COREnology
- Company typePrivate
- Founded2016
- HeadquartersSouth Jordan, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What COREnology does
COREnology, Inc. is a private Utah-based behavioral finance software company that sells proprietary assessments and reporting tools to two verticals: financial advisors/wealth managers (via the COREfamily line) and HR professionals/corporations (via the COREteams line). The platform is built around a set of patent-pending assessment modules — COREvalues, COREculture, COREviews, COREobstacles, COREpriorities, and the composite COREscore — that map individuals and groups across four value quadrants and surface alignment, obstacles, and priorities relevant to wealth transfer, family dynamics, and team culture.
Underlying technology is a cloud-based SaaS delivered through the COREnology Toolkit dashboard (toolkit.corenology.com), with a SOC2 Type 2 security posture and structured report generation for individual, couple, family, and team outputs. The company monetizes through tiered COREfamily subscriptions (quote-based Essential/Complete/Professional tiers), a publicly disclosed COREteams subscription at $50/employee/year, and Impact Training professional services priced at $1,500–$6,000 per engagement. Go-to-market combines demo-led direct sales for advisors and enterprise HR buyers with a self-serve Toolkit for mid-market users, supported by the COREnology Academy certification program, an annual Client Connection Summit, published books by the founders, and organic content channels. COREnology is founder-led (Gretchen Figge, CEO; David York and Andrew Howell, founders), has 1–10 employees, and has not disclosed any external institutional funding.
COREnology firmographics
Firmographics- Name
- COREnology
- Legal name
- COREnology, Inc.
- Website
- https://corenology.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
COREnology industry classification
Industry- Product category
- Behavioral Finance Software
- NAICS
- Portfolio Management and Investment Advice (523940), Educational Support Services (61171)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)
Keywords
Where COREnology is headquartered
LocationHeadquarters
- HQ city
- South Jordan
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
COREnology business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Subscription - Per Employee (COREteams): Annual subscription model at $50 per employee per year for COREteams platform access, COREvalues and COREculture assessments, and report generation.
- COREfamily Report Subscriptions: Tiered pricing for COREfamily reports (Essential, Complete, Professional) for financial advisors to use with their client families. Contact-based pricing for details.
- Impact Training Services: On-site training sessions for teams including platform walkthrough, team role insights, culture review, and implementation support. Priced at $1,500 (90 min), $3,500 (4 hours), $6,000 (8 hours).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | COREteams - Per Employee Annual Subscription |
| Unit Pricing | Multi-year contract | Impact Training - 90 Minutes |
| Unit Pricing | Multi-year contract | Impact Training - 4 Hours |
| Unit Pricing | Multi-year contract | Impact Training - 8 Hours |
| Subscription | Annual | COREfamily - Contact for Pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
COREnology product offering
Product offeringCore offering
COREnology operates a cloud-based behavioral finance assessment platform that helps financial advisors and HR professionals identify individuals' core values, team/family culture, money views, obstacles, and priorities through proprietary assessments (COREvalues, COREculture, COREviews, COREobstacles, COREpriorities, COREscore). The platform serves wealth transfer planning for advisors and team culture improvement for HR, delivered via the COREnology Toolkit web dashboard, the COREnology Academy training platform, and bundled Impact Training services.
Product overview
COREnology is a behavioral finance software company offering a unified platform with multiple assessment modules. The COREfamily product line serves financial professionals helping families with wealth transfer through COREvalues™, COREculture™, COREviews™, COREobstacles™, COREpriorities™, and COREscore™ assessments. The COREteams product line serves HR professionals and companies through COREvalues™ and COREculture™ assessments. The platform includes the COREnology Toolkit (web-based dashboard for managing assessments and reports), COREnology Academy (training platform with step-by-step modules), Impact Training (add-on training sessions), and the Client Connection Summit (educational event). Pricing is tiered: COREteams at $50/employee/year and COREfamily contact-based pricing.
Differentiator
Problem solved
Functional benefit
Brands
- COREfamily: Assessment and reporting tools for financial professionals to help families identify values, culture, views, obstacles, and priorities for wealth transfer planning.
- COREteams
- COREnology Academy
Products and services
- COREfamily Product line for financial professionals (RIAs, wealth managers, estate planners) to help client families clarify values, culture, money views, priorities, and obstacles in order to ease communication around wealth transfer and multi-generational planning.
- COREteams Product line for HR professionals and companies that uses COREvalues and COREculture assessments to give teams a shared basis for interpersonal communication, collaboration, and culture improvement. Priced at $50 per employee per year.
