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Joe leads marketing at BrightPlan. He brings a passion for growth and building award-winning cultures that engage the entire organization to drive go-to-market success. His previous experience includes growing multiple technology companies to successful scale, supporting over 10 acquisitions, and building multiple cultures recognized as best places to work. One of Joe's life goals is to be a professor and bring his passion for technology and business to students who will change our world.
Connect, Engage, and Deliver Success
BrightPlan combines quarterly guided programs, contests, event support, and more to help HR drive adoption, engage employees, and maximize ROI across your global workforce.
Financial Advisors
BrightPlan’s unlimited in-country advisor support combines strong emotional intelligence, proven advisory experience, and leading subject-matter expertise—offering guidance that’s approachable, judgment-free, and tailored to your real-life needs.
Confidentiality Required
We uphold strict confidentiality, keeping all employee discussions and financial information private. BrightPlan’s proprietary advisor portal ensures a secure, seamless exchange between employees and advisors, maintaining continuity of guidance while protecting personal data.
Many hold additional advanced degrees & designations:
CFP®, ChFC®, AFC®, MQFP®, AIF®, CFT-I™, CDFA®, CFA, EA, MBA, PhD.
Advisors that align with your employees special interest:
DIEB, Military, Generational, and mor
The only goals that matter are each employee’s unique financial goals.
Coaches are compensated via salary only — with no commissions or product incentives.
Topics Commonly Discussed
BrightPlan financial planners are required to act solely in employees’ best interests when offering personalized advice. They do not sell products nor receive commissions.
Background & Expertise
BrightPlan’s financial planners share similar backgrounds to the employees that they serve. More than half are women and people of color. We also offer support for Spanish-speaking employees.
Our financial planners have expertise in the following areas:
For Employers
Financial Wellness AI Coach
BrightPlan has transformed financial guidance with personalized real-time support, access to guidance 24/7, anywhere, in any language, to address each employee’s unique financial questions and needs.
Content built exclusively for employee success
BrightPlan leverages over a decade of proprietary financial content like articles, infographics, calculators, webinars, courses, and more designed solely to support your employees’ goals. We never sell products or services and always act in their best interests, personalized to meet them where they are at and guide them to where they want to be
Learn More
Seamless integrations
There’s a lot of HR technology, but only one employee experience. Integrations are key to delivering the best experience, so BrightPlan ensures system limitations never hold back employee success. From HRIS and benefits administration platforms to rewards programs, we help provide the information employees need to fully leverage your total compensation and benefits and make a meaningful impact on their financial well-being.
Built on Trust,
Backed by Compliance
At BrightPlan, we understand that trust is earned and security is essential. Our commitment to protecting employee data, ensuring regulatory compliance, and delivering secure AI-driven financial guidance is built into every layer of our enterprise financial wellness platform.
BrightPlan supports enterprises by combining financial wellness benefits with unmatched security and compliance practices. We are a Registered Investment Advisor with a fiduciary duty to act in our clients’ best interests, and we back that commitment with industry-leading certifications, controls, and independent audits.
Our platform is engineered to safeguard employee financial information and exceed regulatory standards, giving your HR and benefits, compliance, and IT teams the confidence they need.
Built on Trust,
Backed by Compliance
Personalization That Meets Every
Employee Where They Are
Every financial journey is different, which is why BrightPlan is designed to feel uniquely personal to each employee. From the moment someone activates their account, the platform tailors the experience to their needs, goals, and priorities. A built-in Financial Health Assessment sets the stage by shaping an experience that reflects what matters most to them, whether that’s managing everyday spending, planning for a major life event, understanding equity, or simply getting started.
As employees progress using BrightPlan, it continuously adapts. Intelligent cues surface the right guidance and next steps at the right time, helping people stay focused and build sustainable momentum. No two journeys look the same, and that’s by design: BrightPlan personalizes at scale, so each employee feels seen, supported, and empowered.
Measurable Impact for
Employees and Employers
Security and Compliance You Can Trust
At BrightPlan, privacy and security are foundational,not optional. We exceed standard regulatory requirements and apply advanced protections to safeguard employee data at every step. Our practices align with the same rigorous standards outlined in our Privacy Policy, ensuring that information remains confidential, protected, and handled with care. Your employees’ data stays private and secure.
