Google for Startups

Google for Startups is an initiative supporting global startups. It offers access to Google's products, connections, and best practices through a network of partners in over 135 countries. The program aims to help determined startups succeed.

Matthew Brittin

President, EMEA

Sundar Pichai

CEO, Google

Past deals in Personal Finance

20APY

Non Equity Assistance in 2024
20APY: Simplifying financial freedom with decentralized finance 20APY is a fintech that uses high-yield alternative investments and zero-interest credit to simplify Financial Freedom. We employ blockchain technology to issue RWA Tokens that offer a fixed return of 20% per year, and the funds raised are used to foster the credit market in Brazil in low-risk operations.

20APY

Non Equity Assistance in 2024
20APY: Simplifying financial freedom with decentralized finance 20APY is a fintech that uses high-yield alternative investments and zero-interest credit to simplify Financial Freedom. We employ blockchain technology to issue RWA Tokens that offer a fixed return of 20% per year, and the funds raised are used to foster the credit market in Brazil in low-risk operations.

TaxxWiz

Grant in 2023
TaxxWiz is a virtual tax preparation company that provides a solution for individuals and business owners to have a reliable resource for financial needs and services.

Herconomy (Ex AGS Tribe)

Non Equity Assistance in 2023
Herconomy is the first bank for women in Nigeria. Women can build their finances and capacities, collaborate, and access opportunities. Empower women in Nigeria and beyond to be financially independent, thereby contributing to the socioeconomic growth of their ecosystem.

BezoMoney

Non Equity Assistance in 2023
BezoMoney operates a digital savings platform from Accra, Ghana, offering a personal e-wallet and a group e-wallet for social savings via a mobile app. It serves low-income earners by enabling regular saving, access to bulk capital through group savings, and tools to improve creditworthiness. The platform features a lock option on the personal wallet and uses a machine-learning based points system that rewards consistency with benefits such as discounts and potential investment options. A rotational group savings model ties members within a network, promoting transparency, accountability and security of savings as users progress toward financial independence.

Evolve Credit

Non Equity Assistance in 2023
Evolve Credit is a Nigerian fintech company founded in 2020, headquartered in Lagos. It operates an online platform that empowers consumers to explore, compare, and apply for various loan products tailored to different needs, including personal loans, SME loans, and options for salary earners and the unemployed. The platform provides expert reviews, ratings, and comparisons based on price, interest rates, and other terms. Additionally, Evolve Credit offers a Software as a Service (SaaS) core banking platform that enables financial institutions to streamline, digitize, and manage deposit, lending, and recovery services efficiently. This platform includes no-code tools designed to offer personalized customer banking experiences both online and offline.

Jem

Non Equity Assistance in 2023
SmartWage Pty Ltd. is a financial technology company based in Johannesburg, South Africa, that provides innovative payday solutions aimed at enhancing financial wellness for employees. Founded in 2019, SmartWage offers services that allow employees to track their earnings and access their earned salaries on demand. The company also provides salary-packaging administration services to both employers and employees, making it one of the most affordable and accessible options in the South African market. Through its offerings, SmartWage seeks to improve the overall financial well-being of individuals by enabling timely access to earned wages.

Mosmos

Non Equity Assistance in 2023
Mosmos is a financial technology company that offers a platform enabling customers to purchase valued items through flexible and partial installment payments. The application is designed to provide stress-free and debt-free payment solutions, allowing users to take possession of products or services while managing their financial commitments. Mosmos also incentivizes users with cash rewards, promoting a more accessible and convenient shopping experience. By focusing on flexibility and security, Mosmos aims to help customers achieve their financial goals without the burden of traditional financing methods.

MipangoApp

Non Equity Assistance in 2023
MipangoApp is a financial data analysis, education, money management, and recommendations software for Financial Institutions, and a mobile application for the unbanked. They are enabling users to track their income and expenses, set financial goals, and get personalized financial advice and investment opportunities.

