Mindful Money
Mindful Money is a Berkeley-based financial education company offering self-paced personal finance courses, a recurring membership coaching program, and live workshops led by founder Jonathan DeYoe. It serves individual U.S. consumers seeking affordable, mindfulness-based alternatives to traditional fee-based financial advisory services.
- Company typePrivate
- Founded2001
- HeadquartersBerkeley, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Mindful Money does
Mindful Money is a Berkeley, California-based financial education company that delivers mindfulness-based personal finance content to individual consumers as an alternative to traditional fee-based financial advisory services. Founded in 2001 as DeYoe Wealth Management and rebranded to Mindful Money in 2020, the company divested its regulated wealth management business into EP Wealth Partners in 2021 and now operates exclusively as an education-focused entity led by founder Jonathan K. DeYoe. The operating entity employs 1–10 people and distributes all offerings digitally through mindful.money.
The product portfolio is structured as a self-serve content catalog with an upsell ladder: 18 course modules organized as Foundations ($97), Pathways ($267), Legacy ($297), the bundled Mindful Money 360° ($497), and a comprehensive DIY Financial Plan ($997); à la carte modules from $37; the 3-day live Financial Independence Bootcamp ($2,497 one-time or 4×$667 installments); the recurring Mindful Money Membership at $47/$97/$247 per month; and published books Mindful Money (2017) and Mindful Investing (2023). The core technology is a course delivery platform with video, worksheets, quizzes, and progress tracking, supported by a proprietary Financial Independence Number Calculator and a Mindful Portfolio methodology emphasizing low-cost passive global diversification requiring only 2–3 hours per year of investor maintenance. Distribution is pure digital via direct-to-consumer checkout (ThriveCart), with books carried through Amazon, Barnes & Noble, and IndieBound; podcast distribution across Apple, Spotify, Amazon Music, iHeart, Pocket Casts, and Player FM; and an Affiliate Partner Program for Bootcamp referrals.
The business model blends one-time purchases (courses, bootcamp, books) with a smaller recurring subscription line (membership) and ancillary live-supported cohorts sold B2B to organizations with 10+ learners, alongside a philanthropy advisory offering as a higher-touch service layer. The customer base is primarily U.S. individual consumers targeted through top-of-funnel content channels — newsletter, podcast, blog, YouTube, and social media — with a philosophy of no asset minimums, no product sales, and a stated commitment to reinvest 100% of profits into community initiatives. No revenue, subscriber counts, or funding rounds are disclosed.
Mindful Money firmographics
Firmographics- Name
- Mindful Money
- Legal name
- Mindful Money
- Website
- https://mindful.money
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mindful Money is a Berkeley-based financial education company offering self-paced personal finance courses, a recurring membership coaching program, and live workshops led by founder Jonathan DeYoe. It serves individual U.S. consumers seeking affordable, mindfulness-based alternatives to traditional fee-based financial advisory services.
- Ownership category
- akta.pro rank
Mindful Money industry classification
Industry- Product category
- Financial Education
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH)
- akta.pro secondary industries
- Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN), Mindfulness, Meditation & Stress Management Education (EDAAAHAD), Personal Finance & Financial Literacy for Students (EDAMAIAH)
Keywords
Where Mindful Money is headquartered
LocationHeadquarters
- HQ city
- Berkeley
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mindful Money business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Online Course Sales: One-time purchases of individual courses (Foundations $97, Pathways $267, Legacy $297), bundles (Mindful Money 360° $497), and DIY Financial Plan ($997). Also mini-courses at $37 each.
- Membership Subscriptions: Monthly subscription tiers: Basic Access $47/mo, Live Access $97/mo, Live Access Plus $247/mo. Includes ongoing group coaching, course access, and resources. Annual payment options available at ~15% discount.
- Financial Independence Bootcamp: 3-day live virtual workshop priced at $2,497 one-time or $667/month x 4 installments. Includes bundled resources, calculator, and course access.
- Book Sales: Two published books by Jonathan DeYoe: Mindful Money and Mindful Investing, available through Amazon, Barnes & Noble, and other retailers.
