17 Innovative Personal Finance Startups 2024

Every year, new startups pull to the forefront of their industry through exciting innovation, tech, and industry-disrupting business models. We’ve rounded up the best personal finance startups of 2024 that startup-lovers, investors, and aspiring entrepreneurs should follow.

Disclaimer: With so many exciting finance startups launching and growing worldwide, we aren’t able to cover them all. Furthermore, the startups that are listed below are not officially ranked and are listed in no particular order.

• Location: San Francisco, California
• Founders: Assaf Guery, Colin Walsh, Mykola Klymenko, Roger Van Duinen
• Founded In: 2015
• Funding: Series E, $992.4 Million
• Investors Include: The Rise Fund, Gallatin Point Capital

Varo Bank is an inclusive digital bank that offers premium services to people of any background and class. Accounts are free, safe, and easy to use. There are no credit checks, minimum balances, monthly fees, or overdraft fees.

Varo is a 24/7 mobile banking solution with no physical branches, much like a Charles Schwab account. What makes it unique is the ability to send free transfers to fellow Varo users, and they will receive the funds instantly.

Don't miss our comprehensive list of the top neobank startups that are revolutionizing the banking sector.

• Location: Chicago, Illinois
• Founders: Brian Barnes
• Founded In: 2015
• Funding: Series E, $323.2 Million
• Investors Include: Softbank Vision Fund, Left Lane Capital

M1 Finance has become a popular choice for personal investing and building long-term wealth. The company allows all individuals to invest, borrow, and spend their money as well as automate day-to-day transactions. All investment options are commission free, and there's an option to upgrade for more trading flexibility.

Flexibility is given to create your own custom investment strategy and the mobile app makes it easy to manage from anywhere. Crypto investments are integrated into the platform along with checking and credit accounts.

• Location: New York, New York
• Founders: Steven Woods
• Founded In: 2020
• Funding: Seed, $1.6 Million
• Investors Include: N/A

Stirlingshire is an investment firm that lets clients still have the ultimate control over their finances. Full-service brokerages often make all the investing decisions for customers, but the patent-pending trade confirmation process from Stirlingshire keeps the control in the client's hands.

Users are able to know what's happening in their account at all times and decide what to buy and sell with the help of accredited investors and Finance professionals.

• Location: Seattle, Washington
• Founders: Eddie Behringer, Stefan Berglund
• Founded In: 2019
• Funding: Series A, $42.3 Million
• Investors Include: Alumni Ventures, Insight partners

Copper Banking is targeted toward young teenagers who are learning about money management for the first time. The app includes a debit card, mobile app, and website that helps parents set spending limits, set savings goals, and track activity.

There are also budgeting tools to help kids learn how to spend their money wisely. Kids as young as 13 years old can sign up with consent from a guardian, and they can request money from parents or others through the app.

• Location: Jersey City, New Jersey
• Founders: Anwesha Mazumdar, Vish Sastry Rachakonda
• Founded In: 2020
• Funding: Undisclosed
• Investors Include: N/A

Debt assistance is the top priority for the Credello app. Using AI, the app is able to look at a current financial situation and make recommendations on a journey to debt freedom. Each recommendation is specifically tailored to each person's needs and financial goals.

There are unbiased product recommendations for personal loans, home equity loans, and balance transfer cards. Users are able to use the product recommendations to consolidate their debt and then use the app to set up a customized payment strategy.

• Location: Lehi, Utah
• Founders: Spencer Barclay
• Founded In: 2019
• Funding: Seed, $1.7 Million
• Investors Include: Revroad

Savology takes all the main aspects of the financial health ecosystem and combines them into one convenient app. Financial advisors, individuals, and employers are all able to use the app to assist in financial wellness.

Using the app, users can help plan finances for today and the future, receive personalized action items, improve financial wellness, talk with personal coaches, and set goals. The app is great for employers who want to offer more benefits, financial advisors seeking easy solutions for clients, and individuals wanting to take their finances to another level.

Feeling inspired? Learn how to launch your company with our guide on how to start a startup.

• Location: Aarhus, Denmark
• Founders: Ken Villum Klausen
• Founded In: 2015
• Funding: $485.9 Million
• Investors Include: IDC Ventures, Heartland

With Lunar, customers from Denmark don't have to leave their old banks to start an account. They'll get a free Visa account and card from a bank that believes in updating old banking systems. The company has no physical branches and exists as a 100% mobile banking solution.

The app allows you to invest in stocks or ETFs and sends a metal card to each member to use in physical locations.

• Location: Helsinki, Finland
• Founders: Kevin Linser, Mikael Roos, Patrik Schaer, Valeria Gasik
• Founded In: 2016
• Funding: Series A, $10.8 Million
• Investors Include: Sparrow Ventures, TX Ventures

Selma Finance makes investing easy for anyone, regardless of their experience or expertise. The company uses AI and machine learning to automate the investing experience based on your goals and risk tolerance.

