Goalry
“Can a gamified financial-goals 'digital mall' powered by open banking data become the white-label financial wellness OS for community banks and financial educators?”
Founded2020
HQNewport Beach, California, United States
IndustryFintech / Consumer banking
The story
Founded in 2020 as a consumer fintech 'Digital Mall' where users track and pursue financial goals across multiple verticals (savings, debt, retirement). Powered by MX for bank data aggregation, the platform evolved a B2B white-label arm — Money Mall as a Service (MMaaS) — targeting community banks, insurance companies, and financial educators who want a ready-to-launch financial wellness platform. The company positions itself as modular embedded-finance infrastructure for financial businesses rather than purely a direct-to-consumer app.
Last 12 months
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Product timeline
2020
Goalry, Inc. founded as a fintech platform and virtual 'goal mall' providing a single location for consumers to access financial goal-related services.· pivot
2020
Integrated MX for open banking data aggregation and money management tools powering the platform's unified member experience.· banking
2021
Launched Money Mall as a Service (MMaaS) B2B offering, enabling banks, insurers, and other businesses to white-label the Goalry goals platform.· pivot
The stack
1 layer disclosed in Goalry’s embedded-finance stack
Open banking
Accounting gap: minor