Financial Wellness AI Coach
BrightPlan has transformed financial guidance with personalized real-time support, access to guidance 24/7, anywhere, in any language, to address each employee’s unique financial questions and needs.
Unmatched Personalization for any employee, anywhere
For employees, here are three simple ways to use the AI Coach for 24/7 guidance—anytime, anywhere, and in any language, right in their pocket.
Employees don’t need to take any action. During implementation, the AI Coach is trained on your company benefits, allowing it to incorporate them into its guidance whenever relevant. This helps employees fully leverage benefits as intended, creating a new level of visibility that delivers real impact.
Everyone manages their money differently, with some comfortable with higher risk for greater reward and others more conservative. The AI Coach adapts to each employee’s preferences, providing personalized guidance tailored to their approach.
The AI Coach does not store financial information. Linking accounts simply gives it visibility into an employee’s financial picture, enabling personalized guidance. It takes just minutes, something that could take weeks with a human advisor to gather and interpret.
Each employee can choose from existing goals or set their own. The AI Coach uses these goals to guide progress in line with what matters most to the employee while supporting a clear path toward long-term financial success.
Just Ask
Your AI Coach
- Understands my current goals
- Tax guidance
- Financial goal guidance
- Retirement contribution guidance
- Resource advice
- Insurance guidance
- Recommended next steps
- Additional education
Defining Financial Wellness for a Global Workforce
Defining Financial Wellness for a Global Workforce
Financial Wellness Solutions
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Empowering and achieving results together with:
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What Our Customers Are Saying
Discover how BrightPlan has transformed the financial journey for employees worldwide.
I love the ability to bring in my various accounts and see a holistic view of my financial standing. This allows me to set meaningful goals… I recently experienced a major life change and with the BrightPlan webinars and app, I have been able to assess my new situation.
Verified User Information Technology & Services, Enterprise (1000+ employees)
Holistic wellness means meeting people where they are and supporting their well-being—physically, mentally and financially. BrightPlan took our financial wellness offering to the next level and helped us empower our associates to bring their best selves to work.
Lindsay Madaras Senior Manager, Associate Well-Being, Bread Financial
BrightPlan’s platform provides employees with access to educational resources and personalized financial guidance. It allows employees to set financial goals and track their progress over time—supporting budgeting, retirement planning, and debt management.
Brandon Hall Group Research & Advisory
These testimonials are from current customers about their experiences working with BrightPlan. These customers were not provided any compensation in exchange for their review, and the customers gave expressed consent for their review to be used in educational, marketing, and promotional materials.
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What Our Customers Are Saying
Discover how BrightPlan has transformed the financial journey for employees worldwide.
I love the ability to bring in my various accounts and see a holistic view of my financial standing. This allows me to set meaningful goals… I recently experienced a major life change and with the BrightPlan webinars and app, I have been able to assess my new situation.
Verified User Information Technology & Services, Enterprise (1000+ employees)
Holistic wellness means meeting people where they are and supporting their well-being—physically, mentally and financially. BrightPlan took our financial wellness offering to the next level and helped us empower our associates to bring their best selves to work.
Lindsay Madaras Senior Manager, Associate Well-Being, Bread Financial
BrightPlan’s platform provides employees with access to educational resources and personalized financial guidance. It allows employees to set financial goals and track their progress over time—supporting budgeting, retirement planning, and debt management.
Brandon Hall Group Research & Advisory
These testimonials are from current customers about their experiences working with BrightPlan. These customers were not provided any compensation in exchange for their review, and the customers gave expressed consent for their review to be used in educational, marketing, and promotional materials.
