About Plenty

Jan 12, 2024

New at Plenty

About Plenty
About Plenty

Welcome, we’re glad you’re here. By the end of this article you’ll be an expert on some of our most frequently asked questions and more:

  • What is Plenty?

  • Who created Plenty?

  • Is Plenty for me?

  • How can I use Plenty?

  • What makes Plenty unique?

What is Plenty?


Plenty is a wealth building platform helping modern couples invest and plan for their future together. We're building the platform we looked everywhere for, but couldn't find: something that was easy to use, affordable, and a one-stop-shop.


Our mission is to help households reach their wealth and life goals faster by bringing planning, investing, and tracking into one place. And that’s just the tip of the iceberg. Our vision is to give you one place to manage your money–across banking, investing, taxes, and beyond.


We’re also innovative and tech-savvy. We’re a team of fintech veterans that have built products that have reached millions and moved many billions of dollars, and we’re backed by investors including Adam Nash (the former CEO of Wealthfront), Mark Goines (the former cofounder / CMO of Personal Capital), and many more. 


As a SEC-Registered Investment Advisor (RIA), Plenty is held to a regulated standard to put your interests first.

Who created Plenty?


Plenty was co-founded by husband and wife team Emily Luk and Channing Allen. They met at work at Even, a startup focused on supporting individuals living paycheck to paycheck, which was later acquired by Walmart / One. Previously, they were early team members of Stripe and Homebase.

After getting engaged in 2021, Emily and Channing were shocked to find that there were no good tools to help them manage money together. They wanted a platform that offered shared visibility + privacy, tracked the 20+ accounts they had together, and could manage money all in one place. Lightbulbs went off, sparks flew, and Plenty was born.


Today, Plenty is a team of startup veterans who have spent our careers dreaming up and building a better world. We have deep fintech experience and have built products that have delighted millions and moved billions of dollars. Plenty is backed by the CEO and founders behind Wealthfront, Personal Capital, Block, Carta, Opendoor, Homebase, Postmates, Kevin Durant’s 35Ventures, and institutional investors including Inovia Capital and Charge Ventures.

Is Plenty for me?

Plenty was built for modern couples managing money together. Easily see where you are, save and invest towards your shared goals, and flexibly share visibility of accounts with your partner.


We built Plenty because we believe that modern couples require true collaborative functionality that existing institutions have completely missed. Broken product experiences of having joint products, but only 1 partner able to see transactions, only 1 partner able to invest, tracking products that force sharing everything, or sharing 1 login…. These don’t work for most couples.


We’re here to simplify your life, and give some time back. Because life isn’t just about adulting. 

Can I use Plenty if I’m single?


Absolutely. Plenty works just as well for individuals. You can invite a partner, whenever the time is right.


Your Plenty account and investments are entirely owned by you. When you partner up, you get to choose which accounts and goals to share with your partner, and can open up new joint accounts as well. You can update your sharing options any time. If you and your partner part ways, you can also remove your partner.

How can I use Plenty?


Plenty begins by understanding who you are, where you are, and your dreams for the future. We then create a plan to help you reach your goals faster through a saving and investing plan. Easily see what’s happening across all the accounts with your partner, or your accounts on your own–whether that’s account balances, spending, or how much you’re saving and investing.


All your investments are held in a SIPC insured account, custodied at BNY Mellon | Pershing. Your investments are placed in high yield money market funds (because they have a higher interest rate than the majority of savings accounts) or in algorithmically-determined, actively rebalanced investment portfolios in which you hold direct ownership of stocks. 


We then further maximize the amount of money you keep in your pocket, through automatic weekly tax-loss harvesting

When you use Plenty with a partner, you can easily set up shared goals. You will have a choice to keep you goals in:

  • Joint: 1 joint account OR

  • Split: 1 individual account per person


For split shared goals, you maintain full control and ownership over your contributions, investment values, and portfolio selection. Your partner can see your balance but can’t withdraw or deposit money into your goal account. 


You can also choose to create a private goal that will be visible only to you. 


Want to use Plenty but aren’t ready to invest yet? No problem–our tracking, planning, forecasting, and sharing features do not require Plenty's investment accounts to work. You may use the other parts of the platform without making investments. 

How does Plenty make money?


Plenty charges an annual membership fee of $200 per couple and an investment management fee. We currently reinvest all earnings back into building out our platform to make Plenty your one-stop-shop for you and your partner


Our membership fee enables us to continue investing in our platform. 

Investment fees enable us to continue providing access to our direct indexing portfolio strategy and execution, without the historical $250k investment minimums. 

What makes Plenty unique?


We’re peculiarly energized from challenging the status quo. And the status quo in wealth hasn’t changed in far too long. 


We’re building a new financial institution–one built for the everyday household–to bring the same quality of products and service to more families. Success is building an institution that has the privilege of growing alongside you, your family, and maybe their families one day too.


