SigFig
- Company typePrivate
- Founded2006
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What SigFig does
SigFig is a privately held digital wealth management company founded in 2006 and headquartered in San Francisco, operating with approximately 51–100 employees. The company operates a dual-segment platform: an enterprise offering branded as SigFig Wealth Management, sold to financial institutions and institutional clients through a direct field-sales motion with a "Request a Demo" entry point, and a consumer-facing intelligent portfolio platform for individual investors delivered through a self-serve digital channel. Both products emphasize intelligent, tax-efficient, and diversified portfolio management tailored to client goals, positioning SigFig against legacy basic financial services.
The product surface includes the SigFig Wealth Management platform for institutional customers, a consumer intelligent portfolio platform, and a product called Tandems offered in the enterprise section of the website. Underlying technology is not explicitly disclosed in available source material; the company describes its capabilities using the language of "intelligent solutions" and "personalized advice," but does not publish details on proprietary models, data assets, or platform architecture. The company is led by CEO and co-founder Mike Sha, with Dan Mercurio as COO, Roger Fong as CTO, Samir Salvi as CFO, and Steven Mattus as Chief Investment and Compliance Officer.
SigFig's business model is described as subscription/recurring, consistent with AUM-based advisory fees and platform-level subscriptions typical of digital wealth management. Pricing is not publicly disclosed; enterprise customers transact through demo-led sales and individual investors access services directly online. The company has raised at least one disclosed institutional round — a $15 million Series B in July 2013 co-led by Bain Capital Ventures and Union Square Ventures with DCM Ventures — though no subsequent funding events are documented in the available source material.
SigFig firmographics
Firmographics- Name
- SigFig
- Website
- https://sigfig.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
SigFig industry classification
Industry- Product category
- Digital Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Goal-Based & Micro-Investing Platforms (Round-ups, Fractional) (FSAGAEAG)
Keywords
Where SigFig is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
SigFig business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Wealth Management Services: SigFig operates as a financial services firm providing intelligent wealth management solutions. Revenue is likely generated through a combination of advisory fees, AUM-based fees, and subscription-type arrangements typical of digital wealth management platforms, though specific revenue mechanics are not disclosed in available source material.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels1 record
SigFig product offering
Product offeringCore offering
SigFig operates a digital wealth management platform that delivers intelligent, tax-efficient, and diversified portfolio management solutions. The company serves two distinct segments: enterprise financial institutions through SigFig Wealth Management (an intelligent, personalized advice platform) and individual investors through a self-serve consumer platform offering goal-based, AI-powered portfolio management. The company also offers a product called Tandems for financial services.
Product overview
SigFig operates as a dual-entity financial services company offering both enterprise and consumer products. The enterprise side provides SigFig Wealth Management for institutional clients, while the consumer side offers an intelligent portfolio platform for individual investors. The company also offers a product called Tandems. The platform emphasizes intelligent, tax-efficient, and diversified portfolio management, moving beyond traditional financial services toward AI-powered personalized financial advice.
Differentiator
Problem solved
Functional benefit
Brands
- SigFig Wealth Management: Wealth management services for enterprise customers, offering intelligent solutions and personalized advice.
- Tandems
Products and services
- SigFig Wealth Management Enterprise wealth management platform providing intelligent financial solutions and personalized advice for institutional clients seeking to modernize beyond basic financial services.
- Individual Investor Platform Consumer-facing self-serve platform offering intelligent, tax-efficient, and diversified portfolio management tailored to individual financial goals and objectives.
- Tandems Financial services product offering referenced under SigFig's enterprise portfolio, appearing as part of the company's range of wealth management solutions.
Companies that use SigFig
Customer profileSegments2 records
Ideal customer profiles2 records
SigFig technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SigFig partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights4 records
SigFig competitors and assessment
Company assessmentDirect peers
- Wealthfront: Wealthfront is a leading pure-play robo-advisor offering automated portfolio management, tax-loss harvesting, and financial planning — closely mirroring SigFig's consumer value proposition.
- Betterment: Betterment is one of the largest independent robo-advisors, offering automated, tax-efficient, goal-based portfolio management to individuals — directly competing with SigFig's consumer platform on feature set and target audience.
- Empower (Personal Capital): Empower combines a free portfolio tracker / dashboard with a premium advised service, overlapping directly with SigFig's portfolio tracking, automated investing, and personalized advice offerings.
Emerging players
- Acorns: Acorns pioneered micro-investing with round-ups and diversified portfolios — adjacent to SigFig's diversified portfolio offering but skewed toward entry-level investors.
- Stash: Stash offers goal-based investing with educational content and micro-investing features, addressing a similar target customer as SigFig's goal-tracking individual investor platform.
- M1 Finance: M1 combines automated portfolio management with self-directed 'pie' investing — overlapping SigFig's intelligent portfolio value prop while pursuing a differentiated user experience.
Others
- Addepar: Addepar is a wealth management technology platform serving advisors, family offices, and institutions — overlapping with SigFig's enterprise wealth management segment from the institutional technology side.
Broad incumbents
- Vanguard Digital Advisor: Vanguard's hybrid robo-plus-advisor service targets the same goal-based, low-cost automated investing customer as SigFig, leveraging Vanguard's brand and fund ecosystem.
- Fidelity Go: Fidelity's automated managed-account product is a direct competitor in the consumer automated-investing space, with the advantage of Fidelity's brokerage footprint and brand.
- Schwab Intelligent Portfolios: Schwab's automated investing product is a fee-free robo-advisor backed by a major brokerage — competing with SigFig's consumer platform while leveraging Schwab's scale, custody, and brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SigFig social profiles
Digital presenceSigFig financial estimates
Financial estimateRevenue estimate
Valuation estimate
SigFig leadership team
Management profileNumber of profiles
Profiles5 records
SigFig funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SigFig 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 SigFig
What does SigFig do?
SigFig operates a digital wealth management platform that delivers intelligent, tax-efficient, and diversified portfolio management solutions. The company serves two distinct segments: enterprise financial institutions through SigFig Wealth Management (an intelligent, personalized advice platform) and individual investors through a self-serve consumer platform offering goal-based, AI-powered portfolio management. The company also offers a product called Tandems for financial services.
Is SigFig a public or private company?
SigFig is a private company. It is classified as venture growth investor backed and is currently operating.
When was SigFig founded?
SigFig was founded in 2006. It employs 51 to 100 people.
Where is SigFig based?
SigFig is headquartered in San Francisco, United States, in the North America region.
How does SigFig make money?
One revenue line is on record: wealth Management Services.
Who are SigFig's main competitors?
Direct peers on record are Wealthfront, Betterment and Empower (Personal Capital). Emerging players are Acorns, Stash and M1 Finance. Addepar is listed as an others. Broad incumbents are Vanguard Digital Advisor, Fidelity Go and Schwab Intelligent Portfolios.
Does SigFig have an API?
No public API is recorded for SigFig.
What industry is SigFig in?
SigFig's product category is Digital Wealth Management. Its primary akta.pro industry code is FSAGAEAG, Goal-Based & Micro-Investing Platforms (Round-ups, Fractional). Its NAICS code is 523940 and its SIC code is 6282.