← Embedded Finance Index 2026/Vendor

guideline

Provider
Retirement / Wealth

Embedded-finance provider tracked in the Embedded Finance Index — disclosed by 8 companies across 1 category.

guideline.com ↗
CategoriesRetirement / Wealth
Rank#3 of 31 in Retirement / Wealth
Buyers8 companies
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Who uses guideline
8 companies disclose guideline in their stack
Farmgirl FlowersRipplingBitGoDax Lees BarbershopWorld Liberty FinancialPallas CareBe Bright CoffeeTaktile
Buyer mix · 8 of 8 classified
E-commerce / DTC brand · 2Fintech / Crypto · 1Horizontal SaaS / HR & Payroll · 1Infrastructure / Crypto Custody · 1Infrastructure / Decisioning (Risk & Underwriting) · 1Vertical SaaS / Healthcare · 1Vertical SaaS / Restaurants · 1
US · 7EU · 1
What the disclosures say
Farmgirl Flowers
“Guideline's case study page (guideline.com/education/articles/farmgirl-flowers) explicitly names Farmgirl Flowers as a customer and lists Gusto as their payroll provider in a table: 'Payroll: Gusto'.”
Rippling
“Third-party evidence (remotexa.com) explicitly names Rippling's 401(k) integrations with Guideline, Betterment, Vestwell, and ForUsAll.”
Dax Lees Barbershop
“Guideline's customer story at https://www.guideline.com/education/articles/dax-lees-barbershop explicitly lists Gusto as the payroll provider used by Dax Lee's Barbershop.”
View source · guideline.com ↗
Pallas Care
“Guideline customer story at guideline.com/customer-stories/pallas-care explicitly states Pallas Care uses Gusto payroll ('high quality payroll integrations' and 'Gusto 401(k) x Pallas Care' headline; client quote references payroll integration as reason for choosing Guideline).”
Be Bright Coffee
“Guideline customer story at guideline.com/education/articles/be-bright-coffee explicitly lists 'Gusto' as the payroll provider in a table showing Payroll: Gusto, Plan Type: Safe Harbor, Guideline plan tier: Core.”
The complete buyer list and each company’s full embedded-finance stack are in the Embedded Finance Index report. Represent guideline? Claim this profile above to unlock your own full list.
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Alternatives to guideline

Other Retirement / Wealth providers in the index, by the number of companies that disclose them. A count of public disclosures, not a ranking of the products.

Drivewealth17 buyers →Vestwell15 buyers →Betterment at Work7 buyers →betterment4 buyers →Empower4 buyers →Apex Fintech Solutions3 buyers →Atomic Brokerage3 buyers →Citi Investment Capital3 buyers →
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Ranked #3 of 31 in Retirement / Wealth — Embedded Finance Index 2026
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