Elements Raises $5 Million
Elements is a mobile financial monitoring platform based in Salt Lake City. It announced on January 24, 2023 it has raised $5 million in seed extension financing to support its continued growth trajectory. The round was led by Flyover Capital of Kansas City, and was joined by existing investors Kickstart Fund (Salt Lake City), Venture Capital, Grand Ventures (Grand Rapids), Forward VC, (The Hague, Netherlands), SaaS Venture Capital, and angel investors.
This new capital brings Elements’ total funds raised to more than $9 million. It also comes after a year in which the company achieved 10x year-over-year growth in one of its chief metrics: the number of advisory firms onboarded on its platform (260 firms and counting).
Earlier this year, Elements appointed Carl Richards, CFP, best known for his decade-long tenure as The New York Times’ “Sketch Guy,” as the firm’s Chief Brand Officer. The company also hired Wade Anderson, previously the CEO of OSPInsight International Inc., to be its Chief Operating Officer.
“At Elements, our goal is to put easy-to-use tools in advisors and clients’ hands to better the financial health of investors,” said Elements Chief Executive Officer Reese Harper, CFP. “We’re grateful to have investors who believe in this mission and share our commitment to ensuring that advisors have the requisite tools to level up their financial planning. This additional funding will enable us to continue to scale, innovate and bring new services to our advisors.”
Elements encourages behaviors that promote financial health by displaying digestible pieces of critical financial data, including debt, savings, spending, insurance, investments, and more, that become the building blocks of a comprehensive, easy-to-monitor financial plan. The Elements scorecard provides advisors a way to capture vital client data quickly and easily and present a holistic picture of their financial life in a tangible and understandable way.
In 2022, Elements created a simplified, streamlined one-page financial plan whereby advisors can use the information entered by their clients to quickly develop an elegant yet simple roadmap to guide the client’s financial life. This parallels Elements' overall mission to provide a simpler way to get actionable financial advice into the hands of clients at scale.
“Market volatility and profound economic challenges in 2022 have laid bare shortcomings in the financial advice space, underscoring the need for solutions such as Elements,” Richards said. “Elements is modernizing the traditional financial planning model, evolving from a one-off product to an ever-evolving process to deepen relationships between the client and financial advisor.”
Elements features an easy-to-use mobile app that allows clients to quickly input their financial data, such as their income and debt. Financial advisors can subsequently leverage this information as well as 12 key financial vital signs—one for each major area of personal finance, including savings, tax and burn rate— to have meaningful conversations with their clients.