# Uprise\.co

> Embedded financial advisory for small business owners, combining AI\-driven recommendations with human financial advisors\.

## At a glance

| Field | Value |
| --- | --- |
| Category | Financial Wellness & Benefits |
| Type | Solutions Provider |
| Region | NA |
| Headquarters | San Francisco, California, USA |
| Founded | 2021 |
| Stage | Startup |
| Employees | 1-10 |
| Funding | Seed |

## Overview

Uprise is an embedded financial advisory platform that helps small business owners make smarter financial decisions by combining AI-driven recommendations with human financial advisors. Founded in 2021 by CEO Jessica Chen Riolfi, Nanthakumar Muthusamy, and Chris Goodmacher, the company is headquartered in San Francisco, California.

Originally launched as a direct-to-consumer personal finance tool for Gen Z, Uprise pivoted to serve small business owners after identifying entrepreneurs and freelancers as its most engaged users. The platform covers financial planning, tax advisory, employee benefits optimization, and retirement planning -- delivered through a B2B2C model.

The company distributes its platform through partnerships with SMB-focused software platforms, enabling financial institutions, HR platforms, and fintech companies to embed personalized financial planning and tax advisory directly into their products. As of December 2025, Uprise has raised USD 4.7M across two rounds.

## Products & services

### Embedded Financial Advisory

Uprise integrates into existing SMB platforms used by small business owners, delivering personalized financial guidance without requiring users to switch tools. Each small business owner is assigned a human financial advisor who works alongside AI-generated recommendations.

**Key features:**

- Personalized financial recommendations powered by proprietary AI algorithms
- Human financial advisors and CFPs review all guidance before delivery
- B2B2C distribution via partner platform integrations

*Target users:* Small business owners, freelancers, independent professionals

### Tax Filing and Tax Strategy

Uprise offers personal and business tax filing handled by credentialed tax experts, plus year-round tax strategy and quarterly tax estimate support. The platform understands each user's mix of income streams and deductions.

**Key features:**

- Personal and business tax filing
- Year\-round tax strategy support
- Quarterly estimated tax planning

*Target users:* Self\-employed individuals, small business owners

### Financial Planning

Context-aware financial planning spanning both business and personal finances, covering topics such as entity setup, retirement account selection, mortgage applications, and cashflow management.

**Key features:**

- Business and personal financial planning in one platform
- Entity structure guidance
- Retirement account selection and optimization

*Target users:* Small business owners, entrepreneurs

### Benefits Optimization

Uprise reviews employee benefits packages and recommends how business owners and their employees can better utilize their benefits, including retirement plan selection based on company size and location.

**Key features:**

- Employee benefits package review and optimization
- Retirement plan selection guidance
- Benefits utilization recommendations

*Target users:* Small business owners with employees

## Category & focus

- Subcategories: Embedded Benefits, Financial Planning, Tax Advisory
- Insurance verticals: Group Benefits, Health
- Target customers: Employers, Consumers

## Notable customers

- Independent service providers and creators
- Consultants and freelancers
- Small businesses with employees

## Links

- Website: <https://uprise.us/>
- Directory profile: <https://insurtechlist.com/companies/uprise/>
- Blog: <https://blog.uprise.us/>
- Linkedin: <https://www.linkedin.com/company/join-uprise>

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*Last updated: 2026\-04\-09*