Grove provides subscription financial planning for $600 a year, combining software and salaried financial advisors to make advice more affordable and reduce conflicts of interest. The company has about 12 employees, roughly split between advisors and product staff. Grove says its model lets advisors serve many more clients cost‑effectively, though the CEO declined to disclose client counts or revenue. The startup was founded roughly two years before the article and is based in San Francisco. Co‑founder and CEO Chris Hutchins previously spent several years as an investor with GV. Grove has attracted interest from athlete investors who value unbiased, affordable advice for a broader set of clients. Grove pairs customers with a real-life Certified Financial Planner and combines that human advice with a dashboard that tracks goals, sends reminders, and lets users message their advisor. The service asks users to connect existing financial accounts (cards, investment accounts, etc.) to produce personalized recommendations and visibility into spending and saving. Grove offers an optional investment service that charges 0.25% of assets under management, though users can manually implement recommendations if they prefer. The company charges a $600-per-year subscription, which it expects to be its main revenue source and does not plan to push referral-fee-generating products. The site is live now and users can schedule an initial consultation with an advisor before committing to the yearly plan. The startup was founded by Chris Hutchins, who previously co-founded Milk and was a partner at Google Ventures.

Total raised

$10M

Funding rounds

2

Latest round

Equity

Latest activity

Jun 2018