“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?”
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.
Uprise uses Verdocs for KYC and identity verification.
The Embedded Finance Index 2026 maps 2 layers in Uprise's stack: KYC (Verdocs); Tax (uprise).
Uprise was founded by Jessica (Co-founder / CEO), Chris (Co-founder / Growth) and Nantha (Co-founder / Engineering) and is founded in 2021, headquartered in San Francisco, California, United States.
Uprise has raised $3.3M in total (latest round: Seed, 2024).
Get a read on where your own stack stands against Uprise and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.