Uprise
“Can a CFP®-led tax and financial advisory layer, embedded into SMB fintech platforms, become the default financial guidance infrastructure for America's small business owners?”
Founded2021
HQSan Francisco, California, United States
FoundersJessica (Co-founder / CEO), Chris (Co-founder / Growth), Nantha (Co-founder / Engineering)
Total raised$3.3M
Latest roundSeed, 2024
IndustryFintech / SMB banking
The story
Founded in 2021 as Ontrail, Inc. doing business as Uprise, the company initially focused on direct-to-consumer financial planning for small business owners. It evolved into an embedded B2B2C model, white-labeling and API-enabling its tax filing and CFP®-led advisory services for SMB fintech platforms (e.g. Bluevine). The strategic pivot — from selling to individual business owners to selling infrastructure to platforms — positions Uprise as the 'embedded financial advisory layer' for neobanks and vertical SaaS tools serving SMBs.
Product timeline
2021
Ontrail, Inc. founded as Uprise with a vision to simplify financial decision-making for small business owners.· pivot
2024
Raised $3.3M Seed round led by Blank Ventures to build embedded financial advisory infrastructure for SMB platforms.· banking
2024
Launched co-branded partnership with Bluevine, offering embedded financial and tax planning exclusively for Bluevine Premier customers.· banking
2026
Published updated Privacy Policy covering both Ontrail, Inc. and Uprise Advisers LLC under Regulation S-P.· pivot
Regulated entities
1
regulatory licence held by Uprise
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
1 layer disclosed in Uprise’s embedded-finance stack
KYC
Accounting gap: minor