Wing
Wing Financial is an SEC-registered RIA offering an AI-powered financial planning platform that delivers institutional-grade wealth management to mass-affluent and high-net-worth U.S. individuals via Partner Wealth Firms and an iOS app.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Wing does
Wing Financial, Inc. is an SEC-registered Investment Adviser (RIA #333826) operating an AI-powered financial planning platform that delivers institutional-grade wealth management to mass-affluent and high-net-worth individuals, typically those with balances below $1 million. The platform combines proprietary WingMates™ AI agents (covering lifestyle, tax, investments, estate, credit, insurance, and cash flow) with human advisors from a curated network of Partner Wealth Firms, all delivered through an iOS mobile application. Feature modules include Advice, Steps, Profile, Money, Wealth, Focus, Protect, Pursue, Prosper, and a growing library of 20+ Wing Experiences micro-plans for life events such as home buying, retirement, crypto investing, and debt reduction.
Wing's business model is B2B2C. Members access the platform either through a complimentary invitation code from a Partner Wealth Firm or by paying a $399/year standard membership fee upon direct application. The platform is integrated with Apex Clearing Corporation for brokerage, custody, and clearing services, with Wing issuing real-time instructions (rebalancing, tax-loss harvesting) through Apex's API. Underlying technical infrastructure includes 256-bit AES encryption, bank-level security protocols, and account aggregation that builds a continuously updating financial portrait. The company is incorporated in Delaware, headquartered in Newport Beach, California, employs 13 people, and explicitly serves U.S. citizens and residents only. Wing positions itself around the $84 trillion intergenerational wealth transfer from Baby Boomers to Generations X and Y.
Wing firmographics
Firmographics- Name
- Wing
- Legal name
- Wing Financial, Inc.
- Website
- https://wing.app
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wing Financial is an SEC-registered RIA offering an AI-powered financial planning platform that delivers institutional-grade wealth management to mass-affluent and high-net-worth U.S. individuals via Partner Wealth Firms and an iOS app.
- Ownership category
- akta.pro rank
Wing industry classification
Industry- Product category
- Digital Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Private Client/High-Net-Worth Advisory (FSAEAAAN)
- akta.pro secondary industry
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Wing business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Membership Subscriptions: Annual membership fee of $399/year for users without a Partner Wealth Firm invitation code. Complimentary membership is provided to clients referred through Partner Wealth Firms.
- AUM Fees: Separate fixed assets under management (AUM) fee charged by Partner Wealth Firms for professional investment management services, in addition to Wing's membership fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Complimentary Membership via Partner Firm |
| Subscription | Annual | Standard Membership |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels1 record
Wing product offering
Product offeringCore offering
Wing provides an AI-powered financial planning platform delivered through a mobile iOS application that pairs proprietary AI agents (WingMates) with institutional-grade investment management access via Partner Wealth Firms. The platform offers continuous, proactive, fiduciary-aligned guidance across lifestyle, tax, investments, estate, credit, insurance, and cash flow domains, with account aggregation, daily prioritization, and life-event micro-plans (Experiences). Membership is priced at $399/year for direct subscribers and is complimentary for clients referred by Partner Wealth Firms, with brokerage and custody handled by Apex Clearing Corporation.
Product overview
Wing is a unified AI-powered financial planning platform that pairs institutional-grade wealth management with automated financial guidance. The core product consists of the Wing App (iOS mobile application) integrated with WingMates, proprietary AI agents that span tax, investments, estate, credit, insurance, and cash flow domains. Key feature modules include Advice (institutional strategies), Steps (actionable guidance), Profile (financial portrait), Money (account aggregation), Wealth (portfolio access), Focus (daily priorities), and Team (human advisor integration). The platform also includes three foundational planning layers (Protect, Pursue, Prosper) and Experiences—over 20 micro-plans for specific life events (retirement, home buying, crypto investing, debt reduction, etc.). Wing Membership ($399/year) provides access, with complimentary access through Partner Wealth Firms. Investments are managed by Partner Wealth Firms through Apex Clearing Corporation custody.
Differentiator
Problem solved
Functional benefit
Brands
- WingMates: AI-powered expert agents spanning lifestyle, tax, investments, estate, credit, insurance, cash flow, and more, continuously researching and analyzing opportunities to optimize money and elevate life with actionable, institutional-grade advice delivered automatically.
Products and services
- Wing App iOS mobile application providing AI-powered financial planning, real-time portfolio tracking, account aggregation, and institutional-grade wealth management guidance for mass-affluent to high-net-worth U.S. individuals. Available on iOS with Android and web versions in development.
- Wing Membership Annual subscription membership providing access to the full Wing platform including AI-powered financial guidance, WingMates AI agents, Experiences micro-plans, and Partner Wealth Firm-managed investment portfolios. Priced at $399/year upon approval for direct subscribers; complimentary for clients referred through Partner Wealth Firms with a Membership Invitation Code.
