Fundful
Fundful (Finovate INC.) is a San Francisco-based SEC-registered investment advisor and financial services firm offering fee-only wealth management, financial planning, tax, insurance, and AI analytics to high-net-worth individuals, physicians, and enterprise clients in healthcare, regional banking, and small business.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Fundful does
Fundful (legal entity: Finovate INC., headquartered at 1140 Harrison St, San Francisco, CA) is a privately held, SEC-registered investment advisory and financial services firm offering comprehensive wealth management, business consulting, and digital banking services. The firm operates on a fee-only fiduciary model, generating revenue primarily through recurring AUM-based fees on $28.90M in managed assets, fee-only financial planning retainers, and professional services engagements including strategic consulting, Salesforce integration, tax strategy, and M&A advisory. It targets two distinct customer bases: individual high-net-worth clients and physicians requiring personalized wealth/lifecycle planning, and enterprise clients — particularly healthcare organizations, regional banks, and small-to-mid-stage business founders — seeking consulting, restructuring, and Salesforce integration services.
The company's product portfolio spans nine service lines: Financial Planning, Investment Management, Insurance & Risk Management, Alternative Investments, Tax Services, Consulting, Audit & Assurance, Risk & Financial Advisory, and AI & Analytics. A self-serve digital banking platform at app.fundful.org extends the offering with virtual cards, bill pay (BillPay®/Pay), and a BizStore merchant solution, signaling an attempt to layer consumer-grade banking onto the traditional advisory franchise. Underlying technology combines an evidence-based investment philosophy (low-cost mutual funds/ETFs, tax-aware allocation) with Salesforce integration consulting and stated AI-driven financial analysis capabilities. Distribution is hybrid: enterprise sales for consulting engagements, dedicated personal advisors for wealth management, and a self-serve PLG motion for the digital banking app.
The business has undergone multiple ownership transitions, with the most recent acquisition by Move Holdings, LP in 2024 intended to fuel further M&A-driven expansion. The firm is supported by 120+ professionals, six office locations across the U.S., and recognition on Financial Advisor Magazine's 2024 RIA Ranking and 2022 50 Fastest Growing Firm lists. Pricing is not publicly disclosed for most services; the only public benchmark is a Financial Advisor base compensation range of $100,000–$145,000, which suggests a labor-intensive operating model.
Fundful firmographics
Firmographics- Name
- Fundful
- Legal name
- Finovate INC.
- Website
- https://fundful.org
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fundful (Finovate INC.) is a San Francisco-based SEC-registered investment advisor and financial services firm offering fee-only wealth management, financial planning, tax, insurance, and AI analytics to high-net-worth individuals, physicians, and enterprise clients in healthcare, regional banking, and small business.
- Ownership category
- akta.pro rank
Fundful industry classification
Industry- Product category
- Wealth Management and Financial Advisory Services
- NAICS
- Funds, Trusts, and Other Financial Vehicles (525)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Fee-Only Advisory (FSAEAAAL)
Keywords
Where Fundful is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Fundful business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Assets Under Management (AUM) Fees: Fee-based investment management services charging a percentage of assets under management. The company manages $28.90M in assets.
- Fee-Only Financial Planning: Fee-only model charging solely for time and expertise, eliminating commission-based conflicts. Fiduciary financial planning services.
- Consulting Services: Strategic consulting for businesses including Salesforce integration, business restructuring, tax strategy, and M&A support.
- Business Advisory: Business coaching and consulting for startup and small business founders from idea stage to approximately $3M annual revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Fee-Only Financial Planning |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Fundful product offering
Product offeringCore offering
Fundful is a fee-only financial services firm that provides wealth management, investment management, financial planning, tax advisory, insurance and risk management, alternative investments, and business consulting services to individuals and businesses. The firm operates a fiduciary model with $28.90M in assets under management, staffed by 120+ professionals, and additionally offers a self-serve digital banking platform with virtual cards, bill pay, and BizStore capabilities for retail clients.
Product overview
Fundful is a financial services firm offering a comprehensive suite of wealth management and advisory services. The portfolio includes Financial Planning, Investment Management, Insurance & Risk Management, Alternative Investments, Tax Services, Consulting, Audit & Assurance, Risk & Financial Advisory, and AI & Analytics. Services are delivered through a staff of 120+ professionals with a personalized, fiduciary approach, targeting both individual clients and business founders.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning Personalized financial planning services including retirement planning, college planning, income optimization, cash flow management, customized asset allocation, and necessary insurance protection. Operates on a fee-only and fiduciary basis for individual clients.
- Investment Management Investment management services focused on evidence-based approaches, diversification, low-cost mutual funds and ETFs, and tax-aware strategies for clients seeking portfolio management.
