TrustPlus
TrustPlus is a nonprofit social enterprise that provides one-on-one financial coaching to workers through employers, financial institutions, and FinTech platforms, combining human Financial Coaches with a digital portal focused on reducing debt, improving credit, and building savings.
- Company typePrivate
- Founded1997
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What TrustPlus does
TrustPlus is a nonprofit social enterprise that delivers one-on-one financial coaching to workers, distributed through employers, financial institutions, and FinTech platforms. Operated as a service of Neighborhood Trust Financial Partners (founded 1997) and launched as a workplace coaching offering in 2017, TrustPlus has served nearly 100,000 workers cumulatively and reports $39.4M+ in client debt eliminated since 2017, with 92% of clients giving a five-star rating. The service is free to employees; employers and partner institutions bear the cost.
The core product is human-first financial coaching delivered via phone, video, or secure messaging, supported by a digital client portal that handles onboarding, appointment scheduling, budgeting tools, and credit report tracking. The proprietary Personal Finance Coaching methodology, refined over three decades and grounded in behavioral economics, is the central differentiator and is also productized as the Pathways to Financial Empowerment platform, which licenses TrustPlus training, tools, and data-tracking to financial institutions running their own coaching programs. Sub-products include TrustPlus Auto and TrustPlus Debt Consolidation Loans, offered in partnership with community credit unions.
Revenue is generated primarily through annual flat-rate employer subscriptions priced at $5,000 (0-100 employees), $10,000 (101-500), $15,000 (501-1,000), and custom terms for 1,000+. Secondary streams include FinTech embed/white-label partnerships (Even, SaverLife/EARN, HoneyBee, Edukate) and financial-institution partnerships (banks, credit unions, CDFIs). Go-to-market is sales-led direct to employers combined with channel partnerships through FinTechs and nonprofits, with discounted pricing for nonprofits and social enterprises. The organization is structured as a nonprofit social enterprise to preserve objectivity (no commissions on product referrals) and discloses no external venture capital or private equity investment.
TrustPlus firmographics
Firmographics- Name
- TrustPlus
- Legal name
- Neighborhood Trust, Inc.
- Website
- https://mytrustplus.org
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TrustPlus is a nonprofit social enterprise that provides one-on-one financial coaching to workers through employers, financial institutions, and FinTech platforms, combining human Financial Coaches with a digital portal focused on reducing debt, improving credit, and building savings.
- Ownership category
- akta.pro rank
TrustPlus industry classification
Industry- Product category
- Financial Wellness Services
- NAICS
- Educational Support Services (611710), Educational Services (611)
- SIC
- Services-Educational Services (8200), Miscellaneous Business Credit Institution (6159)
- akta.pro primary industry
- Credit Counseling & Debt Management Plans (DMP) (FSAKAJAH)
Keywords
Where TrustPlus is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
TrustPlus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Employer Subscription: Annual flat-rate subscription pricing based on organization size (number of employees). Includes unlimited one-on-one financial coaching, digital client portal access, up to 2 live webinars, and marketing materials. No additional fees or costs within the subscription tier.
- Financial Institution Partnership: Partnership model where financial institutions (banks, credit unions, fintechs) embed TrustPlus coaching into their customer experience, extending meaningful financial coaching support to customers and members.
- FinTech Partnership / White-label: TrustPlus positioned as a human guidance feature within select FinTech products, with co-branding and integration into partner products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | 0-100 employees: $5,000/year |
| Subscription | Annual | 101-500 employees: $10,000/year |
| Subscription | Annual | 501-1000 employees: $15,000/year |
| Subscription | Annual | 1000+ employees: Custom pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
TrustPlus product offering
Product offeringCore offering
TrustPlus provides one-on-one financial coaching services delivered by certified coaches to help workers reduce debt, improve credit scores, and build savings. The service is distributed to end users via employer benefit programs, financial institution partnerships, and FinTech platform integrations, often delivered under partner brands.
Product overview
TrustPlus is a nonprofit social enterprise offering a suite of financial wellness products and services centered around human-first, one-on-one Financial Coaching. The core offering is TrustPlus coaching, available via phone, video, or secure messaging, which helps workers optimize debt, strengthen credit, and build savings. This core service integrates with partner FinTech platforms through embedded coaching features. TrustPlus also offers complementary financial products including TrustPlus Auto and TrustPlus Debt Consolidation Loans in partnership with community credit unions. For financial institutions seeking to build their own coaching capabilities, TrustPlus provides the Pathways to Financial Empowerment platform with training, tools, and data-tracking. The company also publishes research through white papers and reports covering financial wellness topics. Pricing tiers range from $5,000/year (0-100 employees) to $15,000/year (501-1000 employees), with custom pricing for 1000+ organizations.
Differentiator
Problem solved
Functional benefit
Products and services
- TrustPlus Financial Coaching One-on-one financial coaching sessions delivered by certified coaches covering budgeting, debt reduction, credit improvement, and savings building for employees of partner organizations.
- TrustPlus Digital Portal
Quantifiable outcome
- 77% of clients report a decrease in financial stress
- +11 more outcomes
Companies that use TrustPlus
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
TrustPlus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TrustPlus partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Independent Drivers GuildcoreNation's largest driver-led advocacy group providing TrustPlus personal financial coaching, digital tools, and resources to tens of thousands of New York City drivers.
- EvencoreEven's mission is to end the paycheck-to-paycheck cycle. Even is integrated into employer payroll systems (now at Walmart) and enables workers to optimize their cash flow and save. TrustPlus provides human-touch coaching as an integrated feature.
