WisePal

WisePal operates as a financial wellness startup focused on helping American families reduce their recurring monthly expenses. Founded in 2021 by Amihay Shmidman and Amit Udai, the Missouri-based company aims to bridge the information gap in consumer markets, where many individuals are unaware they could be paying less for the same services. The founders, leveraging their experience in technology, developed tools to address this challenge.

The company's core service is a bill management platform that automates the process of finding savings. By securely accessing a user's emails to extract bill information, the software identifies current services and subscriptions. It then scans the market for lower-priced alternatives from other providers and analyzes product terms to ensure an "apples-to-apples" comparison, preventing the loss of important benefits. When a user decides to switch to a cheaper alternative, WisePal handles most of the switching process. The service is free for consumers, with WisePal earning a commission from the new service providers when a customer makes a switch.

In early 2025, WisePal expanded its offerings by launching an in-house digital insurance agency. This was achieved through a partnership with Bindable, an Insurance-as-a-Service technology provider. This strategic move allows WisePal to offer property and casualty (P&C) insurance products directly through its app, creating a new, recurring revenue stream and enhancing customer retention. The company has secured $5.2 million in funding, including a seed round in October 2023, from investors such as MS&AD Ventures, Good Company (Israel), and Symbol (VC).

Keywords: expense management, bill reduction, financial wellness, cost saving, insurtech, personal finance, automated savings, price comparison, fintech, P&C insurance