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§ Private Profile · San Francisco, CA, USA
SigFig is a technology company.
SigFig has raised $159.0M across 6 funding rounds.
Key people at SigFig.
SigFig has raised $159.0M in total across 6 funding rounds.
SigFig provides digital wealth management platforms and robo-advisory software for financial institutions and individual investors. The company crafts intelligent solutions delivering personalized financial advice and enhancing client engagement. Its technology integrates automation and tools, streamlining advisory services to offer modern investment guidance beyond conventional financial models.
SigFig's journey began in 2007 with co-founders Mike Sha and Parker Conrad, who launched Wikinvest. Their initial vision democratized investment information through technology. This evolved into digital-native investment and advisory services, leading to the company's rebranding as SigFig in 2012, solidifying its focus on tech-driven personal finance.
SigFig primarily serves enterprise clients, including financial institutions and their advisors, empowering them with advanced digital wealth management capabilities. The platform also offers tools for individual investors, striving to deliver high-quality financial advice irrespective of wealth level. SigFig envisions personalized, intelligent financial solutions widely accessible, fostering effective investment management for a broad audience.
Key people at SigFig.
SigFig, now rebranded as Tandems, is a San Francisco-based financial technology company that builds robo-advisory, customer engagement, and AI-native wealth management software for financial institutions, advisors, and consumers.[1][2] Originally launched in 2006 to democratize access to financial advice, it pivoted from direct-to-consumer robo-advisory to B2B solutions, powering over $60 billion in assets across two million accounts and 6,000 advisors at partners like Wells Fargo, UBS, and ScotiaBank.[1][2][6] Its core product, the new WealthOS, serves banks, wealth managers, and insurance companies by enabling efficient client meetings, asset gathering, and personalized advice at scale, addressing outdated infrastructure in wealth management.[1]
The company solves key problems in digital wealth tech: commoditized products, basic services, and legacy systems by delivering "finance with intelligence" through AI-verticalized tools like portfolio trackers, lead generation (Discover), and conversational intelligence (Atlas).[1][2][6] It targets financial advisors and institutions needing to augment human expertise with tech, offering growth via white-labeled platforms that enhance user experiences from mass-affluent to high-net-worth clients.[3][7]
SigFig traces its roots to 2006, when Parker Conrad and Michael (Mike) Sha founded Wikinvest, a Wikipedia-style platform for tracking and understanding investments, covering over 1,800 companies with 1,400 contributors by 2008.[2][4] Wikinvest won SXSW Interactive Web Awards that year and grew to 400,000 users by 2012, but pivoted in May 2012 to SigFig, focusing on portfolio tracking and investment advice referrals, phasing out Wikinvest (though its site lingered until at least 2015).[2][4]
A messy split occurred when Conrad left in 2012 after clashing with Sha, launching Zenefits and taking some staff; Sha remained CEO, leveraging his Amazon Visa and Prime background.[3][4] Early B2C robo-advisory struggled against rivals like Wealthfront and Betterment, prompting a 2016 B2B pivot: first with Cambridge Savings Bank's Connect Invest, then UBS tools.[4][6] Named top robo-advisor for 2016-2020 returns, SigFig expanded into retail banking with Atlas in 2019 and rebranded to Tandems in September 2025, launching WealthOS amid AI advancements.[1][2]
SigFig (Tandems) rides the AI transformation wave in wealth management, where legacy platforms lag behind fintech velocity, enabling "finance with intelligence" amid robo-advisory maturation post-2010s.[1][4] Timing aligns with institutions like UBS acquiring Wealthfront (2020s) yet needing SigFig's human-centric integration for higher-wealth segments, bridging software worlds.[6] Market forces favoring it include rising demand for advisor tools in a $60B+ AUM scale, retail banking expansion, and AI for personalization amid commoditized services.[1][8]
It influences the ecosystem as a pioneer shifting B2C to B2B, powering digital labs (e.g., UBS joint innovation) and enabling banks to sell products via data discovery, fostering hybrid human-AI models over pure automation.[2][6][8]
Tandems is poised to dominate AI-driven wealth tech with WealthOS expansions, targeting more RIA roll-ups and insurers while deepening ties like UBS post-Wealthfront.[1][6] Trends like conversational AI, sales automation, and unified digital experiences will propel growth, especially as advisors scale amid regulatory and personalization pressures.[2][7] Its influence may evolve from robo-pioneer to essential infrastructure layer, amplifying human advisors in a $trillion industry—echoing its founding mission to democratize advice, now supercharged for institutions.[1][3]
SigFig has raised $159.0M in total across 6 funding rounds.
SigFig's investors include General Atlantic, Bain Capital Ventures, CapitalG, DCM, FirstMark Capital, RRE Ventures, Ten Eleven Ventures, Tribe Capital, Eaton Vance, New York Life, Nyca Partners, UBS.
SigFig has raised $159.0M across 6 funding rounds. Most recently, it raised $50.0M Series E in June 2018.
