Bonsai

What Bonsai does

Bonsai is a Boulder, Colorado-based financial technology company that sells a Personal Asset Liability Management (PALM) software platform to financial advisors across the United States. The platform is organized as four integrated pillars: MyBonsai, a scenario-based predictive financial planning application; Bonsai Exchange, a curated risk-solutions marketplace offering annuities, life insurance, long-term care, disability, Medicare supplement, and emergency travel assistance; Bonsai Investment Management, which delivers custom public-private model portfolios incorporating active, passive, and smart beta strategies; and Bonsai Institute, a prescriptive practice-management consulting service built around a proprietary 7-step process. Underlying all four is the PALM methodology, which integrates a client's balance sheet, income statement, and investment allocation into a single funded-ratio and shortfall framework intended to surface hidden life-event risks that asset-only or liability-only planning tools miss.

The company targets three institutional buyer segments — Registered Investment Advisors (RIAs), Broker Dealers, and Fraternal Organizations — via direct enterprise sales with quote-based, non-public pricing. Securities are offered through The Leaders Group, Inc. (Member FINRA/SIPC), and a strategic partnership with BizEquity integrates business-valuation data into the advisor workflow. Revenue is generated through a mix of subscription software (MyBonsai), AUM-style managed portfolio fees (Bonsai Investment Management), and professional services (Bonsai Institute). The company is privately held and structured as Bonsai LLC (also Bonsai Advisors LLC), is founder-controlled under CEO Robert DeChellis (ex-Allianz Exchange, Goldman Sachs, Travelers, Jackson National), and has raised a single disclosed $250,000 round in July 2025 with no venture capital ownership signals in the data.

Name

Bonsai

Legal name

Bonsai LLC

Website

https://mybonsai.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Bonsai provides a Personal Asset Liability Management (PALM) software platform that enables RIAs, Broker Dealers, and Fraternal Organizations to deliver integrated wealth planning, risk solutions, model portfolios, and practice management consulting to their clients.

Ownership category

akta.pro rank

Product category

Financial Planning Software

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), All Other Financial Investment Activities (52399)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

akta.pro secondary industries

Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM), Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

• Financial planning software
• Wealth management platform
• Advisory technology solutions
• Risk management tools
• Asset liability management

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. MyBonsai Software Platform: Subscription-based access to predictive financial planning software with PALM methodology for advisors
2. Bonsai Investment Management: Custom portfolio management delivering public-private model portfolios, market strategy and insights - likely AUM-based fees
3. Bonsai Institute Consulting: Prescriptive practice management consulting services for advisors to unlock their maximum potential

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bonsai provides a personal asset liability management (PALM) platform for financial advisors, built around four pillars: MyBonsai predictive financial planning software, Bonsai Exchange risk solutions marketplace, Bonsai Investment Management custom public-private model portfolios, and Bonsai Institute prescriptive practice management consulting. The platform integrates a client's full balance sheet, income statement, and investment allocation to identify and mitigate hidden life event risks for retirement and wealth planning.

Product overview

Bonsai offers a unified personal asset liability management (PALM) platform comprised of four distinct pillars: MyBonsai (predictive financial planning software), Bonsai Exchange (risk solutions marketplace), Bonsai Investment Management (wealth management platform), and Bonsai Institute (prescriptive practice management). These four integrated solutions work together to provide advisors with comprehensive tools for hyper-personalized wealth planning, risk mitigation, portfolio optimization, and business development.

Differentiator

Problem solved

Functional benefit

Brands

• MyBonsai: Proprietary predictive financial planning software that empowers advisors to hyper-personalize the wealth planning experience with scenario-based personal asset liability management methodology.
• Bonsai Exchange
• Bonsai Investment Management
• Bonsai Institute

Products and services

• MyBonsai Proprietary predictive financial planning software that empowers financial advisors to hyper-personalize the wealth planning experience and enhance client outcomes through a scenario-based personal asset liability management (PALM) methodology.
• Bonsai Exchange Risk solutions marketplace offering carefully selected competitive solutions including annuities, life insurance, long-term care, disability, Medicare supplement, and emergency travel assistance to complement the PALM wealth planning methodology for advisors and their clients.
• Bonsai Investment Management Differentiated, fully integrated wealth management platform that delivers custom public-private model portfolios, market strategy, and valuable insights to advisors and their clients, incorporating active, passive, and smart beta traditional and alternative assets designed to meet pre- and post-retirement cashflow needs.
• Bonsai Institute Prescriptive practice management service that identifies proven opportunities for advisors to unlock their maximum potential, creating step-by-step roadmaps that guide them on how to work both IN and ON their business through the Bonsai 7 Step Process.

Quantifiable outcome

• 98% of business owners don't know the value of their business, yet 3 out of 4 intend to sell their business to fund retirement - advisors can now determine this value through partnership

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

One partnership is on record.

• BizEquitycoreTechnology or IntegrationStrategic partnership enabling advisors using Bonsai's platform to determine the value of their client's business. BizEquity's business valuation data integration addresses a significant market gap where 98% of business owners don't know their business value, yet 3 out of 4 intend to sell their business to fund retirement. This partnership taps into a major opportunity for advisors to better serve business owner clients.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• MoneyGuidePro: MoneyGuidePro is one of the most widely adopted financial planning platforms for RIAs and Broker Dealers, directly comparable to Bonsai's MyBonsai in serving the same advisor channel with goal-based and scenario planning tools.
• RightCapital: RightCapital provides financial planning software to RIAs and Broker Dealers with strong scenario-planning and client-portal capabilities, directly competing for the same advisor technology wallet as MyBonsai.
• eMoney Advisor: eMoney Advisor is a leading financial planning and client-engagement platform sold primarily to RIAs and Broker Dealer enterprises, mirroring Bonsai's core SaaS motion toward advisor firms.

Others

• iCapital: iCapital is a leading platform for alternative investments serving RIAs and wealth managers, and its board inclusion of founding partner Frank Porcelli highlights overlap with Bonsai's alternative-asset model portfolios and private-markets emphasis.

Broad incumbents

• Envestnet: Envestnet is a broad incumbent wealth-tech platform serving advisors with model portfolios, data, and planning tools, overlapping with Bonsai's investment management and planning pillars across the same RIA and Broker Dealer customer base.
• Orion Advisor Technology: Orion is a large, established advisor tech platform offering portfolio accounting, reporting, and planning tools; it competes broadly for the same RIA and Broker Dealer technology budgets Bonsai targets, with a much wider product footprint.

Emerging players

• Holistiplan: Holistiplan is an emerging planning tool for RIAs focused on tax planning, intersecting with Bonsai's advisor channel and scenario-based wealth planning theme as a younger, niche competitor.
• Riskalyze ( Nitrogen ): Riskalyze, now Nitrogen, provides risk-tolerance and risk-alignment tools embedded in advisor workflows, comparable to a portion of Bonsai's PALM-based risk identification and asset-liability assessment capabilities.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bonsaillc

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bonsai