- SaverLife (EARN)coreEARN's SaverLife enables workers to automate a portion of their paycheck to savings and motivates increased savings via incentive programs, including a savings match. TrustPlus coaching supports SaverLife users with personalized guidance.
- HoneyBeecoreHoneyBee empowers hundreds of HR leaders to provide their employees with tools to bridge financial emergencies and better manage their credit, without use of payday loans. TrustPlus embeds coaching to support these goals.
- EdukatecoreEdukate is a financial benefits platform that creates a confident, productive, and engaged workforce by empowering employees with personalized financial benefits and guidance. TrustPlus provides human coaching as a platform feature.
- Pathways to Financial Empowerment PlatformcoreComprehensive financial coaching platform that allows financial institutions to establish and run their own financial coaching programs with the same powerful training, tools, and data-tracking platform built for TrustPlus.
- Neighborhood TrustcoreTrustPlus is a service of Neighborhood Trust Financial Partners, a financial services innovator making financial security possible for all workers since 1997.
- RIP Medical DebtminorResearch partnership with RIP Medical Debt on 'Insurance Alone is Not Enough' report examining employee medical debt and confusion around health insurance as a growing problem for employers.
Scale indicators13 records
Recent moves2 records
Expansion highlights6 records
TrustPlus competitors and assessment
Company assessmentOthers
- Morgan Stanley at Work: Morgan Stanley at Work offers financial benefits including equity management and retirement to corporate employers. As a broad incumbent, it competes indirectly with TrustPlus where employer benefits budgets consolidate around retirement-recordkeeper-bundled financial wellness programs.
- HoneyBee: HoneyBee partners with employers to provide earned-wage-access and credit tools that bridge financial emergencies. It is comparable to TrustPlus as an embedded benefits partner targeting the same employer buyer and financial-stress pain points, while occupying the supplier-side of TrustPlus's integration ecosystem.
Direct peers
- SmartPath: SmartPath delivers one-on-one financial coaching and education to employees through employer-sponsored programs. It overlaps TrustPlus on coaching-led, debt-and-credit focused outcomes sold to HR/benefits buyers via per-employer subscriptions.
- Financial Finesse: Financial Finesse provides employer-sponsored financial coaching and wellness programs for employees via phone, video, and online channels. It is the closest direct competitor to TrustPlus across business model (B2B employer subscriptions), service format (1:1 human coaching), and target buyer (HR/benefits leaders).
- GreenPath Financial Wellness: GreenPath is a nonprofit credit-counseling and financial-wellness provider offering debt management plans, credit counseling, and employer/partner programs. It is comparable to TrustPlus on the credit-counseling + debt-reduction methodology and on nonprofit mission alignment.
- LearnLux: LearnLux is a workplace financial-wellness platform combining digital education with access to certified financial planners for employees. It competes head-to-head with TrustPlus on the same employer buyer, the same financial-coaching service model, and similar tiered subscription economics.
Broad incumbents
- Betterment at Work: Betterment at Work offers 401(k) and financial-wellness benefits to employers, often bundling guidance with retirement. It competes for the same employer benefit dollar as TrustPlus but with a primarily digital robo-advisor delivery model.
- Edelman Financial Engines: Edelman Financial Engines is one of the largest U.S. workplace financial-planning firms, providing advice and coaching through employer relationships (often linked to 401(k) recordkeeping). It overlaps TrustPlus on workplace financial coaching but operates at much larger scale and broader service breadth.
- SoFi at Work: SoFi at Work delivers student-loan repayment, 401(k), and financial-wellness benefits to employers. It overlaps TrustPlus on employer-sale motion and on financial stress / debt themes (especially student loans), while operating a much broader consumer-finance platform.
Emerging players
- Ellevest: Ellevest provides financial planning and benefits products targeted at women in the workplace, including employer offerings. It is comparable as an emerging financial-wellness benefits player with employer-sale motion, though narrower in target audience and product scope than TrustPlus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TrustPlus social profiles
Digital presenceTrustPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrustPlus leadership team
Management profileNumber of profiles
Profiles1 record
TrustPlus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrustPlus 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 TrustPlus
What does TrustPlus do?
TrustPlus provides one-on-one financial coaching services delivered by certified coaches to help workers reduce debt, improve credit scores, and build savings. The service is distributed to end users via employer benefit programs, financial institution partnerships, and FinTech platform integrations, often delivered under partner brands.
Is TrustPlus a public or private company?
TrustPlus is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was TrustPlus founded?
TrustPlus was founded in 1997. It employs 1 to 10 people.
Where is TrustPlus based?
TrustPlus is headquartered in New York, United States, in the North America region.
How does TrustPlus make money?
Three revenue lines are on record. Employer Subscription is the primary driver. The others are financial Institution Partnership and finTech Partnership / White-label.
Who are TrustPlus's main competitors?
Others on record are Morgan Stanley at Work and HoneyBee. Direct peers are SmartPath, Financial Finesse, GreenPath Financial Wellness and LearnLux. Broad incumbents are Betterment at Work, Edelman Financial Engines and SoFi at Work. Ellevest is listed as an emerging player.
Does TrustPlus have an API?
No public API is recorded for TrustPlus.
What industry is TrustPlus in?
TrustPlus's product category is Financial Wellness Services. Its primary akta.pro industry code is FSAKAJAH, Credit Counseling & Debt Management Plans (DMP). Its NAICS code is 611710 and its SIC code is 8200.