Boldin
Boldin operates a consumer and enterprise financial planning platform offering panoramic retirement, tax, Social Security, real estate, and healthcare modeling, with a freemium self-serve tier, premium PlannerPlus subscriptions, and white-label enterprise licensing for employers, plan providers, and financial institutions.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What Boldin does
Boldin, legally NewRetirement, Inc. and operating under the Boldin trade name since a 2024 rebrand, is a Mill Valley, California-based fintech that operates a consumer and enterprise financial planning platform. The company was founded in 2015 by Stephen Chen and employs 51–100 people distributed across the United States, Costa Rica, and Brazil. Boldin's core offering is a DIY retirement and financial planning software platform that uses a "panoramic" modeling approach integrating taxes, Social Security, real estate, healthcare costs, long-term care, debt, and Monte Carlo simulations. The platform supports up to 10 side-by-side what-if scenarios in the premium PlannerPlus tier, real-time monitoring, and personalized recommendations. In February 2025 the company launched a beta AI Planner Assistant that uses conversational AI grounded in each user's modeled plan, validated through multi-agent systems. Boldin serves five customer segments: individual consumers (mass-market DIY planners), employers (financial wellness programs), plan providers (401(k) and retirement plan administrators), financial institutions (banks, RIAs, wealth managers), and financial advisors/coaches. The consumer side runs on a freemium product-led growth motion with annual subscriptions up to $2,800 per year; the enterprise side uses direct field sales, embeddable JavaScript widgets, a Tenant Data API for white-label integration, and a financial affiliate program. Reported scale includes 500,000+ active users, enterprise deployments covering 2 million customers at a Fortune 100 financial services provider and 250,000 employees at a Fortune 500 employer/top-100 pension plan provider, and $20 million in funding raised in 2024.
Boldin firmographics
Firmographics- Name
- Boldin
- Legal name
- NewRetirement, Inc.
- Website
- https://boldin.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Boldin operates a consumer and enterprise financial planning platform offering panoramic retirement, tax, Social Security, real estate, and healthcare modeling, with a freemium self-serve tier, premium PlannerPlus subscriptions, and white-label enterprise licensing for employers, plan providers, and financial institutions.
- Ownership category
- akta.pro rank
Boldin industry classification
Industry- Product category
- Retirement Planning Software
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)
Keywords
Where Boldin is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Boldin business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription - PlannerPlus: Tiered annual subscription model with free core planner and premium PlannerPlus tiers. Subscriptions are billed annually with a 2-week free trial period. Pricing ranges from free core to comprehensive planning tools.
- Coaching Services: Personalized 1:1 coaching sessions with financial coaches for users wanting more guidance beyond DIY planning.
- Financial Advisor Referrals: Referral service connecting users with financial advisors, where Boldin receives compensation from providers in the network.
- Enterprise Licensing: White-label platform licensing to employers, plan providers, financial institutions, and wealth management firms for distribution to their customers/employees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free core planner with basic features |
| Subscription | Annual | PlannerPlus premium tier up to $2,800 annually |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Boldin product offering
Product offeringCore offering
Boldin provides a DIY retirement and financial planning software platform that lets individual consumers model comprehensive financial plans covering taxes, Social Security, real estate, healthcare, and long-term care. The core free planner is paired with a paid PlannerPlus subscription (up to $2,800 annually) that unlocks scenario comparison, Monte Carlo analyses, real-time monitoring, and an AI Planner Assistant for conversational Q&A grounded in the user's own plan data. The company also licenses white-label enterprise solutions, embeddable widgets, and a Tenant Data API to employers, plan providers, and financial institutions.
Product overview
Boldin is a consumer financial planning platform (formerly NewRetirement, rebranded in 2024) offering a unified platform with a free core Financial Planner and tiered PlannerPlus subscription. The product portfolio includes an AI Planner Assistant (beta) for conversational Q&A, a suite of planning calculators (retirement, annuity, Roth conversion), coaching services, and access to certified financial planners. For enterprise customers, Boldin offers white-label and API solutions for employers, plan providers, and financial institutions. The platform integrates AI for personalized recommendations and knowledge retrieval, supporting over 500,000 active users as of April 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Boldin Financial Planner DIY retirement and financial planning software that lets individual consumers create, model, and monitor comprehensive financial plans covering taxes, Social Security, real estate, healthcare, and long-term care; offered with a free tier and paid PlannerPlus subscription.
- Boldin AI Planner Assistant AI-powered conversational assistant that lets subscribers ask personalized financial planning questions based on their own modeled financial plans, with multi-agent validation systems for financial domain accuracy.
- Boldin Coaching
Quantifiable outcome
- 2.7x better financial outcomes for people who plan vs. those who don't
- +3 more outcomes
Companies that use Boldin
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Boldin technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature7 records
Boldin partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Mint Users (Crowd)minorBoldin positioned itself as a Mint alternative when Intuit shut down Mint in 2024, attracting ~20 million displaced Mint users seeking budget and retirement planning tools.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Boldin competitors and assessment
Company assessmentDirect peers
- MoneyGuideStar (Envestnet): MoneyGuideStar, part of Envestnet, is one of the most widely used goal-based financial planning tools for RIAs and financial institutions. It overlaps with Boldin's planner on Monte Carlo simulations, goal funding, and comprehensive retirement projections delivered via advisor and enterprise channels.