- Affiliate Referrals: Affiliate Partner Program for sales referrals of the Financial Independence Bootcamp.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Mindful Money Membership Basic Access - Recordings and resources only |
| Subscription | Monthly | Mindful Money Membership Live Access - Most popular tier |
| Subscription | Monthly | Mindful Money Membership Live Access Plus - Maximum benefits |
| One time/ perpetual license | Pay-as-you-go | Financial Independence Bootcamp - 3-day intensive workshop |
| One time/ perpetual license | Monthly | Mindful Money 360° - Complete bundle |
| One time/ perpetual license | Pay-as-you-go | DIY Financial Plan |
| One time/ perpetual license | Pay-as-you-go | Life Stage Courses |
| One time/ perpetual license | Pay-as-you-go | Mini-Courses |
| One time/ perpetual license | Pay-as-you-go | À la Carte Courses |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Mindful Money product offering
Product offeringCore offering
Mindful Money is a mission-based financial education company that sells online courses, group coaching memberships, an intensive live Financial Independence Bootcamp, a DIY Financial Plan course, philanthropy advisory services, and published books. Its offering blends mindfulness practices with behavioral finance and a goal-focused, low-maintenance passive investing approach (Mindful Portfolio), targeting individual consumers who lack access to or cannot afford traditional financial advisors.
Product overview
Mindful Money is a financial education company offering a multi-tiered product portfolio centered on goal-focused, planning-driven personal finance education. The core offerings include Financial Education Courses (Foundations, Pathways, Legacy, and the bundled Mindful Money 360°), the intensive Financial Independence Bootcamp, the ongoing Mindful Money Membership group coaching program, and the comprehensive DIY Financial Plan course. Additional products include Philanthropy Advisory services, the Mindful Money Podcast, published books (Mindful Investing and Mindful Money), Live-Supported Cohorts for organizations, and Mini-Courses and À la Carte modules for topic-specific learning. The company operates on a no-product-sales philosophy, reinvesting 100% of profits into community initiatives.
Differentiator
Problem solved
Functional benefit
Brands
- Mindful Money Membership: Group coaching program providing ongoing education about personal finance topics and behavioral coaching.
- Financial Independence Bootcamp
- Mindful Money 360°
- DIY Financial Plan
- Foundations
- Pathways
- Legacy
Products and services
- Financial Education Courses Comprehensive self-paced financial education programs including the Foundations life stage course for college students and recent graduates ($97), Pathways for early- to mid-career professionals ($267), Legacy for mid- to late-career professionals ($297), and the Mindful Money 360° complete bundle ($497). Features 18 modules with videos, worksheets, and quizzes covering topics from budgeting to retirement planning.
- Financial Independence Bootcamp Intensive 3-day live virtual workshop priced at $2,497 one-time or $667/month x4 installments that teaches participants to create a Mindful Portfolio retirement plan, calculate their Financial Independence Number, and manage investments requiring only 2-3 hours per year. Includes a 100% money-back guarantee.
- Mindful Money Membership Group coaching program offering ongoing personal financial guidance with monthly live events, behavioral coaching, and resources. Three subscription tiers: Basic Access ($47/mo), Live Access ($97/mo), and Live Access Plus ($247/mo). Annual billing available at ~15% discount.
- DIY Financial Plan Comprehensive do-it-yourself financial planning course priced at $997, providing 12+ hours of video instruction, 96 pages of workbooks, and lifetime access to 4 modules covering values-based planning, happiness pillars, and step-by-step financial action plans.
- Philanthropy Advisory Expert guidance service helping clients develop intentional philanthropic strategies aligned with their values, including selection of giving vehicles (donor-advised funds, private foundations, charitable trusts), cause exploration, and community building.
- Live-Supported Cohort Instructor-led group learning option for organizations with 10+ learners, including Foundations, Pathways, and Legacy course cohorts delivered with live Q&A sessions and virtual support at custom pricing.
- Mindful Money Book Bestselling book by Jonathan DeYoe published by New World Library, offering step-by-step financial planning informed by core values, covering saving, investing, debt payoff, and retirement income building. Sold via Amazon, Barnes & Noble, IndieBound, and other retailers.
- Mindful Investing Book Bestselling book by Jonathan DeYoe published by New World Library, providing a no-stress investing strategy combining mindfulness with personal finance. Covers financial markets, portfolio building, risk assessment, and overcoming cognitive biases. Sold via Amazon, Barnes & Noble, IndieBound, and other retailers.
