Plenty

Plenty is a financial technology company targeting the collaborative finance market for couples. Founded in 2022 by the husband-and-wife team Emily Luk and Channing Allen, the platform emerged from their personal experience of seeking a tool to manage finances together as they prepared for marriage. Their professional backgrounds in fintech, including roles at Even (acquired by Walmart) and Stripe for Luk, and software engineering leadership at Homebase for Allen, provided the foundation for building the platform.

The company operates a wealth-building platform designed to help couples, particularly millennials, manage, save, and invest their money collectively. After an invite-only period that began in May 2023, Plenty publicly launched in May 2024. Initially, the service had a subscription fee, but it has since shifted its business model. Revenue is now primarily generated through a 0.20% investment advisory fee on assets managed through its investment and money management funds. The company's budgeting and tracking tools are offered for free to attract users to its investment services.

The platform's core offering is a "multiplayer" approach to money management, allowing a flexible "Yours/Mine/Ours" framework. Users can connect their various financial accounts and label them as shared or private, providing a consolidated view of their finances while maintaining individual autonomy. Key features include goals-based planning for life milestones, AI-enhanced transaction categorization, spending and net worth tracking, and a robo-advisor for investing. The investment component offers personalized portfolios, direct indexing, advanced tax-loss harvesting, and values-based customization, allowing users to align their investments with their personal values. Plenty also provides a high-yield cash management feature for savings. The platform is registered with the SEC as an Investment Advisor, with client assets held by BNY Mellon | Pershing and protected by SIPC insurance.

Keywords: collaborative finance, couples finance, wealth management, financial planning for couples, investment platform, robo-advisor, goals-based investing, shared finances, money management app, fintech for couples, Emily Luk, Channing Allen, values-based investing, high-yield savings, net worth tracking, household finance, investment advisory, digital wealth management, financial partnership, joint finances