Financial Empowerment for Everyone
We believe financial empowerment should be clear, intuitive, and within reach for everyone, not just the wealthy, well-educated, or financially fluent. Our mission is to eliminate confusion, replace shame with confidence, and offer guidance that feels more like talking to a trusted friend than using a tool, powered by thoughtful and human-centered AI.
Why We Exist: Because financial clarity shouldn't be a privilege
Managing money feels like surviving, not thriving. You're juggling confusing apps, complex dashboards, and content full of jargon that assumes prior knowledge.
TrueFi was born to shift the narrative, from isolation to empowerment, from confusion to clarity.
Everyone deserves a clear view of their finances, tools that actually help, and guidance without judgment or pressure.
How We Got Here: Two backgrounds. One vision. One breakthrough
A product thinker shaped by the world of artificial intelligence, he believed the most transformative technology should never feel complex or demanding. Instead, it should work quietly in the background, anticipating your needs, simplifying your life, and delivering real value without ever getting in your way.
Keane spent years advising high-net-worth individuals in traditional wealth management, where he witnessed a surprising truth. Even financially literate clients often felt overwhelmed. The systems were clunky, the tools were inaccessible, and the advice was buried in layers of complexity. What was meant to empower people instead left them feeling confused, frustrated, and underserved.
Our North Star
What if financial guidance felt as natural as texting a friend who truly gets you?
And so, Penny was born, an AI-powered planner designed to help you make better decisions, in real time, with less stress.
Where We're Headed: TrueFi is more than a tool. It's your financial co-pilot
We're building something deeper than an app. We're creating a companion for your financial journey that walks with you through every decision.
Penny helps you navigate debt without shame, save for meaningful goals, understand your cash flow, and plan life events with confidence.
No complex dashboards or one-size-fits-all advice. Just smart, human-centered technology that meets you where you are and helps you move forward.
Personal Mission
This isn't just a company to us. We've been there, stressing about bills, avoiding financial apps, wondering if we're "doing it right."
Better Approach
We created TrueFi not to sell you products, but to give you peace of mind, real clarity, and a little more confidence each day.
Welcome Home
The future of personal finance should feel supportive, not overwhelming. It should empower you, not exclude you. At TrueFi, we're building a place where clarity comes first and every financial step forward feels confident, simple, and truly yours.