Habits Inc. secures $1.1m to connect millennials with financial advisors

January 15, 2025

Habits Inc., a marketplace aimed at helping young families research, compare, and connect with vetted financial advisors, has announced the close of its $1.1m pre-seed funding round.

The round was led by Atlanta Ventures, following a successful private beta that included over 50 financial advisory firms and hundreds more on the company’s waitlist.

Habits offers a matchmaking platform designed to simplify the process of finding financial advisors. The platform requires users to verify their identity, securely link bank accounts, and complete a survey to define financial goals and preferences. A proprietary algorithm then provides tailored advisor profiles, complete with certifications, experience, specialties, and direct calendar links.

The new funding will be used to triple the size of the team, with hires planned across community, growth, engineering, and marketing functions. Additionally, the company plans to invest further in product development, including new features for financial advisors and enhanced data analytics capabilities.

Led by CEO and co-founder Jack Boudreau, a former J.P. Morgan banker turned social media influencer, and co-founder Veera Budhi, an experienced developer of financial platforms, the team brings a strong combination of industry knowledge and innovation.

Boudreau said, “With this funding, we’re laser-focused on scaling our platform to reach even more families and financial advisors, delivering solutions that will re-shape how we all approach, engage, and think about financial services.”

A.T. Gimbel, partner at Atlanta Ventures, said, “We were really impressed by Jack and Veera’s drive and vision for making it easier for the next generation to find and connect with financial advisors. We’re excited to partner with Habits as they leverage technology to foster stronger human relationships in the personal finance space.”

The funding announcement highlights Habits Inc.’s broader goal of becoming a personal financial media brand. This vision includes leveraging top-tier content, data, and matchmaking services to act as a personal CFO for users.