I've been following Plenty since late 2023 and this is my review of their product.
On April 9, 2025, Plenty announced it had been acquired by Wealthsimple after three years of operation. The news came as a surprise, especially since Plenty had raised a solid round of funding in 2024 that was expected to sustain them through 2026. I’m assuming this was more of an acqui-hire, where the team shuts down their existing product to build something similar under the Wealthsimple brand.
Given Plenty’s financial runway, raising $7.75 million across its pre-seed and seed rounds, I also assume there was a compelling incentive to sell now—though the specific details haven’t been disclosed. Both co-founders Emily Luk and Channing Allen will join Wealthsimple's product team, and their three engineers will join their engineer team. They will all join at the end of April and work remotely, so that's a win! However, having to work for another organization may not be.
Plenty’s product will shut down on May 10, 2025, which is disappointing for the thousands of users who trusted and relied on the platform to manage their finances. This highlights the importance of choosing a longstanding product if you want to minimize disruption and ensure greater continuity.
Plenty Financial Alternatives To Money Management
If you're looking for an alternative to Plenty to manage your money, here are my top picks:
Boldin – A powerful wealth management tool originally designed to help retirees manage their money and plan for retirement. It now supports a broader audience looking for detailed retirement projections and income planning. Boldin is especially useful if you’re focused on creating a sustainable withdrawal strategy or tracking how long your nest egg will last. Here's what's new at Boldin. Boldin was founded in 2015.
Empower – Empower acquired Personal Capital in 2020, the original hybrid robo-advisor that combines free wealth management tools with access to human advisors. It's best for investors who want to optimize their portfolios, analyze fees, track net worth, and plan for retirement all in one place. Empower's portfolio x-ray feature is particularly useful for spotting high-fee funds that may be dragging down performance.
I've used all three and can vouch for their strengths. Each one offers a unique experience depending on your financial goals, whether it’s retirement planning, detailed forecasting, or investment optimization. All have a free version and a paid version. Personal Capital was started in 2009.
ProjectionLab – One of the most modern and visually engaging financial planning tools available. It lets you build custom financial scenarios, forecast your net worth, and model life events such as buying a home, having children, or taking time off work. If you love diving into “what if” planning with sleek visuals, this tool is a standout.
Here's a case study of me using ProjectionLab to help a $500,000/year household get their financial groove back. ProjectionLab was founded in 2021, and is the newest of the three.
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Plenty Review (now shutting down on May 10, 2025)
Plenty's mission is to bring the financial products of the 1% to everyday households. What particularly intrigued me was their focus on couples—a novel idea I've long wondered why nobody had tackled before.
Plenty launched in 2022, built by a husband-and-wife team of fintech veterans with backgrounds at Stripe, Even (acquired by One/Walmart), and Homebase.
They've attracted some of the fintech world's investors such as: Adam Nash (former CEO of Wealthfront), Mark Goines (co-founder of Personal Capital), Henry Ward (founder of Carta), Eric Wu (founder of Opendoor), and many others. They have since secured multiple rounds of venture funding.
Here’s my Plenty financial review, which has been especially built for couples. They are still a new company with plenty of kinks to figure out. But they've also got a lot of potential, and there's no downside to giving them a try since the product is free to use.
Plenty Review: Wealth Management For Modern Couples
Not being able to easily see our combined finances is one of the biggest inconveniences my wife and I face when managing our money. We've always had to separately calculate our respective net worths and then add them up, ensuring there's no double counting of property and other shared assets.
Additionally, to get a true picture of our investment asset allocation, we have to log onto our wealth management platforms separately or go to our individual brokerage accounts and manually calculate our combined exposure. It's okay to log on individually, but it's not efficient for couples who want to manage their finances together.
Plenty is the first platform I’ve seen that builds couples-specific features and offers investing, tracking, and planning all in one place—at a surprisingly affordable price point. It did cost $120/year per couple or individual plus a 0.20% annual investment fee, when the company first launched. But in 2025, there is now no annual fee for using Plenty. The product is free to use.
For a bit more than what most budgeting products sell for nowadays, Plenty members get access to a suite of investment products, like direct indexing, and a platform that makes it easy to manage money with your partner.
If you’re single, fret not: you can start using Plenty solo and invite a partner at any point down the road. Plenty also works well for couples who have things fully joint.
As I explored the Plenty platform, here are the 10 things that stood out to me:
1) A “What’s ours” and “What’s mine” dashboard
Plenty’s dashboard has two key views that are the first place I’ve ever seen the “Yours/Mine/Ours” reality of managing money with a partner shown in a dashboard. From there, you can connect as many accounts as you’d like. I reached out to the Plenty team and they let me know they’ll be adding four new aggregators in the next month.
2) Two people. Two accounts on one platform.
Each person gets their own Plenty account, and a personalized “What’s mine” view. I’ve never seen this before – most places I’ve seen either force you to share a login, or they give you two logins to see the exact same things. This only works if you have merged everything or you use a separate account to track your personal accounts / spend.
Plenty's couples-focus really shows given this sophisticated multiplayer approach to finance. This is why they charge per account, though you can choose to pay for your partner.
3) Share as much as you’d like (or mark as private).
With couples partnering up and getting married later in life, more individuals bring a greater amount of wealth and complexity into their relationships. As a result, Plenty created a unique feature where users can mark a particular account as private, preventing their partner from seeing it.
