When we started NewRetirement, we had one person in mind — my mom. She needed help figuring out how to retire and NewRetirement was born. Over the years our goals have gotten bolder as we’ve gotten bigger. Now, we’re helping millions build financial confidence through our DIY financial planning software, advisor tools, and enterprise partnerships. Our goal is to help everyone become more financially confident so that they can be bold in life. We know our current customers appreciate our work, and we believe that we can help 100 million more people make confident, impactful decisions about their money through an easy-to-use and powerful platform that works for anyone.
We’re excited to announce the next big step in our journey: NewRetirement is now Boldin.
Why we’re rebranding now
We are a financial planning platform that gives anyone the ability to build financial confidence. Today, only 30% of Americans have a long-term financial plan and many don’t start in-depth retirement planning until a few years before their planned retirement date. But we know that the earlier people get started, the more likely they are to succeed.
While retirement planning isn’t all we do, having the name NewRetirement limits what people expect from us. We want our company to appeal to people throughout their financial journey. Whether you’re working on paying off debt, buying a home, saving for that dream vacation, or planning your ideal retirement — we want you to know we can help.
Changing our name isn’t something we take lightly. But we know it’s important as we expand not to limit how people think of us.
Why we chose Boldin
When we started our journey to find a new name, we spent a lot of time exploring who we are as a company and how we want to show up for our customers. Financial confidence is at the core of our business, but what that confidence leads to is what really inspires us. Through our community we’ve seen how a great plan can help you be bold in life, making decisions that are bold in nature, that push you to meet your personal goals.
We knew we had a winner when the name Boldin was presented to us. It reflects our hope for our customers: That you can be financially confident enough to be bold in life, whatever that means to you. Finally, as a company we wanted to live our own values, step off the safe path and make our own bold choice to pursue a larger vision which is reflected in our new name.
How this comes to life
Over the next few weeks you’ll see our name change in key places. We’ve also refreshed the look and feel of our brand. Leaning into bolder colors, while still retaining elements of the NewRetirement brand (like the arches in our original logo). We’ve also added a new graphical element that reflects the multifaceted, creative nature of financial planning.
What becoming Boldin means for our customers
As we broaden our audience, we remain committed to the customers who have helped us get to where we are today. Your feedback has shaped our product and your presence remains a constant source of motivation for our team.
We’ll continue to offer and improve the retirement planning capabilities you’ve come to know us for. You’ll also see us invest in features and leverage AI to support people at various stages of their financial journey like adding new account types, different ways of visualizing various aspects of your plan, and new explorers that will help you dig into various aspects of your financial life. Longer term, you’ll see our platform make it easy to go beyond planning into taking action through collaborative planning, investing, debt, estate planning, tax planning, and intergenerational planning.
The first of these new features is the Financial Wellness Snapshot we just launched. We understand that the metrics that matter to you are unique to your financial journey. With the Financial Wellness Snapshot you see your financial strengths and weaknesses and choose which financial metrics you want to watch from a library — customizing the experience based on what matters most to you.
For our more retirement-focused customers, we’ll soon launch a new Withdrawals report that breaks down how withdrawals will unfold across your retirement years and more.
We’re so excited you’re coming along with us on this journey to help people build financial confidence and be bold in life.
Boldly yours,
Steve Chen & the entire Boldin team
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