Google for Startups

Google for Startups is an initiative launched in 2011 that focuses on supporting startups globally by providing access to Google's products, connections, and best practices. The program partners with over fifty leading startup organizations to foster entrepreneurial ecosystems in more than 135 countries. It offers various resources, including financial support and exclusive programming, to help these partners and their startups thrive. Central to this initiative are six Google for Startups Campuses located in London, Tel Aviv, Seoul, Madrid, São Paulo, and Warsaw. These Campuses serve as collaborative spaces where startup founders can access mentorship, educational resources, and networking opportunities within their local communities. Startups benefit from free workspaces, community events, and a network of like-minded entrepreneurs, all aimed at nurturing their growth and innovation across diverse sectors such as healthcare, retail, finance, and technology.

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 is a digital savings platform based in Accra, Ghana, aimed at assisting low-income earners in effective saving. It offers both personal and group e-wallets, enabling users to save individually or collaboratively through group savings initiatives. The platform includes a mobile application with features that promote financial discipline, such as a personal wallet with a locking mechanism that encourages users to save over time. Additionally, BezoMoney employs a machine learning model that rewards consistent saving behavior with points, which can be redeemed for discounts, property acquisition, and investment opportunities. By enhancing users' creditworthiness and providing access to bulk capital through group savings, BezoMoney strives to foster financial independence among the unbanked and young people, ensuring transparency, accountability, and security in all transactions.

Evolve Credit

Non Equity Assistance in 2023
Evolve Credit Limited operates a platform designed to enhance financial accessibility and transparency for consumers in Africa. Established in 2020 and based in Lagos, Nigeria, the company enables users to compare a variety of loan products, including personal loans and business loans, based on price, interest rates, and terms. Its platform also features expert reviews and personalized recommendations, helping users select the most suitable financial options for their needs. In addition to serving individuals, Evolve Credit provides solutions for small and medium-sized enterprises, addressing a broad spectrum of lending requirements. The company's goal is to streamline the loan application process while promoting inclusivity in financial services.

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.

Mosmos

Non Equity Assistance in 2023
Mosmos is a financial application that allows customers to purchase valued items through partial and flexible installment payments. The platform is designed to provide secure and convenient payment options, enabling users to acquire products or services while managing their budgets effectively. Additionally, Mosmos offers cash rewards, making the purchasing experience not only stress-free but also beneficial for users aiming to achieve their financial goals without incurring debt.

My Choice

Grant in 2023
My Choice Financial, Inc. is a provider of financial services with a focus on insurance solutions. The company offers a range of insurance products, including car insurance, home insurance, tenant insurance, and condo insurance. Additionally, My Choice Financial specializes in insurance brokerage services, assisting clients in selecting the most suitable car insurance options to help them save money. The company also develops insurance software aimed at enhancing policy services, further supporting its commitment to delivering effective financial solutions.

Snowball Wealth

Pre Seed Round in 2022
Snowball Wealth, Inc. is a financial management platform based in San Mateo, California, that provides tailored guidance for managing student loans and other financial challenges. Established in 2018, the company focuses on helping individuals navigate debt, retirement, and investments through personalized analysis and recommendations. Its mobile app features a community-driven approach that encourages open discussions about debt and financial planning while also offering AI-driven tools to create customized plans for users. By addressing the complexities of student debt and providing insights on refinancing options, Snowball Wealth aims to empower individuals to effectively manage their finances, build generational wealth, and achieve their financial goals.

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 mobile application platform based in Cambridge, Massachusetts, designed to facilitate financial inclusion for Africans moving to the United States. The platform allows users to send and receive money without incurring transaction fees and offers a range of features including easy signup, a multi-currency wallet, a fund wallet, and currency swapping. By providing access to US bank accounts and debit cards, CashEx aims to improve global transactions and ensure that immigrants have equitable access to essential financial services.

Awabah

Non Equity Assistance in 2022
Awabah is a company that provides accessible working benefits for business owners and their employees through a monthly subscription service. For a fee of $3, users receive comprehensive coverage, including health insurance, micro pensions, life insurance, and accident coverage. The platform specifically targets self-employed individuals and those without formal pension contributions, offering micro pension schemes that enable them to plan for a financially secure future. By allowing entrepreneurs, drivers, traders, artisans, and creative freelancers to establish target savings plans, Awabah helps these individuals set aside money for their personal goals, promoting financial stability and security in an increasingly dynamic workforce.

Nomad

Non Equity Assistance in 2022
Nomad is a fintech company that provides financial services such as a bank account and an investment platform. It develops an application where users can open an account and can use it to travel, buy, save money, and invest in the USA. It also offers remittances and a debit card.

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, and a wallet application. Its innovative platform is designed to facilitate access to financial resources while promoting a lean operational model that results in lower interest rates for borrowers and higher returns for depositors. Kubo.financiero aims to foster financial inclusion and support the growth of Mexico's emerging middle class through customer-centric services that encourage economic empowerment and financial freedom.

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.

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.

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.

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.