Being financially open before getting married is generally a good idea. However, having the option to keep certain accounts private, like a credit card or checking account, allows for more flexibility in how modern couples manage their money.
I've written in the past about how financial dependence is not ideal. By having the ability to mark certain accounts private, couples can experience more financial freedom from each other. As the relationship grows, they can always choose to share more if they like.
Loading ...4) Invest together – however you’d like
Plenty gives you two options to invest together. You can open up a Plenty joint investment account, or you can each open up a individual investment account. For joint investment accounts, you can both withdraw and contribute as much as you’d like (and even better, you can set up recurring contributions from each of your personal checking accounts).
For individual investment accounts, they show what you’ve invested together, but you can each only withdraw whatever you’ve invested in your own account. The best part is that each individual can choose the strategy for their own portion of their investments, which seems to solve some of the arguments I’ve seen couples get into when they want to invest differently.
5) Access to products of the wealthy
On their website, Plenty talks about bringing everyday households access to the financial products typically reserved for the wealthy. I looked deeper into this and found they currently offer three investment options: a 4%+* APY cash account, classic portfolios, and premium portfolios—all for one of the lowest AUM fees I’ve seen for a robo-advisor at just 0.20% annually.
A 4.25% APY is not bad, ranking among the highest rates available. Plenty also notes that T-bills are on their roadmap, which could increase this rate even further. *Note: the APY rate is subject to change and is current as of November 20, 2024.
6) “Invest like the 1%” with direct indexing
Their premium portfolios use direct indexing which is interesting for three reasons: 1) direct indexing usually has high minimums and fees at other institutions (0.40% fees with $100k min. at Schwab for example), 2) the tax loss harvesting benefit can have some pretty big impact on reducing taxes for taxable brokerage accounts (see Vanguard,), and 3) direct indexing is forecasted to overtake ETFs in popularity (see Broadridge).
There are some additional benefits to direct indexing, like cutting out any expense ratios that might have gone to ETFs. Direct indexing also enables values-based investing that allows you to completely customize what stocks / industries are or are not included in your portfolio.
7) Track your spending easily
Plenty’s platform stood out for its intuitive and easy-to-use interface for tracking spending. The design is clean and easy to use. Since using Plenty, I've been pleasantly surprised by the rapid development and upgrades to the product.
8) Track your income and investing
Most personal finance management products only track spending and don’t track two other important metrics: income and investing. Plenty tracks any income you earn from work, consulting, or any of my interest / dividend income at Plenty or in non-Plenty accounts.
When you move more money into my Plenty investment account, they track that as saving/investing. When you move money into your retirement accounts, that’s also tracked. It makes it easy to see when you have money left over each money and is a helpful reminder to move the money so it doesn’t sit there.
9) Goals-based investing made easy
Plenty makes it easy to invest toward specific goals, such as buying a house or saving for college, by creating individual goals and portfolios within your accounts, each matched to a particular objective.
The key difference between Plenty and banks with savings goals or other savings products is that the money is either in Plenty's high-APY savings account or an investment portfolio, and each goal can have its own investment portfolio. In other words, the savings isn't just sitting idle; it's being actively invested.
You can hire a financial planner to work on such goals, or you can use Plenty to create and invest in the goals yourself for a flat fee, resulting in a much lower price.
10) They’re a Silicon Valley-stamped team building quickly
Plenty is a well-funded team that raised capital after the bubble years of 2020 and 2021. As a result, they have a long runway to grow with more realistic expectations from its investors.
I reached out to their team to ask what’s coming next: they’re working on a mobile app next, and increasing the investment offerings across T-bills, alternatives, and retirement account consolidation.
Plenty Financial Review Conclusion
If you're a couple looking to better manage your finances together, give Plenty a try. It's the first wealth platform specifically designed for couples. And it's free to use.
Whether you're newlyweds or long-time partners, managing both of your finances in one place will provide a clearer picture of your overall financial health. Open communication about finances can lead to better wealth growth and financial stability.
Don't let money become a source of tension in your relationship. Instead, use it as a tool to foster a healthier relationship with clear financial goals for a brighter future. You can sign up for Plenty here.
To wrap up my Plenty review, here's a podcast interview I did with Emily Luk, CEO and Co-Founder of Plenty talking about her journey from VC, to joining a big startup, to starting her own company.
Alternatives To Plenty Worth Considering
Other competing platforms I like are Empower. I've used Empower since 2012 to track my net worth and monitor my investments for proper asset allocation and excessive fees. It's also free to use.
In 2024, I started using ProjectionLab because it has a powerful suite of retirement planning tools with great visualizations. Personally, I like to input different “what if” scenarios to retirement planning to see what I might end up with, which ProjectionLab excels at. There's a free version and then a premium version.
Here's a post I wrote highlighting the usefulness of ProjectionLab's tools, From Struggling To Living Well On $500K A Year.
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About Sam Dogen, Financial Samurai
Financial Samurai was founded in 2009 and is the leading personal finance site today. Everything is written based off firsthand experience because money is too important to be left up to pontification. Sam helped launched the modern-day FIRE movement and retired early in 2012 at age 34.
Plenty Financial Review is a Financial Samurai original post. This is a sponsored post by Plenty and all opinions are my own. Join 60,000+ subscribers and sign up for my free weekly newsletter.