- Insurance & Risk Management Risk management and insurance advisory services to protect assets and manage health and property risk for individual and business clients.
- Alternative Investments Access to exclusive alternative investments for clients seeking diversified investment opportunities beyond traditional assets.
- Tax Services Tax planning and advisory services to optimize tax efficiency and reduce operating costs for individuals and businesses.
- Consulting Strategic consulting services for business founders including funding preparation, go-to-market strategies, scale-up strategies, and operational optimization.
- Audit & Assurance Audit and assurance services for businesses.
- Risk & Financial Advisory Financial risk assessment and advisory services for businesses.
- AI & Analytics AI-driven analytics services to help businesses make data-driven decisions, including financial analysis and operational insights.
Quantifiable outcome
- 1.6x net synergies realized above initial target in first year for healthcare client Salesforce integration
- +5 more outcomes
Companies that use Fundful
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
Fundful technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fundful partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Charles SchwabsupportingUtilized as a custodian for client investment assets. This arrangement does not compromise the firm's independence as an SEC Registered Investment Advisor.
Scale indicators10 records
Recent moves9 records
Expansion highlights6 records
Fundful competitors and assessment
Company assessmentEmerging players
- Addepar: Wealth management technology platform serving RIAs and family offices with portfolio analytics and reporting. Adjacent to Fundful's stated AI & Analytics and Salesforce integration consulting offerings.
Broad incumbents
- Schwab Wealth Advisory: Charles Schwab's advisory service and custodian platform — directly comparable given Fundful's Schwab custody relationship and overlapping HNW advisory offering.
- Vanguard Personal Advisor Services: Low-fee hybrid advisory service from Vanguard combining digital tools with human advisors. A scaled incumbent targeting the same evidence-based, low-cost value proposition Fundful emphasizes.
- Edelman Financial Engines: Large-scale independent RIA serving mass-affluent and HNW clients with planning, investment, and tax services. Comparable service breadth at significantly greater scale.
Direct peers
- Wealthfront: Leading robo-advisor and financial planning platform targeting younger HNW and mass-affluent clients with low-fee automated investment management. Competes with Fundful's investment management and financial planning services.
- Betterment: Pioneering robo-advisor offering automated investment management and financial planning. Direct competitor in the fee-based, tech-enabled advisory category where Fundful operates.
- Facet Wealth: Digital-first fee-only fiduciary RIA serving HNW individuals with personalized financial planning and investment management. Direct competitor to Fundful's fee-only, advisor-supported model.
- Carson Group: PE-backed RIA platform that acquires and supports independent advisor firms. Highly relevant peer given Fundful's Move Holdings acquisition and roll-up dynamic.
- Personal Capital (now Empower Personal Dashboard): Hybrid digital wealth manager combining tech-driven financial tools with human advisor access for HNW clients. Closely comparable to Fundful's blend of digital platform and dedicated advisors.
- Focus Financial Partners: Leading RIA aggregator partnering with fiduciary wealth management firms. Reflects the same sponsor-backed consolidation thesis now applied to Fundful by Move Holdings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Fundful social profiles
Digital presenceFundful financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fundful leadership team
Management profileNumber of profiles
Profiles8 records
Fundful funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fundful 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 Fundful
What does Fundful do?
Fundful is a fee-only financial services firm that provides wealth management, investment management, financial planning, tax advisory, insurance and risk management, alternative investments, and business consulting services to individuals and businesses. The firm operates a fiduciary model with $28.90M in assets under management, staffed by 120+ professionals, and additionally offers a self-serve digital banking platform with virtual cards, bill pay, and BizStore capabilities for retail clients.
Is Fundful a public or private company?
Fundful is a private company. It is classified as private equity controlled and is currently operating.
When was Fundful founded?
Fundful was founded in 2016. It employs 101 to 250 people.
Where is Fundful based?
Fundful is headquartered in New York, United States, in the North America region.
How does Fundful make money?
Four revenue lines are on record. Assets Under Management (AUM) Fees are the primary driver. The others are fee-Only Financial Planning, consulting Services and business Advisory.
Who are Fundful's main competitors?
Addepar is listed as an emerging player. Broad incumbents are Schwab Wealth Advisory, Vanguard Personal Advisor Services and Edelman Financial Engines. Direct peers are Wealthfront, Betterment, Facet Wealth, Carson Group, Personal Capital (now Empower Personal Dashboard) and Focus Financial Partners.
Does Fundful have an API?
No public API is recorded for Fundful.
What industry is Fundful in?
Fundful's product category is Wealth Management and Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory. Its NAICS code is 525 and its SIC code is 6282.