Aura Finance

Aura Finance operates a financial wellness platform sold to employers to support their workforce, combining goal-based financial planning, financial education and investment advisory services. The platform lets employees set and track financial goals — such as saving for a home, planning for a family, tracking a retirement plan or funding a vacation — and frames personal finance in terms of emotional and mental well-being alongside monetary outcomes. Membership is offered through participating employers, with the site directing prospective corporate buyers to book a demo and individuals to check whether their employer participates.

Advisory services are offered through Aura Finance, described on its site as an SEC-registered investment adviser whose advisory services are available only to U.S. residents in jurisdictions where it is registered. Aura has an engagement with Atomic Invest LLC, an SEC-registered investment adviser, under which clients can open an investment advisory account: investment advisory services are provided by Aura with sub-advisory services provided by Atomic. Brokerage services for Atomic are provided by Pershing Advisor Solutions LLC, a registered broker-dealer and FINRA/SIPC member, with custodial and clearing services provided by Pershing LLC. Aura states it is not a bank or depository institution, and that securities investments are not FDIC insured or bank guaranteed. Disclosure documents referenced include Form CRS and Form ADV Part 2A.

Founding story

Co-founders Kelsey Willock and Courtney Cardin state they started Aura after observing financial struggles among individuals and families, arguing that personal financial management had not kept pace with broader technological and economic advances and left people overwhelmed and unprepared. They describe the company's aim as connecting personal finance to overall well-being and providing financial tools and education intended to be intuitive and inclusive [2]. A third-party case study describes Aura Finance as a financial services company founded in 2021 by Kelsey Willock and Courtney Cardin, with a stated mission of helping underrepresented individuals build wealth by combining mindful money management with personalized investment strategies [3].

Business model

Aura positions its product as an employer-provided benefit: companies engage Aura to deliver a financial wellness platform to their employees, who access it through an Aura membership. The company also acts as an investment adviser, with client investment advisory accounts made available through its engagement with sub-adviser Atomic Invest LLC [0][1][2].

Membership-based access to Aura's financial wellness platform, distributed through employers, alongside investment advisory services; the sources do not state pricing [0][1][2].

Traction

The company's site cites that 55% of Aura users reached their financial goals after 30 days and 98% of Aura users reported feeling more relaxed and happy; it also features named user testimonials and a client spotlight section. A vendor case study describes Aura as having experienced growth and expansion that required replacing spreadsheet-based internal financial management [0][1][3].

Latest developments

Aura's website carries copyright notices for 2025 and 2026 and markets a demo-led sales motion for employer customers, with advisory accounts offered via its engagement with Atomic Invest LLC [0][1][2].