Users are able to chat with the AI bot named Selma to create personal investment plans. Selma then carries out the buying, selling, and managing of your assets for you while you wait for your money to grow.

• Location: London, United Kingdom
• Founders: Nikolay Storonsky, Vlad Yatsenko
• Founded In: 2015
• Funding: Series Unknown, $2 Billion
• Investors Include: Credit Suisse, Ischyros New York

Revolut has ambitious goals to be the singular app for all money management needs. The company is able to handle mobile banking, money remittance, foreign exchanges, and card payments.

Users are able to send and request money, split bills, get rewards from spending, and integrate multiple platforms into one app. The app even tracks subscription payments to advise on cancellations and allows crypto trading for as low as $1.

• Location: Sydney, Australia
• Founders: Dean Mao, Tarek Ayoub
• Founded In: 2019
• Funding: Series A, $14.9 Million
• Investors Include: N/A

Beforepay is designed to help individuals get their pay faster than going through traditional banks and deposits. Instead, users can hook up their bank account to the app and select the amount they need to take out up to $2,000.

For a 5% fixed transaction fee, users can repay the amount in flexible arrangements with installments across 4 pay cycles. There are no interest or hidden fees involved. The app also provides insights into spending habits and helps create personalized budgets.

• Location: Lagos, Nigeria
• Founders: Edward Popoola, Razaq Ahmed
• Founded In: 2017
• Funding: Seed, $3.3 Million
• Investors Include: Quona Capital, Catalyst Fund

Cowrywise takes premium banking services that are usually reserved for the wealthy and makes them accessible for everyday people. There are multiple savings accounts available so users can plan for their future accordingly.

Users can also invest in mutual funds to grow long-term wealth and set up a secure digital wallet to send and receive cash instantly. The signup process only takes a few minutes, and all funds are fully secured and abide by all regulatory compliances.

• Location: San Francisco, California
• Founders: David Kang, Paul Koullick
• Founded In: 2019
• Funding: Series A, $15.8 Million
• Investors Include: Foundation Capital, Matrix Partners

Independent contractors and freelancers who do their own taxes often miss out on several financial opportunities for write-offs. Keeper Tax has created a solution links directly to a bank account to track expenses and automatically find write-offs individuals may have missed.

Users don't even need a separate filing system as Keeper Tax can help them file their taxes at the end of the season. The company is an approved e-filer with the IRS in all 50 states.

• Location: Vaduz, Liechtenstein
• Founders: Luciano Engel, Thomas Saunders
• Founded In: 2017
• Funding: Seed
• Investors Include: N/A

Nash is a banking solution that lets members save up to 3.5% on savings. There are no fees involved and earning is instant. The platform relies heavily on the crypto market and essentially works as a savings account in crypto.

People can also earn crypto while spending their money through a rewards program. Bitcoin, Ethereum, NEO, Avalanche, and other popular coins are available to buy and sell instantly.

• Location: Berlin, Germany
• Founders: Alexander Emeshev, Artem Yamanov
• Founded In: 2020
• Funding: Series C, €175 Million
• Investors Include: Greenoaks Capital, SoftBank Vision Fund

Vivid Money is a banking solution that allows individuals to grow their long-term growth through cashback spending, crypto portfolios, and state-of-the-art digital banking solutions. People can invest in their favorite companies with just a fraction of a stock.

There are over 300 different crypto coins available to invest in. Users can earn an impressive 25% cash back on everyday spending, and the profits are stored in a Stock Rewards Pocket. There are also multiple financial accounts available for saving, traveling, investments, and more.

• Location: New York, New York
• Founders: Brandon Krieg, David Ronick, Ed Robinson
• Founded In: 2015
• Funding: Debt Financing, $480 Million
• Investors Include: Entree Capital, Goodwater Capital

Stash takes banking, investing, and financial advice and combines it into one platform for easy access to financial wellness. With only $5, anyone can start investing using the platform. Stash makes it easy by automating the investment process to what you can afford.

The company is on a mission to make investing easy and affordable for everyone. Currently, there are over 6 million people signing up for and using the app.

• Location: Bengaluru, India
• Founders: Kunal Shah
• Founded In: 2018
• Funding: Series F, $801.5 Million
• Investors Include: Tiger Global Management, Sofina

Usually, the only reward for paying off a credit card bill is personal satisfaction. Cred is adding even more value to paying credit card bills on time by giving users Cred coins.

These coins can be used to redeem several different experiences like a stay at a hotel, complimentary airport lounge access, or even a Tesla Model S for a weekend. The company helps track due dates with reminders that automatically get sent to users. There's also a statement analysis tool that shows exactly where the money is going.

Discover more top startups in India.

• Location: New York, New York
• Founders: Stuart Sopp
• Founded In: 2015
• Funding: $402.4 Million
• Investors Include: Andreessen Horowitz, Tiger Global Management, Expa

Recommended: Check out our full list of the top startups to watch!