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Global Support
Comprehensive and inclusive financial wellness benefit that delivers a consistent experience for global employees of U.S.-based employers. Scalable and compliant solution that gives employees 24/7 access, enabling them to track and manage their finances in one place and consume financial education relative to their country’s economic trends. In-country financial planners who speak the local language,Continue reading "Global Support"
Retirement Readiness
In-depth retirement planning education, advice and resources that empower employees to achieve financial independence and confidently retire on-time. Extension of HR team providing administrative support for financial and retirement planning that helps them save time, resources, and mitigate risk. Company-specific targeted communications and virtual workshops that enable employees to better understand and fully utilize theContinue reading "Retirement Readiness"
Survivor Support
Personalized support for employees and their families that have lost a loved one, including help navigating the emotional journey and financial complexities. 24/7 digital support for beneficiaries paired with empathetic financial counseling on employer-provided benefits, estate planning considerations, sources of liquidity, and more. Grief and bereavement education that helps employees navigate the emotional journey, includingContinue reading "Survivor Support"
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Leverage Proprietary Expert
Content for Peace of Mind
The AI Coach is powered by nearly a decade of expert guidance, all while being up-to-date on local and national regulations. With the AI Coach, employees get unbiased financial guidance that is 100% in their best interest, focusing solely on their financial success.
Targeted Data Insights
You will receive aggregated anonymous data on your employees’ questions from the AI Coach to help you provide additional value with your people strategies and targeted communications. You will not see or have access to employees financial information, situations or anything that would indicate an employee by name.
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Here's What We'll Cover:
- An overview of BrightPlan's platform and how it works
- Key capabilities tailored to your organization
- How BrightPlan helps your people thrive and reduces HR workload
- A walkthrough of your areas of interest
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Unique Data-Driven Insights to Support Your
Employees and Drive Business Success
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Rollout Planning
Once you embark on your financial wellness journey with BrightPlan, our team will start the rollout planning. We do the heavy lifting by listening to your needs, analyzing your company benefits and tailoring our content to match them.
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Launch
BrightPlan provides a turnkey yet personalized launch experience. The launch typically involves a company-wide announcement and a remote financial wellness week filled with education sessions tailored to your company.
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Awareness and adoption
Post launch, BrightPlan works with your team to drive awareness and adoption. We continue to create custom content for your company, attend employee benefits fairs and conduct webinars on relevant topics.
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Engagement tracking
BrightPlan provides employers with quarterly data and progress reports on benefits adoption and engagement, giving your team insights into how BrightPlan is helping your employees improve their financial well-being.
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Insights & Recommendations
BrightPlan provides insights on the financial well-being of different segments of your employee population, and recommends next steps to bridge any wellness gaps.
Unique Data-Driven Insights to Support Your
Employees and Drive Business Success
We live in an ever changing market, and high levels of financial uncertainty often leave business and HR leaders reacting to market conditions, trying to keep up.
Take control and stop being reactive to your employees’ shifting needs. BrightPlan’s Workforce Financial Wellness Gauge provides you with in depth data-driven insights on the financial health of your employees and how this affects key business metrics. Lean in and be proactive in supporting your employees’ well-being, drive productivity, and save your business valuable time and money.
For enrolled employees, BrightPlan customers see a 55% increase in retention over the national average.
The median BrightPlan user’s emergency savings rate is 2X that of the national median.
The median BrightPlan user’s retirement savings rate is 61% higher than the national median.
On average, the Workforce Financial Wellness Gauge doubles within the first six months of using BrightPlan.
Our Values
Be Accountable
Stay true to your word, do as you say you will.
Be Honest
If you don’t agree or see something wrong, speak up.
Be Passionate
Care for our customers and they will respect us for it.
Be Frugal
Invest in things that will have the biggest impact.
Be Trustworthy
Build trust because our success depends on it.
Be Fun
Enjoy work, have fun, and don’t take things too personally.
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News & Insights
Marthin is the founder and CEO of BrightPlan. Prior to BrightPlan, Marthin was a Senior Vice President at Cisco Systems where he led multiple businesses from idea to over $1 billion in revenue. In his last position he was responsible for Cisco’s video and collaboration portfolio that generated over $9 billion of annual revenue. One of Marthin’s life goals is to inspire and guide people to achieve their life and financial goals.
Grace leads the financial operations at BrightPlan. Her previous experience includes building companies from concept to live production to investment, serving as CFO and achieving financial and operational milestones and exits, and venture capital / private equity. One of Grace's life goals is to expand financial opportunities to underserved groups.
