Boldin

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.

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

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

• Retirement planning software
• Financial planning platform
• Wealth management tools
• Financial wellness programs
• Retirement income planning

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. Coaching Services: Personalized 1:1 coaching sessions with financial coaches for users wanting more guidance beyond DIY planning.
3. Financial Advisor Referrals: Referral service connecting users with financial advisors, where Boldin receives compensation from providers in the network.
4. Enterprise Licensing: White-label platform licensing to employers, plan providers, financial institutions, and wealth management firms for distribution to their customers/employees.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature7 records

Partnerships

One partnership is on record.

• Mint Users (Crowd)minorOthers · 1 January 2024Boldin 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

Direct 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

• YouTubeyoutube.com/@boldinofficial
• Facebookfacebook.com/newretirement
• LinkedInlinkedin.com/company/boldinmoney
• Instagraminstagram.com/boldin.money

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds1 record

Investors2 records

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 Boldin