We give you the benefits of working together, navigating independence and togetherness while maintaining complete control and ownership over your individual investments. We believe in healthy, open communication and the importance of making access truly equitable.


Here at Plenty, we also thrive on forward thinking while staying in the know of what’s going on today. From egg freezing to in vitro, planning a trip to Bali, getting a pet, or buying your first home, we understand what’s relevant to modern couples today. And we’re built to get you there.

How can I get started with Plenty?


Sign up here to join our ever-growing wait list. We’re so excited to have you and will be launching soon.


After you open an account, here are the 3 main functionalities to help you get started. 

  1. Track: Connect all your finances to see the accounts you share with your partner and the accounts you have on your own (including those you keep private). Easily see your balances, transactions, and spending all in one place.


  2. Goals: Setup shared goals to reach your goals together. 

  3. Grow: Reach your goals faster with a 5.10%* APY cash account or personalized stock/bond portfolios recommended for each goal.


Get answers to even more questions in our Help Center or send us an email to members@withplenty.com. You’ll hear back within 24 hours. For urgent questions, please email prioirty@withplenty.com, include your phone number, and we’ll call you shortly.


- Team Plenty


This information is for general informational purposes only. It is not intended to constitute investment advice or any other kind of professional advice and should not be relied upon as such. Before taking action based on any such information, we encourage you to consult with the appropriate professionals. We do not endorse any third parties referenced within the article. Market and economic views are subject to change without notice and may be untimely when presented here. Do not infer or assume that any securities, sectors or markets described in this article were or will be profitable. Past performance is no guarantee of future results. There is a possibility of loss. Historical or hypothetical performance results are presented for illustrative purposes only. An investment in a fund entails a high degree of risk, including the risk of loss. There is no assurance that a Fund’s investment objective will be achieved or that investors will receive a return on their capital.



Plenty was founded to democratize access to financial products and tools that accelerate wealth building. Plenty Financial and affiliated entities. (“Plenty Financial”) provide a web, mobile, personal financial management and educational platform to consumers; some of these tools are freely accessible to all consumers, others require a fee-based subscription. Advisory services are provided in the form of software-first financial planning and investment advisory services for fee-based Subscribers. Plenty Financial RIA, LLC is an SEC-Registered Investment Advisor. All investments made are legally owned by you. Investing is inherently risky and Plenty does not guarantee positive performance. Investments are held in accounts at BNY Mellon | Pershings, the world's largest securities servicing company and are SIPC insured. Investing involves risk, including the possible loss of principal, and there is no assurance that the investment will provide positive performance over any period of time.


Brokerage services are provided by Atomic Brokerage LLC "Atomic Brokerage", member FINRA and SIPC. Clearing and custody services are provided by Brokerage firm BNY Mellon Pershing, member SIPC. Plenty Financial RIA, LLC has a relationship with Atomic Brokerage to manage and execute investments on behalf of customers. Subadvisory services are offered through Atomic Invest LLC ("Atomic Invest"), an SEC-registered investment advisor, member SIPC. Atomic Invest was formerly known as Helium Advisors LLC.


Return data used in the interactive tool are hypothetical performance data which contains inherent limitations and is not a substitute for actual investment returns derived from a live portfolio. There are numerous risk factors related to trading and markets which cannot be fully accounted for when depicting Hypothetical Performance. Consequently, future returns are not guaranteed, and a loss of principal may occur. THIS IS FOR INFORMATIONAL PURPOSES ONLY AND SHOULD NOT BE RELIED UPON AS INVESTMENT ADVICE. This site/application has been prepared by Plenty and is not intended to be (and may not be relied on in any manner as) legal, tax, investment, accounting or other advice or as an offer to sell or a solicitation of an offer to buy any securities of any investment product or any investment advisory service. The information contained in this site/application is superseded by, and is qualified in its entirety by, such offering materials. This site/application may contain proprietary, trade-secret, confidential and commercially sensitive information.


By accessing this site, you signify your agreement with and understanding of the following Terms of Use and Legal Information pertaining to both this site and any material in it. Plenty owns and maintains this site. No act of downloading or otherwise copying from this site will transfer title to any software or material at this site to you. Anything that you transmit to this site becomes the property of Plenty, may be used by Plenty for any lawful purpose, and is further subject to disclosure as deemed appropriate by Plenty, including to any legal or regulatory authority to which Plenty is subject. Plenty reserves all rights with respect to copyright ownership of all material at this site, and will enforce such rights to the full extent of the law.


Plenty was founded to democratize access to financial products and tools that accelerate wealth building. Plenty Financial and affiliated entities. (“Plenty Financial”) provide a web, mobile, personal financial management and educational platform to consumers; some of these tools are freely accessible to all consumers, others require a fee-based subscription. Advisory services are provided in the form of software-first financial planning and investment advisory services for fee-based Subscribers. Plenty Financial RIA, LLC is an SEC-Registered Investment Advisor. All investments made are legally owned by you. Investing is inherently risky and Plenty does not guarantee positive performance. Investments are held in accounts at BNY Mellon | Pershings, the world's largest securities servicing company and are SIPC insured. Investing involves risk, including the possible loss of principal, and there is no assurance that the investment will provide positive performance over any period of time.


