela.
- Vanguard Digital Advisor: Vanguard's automated advice service using proprietary funds and low advisory fees. A broad incumbent competitor that has materially compressed pricing in the category Wela targets.
Emerging players
- Wealthsimple: Canadian digital wealth manager with hybrid robo and human-advice offerings now expanding in the U.S. market. Comparable to Wela on tech-forward advice delivery for younger mass-affluent clients.
Market position
Customer concentration
Wela social profiles
Digital presenceWela financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wela leadership team
Management profileNumber of profiles
Profiles1 record
Wela funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wela 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 Wela
What does Wela do?
Wela is a digital financial advisor that leverages technology to deliver financial advice to mass affluent individuals. The company's fundamental activity is providing accessible, technology-enabled financial guidance to consumers who are typically underserved by traditional in-person wealth managers, using a digital platform rather than a brick-and-mortar advisory practice.
Is Wela a public or private company?
Wela is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wela founded?
Wela was founded in 2011. It employs 1 to 10 people.
Where is Wela based?
Wela is headquartered in Atlanta, United States, in the North America region.
Who are Wela's main competitors?
Direct peers on record are Acorns, Ellevest, Betterment, Stash, Wealthfront, Facet Wealth and Empower (formerly Personal Capital). Broad incumbents are Schwab Intelligent Portfolios and Vanguard Digital Advisor. Wealthsimple is listed as an emerging player.
Does Wela have an API?
No public API is recorded for Wela.
What industry is Wela in?
Wela's product category is Digital Wealth Management. Its primary akta.pro industry code is FSAEABAK, Digital/Hybrid Robo-Wealth & Retirement Advisory, with a secondary code of FSAAACAJ, Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward). Its NAICS code is 523940 and its SIC code is 6282.