Pete the Planner
Pete the Planner is a founder-owned, bootstrapped personal finance media and consulting company serving individual consumers and corporate HR/benefits buyers through a weekly podcast, 10 books, keynote speaking, and Your Money Line — an AI-powered workplace financial wellness platform serving 800,000+ employees.
- Company typePrivate
- Founded2002
- HeadquartersCarmel, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Pete the Planner does
Pete the Planner is a privately held, founder-owned personal finance media and consulting company established in 2002 by Peter Dunn and headquartered in Carmel, Indiana (legally organized as a Nevada LLC). The business operates as a multi-platform financial wellness brand serving two primary customer segments: individual consumers (via podcasts, books, blog content, and free courses) and corporate HR/benefits professionals (via the Your Money Line workplace wellness platform). It is bootstrapped, has 1-10 employees, and has no external institutional funding. The brand has been built over more than 20 years through national media appearances (GMA, USA Today, Fox News, HLN), 10 published books, and a weekly syndicated podcast — The Pete the Planner Show — featuring Peter Dunn alongside co-hosts Kristen and Damian. Pete's distinct positioning blends a stand-up comedy background with personal finance expertise, positioning the brand around approachable, non-stigmatized money conversations.
The company's product surface is organized around five offerings. (1) The Pete the Planner Show is a weekly podcast syndicated through the IBJ Media Podcast Network and distributed on Spotify, Apple Podcasts, YouTube, and Google Podcasts. (2) Your Money Line is the company's B2B flagship — an AI-powered workplace financial wellness platform that pairs software-based guidance with human coaching and is sold to employers as a recurring employee benefit; it serves 800,000+ end-user employees. (3) Cha-Ching is a free, self-paced Financial Wellness Course that awards 4.5 SHRM PDCs and functions as a top-of-funnel lead generator for the enterprise pipeline. (4) Keynote Speaking is a professional services line in which Pete delivers hundreds of events annually at HR, benefits, financial, and leadership conferences, serving as a bottom-of-funnel driver for Your Money Line enterprise deals. (5) Pete the Planner Books is a six-title direct-to-consumer book line distributed via Amazon. The company also has a registered "Pete the Planner®" trademark and a sub-brand called Hey Money® (launched 2014, relaunched 2020).
The business model is a hybrid of recurring SaaS revenue (Your Money Line enterprise contracts), professional services revenue (keynote speaking, reportedly with thousands of five-star reviews), one-time consumer product revenue (book sales), and advertising/sponsorship revenue (podcast). The free Cha-Ching course is a freemium funnel asset. Go-to-market is community-led and event-driven: an engaged podcast audience and Pete's national speaking circuit feed the enterprise sales motion. Customer concentration on the B2B side is opaque — no enterprise logos are publicly disclosed. The company's most material concentration risk is on the supply side, as Peter Dunn is the brand's central content, sales, and identity asset, creating key-person exposure.
Pete the Planner firmographics
Firmographics- Name
- Pete the Planner
- Legal name
- Pete the Planner®
- Website
- https://petetheplanner.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pete the Planner is a founder-owned, bootstrapped personal finance media and consulting company serving individual consumers and corporate HR/benefits buyers through a weekly podcast, 10 books, keynote speaking, and Your Money Line — an AI-powered workplace financial wellness platform serving 800,000+ employees.
- Ownership category
- akta.pro rank
Pete the Planner industry classification
Industry- Product category
- Personal Financial Wellness Services
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Coaching & Budgeting Advisory (FSAEAAAH)
- akta.pro secondary industries
- Budgeting & Cash-Flow Management (FSAGADAA), Comprehensive Financial Planning (FSAEAAAA), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Savings Automation & Goal-Based Savings (FSAGADAC)
Keywords
Where Pete the Planner is headquartered
LocationHeadquarters
- HQ city
- Carmel
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pete the Planner business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Corporate Workplace Wellness: Your Money Line provides AI-powered software and expert coaching to companies for employee financial wellness programs. Revenue comes from enterprise contracts with employers.
- Speaking Engagements: Keynote speaking at corporate events, HR conferences, and leadership events. Pete has brought his blend of comedy and financial acumen to hundreds of events.
- Book Sales: Sale of personal finance books including 'Your Money Life: The Series', 'What Your Dad Never Taught You About Budgeting', '60 Days to Change', 'Avoid Student Loans', 'The Commissioner', and 'Mock Retirement'.
- Podcast: The Pete the Planner Show is a weekly syndicated radio show syndicated through IBJ Media Podcast Network. May include sponsorship revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Financial Wellness Course - Cha-Ching |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Pete the Planner product offering
Product offeringCore offering
Pete the Planner is a personal finance media and services company that helps individuals and companies achieve financial wellness. Core offerings include the AI-powered Your Money Line workplace wellness platform (sold to employers as an employee benefit), the weekly syndicated Pete the Planner Show podcast, a free Financial Wellness Course for HR professionals, keynote speaking services, and a catalog of personal finance books.
Product overview
Pete the Planner is a personal finance media company offering a multi-platform approach to financial wellness. The core offerings include The Pete the Planner Show (a weekly podcast/radio program), the AI-powered Your Money Line workplace wellness platform for employers, a free Financial Wellness Course for HR professionals, keynote speaking services, a blog with articles on various financial topics, and a series of personal finance books. The products work together to address individual financial wellness (through content and coaching) and employer-sponsored workplace wellness programs (through Your Money Line).
