Apriority Financial, an AI-based debt optimization platform, announced a $2.3 million seed round led by Techstars, Valhalla, Bridge, CAN, Illini Angels, and Keiretsu. The company has also joined the Techstars & Samvid Economic Mobility Accelerator, signaling a new phase in its mission to turn debt from a financial burden into a pathway for wealth creation.
Founded by Bret Rietow and Tony Willcox, Apriority aims to revolutionize how Americans manage their personal debt—currently exceeding $18 trillion. The platform uses artificial intelligence to automatically identify refinancing opportunities, optimize payoff strategies, and reduce excess interest costs, helping borrowers regain control of their finances. Unlike traditional debt management or lead-generation platforms, Apriority does not earn commissions, allowing it to pass savings directly to users.
The company’s technology proactively monitors loan data, delivering actionable insights in real time. By doing so, it eliminates the need for borrowers to manually track every loan and interest rate while ensuring they never miss opportunities to lower payments or refinance at better terms.
Apriority’s model is designed with a social impact focus—especially for low- and moderate-income households disproportionately affected by financial stress. Its founders believe that empowering borrowers can generate positive ripple effects throughout the economy, from more focused employees to lower mental health costs for healthcare systems and insurers.
KEY QUOTES:
“Financial stress permeates nearly all aspects of life: work, family, mental health, and relationships. Apriority puts borrowers back in control, turning debt from a source of stress into a tool to build wealth.”
Bret Rietow, Co-Founder and Chief Operating Officer, Apriority
“This is the single largest untapped financial opportunity in our generation not just as a business model, but to create huge positive impact to those who need it most.”
Tony Willcox, Co-Founder and Chief Executive Officer, Apriority
“Lenders have an arsenal of software tools to push new debt… it’s long overdue to have a fintech giving borrowers real money savings.”
Valhalla Investment Group
“Apriority turns debt from a source of stress into a system of empowerment… helping every borrower take control.”
Rachel Wei West, Investor
“Rewriting the debt ecosystem, delivering market intelligence, and eliminating lead-gen fees. Debt has never been this smart.”
Phil Murtaugh, Investor