Much

Grant in 2022
Much is a social banking platform based in New York that empowers individuals, particularly millennials and Generation Z, to enhance their financial well-being. The platform facilitates saving, investing, and managing debt, aiming to help users make informed financial decisions. By fostering a community-oriented approach, Much enables its users to take control of their finances, save more effectively, and streamline the research process associated with money management.

Pasito

Grant in 2022
Pasito is a developer of a benefits enrollment platform focused on enhancing financial health through improved decision-making regarding health and pre-tax benefits. The platform aims to simplify the complex benefits market by providing tailored guidance and personalized support for employees, ensuring they can effectively navigate various programs such as HSA plans, supplemental medical insurance, and retirement accounts. By utilizing advanced algorithms and data, Pasito creates a more engaging employee experience that encourages participation in benefits packages throughout the year. Additionally, the platform serves as a point of contact for health plan selection and helps clients mitigate compliance risks, ultimately allowing organizations to better engage their workforce while reducing payroll and health premium costs.

Snowball Wealth

Grant in 2022
Snowball Wealth, Inc. is a financial management platform based in San Mateo, California, that provides tailored guidance for managing student loans and other financial challenges. Established in 2018, the company focuses on helping individuals navigate debt, retirement, and investments through personalized analysis and recommendations. Its mobile app features a community-driven approach that encourages open discussions about debt and financial planning while also offering AI-driven tools to create customized plans for users. By addressing the complexities of student debt and providing insights on refinancing options, Snowball Wealth aims to empower individuals to effectively manage their finances, build generational wealth, and achieve their financial goals.

FinMarie

Non Equity Assistance in 2022
FinMarie is a pioneering financial platform in Germany designed specifically for women, aiming to empower them in investment and financial management. The platform integrates education, technology, and personalized solutions to assist women in overcoming financial barriers and achieving investment security. By utilizing advanced algorithms, FinMarie helps users manage and rebalance their portfolios according to their financial goals and risk tolerance. The service combines digital financial education with tailored expertise, providing a structured approach for women to enhance their financial literacy and build wealth effectively. Backed by notable investors, FinMarie seeks to create a supportive environment for women at all stages of their financial journeys.

ClinicPesa

Non Equity Assistance in 2022
ClinicPesa is a financial technology company that specializes in healthcare financing. It has developed a digital micro-savings and loan platform designed to offer users convenient and affordable access to healthcare services. The platform provides three types of accounts accessible via USSD and an Android application, allowing users to set up standing orders for saving money over a specified period. This functionality enables users to access their savings and loans for expenses related to registered healthcare providers, thereby alleviating the financial burden of medical bills and drug purchases.

Cauri Money

Non Equity Assistance in 2022
Cauri Money is a financial services company that offers users a comprehensive platform for money management and transfer. It provides a wallet and a BG IBAN, allowing users to exchange, save, manage, and send money easily. The platform includes features such as peer-to-peer payments, as well as virtual and physical Mastercards. Cauri Money also facilitates wallet recharge, phone recharge, and invoice payments, making it particularly useful for sending money to Africa and managing daily expenditures. The service is accessible to anyone, regardless of their banking affiliation, and includes support from a dedicated financial supervisor.

CreditAIs

Non Equity Assistance in 2022
CreditAIs specializes in providing innovative credit scoring tools tailored for micro businesses and individuals who do not conform to traditional credit scoring models. By utilizing machine learning, the company develops financial application programming interfaces (APIs) and software applications that deliver predictive insights, facilitating access to credit for underserved borrowers. This approach not only digitizes the credit application process for microlenders but also enhances lending conditions, thereby empowering individuals and small businesses with essential wealth-building resources.

Uellbee

Non Equity Assistance in 2022
Uellbee is a technology company that specializes in financial wellness, providing a range of services aimed at improving personal finance management. The company offers debt refinancing loans and a proprietary tool called GPS Financiero, which assists users in managing their finances effectively. In addition, Uellbee provides personalized and flexible consumer loans targeted at the middle class, along with access to credit and financial coaching. Their platform also includes savings instruments, enabling individuals to automate their financial management and redesign their approach to consumer credit.

Akiba Digital

Grant in 2021
Akiba Digital is a data and technology company focused on delivering financial intelligence solutions. It specializes in developing a financial data aggregator application that assists users in managing their savings goals and overall financial management. The application provides on-demand insights and visualizations to help users track their progress, while also offering behavioral coaching as part of a premium rewards program. This enables individuals to access personalized financial guidance, promoting more efficient use of their financial resources. Akiba Digital aims to unlock financial opportunities for consumers, businesses, and society by leveraging alternative data.

ImaliPay

Grant in 2021
ImaliPay is a financial health platform tailored for freelancers and blue-collar gig workers, collaborating with various gig platforms to deliver essential financial products. The company focuses on creating a supportive ecosystem that allows gig workers to establish a safety net around their employment. By providing easy savings options and transparent financing solutions, ImaliPay aims to enhance the productivity and economic empowerment of these workers. Through its innovative approach, the platform seeks to improve the financial well-being of freelancers and gig workers, enabling them to better manage their finances and achieve greater financial health.