Differentiator
Problem solved
Functional benefit
Brands
- Your Money Line: AI-powered software and expert coaching platform for workplace financial wellness, serving employees through companies.
- The Pete the Planner Show
- Hey Money®
- Cha-Ching
Products and services
- Your Money Line An AI-powered workplace financial wellness platform that pairs proprietary software with expert human coaching to guide employees toward healthy finances. Sold to corporate HR and benefits departments as an employee benefit and is reported to deliver personalized financial advice to more than 800,000 people.
- Hey Money® A financial product/service offering associated with the Pete the Planner brand, announced as a launch/expansion of the company's financial offerings.
- Keynote Speaking A paid speaking service delivered by Pete the Planner at HR, benefits, financial, and leadership events, combining comedy and financial expertise. Pete has delivered hundreds of events with thousands of five-star reviews.
- Pete the Planner Books A line of personal finance books authored by Peter Dunn, including 'Your Money Life: The Series', 'What Your Dad Never Taught You About Budgeting', '60 Days to Change', 'Avoid Student Loans', 'The Commissioner', and 'Mock Retirement', sold through Amazon.
- Financial Wellness Course (Cha-Ching) A free, self-paced online financial wellness course hosted by Pete the Planner for HR and benefits professionals, offering 4.5 SHRM Professional Development Credits (PDCs) to help build workplace financial wellness programs.
Quantifiable outcome
- 800,000+ people receive personalized financial advice through Your Money Line platform
Companies that use Pete the Planner
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Pete the Planner technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Pete the Planner partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- IBJ MediacoreThe Pete the Planner Show is part of the IBJ Media Podcast Network. IBJ Media distributes the podcast through their network, providing syndication and promotional reach.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pete the Planner competitors and assessment
Company assessmentBroad incumbents
- SoFi: Digital personal finance company offering lending, banking, investing, and financial planning, including employer benefits via SoFi at Work. Overlaps with Pete the Planner in personal financial wellness but operates with vastly broader product set and capital base.
- Dave Ramsey: National personal finance brand offering books, courses, podcasts, and workplace wellness via SmartDollar. Comparable to Pete the Planner in media and personal-finance content, but with substantially larger scale and brand reach.
Direct peers
- LearnLux: AI-driven financial wellness platform for employers, blending digital guidance with access to financial planners. Direct competitor targeting HR and benefits buyers with a more modern tech stack than legacy wellness vendors.
- BrightDime: Workplace financial wellness platform focused on small and mid-sized employers. Comparable to Your Money Line in offering employee benefits that combine financial education with coaching.
- SmartDollar: Dave Ramsey's employer-sponsored financial wellness platform, offering budgeting, debt payoff, and investing education to employees. Direct competitor to Your Money Line in the B2B employee financial wellness category with a much larger national brand.
- Financial Finesse: Provider of workplace financial wellness programs combining online tools with one-on-one coaching for employees. Closely comparable to Your Money Line's AI-plus-coaching model, with deeper enterprise penetration historically.
- Enrich Financial Wellness: Employee financial wellness provider offering education, coaching, and planning tools to corporate clients. Comparable B2B2C model where Pete the Planner's Your Money Line competes for HR benefits budget.
Emerging players
- Ellevest: Digital financial planning and investment platform with coaching-led guidance. Comparable in blending AI-driven advice with human coaching, and serving similar personal-finance outcomes as Your Money Line, though targeting individual investors rather than employers.
- Stash: Consumer personal finance and investing platform with educational content. Comparable to Pete the Planner in personal-finance content positioning, though distribution and product differ (mobile-first investing app vs. media-led wellness platform).
Others
- Money Management International: Non-profit financial counseling and education organization offering budgeting, debt, and housing counseling. Adjacent to Pete the Planner's budgeting and debt-management content, with overlapping employer and consumer audiences.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pete the Planner social profiles
Digital presencePete the Planner financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pete the Planner leadership team
Management profileNumber of profiles
Profiles1 record
Pete the Planner subsidiaries and ownership
Company hierarchySubsidiaries1 record
Pete the Planner funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pete the Planner 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 Pete the Planner
What does Pete the Planner do?
Pete the Planner is a personal finance media and services company that helps individuals and companies achieve financial wellness. Core offerings include the AI-powered Your Money Line workplace wellness platform (sold to employers as an employee benefit), the weekly syndicated Pete the Planner Show podcast, a free Financial Wellness Course for HR professionals, keynote speaking services, and a catalog of personal finance books.
Is Pete the Planner a public or private company?
Pete the Planner is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pete the Planner founded?
Pete the Planner was founded in 2002. It employs 1 to 10 people.
Where is Pete the Planner based?
Pete the Planner is headquartered in Carmel, United States, in the North America region.
How does Pete the Planner make money?
Four revenue lines are on record. Corporate Workplace Wellness are the primary driver. The others are speaking Engagements, book Sales and podcast.
Who are Pete the Planner's main competitors?
Broad incumbents on record are SoFi and Dave Ramsey. Direct peers are LearnLux, BrightDime, SmartDollar, Financial Finesse and Enrich Financial Wellness. Emerging players are Ellevest and Stash. Money Management International is listed as an others.
Does Pete the Planner have an API?
No public API is recorded for Pete the Planner.
What industry is Pete the Planner in?
Pete the Planner's product category is Personal Financial Wellness Services. Its primary akta.pro industry code is FSAEAAAH, Financial Coaching & Budgeting Advisory, with a secondary code of FSAGADAA, Budgeting & Cash-Flow Management. Its SIC code is 6282.