Snowball Wealth

Pre Seed Round in 2022
Snowball Wealth, Inc. is a financial management company based in San Mateo, California, founded in 2018. It specializes in providing personalized guidance for student loans and broader financial planning, focusing on debt management, retirement, and investment strategies. The company has developed a mobile platform that combines community engagement, social challenges, and AI-driven planning to assist users in addressing financial challenges. By fostering an open dialogue around debt, income, and investing, Snowball Wealth aims to alleviate the stigma associated with these topics. Its innovative approach empowers individuals to make informed financial decisions, manage their student debt effectively, and build generational wealth through tailored advice and resources.

Guru

Non Equity Assistance in 2022
Guru is a financial application aimed at young Brazilian investors, dedicated to simplifying the investment process. The platform provides a range of financial tools, including real-time profitability monitoring, market quotes, graphs, news, and various indicators. By offering these resources, Guru enables users to easily navigate and invest in different financial instruments, making investing more accessible and intuitive for its audience.

CashEx

Pre Seed Round in 2022
CashEx is a digital banking platform that provides US bank accounts, debit cards, and money transfer services with zero transaction fees. It features easy signup, a multi-currency wallet, a fund wallet, and currency swapping to enable inclusive financial access, including for immigrants moving to the United States. Headquartered in Cambridge, Massachusetts.

Awabah

Non Equity Assistance in 2022
Awabah provides digital pension planning and savings management services designed for self-employed and informal workers who lack formal pension coverage. The company offers micro-pension schemes and a platform that enables entrepreneurs, drivers, traders, artisans, and freelancers to start saving for future goals. In addition to pension services, Awabah delivers access to health insurance, life insurance, and accident cover as part of a practical benefits package, simplifying participation in retirement saving and protection for workers who do not have traditional pension arrangements.

NG.CASH

Non Equity Assistance in 2022
NG.CASH is a digital app designed to help Generation Z become financially independent. It allows users to manage their own money with solutions such as PIX (Brazil’s “instant-payment” method), prepaid credit cards, allowance management, and a virtual card. Structured as a financial hub, NG.CASH aims to accompany its clients throughout their lives and increase financial literacy in the region.

Nomad

Non Equity Assistance in 2022
Nomad is a fintech company that offers financial services primarily aimed at non-residents in the United States. Its platform enables users to open current accounts, transfer money, and pay bills easily. Additionally, Nomad provides a virtual card for online shopping, allowing Brazilian residents to access these financial services without incurring fees. This innovative approach facilitates hassle-free banking and financial management for individuals who may otherwise face challenges in accessing traditional financial services.

kubo.financiero

Non Equity Assistance in 2022
Kubo.financiero is a regulated finance company based in Mexico that provides a range of financial services including digital savings accounts, personal loans, term deposits, lending opportunities, and a wallet application. The company employs a lean operational model that allows it to offer lower interest rates for borrowers while providing higher returns for depositors and investors. Kubo.financiero's innovative approach is designed to foster a "multiplier effect," aimed at generating and strengthening Mexico's emerging middle class through customer-centered financial solutions. By focusing on accessibility and user benefits, Kubo.financiero seeks to enhance financial freedom for its clients.

Blossom Social

Pre Seed Round in 2022
Blossom Social is a startup building a social investing platform that fosters financial literacy and community-driven ideas. The platform lets users view portfolios and trades of friends and top investors, discover new investment ideas from the community, and share portfolios, trades, and ideas. It provides portfolio tracking tools and investing education in a Duolingo-style format to help users make informed financial decisions. The service emphasizes verifiable stock holdings and performance to inform decision-making and promote transparent sharing within the community.

Much

Grant in 2022
Much is a social banking platform based in New York that helps users save, invest, and reduce debt. The platform offers investment decisions and community-driven features designed to help millennials and Generation Z take control of their money, save more, and make informed financial decisions. By combining savings tools with investment options and debt management within a collaborative community, Much aims to simplify personal finance and help users manage their money more efficiently.

