When Your Target Market is Everyone

Today's featured startup helps you take control over your financial future.

Mar 10, 2025

Boldin encourages people to take control of their financial well-being by actively planning their financial future.

The name itself — Boldin — suggests a bold new approach to financial planning. Unlike many financial planning apps that focus either on budgeting or investing, Boldin takes a more holistic approach. It accounts for healthcare costs, government insurance coverage, taxes, inflation, and other factors that can impact both current and future income and expenses.

The first step is to connect all sources of financial data — bank accounts, real estate assets, debts, medical expenses, and other financial records.

After that, users can continue living their lives as usual — except now, the platform will monitor their financial situation and provide regular recommendations. It might suggest reallocating retirement savings, paying a little extra on the mortgage to reduce total interest paid, or other optimizations.

One of the platform’s most compelling features is its "what-if" scenario analysis. With the click of a button, users can simulate different financial scenarios. For example, how would selling a home and relocating to another state impact assets and taxes compared to staying put?

The platform's ongoing recommendations are also scenario-based. In the background, Boldin continuously runs multiple financial projections — modeling stock market shifts, real estate trends, and other economic conditions — to suggest actions that help users stay financially secure or capitalize on favorable opportunities.

Additionally, the platform provides real-time insights into users' progress toward their financial goals. If they veer off track, Boldin will flag it and suggest corrective actions.

Boldin is more than just financial planning software — it’s an entire ecosystem designed to prevent users from feeling lost in their financial journey.

The platform includes financial literacy courses, regular webinars, one-on-one coaching for personalized financial strategies, a support chat for on-demand advice, a community forum for peer insights, and access to certified financial advisors.

The basic calculator mode is free, while full platform access costs $120 per year. Consulting a certified financial advisor through the platform typically costs around $1,500 annually, depending on the complexity of the financial planning required.

Boldin is also actively developing a B2B2C model, partnering with businesses that can offer the service to their audiences. These partners include employers providing financial planning tools to employees, financial advisors extending the service to clients, and banks integrating Boldin into their customer offerings.

These companies can white-label the service, allowing their clients and employees to perceive it as a product developed in-house.

To date, Boldin has raised $20.8 million in funding, bringing total investments to $32.6 million.

What’s the Gist?

While Boldin offers standard financial planning tools, its primary focus is on ensuring financial security in retirement — a mission embedded in its core identity.

Why the emphasis on retirement? Because retirement as we know it is on the verge of crisis!

Life expectancy is rising dramatically, but most pension systems were designed for much shorter retirement periods. Many government budgets were structured around the assumption that people would live only 5–10 years post-retirement, but that window is expanding rapidly.

For example, in 2020, the U.S. had 28.4 retirees per 100 working-age citizens; by 2050, that number will jump to 40.4. In Spain, it will rise from 32.8 to 78.4. In China, from 18.5 to 47.5. The trend is global.

This makes Boldin’s mission — helping people take charge of their financial future — not just a convenience, but an urgent necessity.

In the U.S., 80% of all household assets are held by people born between 1946 and 1964, a generation facing imminent retirement challenges. Yet, despite this, 65% of Americans lack a formal financial plan. However, 40% have at least "thought about" creating one — meaning they don’t need much convincing, just a gentle nudge.

The most common reason people avoid financial planning? "Not enough money to make a plan." Ironically, those with limited financial resources need a plan the most — because those with enough money can generally navigate challenges without one.

Other common objections include: "It’s too complicated," "I don’t have time," "Financial advisors are too expensive," and the classic "Nothing significant has happened in my life to make me start planning yet." Unfortunately, when that moment finally arrives, it may be too late.

Financial planning startups are gaining traction, and many seem to be pivoting to the B2B2C model rather than chasing individual users.

Key Takeaways

Some financial planning services position themselves as "exclusive clubs" for the elite, such as The 1% Club, which raised $1.2 million last year in India. Their pitch? Only 1% of people achieve financial independence — join the club if you can.

But the real opportunity lies in making financial planning a habit for the remaining 99%! That’s where the true market potential is.

How can this be achieved? One approach is shifting the conversation from vague financial wellness goals to a single, long-term objective — one compelling enough to keep users engaged for years.

A strong contender? Retirement savings. This is a critical concern for the 99% who aren’t financially independent. Boldin has already made retirement planning its core mission, but its website messaging sometimes dilutes this focus. Simplicity is key. Repeating a message 100 times is often the best way to make it stick.

The need for financial planning — especially for securing a stable retirement in the face of a looming pension crisis — is a universal issue affecting billions of people worldwide.

The way forward? Build a financial planning service so intuitive, accessible, and compelling that it resonates with a global audience.

One approach is reinforcing Boldin’s pivot toward retirement savings. The problem is pressing. The timing is right. The market size is massive. The only task left is to experiment with and refine strategies to unlock this potential.

What kind of messaging can break through the "too complicated," "no time," and "maybe later" mental barriers? What simple tools can support this positioning? What non-advertising channels can effectively promote such a service?

Company info:

Boldin

Website: https://www.boldin.com/
Last funding round: $20.8 million, 27.03.2024
Total funds raised: $32.6 million after 5 rounds