WealthRabbit
- Company typePrivate
- Founded2024
- HeadquartersRock Hill, United States
- Headcount1–10
- GTM type—
- Offering—
What WealthRabbit does
WealthRabbit (operated by Prajana Ventures LLC) is a digital retirement platform founded in 2024 and headquartered in Rock Hill, South Carolina, targeting U.S. small businesses with 1–100 employees, self-employed individuals, CPAs and bookkeepers, financial advisors, and individual IRA savers. The company offers five IRA products — SIMPLE IRA, SEP IRA, Traditional IRA, Roth IRA, and an Automated Backdoor Roth IRA — alongside professionally managed core portfolios and Bitwise-powered crypto-inclusive portfolios, delivered through a self-serve web application and iOS/Android mobile apps.
The platform is built around native integrations with seven payroll providers (ADP, Gusto, Paychex, QuickBooks, TaxBandits, Square Payroll, and Paylocity) that automate per-paycheck contribution calculation and deposit, and uses Apex Clearing Corporation as its SEC-registered broker-dealer and FINRA/SIPC custody partner. The company was built by CPA and CFP® professionals and is led by three co-founders: Jason Ackerman (CEO), Adam Ackerman (CCO), and Naga Palanisamy (CTO).
Revenue is generated through three primary streams: recurring subscriptions on SIMPLE IRA ($29/month plus $4/employee) and SEP IRA ($6/month) plans, tiered AUM fees (0.20%–0.50%) on individual retirement accounts, and a tiered partner revenue share (5%–20%) paid to accounting professionals and financial advisors. Distribution combines a product-led self-serve motion for individuals with embedded payroll channels, content marketing (blog, newsletter, podcast, webinars), targeted state-mandate landing pages across 15+ states, and a CPA/advisor partner program.
WealthRabbit firmographics
Firmographics- Name
- WealthRabbit
- Legal name
- Prajana Ventures LLC
- Website
- https://wealthrabbit.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
WealthRabbit industry classification
Industry- NAICS
- Open-End Investment Funds (525910)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Digital Retirement Platforms (IRA/401(k), Pension & Decumulation) (FSAGAEAF)
- akta.pro secondary industries
- Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK), Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE)
Keywords
Where WealthRabbit is headquartered
LocationHeadquarters
- HQ city
- Rock Hill
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WealthRabbit business model
Business modelRevenue model
- Subscription Fees - SIMPLE IRA: SIMPLE IRA plan at $29/month plus $4/month per employee. Includes full digital setup, payroll integration, fund transfers, and dedicated support.
- Subscription Fees - SEP IRA: SEP IRA plan at $6/month per employer account. Includes access to wide investment range, dedicated portal, and priority support.
- Individual IRA Accounts: Traditional and Roth IRA accounts are free with no setup or monthly fees. Revenue generated through AUM fees rather than subscription.
- Asset Management Fees: Tiered AUM fees ranging from 0.20% to 0.50% based on account balance: $0-$249,999 at 0.50%, $250,000-$499,999 at 0.40%, $500,000-$749,999 at 0.30%, $750,000-$999,999 at 0.25%, $1,000,000+ at 0.20%. Additional $10 annual maintenance fee for employee/individual accounts.
- Partner Revenue Share: Accounting professionals and financial advisors can earn revenue share or pass along discounts to clients. Tiered based on client count: 5% (up to 10 clients), 10% (11-25 clients), 15% (26-50 clients), 20% (51+ clients).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | SIMPLE IRA - $29/month + $4/employee |
| Subscription | Monthly | SEP IRA - $6/month |
| Freemium | Annual | Traditional IRA - Free |
| Freemium | Annual | Roth IRA - Free |
| Freemium | Annual | Backdoor Roth IRA - Free setup |
| Subscription | Monthly | AUM Fee Tiers |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
WealthRabbit product offering
Product offeringCore offering
WealthRabbit is a digital retirement platform offering SIMPLE IRA, SEP IRA, Traditional IRA, Roth IRA, and Backdoor Roth IRA accounts for small businesses, self-employed individuals, and individual savers. The platform provides online account management, payroll integrations, model investment portfolios with crypto exposure (via Bitwise), and dedicated partner programs for accounting professionals and financial advisors. Pricing is subscription-based for employer plans and asset-based for individual accounts.
Product overview
WealthRabbit is a digital retirement platform built by CPAs and CFP® professionals, offering a unified platform for small businesses and individual investors to set up and manage retirement accounts entirely online. The platform provides five core IRA products: SIMPLE IRA (for businesses with 2-100 employees), SEP IRA (for self-employed and business owners), Traditional IRA, Roth IRA, and the Automated Backdoor Roth IRA (the industry's first fully automated solution for high earners). Investment offerings include Core Portfolios (professionally managed diversified portfolios) and Crypto Portfolios (powered by Bitwise with 5%-100% crypto allocation). The platform features payroll integration with major providers (QuickBooks, ADP, Gusto, Paychex, Paylocity, Square Payroll, TaxBandits) for automated contributions, a mobile app for account management, and specialized solutions for business owners, accounting professionals, and financial advisors. WealthRabbit leverages SECURE 2.0 tax credits to help businesses offset plan costs.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Plan setup time reduced to under 15 minutes (vs weeks for traditional 401(k))
- +5 more outcomes
Companies that use WealthRabbit
Customer profileNamed customers2 records
Segments6 records
WealthRabbit technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
WealthRabbit partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Bitwise Asset ManagementcoreBitwise Asset Management partners with WealthRabbit to offer diversified crypto portfolios to clients through retirement accounts. Bitwise designs and monitors managed crypto portfolios featuring crypto-themed ETPs for broad-based exposure. This partnership enables WealthRabbit to offer crypto-inclusive investment options (Silver Hare 5%, Wild Thumper 10%, Ember Jack 20%, Storm Hopper 50%, Jackalope 100%) within IRAs without requiring clients to manage digital wallets.