Brokerage services are provided by Atomic Brokerage LLC "Atomic Brokerage", member FINRA and SIPC. Clearing and custody services are provided by Brokerage firm BNY Mellon Pershing, member SIPC. Plenty Financial RIA, LLC has a relationship with Atomic Brokerage to manage and execute investments on behalf of customers. Subadvisory services are offered through Atomic Invest LLC ("Atomic Invest"), an SEC-registered investment advisor, member SIPC. Atomic Invest was formerly known as Helium Advisors LLC.


Return data used in the interactive tool are hypothetical performance data which contains inherent limitations and is not a substitute for actual investment returns derived from a live portfolio. There are numerous risk factors related to trading and markets which cannot be fully accounted for when depicting Hypothetical Performance. Consequently, future returns are not guaranteed, and a loss of principal may occur. THIS IS FOR INFORMATIONAL PURPOSES ONLY AND SHOULD NOT BE RELIED UPON AS INVESTMENT ADVICE. This site/application has been prepared by Plenty and is not intended to be (and may not be relied on in any manner as) legal, tax, investment, accounting or other advice or as an offer to sell or a solicitation of an offer to buy any securities of any investment product or any investment advisory service. The information contained in this site/application is superseded by, and is qualified in its entirety by, such offering materials. This site/application may contain proprietary, trade-secret, confidential and commercially sensitive information.


By accessing this site, you signify your agreement with and understanding of the following Terms of Use and Legal Information pertaining to both this site and any material in it. Plenty owns and maintains this site. No act of downloading or otherwise copying from this site will transfer title to any software or material at this site to you. Anything that you transmit to this site becomes the property of Plenty, may be used by Plenty for any lawful purpose, and is further subject to disclosure as deemed appropriate by Plenty, including to any legal or regulatory authority to which Plenty is subject. Plenty reserves all rights with respect to copyright ownership of all material at this site, and will enforce such rights to the full extent of the law.


Plenty was founded to democratize access to financial products and tools that accelerate wealth building. Plenty Financial and affiliated entities. (“Plenty Financial”) provide a web, mobile, personal financial management and educational platform to consumers; some of these tools are freely accessible to all consumers, others require a fee-based subscription. Advisory services are provided in the form of software-first financial planning and investment advisory services for fee-based Subscribers. Plenty Financial RIA, LLC is an SEC-Registered Investment Advisor. All investments made are legally owned by you. Investing is inherently risky and Plenty does not guarantee positive performance. Investments are held in accounts at BNY Mellon | Pershings, the world's largest securities servicing company and are SIPC insured. Investing involves risk, including the possible loss of principal, and there is no assurance that the investment will provide positive performance over any period of time.


Brokerage services are provided by Atomic Brokerage LLC "Atomic Brokerage", member FINRA and SIPC. Clearing and custody services are provided by Brokerage firm BNY Mellon Pershing, member SIPC. Plenty Financial RIA, LLC has a relationship with Atomic Brokerage to manage and execute investments on behalf of customers. Subadvisory services are offered through Atomic Invest LLC ("Atomic Invest"), an SEC-registered investment advisor, member SIPC. Atomic Invest was formerly known as Helium Advisors LLC.


Return data used in the interactive tool are hypothetical performance data which contains inherent limitations and is not a substitute for actual investment returns derived from a live portfolio. There are numerous risk factors related to trading and markets which cannot be fully accounted for when depicting Hypothetical Performance. Consequently, future returns are not guaranteed, and a loss of principal may occur. THIS IS FOR INFORMATIONAL PURPOSES ONLY AND SHOULD NOT BE RELIED UPON AS INVESTMENT ADVICE. This site/application has been prepared by Plenty and is not intended to be (and may not be relied on in any manner as) legal, tax, investment, accounting or other advice or as an offer to sell or a solicitation of an offer to buy any securities of any investment product or any investment advisory service. The information contained in this site/application is superseded by, and is qualified in its entirety by, such offering materials. This site/application may contain proprietary, trade-secret, confidential and commercially sensitive information.


By accessing this site, you signify your agreement with and understanding of the following Terms of Use and Legal Information pertaining to both this site and any material in it. Plenty owns and maintains this site. No act of downloading or otherwise copying from this site will transfer title to any software or material at this site to you. Anything that you transmit to this site becomes the property of Plenty, may be used by Plenty for any lawful purpose, and is further subject to disclosure as deemed appropriate by Plenty, including to any legal or regulatory authority to which Plenty is subject. Plenty reserves all rights with respect to copyright ownership of all material at this site, and will enforce such rights to the full extent of the law.