TrustFundRegistry

Grant in 2022
TrustFundRegistry is a fintech platform that allows family and friends to gift equity investments to a child they love. It enables financial inclusion for BIPOC families by removing the barrier of personally identifiable information required by non-custodial guardians, family members, and friends to send gifts directly into the child’s long-term investment fund.

Taxumo

Non Equity Assistance in 2022
Taxumo is a software-as-a-service company that provides a tax compliance platform for micro, small and medium enterprises, professionals and freelancers, automating the computation, filing, and payment of business taxes through an end-to-end, mobile-responsive web application, helping users file accurately and on time, reducing reliance on external accountants, and enabling them to focus on their core business.

Go (formerly Upward)

Grant in 2022
Go, formerly known as Upward, is a personal financial application tailored for gig workers, including drivers and delivery personnel. The platform assists users in managing their finances by tracking income and expenses, predicting future taxes based on current earnings, and facilitating bill management. Go aims to help users save for their taxes from 1099 income by encouraging them to set aside funds each quarter. Additionally, the application maximizes deductions related to expenses and mileage, enabling users to reduce their overall tax liabilities. Through its user-friendly interface, Go provides essential tools for financial planning, ensuring that gig workers can effectively manage their earnings and optimize their financial outcomes.

Dollarito

Grant in 2022
Dollarito is a digital lending platform that helps the Hispanic population with no credit history or low FICO score access fair credit. The company specializes in the fields of credit, financial services, fintech, and personal finance.

Pasito

Grant in 2022
Pasito simplifies employee benefits enrollment through its intelligent platform. It uses advanced algorithms and data to provide personalized guidance for each individual, helping them make informed decisions about their HSA plans, supplemental medical insurance, voluntary insurance, and retirement accounts year-round.

Snowball Wealth

Grant in 2022
Snowball Wealth, Inc. is a financial management company based in San Mateo, California, founded in 2018. It specializes in providing personalized guidance for student loans and broader financial planning, focusing on debt management, retirement, and investment strategies. The company has developed a mobile platform that combines community engagement, social challenges, and AI-driven planning to assist users in addressing financial challenges. By fostering an open dialogue around debt, income, and investing, Snowball Wealth aims to alleviate the stigma associated with these topics. Its innovative approach empowers individuals to make informed financial decisions, manage their student debt effectively, and build generational wealth through tailored advice and resources.

FinMarie

Non Equity Assistance in 2022
FinMarie is an innovative financial platform in Germany designed specifically for women, aimed at empowering them to take control of their financial futures. The company focuses on providing education, technology, and personalized solutions to address the unique challenges women face in investing and financial management. By utilizing advanced algorithms, FinMarie helps users set financial goals and assess their risk tolerance, allowing for effective portfolio management and rebalancing. The platform combines digital financial education with tailored guidance to assist women at every stage of their financial journey, ultimately enabling them to build investment and financial security with confidence.

CreditAIs

Non Equity Assistance in 2022
CreditAIs specializes in developing credit scoring tools tailored for micro businesses and individuals who are underserved by traditional credit scoring models. The company focuses on digitizing the credit application process for microlenders, enhancing their ability to provide credit to these borrowers. By leveraging machine learning, CreditAIs generates predictive insights that empower lenders to refine their lending conditions. This innovative approach not only facilitates access to credit for those outside conventional scoring systems but also supports wealth-building opportunities for individuals and small businesses.

Asilimia

Non Equity Assistance in 2022
Asilimia operates a mobile payment platform designed to facilitate financial digitization for African micro-entrepreneurs. Its platform enables users to manage business transactions, create cash-based accounting records, and maintain ledgers of outstanding debits and credits.

ClinicPesa

Non Equity Assistance in 2022
ClinicPesa is a financial technology company delivering a digital micro-savings and micro-loans platform that enables uninsured and low-income individuals to access funds for healthcare at partnered facilities. The platform provides digital microloans, savings plans with flexible contributions, and instant mobile payments to cover medical bills and medicines, helping users manage healthcare costs conveniently and securely.