- COREnology Academy
Quantifiable outcome
- 250% increase in loyalty, trust, and satisfaction when advisors implement Financial Psychology principles (eMoney Advisor research)
- +4 more outcomes
Companies that use COREnology
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
COREnology technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
COREnology partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered notable.
- eMoney AdvisornotableDr. Emily Koochel, Manager of Financial Wellness at eMoney Advisor, presented at the Client Connection Summit on The Science of Happy Clients. eMoney Advisor research shows advisors using Financial Psychology principles see 250% increase in loyalty, trust, and satisfaction.
- Alpha ArchitectnotableJess Bost, VP of Strategic Partnerships & Client Success at Alpha Architect, presented at the Client Connection Summit on preparing practices for the Great Wealth Transfer.
- Sunpointe InvestmentsnotableMatt Zeigler, Managing Director at Sunpointe Investments, presented at the Client Connection Summit on successfully navigating complex client conversations.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
COREnology competitors and assessment
Company assessmentEmerging players
- RightCapital: Financial planning software for financial advisors focused on goal planning and client experience. Comparable as an advisor-facing planning platform that supports client meetings and personalization.
- Snappy Kraken: Marketing automation and client engagement platform for financial advisors. Comparable to COREnology's focus on advisor-led client engagement, though primarily in marketing execution rather than assessment.
- Wealth.com: Estate planning platform purpose-built for financial advisors and wealth managers. Directly comparable to COREnology's wealth-transfer and family-engagement thesis.
- HiddenLevers: Risk analytics and scenario/stress-testing tools for RIAs and wealth managers. Overlaps with COREnology's mission of giving advisors deeper insight into client risk profiles and life-planning context.
Broad incumbents
- Envestnet: Large wealth management platform offering portfolio management, analytics, and advisor tools. Broad incumbent competing for the same advisor wallet as COREnology with a much wider product portfolio.
- Orion: Wealth management technology platform serving advisors with portfolio and practice-management tools. Comparable as a broader advisor-tech stack in which COREnology could embed or compete; also listed as a COREnology customer.
Others
- SmartAsset: Consumer finance marketplace connecting consumers with financial advisors. Tangentially related to COREnology in the advisor-acquisition and client-matching ecosystem, though not a direct product competitor.
Direct peers
- MoneyGuidePro: Goal-based financial planning software for financial advisors. Comparable to COREnology's COREfamily product in serving advisors who need structured client-engagement and planning conversation tools.
- eMoney Advisor: Financial planning platform serving financial advisors and wealth managers. Both COREnology and eMoney target the same advisor buyer and pursue deepening client-advisor relationships through planning tools and behavioral insights.
- Nitrogen: Risk assessment and investment analytics platform for financial advisors. Overlaps with COREnology in the advisor-tech category and in tools that help advisors frame client conversations around risk tolerance and behavioral alignment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
COREnology social profiles
Digital presenceCOREnology compliance and trust
Trust signalCompliance1 record
COREnology financial estimates
Financial estimateRevenue estimate
Valuation estimate
COREnology leadership team
Management profileNumber of profiles
Profiles8 records
COREnology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
COREnology 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 COREnology
What does COREnology do?
COREnology operates a cloud-based behavioral finance assessment platform that helps financial advisors and HR professionals identify individuals' core values, team/family culture, money views, obstacles, and priorities through proprietary assessments (COREvalues, COREculture, COREviews, COREobstacles, COREpriorities, COREscore). The platform serves wealth transfer planning for advisors and team culture improvement for HR, delivered via the COREnology Toolkit web dashboard, the COREnology Academy training platform, and bundled Impact Training services.
Is COREnology a public or private company?
COREnology is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was COREnology founded?
COREnology was founded in 2016. It employs 1 to 10 people.
Where is COREnology based?
COREnology is headquartered in South Jordan, United States, in the North America region.
How does COREnology make money?
Three revenue lines are on record. Subscription - Per Employee (COREteams) is the primary driver. The others are COREfamily Report Subscriptions and impact Training Services.
Who are COREnology's main competitors?
Emerging players on record are RightCapital, Snappy Kraken, Wealth.com and HiddenLevers. Broad incumbents are Envestnet and Orion. SmartAsset is listed as an others. Direct peers are MoneyGuidePro, eMoney Advisor and Nitrogen.
Does COREnology have an API?
No public API is recorded for COREnology.
What industry is COREnology in?
COREnology's product category is Behavioral Finance Software. Its primary akta.pro industry code is FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech). Its NAICS code is 523940 and its SIC code is 6282.