Joe leads marketing at BrightPlan. He brings a passion for growth and building award-winning cultures that engage the entire organization to drive go-to-market success. His previous experience includes growing multiple technology companies to successful scale, supporting over 10 acquisitions, and building multiple cultures recognized as best places to work. One of Joe's life goals is to be a professor and bring his passion for technology and business to students who will change our world.
Larry is responsible for product strategy and delivery. Prior to joining BrightPlan, Larry was Senior Vice President of the Service Cloud Product at Salesforce, where he led the creation of the world's most successful customer service suites. One of Larry's goals is to create a charitable fund that awards grants to students pursuing medical research careers.
Joelle leads the direct sales, partnership and client success teams for BrightPlan. Joelle has a track record of successfully scaling organizations from startup to enterprise, taking early-stage companies to over $100 million in revenue and enterprises from $100 million to $2 billion in revenue. Most recently, Joelle was Chief Operating Officer for Capital Factory and has also held senior level and executive positions at Paychex and Ascentis.
Krutarth is an experienced software leader with proven record of delivering solutions deployed by 80% of Fortune 500 companies today. Krutarth has led cloud and software engineering at Cisco, Imprivata and other companies. One of Krutarth’s life goals is to invent teleportation so that he no longer has to drive in Bay Area traffic.
Marthin is the founder and CEO of BrightPlan. Prior to BrightPlan, Marthin was a Senior Vice President at Cisco Systems where he led multiple businesses from idea to over $1 billion in revenue. In his last position he was responsible for Cisco’s video and collaboration portfolio that generated over $9 billion of annual revenue. One of Marthin’s life goals is to inspire and guide people to achieve their life and financial goals.
Grace leads the financial operations at BrightPlan. Her previous experience includes building companies from concept to live production to investment, serving as CFO and achieving financial and operational milestones and exits, and venture capital / private equity. One of Grace's life goals is to expand financial opportunities to underserved groups.
Joe leads marketing at BrightPlan. He brings a passion for growth and building award-winning cultures that engage the entire organization to drive go-to-market success. His previous experience includes growing multiple technology companies to successful scale, supporting over 10 acquisitions, and building multiple cultures recognized as best places to work. One of Joe's life goals is to be a professor and bring his passion for technology and business to students who will change our world.
Larry is responsible for product strategy and delivery. Prior to joining BrightPlan, Larry was Senior Vice President of the Service Cloud Product at Salesforce, where he led the creation of the world's most successful customer service suites. One of Larry's goals is to create a charitable fund that awards grants to students pursuing medical research careers.
Marthin is the founder and CEO of BrightPlan. Prior to BrightPlan, Marthin was a Senior Vice President at Cisco Systems where he led multiple businesses from idea to over $1 billion in revenue. In his last position he was responsible for Cisco’s video and collaboration portfolio that generated over $9 billion of annual revenue. One of Marthin’s life goals is to inspire and guide people to achieve their life and financial goals.
Krutarth is an experienced software leader with proven record of delivering solutions deployed by 80% of Fortune 500 companies today. Krutarth has led cloud and software engineering at Cisco, Imprivata and other companies. One of Krutarth’s life goals is to invent teleportation so that he no longer has to drive in Bay Area traffic.
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Leadership Imperatives: Support Employee Financial
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Empowering Employees for a Stress-Free Tax Season
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Personalizing Financial Support for Your Workforce with AI
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Top Ways to Empower Your Employees Through
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Financial Wellness: Empowering Employees and
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Elevate Organizational Success With Employee
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Employee well-being is a significant investment
30% is the average percentage of an employee’s salary spent on benefits
Employers need to get it right
Despite employers’ investment in benefits, 43% of employees name benefits as a chief reason for leaving their job2
Brokers and solution providers play a critical role
81% of employers say brokers have a significant impact on the benefits they choose to roll out3
BrightPlan Wins Gold in Brandon Hall Group’s 2024 Excellence in Technology Awards
Read MoreNew Study: 86% of Gen Z Workers are Stressed About Their Finances Reporting Over 8 hours a Week in Lost Productivity
Read MoreBrightPlan Partners With Sourcewell to Bring Financial Wellness to the Public Sector
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Shape the Future of Financial
Wellness – Where Purpose Meets Innovation
At BrightPlan, we’re not just building tools—we’re transforming lives. Join a mission-driven team where your work empowers employees to thrive financially, and your growth is fueled by innovation, collaboration, and purpose.