Cauri Money

Non Equity Assistance in 2022
Cauri Money is a financial services provider offering users the ability to exchange, save, manage, and send money. It features a wallet with a BG IBAN, peer-to-peer payment capabilities, virtual and physical Mastercards, and dedicated financial supervision.

Eversend

Non Equity Assistance in 2022
Eversend is a company that develops a multi-currency e-wallet that lets users exchange, spend, and send money across currencies. The platform supports currency exchange, crypto purchases, virtual cards, and payments to bank accounts and mobile wallets, using a digital gateway and blockchain technology to reduce fees and foreign exchange costs. Based in Paris, France, Eversend plans to expand its offering to include personal loans, savings and group savings, merchant payments, and investments in the future.

Uellbee

Non Equity Assistance in 2022
Uellbee is a data-driven technology company dedicated to enhancing financial wellness for the middle class. It provides personalized and flexible consumer loans, focusing on debt refinancing solutions. Uellbee also features a proprietary personal financial management tool known as GPS Financiero, which assists users in managing their finances effectively. In addition to these services, the company offers financial coaching and savings instruments, enabling individuals to optimize their credit and automate their financial management. Through its innovative platform, Uellbee aims to empower consumers to take control of their financial health.

Akiba Digital

Grant in 2021
Akiba Digital is a data and technology company that empowers businesses to make informed risk decisions through its financial intelligence solutions. It leverages alternative data to unlock financial opportunities for consumers, businesses, and society.

ImaliPay

Grant in 2021
ImaliPay is a financial health platform that offers customized financial products to freelancers and blue-collar gig workers, developed in partnership with gig platforms. The company builds an ecosystem where gig workers can create a safety net around their work through easy savings and transparent in-kind financing, aiming to boost productivity and economic empowerment. By enabling flexible financial services tailored to the realities of gig work, ImaliPay helps independent workers manage income volatility, access funds when needed, and improve overall financial health. The approach centers on practical, user-friendly tools rather than traditional employment benefits, and positions the company as a partner to both workers and gig platforms.

Shecluded

Non Equity Assistance in 2021
Shecluded is a financial services provider specializing in empowering women through tailored financial solutions. They offer loans, health insurance, wealth advisory services, investment advisory, retirement plans, and health insurance, aiming to help women achieve financial independence.

Movimento Black Money

Venture Round in 2021
Movimento Black Money is a Brazilian initiative dedicated to empowering the Black community through digital platforms and educational programs. It fosters entrepreneurship, promotes financial autonomy, and encourages innovation within the community.

OkCredit

Non Equity Assistance in 2021
OkCredit is a financial technology company that offers a mobile-based application designed to streamline credit account management for shop owners and their customers. Founded in April 2017 by Gaurav Kumar and Aditya Prasad, the company is headquartered in Faridabad, India. The application allows merchants to easily record credit and payment transactions digitally, simplifying the process of tracking receivables and payables. By digitizing these transactions, OkCredit enables businesses to move away from traditional paper-based accounting methods, thereby reducing the burden of maintaining physical records. This innovative solution supports merchants in managing their financial operations more efficiently across the country.

Ndovu

Non Equity Assistance in 2021
Ndovu is a financial advisory platform that provides personalized and cost-effective investment solutions for users seeking to engage with both local and global financial markets. The company employs advanced technology and expert financial advisors to simplify investment processes, making them more accessible to a broader audience. Ndovu's platform features curated investment funds and tailored investment plans that align with individual risk tolerance and financial goals, empowering customers to navigate the complexities of investing and enhance their wealth-building potential.

KiddieKredit

Non Equity Assistance in 2021
Kiddie Kredit is a mobile chore-tracking app designed to enhance financial literacy among children by teaching them about credit management. The app operates on the principle that a child's performance in completing household chores directly affects their Kiddie Kredit score, which mimics traditional credit scoring models. Children can record their completed chores, which are then approved or denied by a parent or guardian. The app calculates a weekly score based on the quantity and punctuality of chores completed, ultimately determining the amount of their predetermined weekly allowance, which can be monetary or non-monetary. This engaging platform aims to foster a better understanding of credit concepts in a fun and interactive way.

