Hiro
“Could an AI 'personal CFO' replace the human financial advisor for mass-market consumers — and was that opportunity better pursued inside OpenAI than as a standalone app?”
Founded2024
HQUnited States
FoundersEthan Bloch, Rushabh Doshi
Total raised$6.3M
Latest roundSeed (2025)
IndustryFintech / Consumer (AI personal finance)
The story
Hiro Finance was a short-lived AI personal finance startup founded in 2024 by serial entrepreneur Ethan Bloch (founder of neobank Digit, sold for $213M in 2021) and Rushabh Doshi. The product — an AI 'personal CFO' that ingested users' financial accounts and modeled what-if scenarios — launched in late 2025 and was acquired by OpenAI in April 2026 in what TechCrunch characterized as an acqui-hire. The team and underlying capabilities were folded into OpenAI's May 2026 ChatGPT personal finance launch, which uses Plaid for account aggregation.
Product timeline
2024
Hiro Finance founded by Ethan Bloch (ex-Digit) and Rushabh Doshi· pivot
2025
Launched AI-powered personal CFO app for consumers· banking
2026
Acquired by OpenAI (acqui-hire); product shut down April 20, data deleted May 13· acquisition
The stack
0 layers disclosed in Hiro’s embedded-finance stack
Accounting gap: none