Shecluded

Non Equity Assistance in 2021
Shecluded is a financial consulting company focused on empowering women through access to essential financial services. The company offers an online platform that provides business and personal loans with competitive interest rates, supporting women's personal development, career advancement, and business growth. In addition to loans, Shecluded supplies investment advisory, retirement planning, and health insurance services, all aimed at fostering financial independence and growth for women. Through these offerings, Shecluded seeks to help women achieve their financial goals and enhance their overall economic well-being.

Movimento Black Money

Venture Round in 2021
Movimento Black Money serves as a vital resource for the Black community in Brazil, focusing on enhancing their economic participation and autonomy in the digital landscape. The organization addresses the unique challenges faced by this community by offering a range of financial resources and educational programs. It operates a digital marketplace and functions as a financial institution, providing tools and support to empower Black entrepreneurs and youth. Through its initiatives, Movimento Black Money aims to foster an innovative mindset, promote business development, and ultimately transform the Black entrepreneurial ecosystem.

Ndovu

Non Equity Assistance in 2021
Ndovu is an online financial advisory platform that provides personalized and cost-effective investment solutions for users looking to engage in both local and global financial markets. By offering curated investment funds and tailored investment plans based on individual risk tolerance and financial goals, Ndovu aims to improve access to investment opportunities. The platform focuses on simplifying financial concepts for its customers, utilizing advanced technology alongside knowledgeable financial advisors to enhance the investment experience and facilitate wealth generation.

Frizzmo

Non Equity Assistance in 2021
Developer of a financial education platform designed for daily purchase round-ups and learning real-life money management skills. The company's platform offers a new-age banking application that allows people in the community to earn, save, spend, and give back through daily transactions, enabling parents to teach financial management to children right from an early age.

Lili

Series B in 2021
Lili is a digital banking service provider founded in 2018 and based in New York, New York. The company focuses on empowering freelancers by offering a range of financial services and tools designed to help them manage their work and personal finances within a single account. Lili integrates banking services with features such as real-time expense tracking, tax tools, and financial insights, enabling its customers to navigate their financial needs more effectively. Through a human-centered design approach, Lili aims to enhance user experience and address the specific challenges faced by freelancers, thereby supporting their independence and financial well-being.

Colbr

Non Equity Assistance in 2021
Colbr is a fintech company that specializes in wealth management and financial services, offering a digital platform for global asset allocation. It provides access to a diverse range of investment options, including financial markets, private equity, and real estate, while ensuring transparency and eliminating hidden costs. The platform is designed to deliver premium and accessible services, allowing users to monitor and grow their assets effectively. Additionally, Colbr offers personalized advice and access to historically inaccessible investment opportunities, enhancing the overall user experience in asset management.

Barkus Educacional

Non Equity Assistance in 2020
Barkus Educacional is a social impact organization dedicated to enhancing financial education and entrepreneurship among young people and adults. Founded in May 2016 by three teenagers who experienced the transformative power of financial literacy, Barkus focuses on democratizing access to personal finance knowledge. The company offers a range of programs that include educational workshops, mentorship opportunities, and practical tools designed to empower individuals. By fostering confidence and facilitating the development of business ideas, Barkus equips participants to effectively navigate the financial landscape. Its mission is to help individuals avoid indebtedness, invest wisely, and contribute positively to their communities, ultimately enabling them to achieve their personal and professional aspirations.

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.

Maji

Non Equity Assistance in 2019
Maji is a financial wellbeing and money management platform dedicated to enhancing financial outcomes through education and behavioral change. The platform addresses the common concerns individuals have about money by employing powerful diagnostics to identify users' financial challenges, goals, and opportunities. Maji matches these insights with personalized education, coaching, and advice, enabling users to actively reduce financial worries and work towards a more secure financial future. For employers, Maji offers tools to track and improve employee financial wellbeing, providing valuable data insights that inform employee benefit strategies. The platform also enhances engagement for pension providers by encouraging members to save at recommended rates and consolidating their pensions, ultimately leading to more informed members and healthier pension pots. Through its user-friendly tools and resources, Maji strives to empower individuals to navigate their financial journeys more effectively and attain financial freedom.

TerraMagna

Non Equity Assistance in 2018
TerraMagna is a digital lender based in Brazil, specializing in the agricultural sector of Latin America. The company offers a range of financial products tailored to meet the specific needs of farmers and agricultural businesses. These products include personal loans, CFB lending, embedded buy now pay later (BNPL) options for agricultural inputs, and crop-collateralized financing, all accessible through a user-friendly web interface. By addressing the unique challenges and opportunities within agriculture, TerraMagna aims to enhance the resilience of the agricultural value chain and promote sustainable food security.

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, Inc. is a data-driven online comparison platform based in Seoul, South Korea, specializing in various financial products such as mortgages, personal loans, and investments. The company enables users to compare different financial offerings by collecting and analyzing data from multiple industries, including the automobile finance sector. Finda's platform not only helps users identify suitable financial products but also provides economic calculation services related to housing loans, monthly savings, and loan repayment. By focusing on delivering customized financial information, Finda aims to empower individuals to make informed financial decisions in a timely manner.

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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