Quantifiable outcome
- Save potentially hundreds of thousands of dollars in advisor fees over a lifetime by learning to manage investments yourself
- +2 more outcomes
Companies that use Mindful Money
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles6 records
Mindful Money technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mindful Money partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EP WealthcoreIn 2021, Jonathan DeYoe merged his wealth management firm into EP Wealth—a leading national fee-only financial planning firm—and became a partner. Mindful Money team continues to provide financial planning and portfolio design support directly to client families from the Berkeley office of EP Wealth.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Mindful Money competitors and assessment
Company assessmentDirect peers
- Suze Orman: Personal-brand financial educator offering courses, books, podcasts, and coaching — directly comparable to Mindful Money's founder-led, content-driven approach to consumer financial education.
- YNAB (You Need a Budget): Subscription-based budgeting and financial education software with strong content library and community — comparable to Mindful Money's recurring membership model, education-first positioning, and DIY investor targeting.
- BiggerPockets: Financial education platform with courses, podcasts, books, and a community/membership — operates a comparable multi-product, content-led monetization model targeting self-directed investors.
- Ramsey Solutions: The dominant personality-driven financial education brand (Dave Ramsey) selling courses, books, podcasts, and membership programs (Financial Peace University, Ramsey+, EveryDollar) to DIY consumers — directly comparable to Mindful Money's multi-tier course/membership model targeting the same DIY investor segment.
Emerging players
- Rocket Money: Subscription PFM app combining budgeting, subscription cancellation, and financial education — overlaps with Mindful Money on personal finance education and recurring subscription monetization for the DIY investor segment.
- Tony Robbins (Money Mastery / Strategic Coach financial programs): High-ticket personal development brand offering premium financial mastery events, courses, and coaching — comparable to Mindful Money's $2,497 Bootcamp price point and personality-driven, behavior-change-oriented methodology.
Broad incumbents
- Empower (Personal Capital): Large incumbent combining wealth management, budgeting/PFM tools, and educational content — overlaps with Mindful Money on financial planning education and investment guidance but operates as a regulated advisor with AUM-based revenue rather than education subscriptions.
- Investopedia: Largest consumer financial education content site — comparable to Mindful Money's educational mission but free, ad-supported, and not operating a paid course/membership business.
- NerdWallet: Major personal finance media and lead-generation platform with extensive educational content — comparable to Mindful Money on consumer financial education, but at vastly larger scale and with a different monetization model (lead-gen and affiliate).
Others
- Calm: Subscription mindfulness and meditation platform — adjacent rather than directly competitive, but relevant as a mindfulness-category incumbent that validates Mindful Money's mindfulness-meets-finance positioning and could expand into financial content.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Mindful Money social profiles
Digital presenceMindful Money financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mindful Money leadership team
Management profileNumber of profiles
Profiles1 record
Mindful Money funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mindful Money 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 Mindful Money
What does Mindful Money do?
Mindful Money is a mission-based financial education company that sells online courses, group coaching memberships, an intensive live Financial Independence Bootcamp, a DIY Financial Plan course, philanthropy advisory services, and published books. Its offering blends mindfulness practices with behavioral finance and a goal-focused, low-maintenance passive investing approach (Mindful Portfolio), targeting individual consumers who lack access to or cannot afford traditional financial advisors.
Is Mindful Money a public or private company?
Mindful Money is a private company. It is classified as corporate owned and is currently operating.
When was Mindful Money founded?
Mindful Money was founded in 2001. It employs 1 to 10 people.
Where is Mindful Money based?
Mindful Money is headquartered in Berkeley, United States, in the North America region.
How does Mindful Money make money?
Five revenue lines are on record. Online Course Sales are the primary driver. The others are membership Subscriptions, financial Independence Bootcamp, book Sales and affiliate Referrals.
Who are Mindful Money's main competitors?
Direct peers on record are Suze Orman, YNAB (You Need a Budget), BiggerPockets and Ramsey Solutions. Emerging players are Rocket Money and Tony Robbins (Money Mastery / Strategic Coach financial programs). Broad incumbents are Empower (Personal Capital), Investopedia and NerdWallet. Calm is listed as an others.
Does Mindful Money have an API?
No public API is recorded for Mindful Money.
What industry is Mindful Money in?
Mindful Money's product category is Financial Education. Its primary akta.pro industry code is FSAGADAH, Financial Education & Coaching (Digital Programs, Tools), with a secondary code of EDAAAJAN, Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors). Its NAICS code is 523940 and its SIC code is 6282.