May 3, 2024

New at Plenty

Why we're building Plenty

Emily Luk

CPA, CFA - CEO and Cofounder of Plenty

We’re dreamers.

We dream of a future where families have plenty for the things they want in life. Not a life of yachts, or jets, or luxury. But enough. Enough for buying a house, going on that spontaneous trip, supporting their kids however they like, and living out their years in peace… whatever that means. A life where we don’t stress, wondering if we have enough for the dreams we have. Where the possibility of what could be isn’t closed off to us.

We’re pragmatists.

We know that’s not the reality for too many families. And we know that dreaming isn’t enough on it’s own. We see a financial system that’s bloated: focused on supporting the wealthiest few, and neglecting those who need it most. The struggle of a generation advancing beyond their parents’ realms, only to be left navigating alone. We’ve seen what premium service looks like: where families are guided through decisions and served the best products on a platter. And we’ve seen the chaos of everyday families cut by a thousand paper cuts dripping time, energy, money, and stress as they try to piece together the right decisions for their families across an increasingly fragmented landscape of financial decisions.

And we’re builders.

We’re 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. 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.

Plenty to the people.

The fabric of this country has changed. Millennials are now the largest generation in the workforce, with 72M people between the ages of 25 and 45 years old. More than 65% of this generation is now married or in long term relationships, of which an unprecedented 80% are dual career. We’re children of a generation marked by 50% divorce rates. And national conversation has evolved in response: how do you navigate independence and togetherness? What does healthy, open communication look and feel like? We’re also the most diverse generation America has ever seen. And with it, comes an even greater importance in making access truly equitable.

If you share this dream, we hope you join us.

Emily Luk Allen & Channing Allen


PS. We're growing! We're hiring a full stack engineer.


Emily Luk

CPA, CFA - CEO and Cofounder of Plenty

Emily is the ceo and cofounder of Plenty. Started by a husband and wife team, Plenty is a wealth platform built for modern couples to invest and plan towards their future, together. Previously, she was VP of Strategy and Operations at Even (acquired by Walmart/One) and a founding team member of Stripe's Growth and Finance & Strategy teams. She began her career as a VC, and was one of the youngest nationally to complete her CPA, CA and CFA designations.

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