Frizzmo

Non Equity Assistance in 2021
Frizzmo is a banking app and online platform that enables parents to guide children's money management and to donate to teachers. It combines financial education with everyday banking, allowing users to earn, save, spend, and give back through daily round-ups and community transactions. The platform supports real-life money skills by integrating daily purchases with learning, helping families teach financial literacy to children from an early age.

Lili

Series B in 2021
Lili is a New York-based company founded in 2018 that offers digital banking services tailored specifically for freelancers. By providing a comprehensive suite of financial tools, Lili enables users to manage their work and personal finances within a single account. The company focuses on removing obstacles that freelancers face in financial management, empowering them with features such as real-time expense tracking, tax tools, and financial insights. Through a human-centered design approach, Lili aims to enhance the user experience and address the unique needs of its customers, allowing them to maintain a balanced work-life dynamic.

Colbr

Non Equity Assistance in 2021
Developer of a wealth management platform designed to offer premium and accessible services without hidden costs. The company provides a range of services including financial markets, private equity, real estate, human and personalized advice, and scrupulously selected historically inaccessible investments, enabling users to monitor and develop their assets effectively.

Barkus Educacional

Non Equity Assistance in 2020
Founded in 2016 by three teenagers, Barkus is a social impact company dedicated to promoting financial education and entrepreneurship among youth and adults. Its platform offers interactive content and tools, including the Iara chatbot, empowering users to improve their personal finance knowledge, avoid debt, and make informed investment decisions.

Financier Escolas

Non Equity Assistance in 2020
Financier Escolas is an ed-tech company focused on delivering financial education through a gamified experience enhanced by artificial intelligence. By leveraging advanced technology, the firm aims to make learning about finance engaging and accessible. Currently operating in stealth mode, Financier Escolas is dedicated to creating innovative educational solutions that empower individuals to improve their financial literacy in an enjoyable manner.

Qoins

Non Equity Assistance in 2020
Qoins Technologies, Inc., established in 2017 and based in Atlanta, Georgia, specializes in developing financial wellness applications. Its core product is an automated platform that helps users reduce their debt by rounding up daily credit card purchases and applying the spare change towards their student loans or credit card balances. This process, which occurs in $5.00+ increments, enables users to pay off their debt more quickly and achieve their financial goals.

Zirtue

Non Equity Assistance in 2020
Zirtue, LLC is a Dallas-based company founded in 2018 that specializes in a mobile lending application designed to facilitate loans among friends, family, and trusted relationships. The application simplifies the lending process by automating payments, allowing users to receive repayments through direct bank transfers. This system ensures that loan amounts and repayment terms are set by the borrower and lender, fostering transparency and reducing the awkwardness often associated with informal lending. By integrating real-time payment capabilities, Zirtue enables users to manage loans conveniently and securely, thereby digitizing and mobilizing personal lending practices.

Freeman Capital

Non Equity Assistance in 2020
Freeman Capital is an investment advisory firm that focuses on managing wealth and creating risk-free portfolios for its clients. The company has developed an artificial intelligence-based platform that identifies and capitalizes on opportunities in the foreign exchange market. This technology allows for the creation and automation of customized financial programs that include loss protection features. By leveraging this platform, Freeman Capital aims to help both seasoned investors and beginners learn about currency trading opportunities and invest in profitable portfolios while minimizing capital risks. The firm is dedicated to promoting diversified investments that cater to a diverse clientele.

Zirtue

Seed Round in 2020
Zirtue, LLC is a Dallas-based company founded in 2018 that specializes in a mobile lending application designed to facilitate loans among friends, family, and trusted relationships. The application simplifies the lending process by automating payments, allowing users to receive repayments through direct bank transfers. This system ensures that loan amounts and repayment terms are set by the borrower and lender, fostering transparency and reducing the awkwardness often associated with informal lending. By integrating real-time payment capabilities, Zirtue enables users to manage loans conveniently and securely, thereby digitizing and mobilizing personal lending practices.

