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← Embedded Finance Index 2026/Vendor

guideline

Provider
Retirement / Wealth

Embedded-finance provider tracked in the Embedded Finance Index — disclosed by 11 companies across 1 category.

guideline.com ↗
CategoriesRetirement / Wealth
Rank#3 of 37 in Retirement / Wealth
Buyers11 companies

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Who uses guideline
11 companies disclose guideline in their stack
TWINTFarmgirl FlowersRipplingConduitBitGoDax Lees BarbershopWorld Liberty FinancialPallas CareRedotPayBe Bright CoffeeTaktile
Buyer mix · 11 of 11 classified
E-commerce / DTC brand · 2Fintech / Crypto · 2Fintech / Consumer banking · 1Fintech / Cross-border payments · 1Horizontal SaaS / HR & Payroll · 1Infrastructure / Crypto Custody · 1Infrastructure / Decisioning (Risk & Underwriting) · 1Vertical SaaS / Healthcare · 1
US · 7EU · 2Canada · 1APAC · 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.

Drivewealth16 buyers →Vestwell15 buyers →Betterment at Work6 buyers →Atomic Brokerage4 buyers →betterment4 buyers →Empower4 buyers →Apex Fintech Solutions3 buyers →Coronation Asset Management3 buyers →
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An embeddable badge for guideline’s own site — it always shows this page’s current rank, so it stays accurate as new disclosures land. States its own denominator; never claims a number this page doesn’t.

Ranked #3 of 37 in Retirement / Wealth — Embedded Finance Index 2026
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guideline — frequently asked

Which companies use guideline?

11 companies are linked to guideline in the Embedded Finance Index 2026, through their own public disclosures or guideline's published customer list, including TWINT, Farmgirl Flowers, Rippling, Conduit, BitGo, Dax Lees Barbershop, World Liberty Financial, Pallas Care, RedotPay, Be Bright Coffee and 1 other.

What does guideline do?

guideline is an embedded-finance provider in Retirement / Wealth. It ranks #3 of 37 Retirement / Wealth providers by linked companies.

What are the alternatives to guideline?

The most-named Retirement / Wealth alternatives to guideline are Drivewealth (16 buyers), Vestwell (15 buyers), Betterment at Work (6 buyers), Atomic Brokerage (4 buyers), betterment (4 buyers) and Empower (4 buyers).

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