- InvestiFi raised $20 million in a strategic funding round led largely by credit unions and fintech investors to expand its embedded investing platform for community financial institutions.
- Community banks and credit unions are increasingly competing with fintechs like Robinhood, Wealthfront, Betterment, and Coinbase for the primary customer relationship, making embedded investing a key retention strategy.
- The investor lineup signals strong industry confidence that integrated wealth management tools will be critical for smaller financial institutions to remain competitive with digital-first providers.
Credit Union Service Organization (CUSO) InvestiFi has landed $20 million in a funding round led by Vibe Credit Union, with participation from BankTech Ventures, ICCU (Idaho Central Credit Union), Navari (formerly CUSG), United Financial Credit Union, Coastal Credit Union, Mid Minnesota Credit Union, Truity Credit Union, and Southpoint Credit Union.
“What makes this raise especially meaningful is that so much of it comes directly from the consumer-focused financial institutions and strategic partners who use our platform every day,” said InvestiFi CEO and Founder Kian Sarreshteh. “They aren’t just customers — they’re believers in our mission to democratize investing and to make sure community financial institutions can compete and win in this space.”
InvestiFi plans to use today’s funds to scale its platform and increase adoption among credit union members and community bank customers. Specifically, the organization’s goal is to help these smaller financial institutions retain and gain back deposits from the 43% of Millennial and Gen Z users who have transitioned to third-party investment platforms because they felt that their credit union or community bank didn’t offer adequate investing options.
While community banks and credit unions used to compete against each other and larger banks, this is no longer the case. Fintechs like Robinhood, Wealthfront, Betterment, and Coinbase have become commonplace among users. And because these fintech options are increasingly offering savings tools, checking accounts, and even credit cards, there is also increased competition for the primary customer relationship. InvestiFi’s tools that allow community banks and credit unions to embed investing tools directly within their website or app will help retain primacy.
The makeup of the investor base is perhaps as noteworthy as its size. With many of InvestiFi’s own credit union customers participating, the raise shows how community financial institutions are increasingly investing in fintech infrastructure they view as essential to remaining competitive with larger banks and digital-first financial providers.
“For generations, credit unions have earned trust by helping members save, borrow, and achieve their financial goals,” said Vibe Credit Union Chief Operations and Strategy Officer Jeff Pascoe. “The next chapter is helping them build wealth through that same trusted partnership. As a credit union, we believe we have a responsibility to invest in innovations that strengthen not only our own members’ experience, but the future of the credit union movement itself. InvestiFi helps make that future possible.”
InvestiFi, which enables credit unions and community banks to offer digital investing directly within online banking, was founded in 2020. The organization helps its 60 financial institution clients offer tools like fractional investing, guided investing, IRAs, cryptocurrency trading, and stablecoins.
Interested in hearing more about specialized tools for community banks or credit unions? Register for FinovateFall and enroll in the Credit Union Spotlight or the Community Bank Spotlight to get a dedicated networking space where you can share best practices, talk through common challenges, and discover innovative solutions designed for you.
Photo by RDNE Stock project
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