Wellthi

Wellthi Technologies operates a consumer financial application and a business-to-business platform for financial institutions. On the consumer side, the app links a user's accounts to provide a complete financial picture, lets users set, track and manage goals with peers and vetted advisors and creators, and delivers a personalized feed of financial perspectives and context. Users can join and create groups, post within them, add friends, invite contacts, and follow content from creators and from advisors such as Citizens financial advisors. The app also computes goal-oriented figures including a "Debt Free" number, based on linked credit cards, personal loans, student loans and auto loans (mortgages excluded unless the user opts in, with manual editing of assets and liabilities supported), and a "Cash Cushion" number sized as several months of expenses using cash in checking, savings and other readily accessible accounts. Wellthi states that these outputs are informational and that it is not a registered financial adviser.

For institutions, Wellthi describes a B2B embedded virtual branch that lives inside mobile banking apps, delivered through configurable white-label APIs, mobile apps and payment solutions. The stated institutional value proposition is engagement-driven growth in deposits and retention, higher customer lifetime value, high-intent referrals, and increased assets under management at lower cost than physical branches or in-person events. The company positions trust attributes—bank-grade security, privacy by default, no surprise fees and regulated partners—as core to the product. Wellthi describes its approach as relationship-based and long-term rather than product- or transaction-led, connecting individuals to trusted financial voices, tools and credible institutions.

The company operates in the banking, financial services, fintech, digital marketing, generative AI, mobile payments and wealth management categories, and content moderation across text, images, text within images (OCR) and video is applied to user-generated content in the app.

Founding story

The company was founded by Fonta Gilliam, who serves as CEO, and was initially named Invest Sou Sou before officially launching in 2021. Gilliam built the product around the observation that banks struggle to communicate with millennial and Gen Z customers, and that roughly 80% of that cohort takes financial advice from social platforms such as Reddit, TikTok and Facebook rather than from branch managers or financial advisors.

Business model

Wellthi sells a white-label embedded virtual branch and API suite to banks and credit unions, which deploy Wellthi's community, goal-setting and advisor features inside their own mobile banking apps to drive deposits, retention, customer lifetime value, referrals and assets under management. In parallel, Wellthi runs a direct-to-consumer app through which individuals connect accounts, join groups and access vetted advisors and creators.

Institutional customers license Wellthi's white-label APIs, mobile apps and payment solutions as an alternative to branch and event-based engagement spend. The consumer app references subscriptions, and Wellthi discloses that it may earn a fee when it surfaces a financial product to a user, with disclosure at the time.

Traction

Citizens Bank became the first banking partner to launch with Wellthi, and the company reported partnerships with Mastercard, Discover Card, Galileo Financial Technologies and IDology, plus additional undisclosed bank partnerships as of July 2023. Other named collaborations include MoCaFi (the "On Our Block" initiative), Stepping Stones Community Federal Credit Union in Delaware alongside Discover Card, and T.D. Jakes. Headcount is listed in the 11-50 range.

Latest developments

The consumer app has expanded into personalized "Freedom Number" metrics, including Debt Free and Cash Cushion calculations derived from linked accounts, alongside subscription offerings; the app is described in company FAQs as currently available to Apple users. The institutional offering is marketed as a growth engine for deposits and retention.