Brightside
“Can an employer-sponsored financial wellness platform become the primary financial services intermediary for working-class employees by curating and delivering banking, lending, and financial products through the workplace benefit channel?”
Brightside was founded in 2017 as an employer-sponsored financial wellness platform designed to improve the financial health of working families. The platform leverages behavioral science and automation to personalize financial product recommendations — including banking, lending, and savings tools — delivered as an employee benefit. It is backed by Evolve Bank & Trust for its banking infrastructure, positioning itself as a financial care intermediary between employers and their workforce rather than a direct consumer bank.