Celero

Non Equity Assistance in 2019
Celero is a financial management company based in Curitiba, Brazil, offering a platform and mobile app designed for small and medium-sized service providers. The solution automates core finance tasks by transforming photos of payment slips, invoices, and other documents into payments and reports, and by enabling users to manage payables and receivables, track cash flow, and approve scheduled payments. It provides automatic bank reconciliation and integrates with other business technologies, delivering total financial control and streamlined processes. The platform is available on mobile devices, supporting Android and iOS, and aims to reduce the time spent on financial management while improving visibility into financial operations. Founded in 2014, Celero serves clients seeking easier, paper-to-digital finance workflows and better financial reporting.

Maji

Non Equity Assistance in 2019
Maji is a financial wellbeing and money management platform that aims to improve financial outcomes through education and behaviour change. The service uses diagnostics to identify users’ financial challenges, goals and opportunities and matches them with personalised education, coaching and advice to reduce money worries and build a secure financial future. It enables employers to track and benchmark the financial wellbeing of their workforce and to derive data-driven insights that shape benefits and wellbeing strategies, using behavioural science to drive uptake of pension options and salary sacrifice. For pension providers, Maji engages members with multi-format education and coaching to encourage saving and pension consolidation, providing richer data and stronger engagement. The platform offers easy-to-use tools, dashboards and calculators that help individuals see and manage all their pension pots in one place and plan for future milestones.

BLU365

Non Equity Assistance in 2019
BLU365 is a digital trading platform based in Brazil that facilitates debt negotiation for its users. The company is dedicated to helping individuals manage and resolve their debts through an intuitive online interface. By analyzing the profile of each client before proposing negotiation options, BLU365 aims to enhance operational efficiency and effectiveness in achieving favorable outcomes. The platform has successfully conducted thousands of online negotiations across various sectors, with a commitment to supporting customers in maintaining their financial well-being throughout the year.

TerraMagna

Non Equity Assistance in 2018
TerraMagna is a Brazilian fintech company specializing in innovative financial solutions for the agriculture sector. It offers personal loans, CFB lending, embedded buy-now-pay-later services for agricultural inputs, and crop-collateralized financing, all accessible via its web platform. TerraMagna aims to strengthen the entire agricultural value chain by providing tailored credit options, reducing dependence on traditional financiers, and promoting sustainable food security.

Moneto

Non Equity Assistance in 2017
Moneto, founded by Marcos Arruda, Carlos Arruda, and Paulo Silva Filho in 2013, is a financial services application based in Sao Paulo, Brazil. The company specializes in automating and controlling the receipt and management of sales for small businesses and insurance companies. Moneto's platform accelerates the process of receiving sales payments and automates billing, ensuring that businesses receive payments promptly. This enables organizations to access credit more efficiently, facilitating reinvestment into growth initiatives.

AIM (Automated Investment Management)

Non Equity Assistance in 2017
AIM is an online platform that allows its users to make trades and investments via smartphone. Its platform specializes on personal finance, portfolio management, asset allocation, and mobile investment application. The company was founded in 2016 and headquartered in Seoul, South Korea.

Finda

Non Equity Assistance in 2016
Finda operates an online platform that compares various financial products such as mortgage, personal loans, P2P loans, and investments. Headquartered in Seoul, South Korea, the company aims to provide customized financial services and timely information by integrating data from diverse industries.

Rainist

Non Equity Assistance in 2015
Rainist Co., Ltd., established in 2012 and headquartered in Seoul, South Korea, is a financial technology company specializing in personal finance management. It develops the Banksalad application, which collects and analyzes users' financial data to provide tailored expenditure analysis and credit card recommendations based on individual spending patterns.
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