- Apex Clearing CorporationcoreApex Clearing Corporation provides brokerage services and custody for WealthRabbit clients. As an SEC-registered broker-dealer and member of FINRA/SIPC, Apex handles investment custody, clearing, and settlement services enabling WealthRabbit to offer professionally managed portfolios within retirement accounts.
- ADPcoreADP payroll integration enables WealthRabbit customers to automatically sync employee data, calculate retirement contributions, and process deposits directly through their ADP payroll system with no manual uploads required.
- GustocoreGusto payroll integration allows WealthRabbit users to connect their Gusto payroll account for automatic employee data sync and retirement contribution processing with every pay run.
- QuickBookscoreQuickBooks payroll integration enables WealthRabbit customers using QuickBooks to automate retirement contribution calculations, deductions, and deposits directly from their payroll system.
- PaychexcorePaychex payroll integration allows WealthRabbit users to sync employee details and automate retirement contributions directly through their Paychex payroll account.
- Square PayrollcoreSquare Payroll integration enables WealthRabbit customers to automatically process retirement contributions for employees paid through Square's payroll system.
- PaylocitycorePaylocity payroll integration allows WealthRabbit users to automate retirement contribution calculations and processing directly through Paylocity payroll.
- KarbonminorKarbon workflow integration for accounting firms enables automatic sync of clients, onboarding tasks, and retirement planning workflows between Karbon's practice management platform and WealthRabbit.
Scale indicators6 records
Expansion highlights6 records
WealthRabbit competitors and assessment
Company assessmentBroad incumbents
- Betterment: Betterment is a large robo-advisor offering IRAs (Traditional, Roth, SEP, SIMPLE rollover) with managed portfolios and tax optimization — a broader incumbent providing overlapping IRA products to consumers.
- Wealthfront: Wealthfront is a leading robo-advisor offering IRAs with automated portfolio management, tax-loss harvesting, and direct indexing — comparable digital wealth/retirement platform for retail customers.
- Charles Schwab: Charles Schwab offers a full brokerage with IRA accounts (Traditional, Roth, SEP) and managed portfolios — a broad incumbent alternative for self-directed and professionally managed IRA customers.
Direct peers
- ForUsAll: ForUsAll provides 401(k) and small-business retirement plans with a notable focus on crypto and alternative-asset investment options inside retirement accounts — closely comparable to WealthRabbit's Bitwise-powered crypto IRAs.
- Human Interest: Human Interest offers 401(k) and SEP/SIMPLE IRA plans for small businesses with full-service administration and payroll syncs; competes directly for the same small-employer retirement customer.
- IRA Financial Trust: IRA Financial specializes in self-directed IRAs (Traditional, Roth, SEP) including alternative-asset and crypto investments — overlapping WealthRabbit's individual IRA and Backdoor Roth product surface.
- Vestwell: Vestwell is a digital retirement platform offering small-business 401(k), SEP, and SIMPLE IRAs with strong advisor and payroll integrations; directly overlaps WealthRabbit's SMB retirement and advisor-channel strategy.
- Blooom: Blooom provides a managed 401(k) and IRA platform for individuals and small businesses with automatic portfolio management — comparable SMB retirement advice-and-execution model.
- Rocket Dollar: Rocket Dollar offers self-directed IRA accounts with alternative investment access, directly comparable to WealthRabbit's digital IRA product set serving self-employed individuals.
- Guideline: Guideline provides a 401(k) and now SIMPLE/SEP IRA platform targeted at small and mid-sized businesses with automated onboarding and payroll integrations — the closest direct competitor to WealthRabbit's small-business retirement focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
WealthRabbit social profiles
Digital presenceWealthRabbit compliance and trust
Trust signalCompliance3 records
WealthRabbit financial estimates
Financial estimateRevenue estimate
Valuation estimate
WealthRabbit leadership team
Management profileNumber of profiles
WealthRabbit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WealthRabbit 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 WealthRabbit
What does WealthRabbit do?
WealthRabbit is a digital retirement platform offering SIMPLE IRA, SEP IRA, Traditional IRA, Roth IRA, and Backdoor Roth IRA accounts for small businesses, self-employed individuals, and individual savers. The platform provides online account management, payroll integrations, model investment portfolios with crypto exposure (via Bitwise), and dedicated partner programs for accounting professionals and financial advisors. Pricing is subscription-based for employer plans and asset-based for individual accounts.
Is WealthRabbit a public or private company?
WealthRabbit is a private company. It is currently operating.
When was WealthRabbit founded?
WealthRabbit was founded in 2024. It employs 1 to 10 people.
Where is WealthRabbit based?
WealthRabbit is headquartered in Rock Hill, United States, in the North America region.
How does WealthRabbit make money?
Five revenue lines are on record. Subscription Fees - SIMPLE IRA is the primary driver. The others are subscription Fees - SEP IRA, individual IRA Accounts, asset Management Fees and partner Revenue Share.
Who are WealthRabbit's main competitors?
Broad incumbents on record are Betterment, Wealthfront and Charles Schwab. Direct peers are ForUsAll, Human Interest, IRA Financial Trust, Vestwell, Blooom, Rocket Dollar and Guideline.
Does WealthRabbit have an API?
No public API is recorded for WealthRabbit.
What industry is WealthRabbit in?
Its primary akta.pro industry code is FSAGAEAF, Digital Retirement Platforms (IRA/401(k), Pension & Decumulation), with a secondary code of FSAAAAAJ, Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail). Its NAICS code is 525910 and its SIC code is 6282.