Collaborative
We work as one team with a common purpose
Lively
We are an experienced yet nimble team who likes to have fun.
Work-Life Balance
We have a happy and fulfilling life outside of work
Webinar: How AI Is Reshaping Financial Wellness, Benefits, & the Future of the Employee Experience
Join forward-thinking CHROs, People Officers, and Benefits Leaders for a high-impact webinar exploring how enterprise HR teams are turning AI innovation into real business outcomes.
- Date: Thursday, July 24th, 2025
- Time: 1:00 PM Eastern
About The Survey
We surveyed 1,500 knowledge workers at companies with 1000+ employees in the U.S. between April-May 2022. This included a mix of HR decision-makers and employees in various industries including technology, healthcare, financial services, education, manufacturing, and energy.
Employees Are Reevaluating Work
Employees are rethinking their professional and personal lives following mounting stress and changing workplace norms.
Financial Wellness Benefits Are #1
Financial wellness benefits are the number one most desired employee benefit.
Employees Want Help
88% of employees expect their employers to offer financial support.
Belonging Isn't Universal
The feeling of safety and belonging varies by demographic. Nearly 1/3 feel only “somewhat” safe, accepted and comfortable at work.
About The Survey
We surveyed 1,400 U.S.-based knowledge workers (including a mix of C-Suite, HR decision-makers and employees) at organizations with 1,000 or more employees to learn what’s top of mind and how employers can best respond in the reality of the current market environment.
Economic concerns have skyrocketed
92% of employees are stressed about their finances due to economic uncertainty, costing US employers close to potentially $200B annually in lost productivity.*
Financial preparedness is low
Only 18% of respondents have basic financial literacy. 85% have debt and 35% have no emergency savings or only enough for up to 2 months.
Employee well-being is a top business priority
53% of leaders indicate that supporting their employees’ holistic well-being is a top priority and 95% believe they should provide more financial support.
Employers need to drive benefits utilization
Employees are not satisfied with their company’s financial well-being support and 1 in 4 don’t even know if their employer offers financial benefits.
Disconnects between leaders & employers are staggering
48% of employees agree their company offers them the financial guidance, support, and tools they need to achieve their life goals, compared to 94% of leaders.
Employer trust is declining
Only 63% of employees trust HR and upper management, compared to 83% in 2022, and 61% believe leaders at their company are empathetic.
Why BrightPlan
AI + Human Financial Coaching
Scalable Global Platform
AI + Human Financial Coaching
AI + Human Financial Coaching
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General Content
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Three Things Employees Look For In A Company
We’re evolving as a workforce—the COVID-19 pandemic is one of the biggest disruptors in recent times. HR leaders in companies.
Celebrating Financial Awareness Day during Unprecedented Times
How Financial Wellness Can Aid Employee Retention
4 Things A Solid Financial Wellness Solution Should Include
Total Financial Wellness—For Everyone
How Total Financial Wellness Can Enable a More Productive,...
The Benefit Of Financial Wellness Programs For Your Employees
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- Many hold additional advanced degrees and professional designations: CFP®, ChFC®, AFC®, MQFP®, AIF®, CFT-I™, CDFA®, CFA, EA, MBA, PhD.
- Advisors that align with your employees special interests: DIEB, Military, Generational, and more.
- The only goals that matter are each employee's unique financial goals. Coaches are compensated via salary only - with no commisions or product incentives.
Frequently Asked Questions
What BrightPlan Is & How It Works
BrightPlan is a comprehensive digital financial wellness platform that helps employees strengthen their financial health through budgeting tools, goal tracking, personalized guidance, and fiduciary-level support.
Security, Compliance & Fiduciary Standards
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Explore Our Latest Insights
Helpful panels, worksheets, and research—curated for HR & Finance leaders.
Actionable thought leadership for HR & benefits professionals
In-depth strategies for building a resilient workforce
Expert insights into financial wellness trends