24 top innovative personal finance startups in 2025

What are personal finance startups?

From budgeting apps to investment platforms, these innovative personal finance startups are using technology to help people take control of their money. Some also offer long-term assistance for clients with an estate planning tool that enables personalization. These software tools help advisors dig deep into the expectations and challenges of clients, and provide customized advice to manage their estate.

Suma Wealth

Founded in 2020, Suma Wealth is a financial technology company with a focus on providing services for the Latin American community. By providing the tools and guidance to make sound financial decisions, Suma Wealth wants to encourage stability and prosperity across generations of the same family.

With customized services and community-focused values, Suma Wealth is committed to elevating financial confidence and literacy among America’s growing Latinx population. Their platform creates access and empowerment around money in order to help more people achieve the American dream.

Freetrade

Freetrade is an innovative stock trading app working to democratize retail investing in the UK and abroad. With a highly accessible mobile-first platform allowing commission-free trades, the company provides easy access to stock markets for novice and seasoned investors alike. Freetrade users can build diverse portfolios focused on growth stocks, dividends, ESG investments or other strategies without transaction fees eroding profitability over time.

Features like fractional share purchases further increase accessibility for those with limited capital. As a user-centric brokerage continually adding assets from single stocks to funds to REITs, Freetrade gives any motivated individual the tools, access and education needed to trade markets aligned with their financial objectives and values.

Finizens

Founded in 2020, Finizens aims to make sound investing straightforward for millennials and Gen Z. Their automated advisory platform builds customized portfolios after assessing investor risk profiles. Portfolios are designed around index ETFs for broad market exposure.

Their digital-first model and focus on index funds resonates with fee-wary demographics. In a sea of mobile banking apps, Finizens differentiates through wealth management tailored to next-gen

NerdWallet

Founded in 2009, NerdWallet built an accessible hub to compare financial services, explain complex instruments clearly, and guide savvy choices. Features include customized product matching and planning tools covering spending, banking, insurance, investing and more. NerdWallet empowers clarity across personal finance’s tangled web.

As the market expands, so do options – and confusion. NerdWallet cuts through noise with transparency. They structure personalized advice and interactive math modeling real outcomes so consumers gain confidence in money mastery. Just as libraries organize world knowledge, NerdWallet indexes the financial marketplace to serve up justice through information.

Revolut

Launched in 2015, Revolut tapped into growing dissatisfaction with inflexible old-guard financial institutions by providing an elegant app-based money experience. Their model demonstrates the power of digital innovation to compete as insurgents.

With over 25 million customers, Revolut is pioneering expectations for money management tools applying technology thoughtfully for user benefit – not just corporate efficiency. Their growth forces incumbents to rethink financial services.

Stirlingshire

Founded in 2021, Stirlingshire taps into growing demand, especially among digital natives, for advising uplifting total wellbeing beyond just portfolio performance. Their platform humanizes wealth management through technology.

With experienced wealth management executives at the helm and financial backing from leading fintech investors, Stirlingshire is poised to disrupt status quo fee models by making advising relatable and transparent. Their vision promises financial advising for all.

Kuda

Founded in 2019 by Nigerian finance veterans, Kuda taps exponential mobile adoption in Africa to leapfrog traditional banking with their simplified, transparent mobile alternative. Early customers gravitated to their fee-free, overdraft-free accounts.

With 1 million account holders onboarded swiftly, Kuda demonstrates pent-up demand for mobile digital banking bypassing bureaucratic legacy institutions to meet Africa’s everyday financial needs. Their growth hints at future disruption.

Credello

Originally founded in 2015 as an online lending platform, Credello evolved their proprietary analytics engine into a comprehensive comparison marketplace for all financial products as user needs grew more diverse. Their technology simplifies financial decision-making.

Now serving over 750,000 monthly users, Credello uncovers the right solutions from thousands of options by understanding each individual’s full context and objectives. Their platform continues gaining user trust through transparency.

Savology

Founded in 2019, Savology offers goal-based budgeting, investing, retirement planning, and credit tools to optimize finances. Their platform aims to simplify building healthy financial habits.

By providing engaging financial literacy content and easy-to-use money optimizing features, Savology strives to make sound planning inclusive rather than exclusive. This promises to yield societal benefits through prudent money management.

Selma Finance

Founded in 2020, Selma utilizes a proprietary algorithm to construct and manage diversified, low-cost ETF portfolios tailored to each user’s time horizon, risk tolerance, taxes, and other considerations. Their technology optimizes and rebalances holdings over time.

By offering automated, personalized investment management accessible to anyone, Selma aims to simplify investing and retirement planning through an easy-to-use and cost-effective robo-advisor solution requiring no human advisor.

Ramify

Founded in 2020, Ramify offers tailored ETF recommendations and management powered by algorithms combined with opportunities to invest in exclusive alternative assets with high growth potential. This opens new possibilities to qualified investors.

By broadening portfolio diversification using AI plus fractional investing, Ramify aims to maximize returns for clients while removing wealth barriers that advantage institutions. Their tools give individuals institutional-grade portfolio access.

