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 grown. Now, we help millions build financial confidence through our DIY financial planning software, consulting tools, and corporate partnerships. Our goal is to help everyone become more financially confident so they can be bolder in life. We know our existing clients value our work, and we believe we can help another 100 million people make confident, impactful decisions about their money with an easy-to-use, powerful platform that works for everyone.
We are excited to announce the next big step in our journey: NewRetirement is now Boldin.
Why are we rebranding now?
We are a financial planning platform that empowers anyone to build financial confidence. Today, only 30% of Americans have a long-term financial plan and many don’t begin in-depth retirement planning until a few years before their planned retirement date. But we know that the earlier people start, the more likely they are to succeed.
While retirement planning isn’t all we do, having the NewRetirement name sets the bar for what people expect from us. We want our company to engage people throughout their financial journey. Whether you’re working to pay off debt, buying a home, saving for your dream vacation, or planning your perfect retirement—we want you to know we can help.
Changing our name is not something we take lightly. But we know that as we expand, it’s important not to limit the way people think of us.
Why we chose Bolden
When we began 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 clients. Financial confidence is at the core of our business, but what that confidence leads to is what truly inspires us. Through our community, we’ve seen how a great plan can help you be bold in life, making bold decisions that are inherently bold, and drive you to achieve your personal goals.
When we were offered the name Boldin, we knew we had a winning company. It reflects our hope for our customers: that you are financially confident enough to be bold in life, whatever that means to you. And ultimately, as a company, we wanted to live our own values, step off the beaten path, and make the bold choice to pursue a bigger vision that is reflected in our new name.
How does this come to life?
Over the next few weeks, you’ll see our name change in key places. We’ve also refreshed our brand look. We’ve gone bolder, while retaining elements of the NewRetirement brand (like the arches in our original logo). We’ve also added a new graphic element that reflects the creative, multifaceted nature of financial planning.
What does becoming Boldin mean to our clients?
As we grow 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 deliver and improve the retirement planning capabilities you’ve learned about. You’ll also see us investing in features and leveraging AI to support people at different stages of their financial journey, like adding new account types, different ways to visualize different aspects of your plan, and new explorers that will help you dive deeper into different aspects of your financial life. Longer term, you’ll see our platform make it easier to move beyond planning to action across collaborative planning, investing, debt, estate planning, tax planning, and intergenerational planning.
The first of these new features is Financial Wellness Snapshot, which we just launched. We understand that the metrics that matter to you are unique to your financial journey. With Financial Wellness Snapshot, you can see your financial strengths and weaknesses and choose which financial metrics you want to monitor from a library — personalizing the experience based on what matters most to you.
For our clients who are more focused on retirement, we will soon be launching a new Withdrawals Report detailing how withdrawals evolve during retirement years and more.
We are so excited to have you join us on this journey to help people build financial confidence and boldness in life.
Best regards,
Steve Chen and the entire Bolden team
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