What Totavi does

Totavi is a privately held, boutique fintech consulting firm founded in 2022 and operating as Totavi, LLC under California law, with its legal address in Sacramento, CA and operational headquarters in Pasadena, CA. The firm is built around founder Matthew Goldman — whose prior experience includes Deloitte, Green Dot, and Chief Product Officer roles at a Series B startup and at a public company with $400M in revenue — alongside CTO Kamelia Dianati and a small team (1–10 employees). Totavi provides operator-led advisory services across six service lines: Fintech Advisory, Product Management, Technology Development & Advisory, Marketing, Card Design, and Compliance, Risk & Operations. Its client base spans fintech startups (Kasheesh, Ferry, Pesto, Revenued, Fold, Kudos), banks and credit unions (Cross River Bank, Capital Community Bank), fintech infrastructure providers (Lithic, Marqeta, Cardless, Coinbase, Webull), and adjacent verticals such as logistics (GoFreight), real estate (Flyhomes), and software (Trifork).

The firm's technology surface is anchored by the Totavi App, an all-in-one hub that bundles in-depth market analysis reports, the proprietary Fintech Navigator database (covering 100+ banks, 200+ card programs, and 45+ providers), curated VC lists, and open-source credit card financial models. Research reports are sold individually at $500 (covering disbursement cards, credit/debit program management platforms, core processors, data aggregators, and an annual trends report) or via the Totavi Pro annual subscription at $795/year, which also unlocks the app, Fintech Navigator, and new releases. Two recurring media brands — CardsFTW (weekly newsletter) and ProductFTW (bi-weekly product management newsletter) — drive top-of-funnel content marketing alongside earned media in Bloomberg, WSJ, Forbes, Fortune, and American Banker. The company also operates a small Labs portfolio (Barranca Verde irrigation tracking; Fittro room planner) and handles PR through A&M Partners.

Totavi's go-to-market is hybrid: high-touch, direct-sales boutique consulting engagements sold through contact form, email, and 15-minute intro calls; paired with self-serve digital distribution of research products via the Totavi App and Stripe-processed checkout. The firm is bootstrapped/founder-owned with no disclosed external funding, and does not publicly report revenue. The operating geography is primarily the United States, though digital research products are sold globally.

Name

Totavi

Legal name

Totavi, LLC

Website

https://totavi.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Totavi is a boutique US fintech consulting firm that advises startups, banks, and consumer brands on launching and scaling card and payment products, and sells proprietary research reports plus a $795/year Pro subscription through the Totavi App.

Ownership category

akta.pro rank

Headquarters

HQ city

Pasadena

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fintech Consulting Services: Boutique consulting engagements providing fintech advisory, product management, technology development advisory, marketing, card design, and compliance/risk/operations services. Services are offered to fintech companies, banks, credit unions, and brands looking to launch card programs. engagements are personalized and operator-led.
2. Totavi Pro Subscription: Annual subscription providing full access to entire library of in-depth research and analysis for $795 per year. Includes unlimited access to all current reports and every new release throughout the year, full access to Totavi app, Fintech Navigator, and open source financial models.
3. Individual Research Reports: Individual market analysis reports sold for $500 each. Reports cover credit card program management platforms, debit card platforms, issuer processors, data aggregators, and disbursement cards.
4. Labs Products: Side projects including Barranca Verde (water irrigation tracking) and Fittro (room planner), some with free tiers and optional paid plans for cloud storage.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Totavi is a boutique consulting firm that delivers operator-led fintech advisory, product management, technology development, marketing, card design, and compliance/risk/operations services to fintech startups, banks, credit unions, and consumer brands building card and payment products. It monetizes this expertise through project-based consulting engagements, an annual Totavi Pro subscription ($795/year) and individual market analysis reports ($500 each) delivered via the Totavi App, supported by free weekly and bi-weekly newsletters (CardsFTW, ProductFTW) and the proprietary Fintech Navigator database covering 100+ banks, 200+ programs, and 45+ providers.

Product overview

Totavi is a boutique fintech consulting firm offering a portfolio of advisory services (Fintech Advisory, Product Management, Technology Development, Marketing, Card Design, Compliance/Risk/Operations) alongside proprietary research products and tools. The core product suite includes the Totavi App, an all-in-one hub combining research reports, the Fintech Navigator database (100+ banks, 200+ programs, 45+ providers), and open-source Financial Models; Cards 101 (free card education); and market analysis reports covering disbursement cards, credit/debit program management platforms, core processors, and data aggregators. Media brands CardsFTW (weekly newsletter) and ProductFTW (bi-weekly PM newsletter) complement the offering. The firm also operates Labs, developing side products like Barranca Verde (irrigation tracking) and Fittro (room planning). Research is available individually ($500/report) or via Totavi Pro subscription ($795/year).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• $1.6B+ in total exit value produced by companies where founder Matthew Goldman was a founder or senior executive
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• A&M PartnersminorGTM or Marketing PartnerPress inquiries contact for Totavi: Aaron Berger at A&M Partners. A&M Partners handles media and press-related communications on behalf of Totavi.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Simon-Kucher & Partners: Global strategy consulting firm with a financial services practice advising fintechs and banks on growth, pricing, and monetization — overlaps with Totavi's marketing and product advisory services.
• Accenture Financial Services: Global consulting firm with deep payments and banking practice — competes for larger fintech advisory and implementation engagements that Totavi also targets.
• Deloitte Consulting: Big 4 advisory firm with large financial services and fintech practices — directly comparable in advisory scope but at vastly greater scale; founder's prior employer.

Direct peers

• Auriemma Consulting Group: Financial services consulting firm focused on payments and lending, offering strategy, marketing, and operations support — comparable boutique model serving card issuers and fintechs.
• Novantas: Banking and payments consulting firm advising retail banks, card issuers, and processors — adjacent consulting model with cards/payments domain expertise.
• Glenbrook Partners: Boutique payments consulting firm providing advisory, education, and research on cards, payments, and fintech — directly comparable in target market (banks, fintechs, networks) and operator-led advisory model.
• Cornerstone Advisors: Consulting and research firm specializing in banks, credit unions, and fintech — direct overlap in serving traditional FIs on card programs, embedded finance, and vendor selection.
• First Annapolis Consulting: Specialized payments and cards advisory firm serving merchants, issuers, networks, and fintechs — closely aligned with Totavi's niche focus on card program strategy and vendor selection.
• Edgar Dunn & Company: Payments-focused consulting firm advising banks, processors, and merchants globally on payments strategy — direct overlap in cards/payments advisory for financial institutions.
• Aite-Novarica Group (Datos Insights): Research and advisory firm covering banking, payments, and fintech with subscription research reports and advisory engagements — closely comparable in productized research + advisory model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/totavi

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Totavi