Grünfin

Launched in 2019, Grünfin combines intuitive socially responsible investing options with personalized research and insights on corporates’ ESG practices to help investors make profitable decisions reflecting their sustainability priorities around climate, justice, and ethics.

By integrating impact visibility and investment expertise, Grünfin aims to drive capital towards more conscious companies while optimizing returns using algorithms. They make aligning money with change seamless through technology.

Cassini Systems

Founded in 2014, Cassini applies advanced algorithms to investment and order data to generate actionable insights identifying unseen risks and opportunities. Their intelligence aims to enhance investment decision-making.

By leveraging advanced analytics scaled across investment workflows, Cassini builds an information advantage for clients. Their patent-protected technologies provide active investors an analytical edge to accentuate gains and minimize losses.

Plenti

Founded in 2014, Plenti taps its analytics expertise from sister lending firms to push automated underwriting’s speed and inclusiveness boundaries further through richer data signals and smarter algorithms. Their solution makes more financing paths accessible.

With access to over $1 billion in capital, Plenti is scaling digital lending built for speed and open access. As alternative underwriting matures, they continue leading by perfecting responsible automation benefiting consumers.

Invstr

Originally launched in 2016 to cover financial news, Invstr opened their investing app in 2021 as neobrokerage services gained mainstream traction. Their focus on convenience, education and support provides an essential on-ramp.

With a highly-rated app driving viral growth mainly through word-of-mouth, Invstr is introducing millions to participate in markets conveniently. As neobrokerages progress, Invstr provides the ecosystem for investors’ evolving needs.

Tymit

Launched in the UK in 2019, Tymit modernizes outdated credit models by focusing on instilling financially healthy repayment habits versus penalizing missteps. Their products deliver needed flexibility responsibly.

With hundreds of thousands of millennial customers signed up already, Tymit is demonstrating demand for reconceiving credit around empowerment instead of tricks and traps. As attitudes evolve, Tymit paves a fairer path forward.

Rosecut

Founded in 2020, Rosecut merges proven passive investing automation with human advisor accessibility missing from early robo-advisors. Their solution caters to an emerging class of investors appreciating hands-off convenience but still wanting rapport.

Backed by JPMorgan and UBS, Rosecut hits the sweet spot between pure-digital and old-fashioned financial advice. As investors gain experience, Rosecut evolves the relationship on their terms through life’s complexities.

Ginmon

Founded in Germany in 2019, Ginmon understood many seek wealth-building made simple through technology with human wisdom accessible on-demand. Their hybrid approach balances affordability, control and financial literacy.

With recent expansion across the EU, Ginmon is demonstrating the universal appeal of blending scalable technology with on-call expertise. As investors gain experience, Ginmon adjusts the relationship on their terms.

Delio

Founded in 2016, Delio develops branded wealth platforms, apps, and portfolio management tools tailored for banks and advisors. This allows customizable digital client engagement.

By offering wealth management capabilities as an agile embedded service, Delio aims to help traditional institutions enhance digital experiences around investing, lending, and financing.

Plend

Founded in 2019, Plend’s loan underwriting incorporates additional data like bank account activity, subscriptions, and degree pursued to enable broader access to capital. This promises to unlock loans for more consumers.

By looking holistically at financial health, Plend seeks to increase financial inclusion responsibly where individuals are evaluated based on fuller context. Their approach leans into fintech as an instrument of empowerment.

Currensea

Founded in 2018, Currensea lets users open accounts to hold currencies like USD, EUR, GBP. Their debit cards seamlessly spend from desired accounts abroad or when traveling. Transfers between accounts are quick.

By simplifying overseas spending and currency exchange, Currensea provides accessible international financial management for individuals and businesses alike. This promises more seamless global commerce.

M1 Finance

Founded in 2015, M1 offers automated investing, borrowing, and banking products through their app. Core offerings include custom portfolios, retirement accounts, credit lines, and debit cards.

By combining investing, borrowing, and spending capabilities in one user-friendly platform, M1 aims to make personal finance and growing wealth more straightforward. Their model promises to benefit society by encouraging disciplined money management.

Copper Banking

Launched in 2019, Copper offers a debit card, parental controls, and financial literacy guidance tailored specifically for adolescents entering financial independence. Families can set budgets, restrictions, and savings goals.

By innovating around adolescent banking needs, Copper empowers financial capability and practical money skills early in life through educational content and hands-on experience. Their tools responsibly guide developing financial responsibility.

Cowrywise

Founded in 2017, Cowrywise offers a digital wealth management platform providing automated savings, budgeting, and investment tools to help more Nigerians grow financial security. Users earn 5-15% annually across different savings options.

Key product features include high-yield savings accounts, free debit cards, and personal finance tracking. Cowrywise makes disciplined saving effortless while optimizing returns.

Conclusion

These personal finance startups are disrupting traditional financial institutions through better use of technology and data.With the growth of the personal finance industry these services will become increasingly popular as more consumers seek digital solutions for managing their finances.