- Wing Experiences Curated set of micro-planning modules covering specific life events such as retirement planning, home buying, crypto investing, debt reduction, sabbaticals, nomadic living, and family protection. Each Experience turns a goal into daily progress with personalized AI-driven guidance delivered through the Wing App.
Quantifiable outcome
- Access to institutional-grade investment strategies for clients with balances under $1 million
Companies that use Wing
Customer profileSegments2 records
Ideal customer profiles2 records
Wing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature4 records
Wing partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Apex Clearing CorporationcoreSEC-registered broker-dealer providing brokerage services, custody, clearing, and settlement services for Wing accounts. Users enter into securities brokerage agreement and custody agreement with Apex when opening a Wing account.
- Partner Wealth FirmscoreSelect network of the nation's most respected private wealth firms who specialize in delivering institutional-grade investment strategies. Partner firms extend services to clients below $1 million threshold through Wing's digital platform while Wing provides financial guidance and planning. Firms are evaluated on track record, experience, capabilities, reputation, integrity, and legacy.
Scale indicators1 record
Recent moves1 record
Expansion highlights5 records
Wing competitors and assessment
Company assessmentDirect peers
- Betterment: Pioneer in robo-advising with goal-based planning and automated portfolio management. Competes for the same retail-to-mass-affluent investors seeking digital-first financial guidance.
- Wealthfront: Leading automated investing platform with built-in financial planning features targeting mass-affluent and younger investors. Closest direct competitor in automated, AI-driven wealth management for the same demographic.
- Boldin (formerly NewRetirement): Comprehensive retirement and financial planning platform with holistic cash flow, tax, and goal modeling. Overlaps Wing's Prosper and Experiences modules with deep planning depth.
- Empower (Personal Capital): Combines AI-powered financial planning tools with human wealth advisory services, targeting the same mass-affluent-to-HNW segment. Directly comparable product offering, customer base, and digital-first delivery model.
- Facet: AI-first financial planning platform offering personalized advice and investment management. Comparable target market and emphasis on AI-driven continuous planning versus static reviews.
- Ellevest: Goal-based financial planning and investing platform with personalized recommendations. Targets a similar mass-affluent audience with digital-first delivery and AI-augmented planning.
- Monarch Money: Mobile-first financial planning app with AI insights and collaborative planning features. Comparable modern UX, AI augmentation, and focus on holistic financial picture for mass-affluent households.
Broad incumbents
- Addepar: Wealth management technology platform serving advisory firms with portfolio analytics and reporting. Relevant because Wing's distribution is channeled through partner wealth firms, mirroring Addepar's B2B model in the same ecosystem.
- Nitrogen (formerly Riskalyze): Risk tolerance and financial planning software embedded inside thousands of advisory firms. Comparable as a B2B2C planning layer delivered through partner wealth firms, though broader in scope than Wing's consumer app.
- Schwab Intelligent Portfolios: Incumbent automated wealth management offering from a major custodian. Represents the large, established competitor that Wing must differentiate against on personalization, AI agents, and partner-firm channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wing social profiles
Digital presenceWing compliance and trust
Trust signalCompliance3 records
Wing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wing leadership team
Management profileNumber of profiles
Wing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wing 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 Wing
What does Wing do?
Wing provides an AI-powered financial planning platform delivered through a mobile iOS application that pairs proprietary AI agents (WingMates) with institutional-grade investment management access via Partner Wealth Firms. The platform offers continuous, proactive, fiduciary-aligned guidance across lifestyle, tax, investments, estate, credit, insurance, and cash flow domains, with account aggregation, daily prioritization, and life-event micro-plans (Experiences). Membership is priced at $399/year for direct subscribers and is complimentary for clients referred by Partner Wealth Firms, with brokerage and custody handled by Apex Clearing Corporation.
Is Wing a public or private company?
Wing is a private company. It is classified as unknown and is currently operating.
When was Wing founded?
Wing was founded in -1. It employs 11 to 50 people.
How does Wing make money?
Two revenue lines are on record. Membership Subscriptions are the primary driver. The others are AUM Fees.
Who are Wing's main competitors?
Direct peers on record are Betterment, Wealthfront, Boldin (formerly NewRetirement), Empower (Personal Capital), Facet, Ellevest and Monarch Money. Broad incumbents are Addepar, Nitrogen (formerly Riskalyze) and Schwab Intelligent Portfolios.
Does Wing have an API?
No public API is recorded for Wing.
What industry is Wing in?
Wing's product category is Digital Wealth Management. Its primary akta.pro industry code is FSAEAAAN, Private Client/High-Net-Worth Advisory, with a secondary code of FSAAABAD, Advisory Portfolio Management (Non-Discretionary). Its NAICS code is 523940 and its SIC code is 6282.