One Problem. Two Founders.
A mission to make money feel human again
We're not just building financial technology. We're creating a more personal, intelligent, and inclusive way to engage with your money. Our journey started with shared frustration, evolved into a shared mission, and today it drives every decision we make.
The Problem That Sparked Everything
The Question
Why does managing money still feel so hard, even for people who care, who try, and who have access to resources? We found ourselves asking this repeatedly as we navigated our own financial journeys.
The Struggle
As MBA students at UCLA Anderson, we were managing student loans, high rent, rising tuition, side gigs, and the complex task of planning our financial futures. The irony was clear. We were immersed in business theory, yet struggling to apply those lessons to our own lives.
The Investigation
Spreadsheets felt tedious. Budgeting apps were either overly simplistic or too complex. Financial advice was hard to access, buried in jargon or hidden behind expensive fees. None captured the full picture of modern financial life.
The Realization
We weren't alone. Financial confusion was widespread. Nearly everyone we talked to shared similar frustrations about managing their money. The stress and emotional burden of financial uncertainty were affecting individuals across different backgrounds.
The Opportunity
We saw a clear need for something different. People didn't need just another financial tool. They needed a new kind of solution that combined smart technology with real human understanding. Something designed to meet individuals where they are, no matter their starting point or level of financial knowledge, and help them move forward with clarity and confidence.
From Shared Frustration to Shared Purpose
We realized we were both facing opposite sides of the same flawed experience. Technology was too complicated. Advice was too exclusive. And the system as a whole wasn't designed for the way people actually live.
Brought deep experience from the world of AI and product design. He spent years creating intelligent systems that work quietly in the background, making everyday life better without adding unnecessary complexity.
Comes from the world of traditional wealth management, where he advised clients at Raymond James. He worked closely with individuals who had both resources and financial education, yet still felt overwhelmed by outdated tools.
From a School Project to a Scalable Vision
Academic Beginnings
TrueFi began as a capstone project in UCLA Anderson's entrepreneurship program, but it quickly became much more than an academic exercise.
In-Depth Research
We conducted more than 150 interviews with consumers, financial advisors, and fintech professionals.
Key Insight
People knew they needed help managing their money, but didn't know where to start. They wanted clarity, not lectures or manuals.
Critical Pivot
Initially built for financial advisors, we quickly realized the need was broader. We pivoted from a B2B product into a consumer-first platform.
What We're Building and Why It's Different
Whether you're exploring student loan strategies, deciding between renting and buying, planning to grow your family, changing careers, or just wondering where your money goes each month, TrueFi is there to help you move forward with confidence.
You don't need to read blogs, build complex spreadsheets, or figure out confusing dashboards. You simply start a conversation with Penny, our AI assistant.
Penny doesn't just show you balances or categorize spending. She helps you understand decisions, explains trade-offs, and simplifies complexity.
All interactions happen in language you actually understand. It's not about teaching you finance. It's about translating finance into something that fits your life.
Built in Los Angeles, Made for Everyone
LA Roots
TrueFi.ai is proudly based in Los Angeles, a city full of people making things happen in creative, ambitious, and often unconventional ways.
Humble Beginnings
Our journey started in a shared apartment in Westwood, continued through startup accelerators, and café brainstorms in Santa Monica.
Community Driven
Countless user interviews across the city have shaped our understanding of diverse financial needs.
Shared Values
Los Angeles reflects our values: diversity, resilience, and a deep belief that innovation should serve people, not the other way around.
What We Believe
Not a luxury reserved for the few
To make your life simpler
Not just a privileged few
Not intimidating
Personal, and private
When you understand your money, peace of mind follows
Ready to Transform Your Financial Future?
Join thousands of users who have already started their journey to financial wellness with TrueFi.