Addition Wealth Rebrands as Addable With AI Financial Guidance Suite
Addition Wealth has rebranded as Addable and introduced a suite of AI products for its financial guidance engine. The offering includes proactive insights, next best actions and a 24/7 AI Advisor designed to help institutions provide personalized financial support.
- Addition Wealth has changed its company name to Addable.
- The new products include proactive insights, next best actions and a 24/7 AI Advisor.
- Addable combines financial data, AI guidance and support from human professionals.
- The company works with more than 600 partners, including Fortune 500 institutions.
- Addable Money will serve as the employer-focused financial wellness brand.
AI guidance built around each person’s finances
Addable said its platform combines financial data, human advice and personalized action through a three-stage process. It gathers information from individuals and financial institutions, including accounts, transactions, employer benefits, third-party signals and behavioral patterns, to build a baseline understanding of each user.
The platform then organizes that information to help people learn about financial topics in an approachable way. Its final stage provides insights, recommendations and next best actions. Examples in the company announcement include opening an account, completing a rollover and paying off high-interest debt.
The new Proactive insights product provides AI-generated guidance based on an individual’s circumstances while they use personal finance tools for budgeting, debt and retirement. Next best actions recommends steps based on a person’s goals and context, including preparing for tax season, working through an equity event or opening an appropriate account or product.
A 24/7 advisor with human professionals in the loop
Addable’s 24/7 AI Advisor answers questions at any time using information about the individual’s actual finances and the platform’s knowledge of that person. It can also suggest a starting point for users who are unsure where to begin.
Human financial professionals remain part of the system. When Addable identifies a potential need for human help, it recommends a financial professional and assists with scheduling a meeting. The platform then gives the advisor relevant context and insights, automates the capture of what was discussed and follows up with the individual about next steps.
According to a survey of Addable users cited in the announcement, 76% said the platform had positively impacted their finances. The company also said 45% reported that it helped them increase their retirement savings, while 32% said it helped them pay off debt.
Two brands for institutions and employers
The rebrand reflects the company’s expansion since its founding in 2021. Addable said it now works with more than 600 partners, including Fortune 500 institutions, and serves employers and financial institutions such as banks, wealth managers, recordkeepers and payments companies.
The company will operate under two brands. Addable is the AI-native platform for financial institutions, which can be whitelabeled and configured with an institution’s advisors, products, content, brand and integrations. Addable Money is the financial wellness benefit offered by employers to help employees with decisions involving benefits, equity compensation and major life changes.
Both offerings use Addable’s underlying infrastructure. CEO and founder Ana Mahony said the company aims to make personalized guidance that was once reserved for the wealthy easier for institutions and employers to provide. The announcement describes the platform as live with Fortune 500 financial institutions and operating across banking, wealth management, retirement and insurance.