- Betterment: Betterment is a leading consumer robo-advisor offering automated investing and retirement planning tools with goal-based projections. It competes with Boldin's consumer funnel through bundled planning and investment advice, often at a lower price point than traditional advisors.
- SmartAsset: SmartAsset runs a financial planning marketplace with free retirement, tax, and mortgage calculators, then connects users to vetted advisors. Its free calculator-led funnel and advisor matching overlap directly with Boldin's DIY planner plus Boldin Advisors referral model.
- eMoney Advisor: eMoney Advisor (owned by Advisor360) is a leading financial planning software platform for financial advisors and wealth management firms. It competes directly with Boldin's enterprise/advisor offering, providing comprehensive scenario modeling, client portals, and integrations with custodial platforms.
- Wealthfront: Wealthfront is a consumer robo-advisor and financial planning platform that includes retirement planning, tax-loss harvesting, and Path planning tools. While primarily an asset-gathering wealth manager, its DIY planning features overlap with Boldin's consumer offering at a similar low-cost subscription model.
- RightCapital: RightCapital is an advisor-facing financial planning platform offering retirement projections, tax planning, Social Security optimization, and Monte Carlo analysis. It targets the same financial advisor and enterprise customer segments as Boldin's enterprise tier.
- Empower (Personal Capital): Empower acquired Personal Capital in 2020 and offers consumer-facing financial planning dashboards, retirement calculators, and wealth management services. It is the closest direct competitor to Boldin's consumer planning product, with similar what-if and net-worth tracking features at a comparable subscription price point.
Emerging players
- Holistiplan: Holistiplan is an emerging player providing AI-driven tax planning software for financial advisors, focused on Roth conversions, Social Security, and tax projections. It competes with Boldin's advisor-side capabilities with strong AI positioning, though narrower in scope than Boldin's full panoramic planner.
- Income Lab: Income Lab provides retirement income-focused planning software with dynamic spending, guardrails, and Social Security optimization. It targets a similar retirement planner niche to Boldin PlannerPlus but with deeper income-focused analytics for advisors and consumers.
Broad incumbents
- Fidelity (Financial Planning Tools): Fidelity offers free retirement planning tools, Planning & Guidance Center, and integrated 401(k) participant experiences to its millions of customers. As a broad incumbent, it competes with Boldin in both the consumer and plan-provider segments through bundled, balance-sheet-funded offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Boldin social profiles
Digital presenceBoldin compliance and trust
Trust signalCompliance5 records
Boldin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Boldin leadership team
Management profileNumber of profiles
Profiles11 records
Boldin funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Boldin 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 Boldin
What does Boldin do?
Boldin provides a DIY retirement and financial planning software platform that lets individual consumers model comprehensive financial plans covering taxes, Social Security, real estate, healthcare, and long-term care. The core free planner is paired with a paid PlannerPlus subscription (up to $2,800 annually) that unlocks scenario comparison, Monte Carlo analyses, real-time monitoring, and an AI Planner Assistant for conversational Q&A grounded in the user's own plan data. The company also licenses white-label enterprise solutions, embeddable widgets, and a Tenant Data API to employers, plan providers, and financial institutions.
Is Boldin a public or private company?
Boldin is a private company. It is classified as venture growth investor backed and is currently operating.
When was Boldin founded?
Boldin was founded in 2015. It employs 51 to 100 people.
Where is Boldin based?
Boldin is headquartered in San Francisco, United States, in the North America region.
How does Boldin make money?
Four revenue lines are on record. Subscription - PlannerPlus are the primary driver. The others are coaching Services, financial Advisor Referrals and enterprise Licensing.
Who are Boldin's main competitors?
Direct peers on record are MoneyGuideStar (Envestnet), Betterment, SmartAsset, eMoney Advisor, Wealthfront, RightCapital and Empower (Personal Capital). Emerging players are Holistiplan and Income Lab. Fidelity (Financial Planning Tools) is listed as a broad incumbent.
Does Boldin have an API?
Yes. Boldin offers a Tenant Data API for securely storing, retrieving, and managing user data. The API is built on RESTful principles supporting standard HTTP methods (GET, POST, PUT, DELETE) for CRUD operations. It also provides embeddable JavaScript-based widgets (Retirement Calculator, Annuity Estimator, Roth Conversion) and an MCP (Model Context Protocol) server enabling AI coding assistants to connect to Boldin tools. API access requires tenant admin account with API key authentication via JWT. Developer documentation is at developers.boldin.com.
What industry is Boldin in?
Boldin's product category is Retirement Planning Software. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAEABAF, Retirement Plan Participant Advice & Managed Accounts. Its SIC code is 6282.