Plenty and Atomic: bringing couples and families access to impactful tools for building wealth
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Plenty is a platform that helps modern couples invest and plan for their future together. The company was built on the insight that the world has changed, with dual-income families now in the majority, and romantic partners more commonly making important financial decisions together. Unfortunately, many legacy tools to manage personal and joint finances were designed around having one primary earner and decision maker. Plenty’s two co-founders realized this through their own personal experience:
"When we got engaged, Channing and I couldn't find a product that made it easy for us to work together on financial decisions, so we decided to build one," - Emily Luk, CEO Plenty
Since its founding in 2022, Plenty has raised nearly $8M from some of the most prominent investors in Fintech. The company has also quickly gained attention and acclaim from the likes of Forbes, Fortune, and TechCrunch. Plenty is on a mission to expand access to financial products and tools that accelerate wealth building, and they have already helped thousands of couples go further, together.
Opportunity
In order to help couples and families achieve their financial goals, Plenty decided they would include investing as a core part of their platform, from the very beginning. They recognized it was important not only to help manage the household income, but also to help it grow into wealth. The team sought to start with a two-pronged approach: a cash management solution for short to medium term goals, and advisory services for longer-term investing. Fortunately, Atomic already had solutions for both.
Plenty serves a diverse group of customers, with their primary cohort being of the Millennial generation. These couples are in their 30s and 40s and navigating marriage, family planning, home ownership, and other big financial goals. They are often tech savvy professionals that expect both intuitive, personalized tools and also modern ease of use. Any partner of Plenty’s would need to meet high standards of product quality, as well as be nimble and adaptable in order to best serve the needs of their users.
Solution
Atomic’s wealth management product provides a digital investing experience to tens of thousands of end-customers across various business partners. Plenty was able to leverage this existing technology to offer portfolios with advanced features like direct indexing, automated tax-loss harvesting, and values-based investing.
By leveraging Atomic’s intuitive APIs, Plenty was able to build what they needed right into their platform. This was critical to delivering the strongly integrated user experience they envisioned for their customers. Plenty also used Atomic’s pre-built experiences to easily implement many standard features without spending time and resources re-inventing the wheel. These included modules for functions such as account onboarding and account management dashboards.
Impact
Plenty successfully offered these investing capabilities in their public launch in May of 2024. As recently highlighted by Yahoo Finance, the company tripled the number of couples on the platform in just the first month of 2025. Their efforts have also been recognized by Business Insider, who named Plenty one of their most promising fintechs of 2024.
Plenty plans to continue growing with its customers, soon offering even more features to help couples grow wealthy together. These would include alternative investments and retirement accounts, both supported by Atomic’s technology.
To learn more about partnering with Atomic, submit this form or contact us at partnerships@atomicvest.com.
Testimonials on our website reflect the experiences and opinions of Atomic’s business partners. This testimonial may not represent the experience of other business partners and does not indicate future performance or success.