Era is a company that enables you to make more of your money with an AI for your finances that handles taxes, spending, saving, and investments. Pulse 2.0 interviewed Era co-founder and COO Lindsay Brady to gain a deeper understanding of the company.
Lindsay Brady’s Background
What is Lindsay Brady’s background? Brady said:
“I’ve spent my career at the intersection of creativity and technology, leading production at top advertising and experience design firms. I’ve built and launched digital experiences from 0 to 1 across industries, partnering with brands like Samsung, Chobani, Google Play, and Starbucks to bring bold ideas to life.”
“I then joined Stripe to lead production and operations for the website team, overseeing the launches of Stripe.com and the digital experiences that showcase Stripe’s products. Working closely with design, engineering, and marketing, I helped scale Stripe’s web presence to serve millions of businesses worldwide.”
“Now, as a co-founder of Era, I’m bringing that same drive for innovation to consumers—leveraging AI to redefine personal finance, making financial management more intuitive, accessible, and empowering for everyone.”
Formation Of The Company
How did the idea for the company come together? Brady shared:
“The idea for Era came together from our own frustrations with managing money. Coming from modest financial backgrounds, we saw how difficult it can be to stay on top of finances without being an expert or having the means to hire one. As we navigated this challenge, we also noticed how fintech had begun fixing broken systems for users, and realized many of the tasks we were handling manually could be automated.”
“We all make financial mistakes regularly—overspending here, forgetting a transfer there, missing small opportunities to optimize. What if there was a way to build better financial habits automatically? What if a platform could help people not only fix mistakes but also make smarter decisions right from the start? That’s when we saw an opportunity to create something that would do both: a system that helps people learn about their finances and take action in one place.”
“Most tools today focus on either education or utility, but rarely both. Era bridges that gap, offering a platform where users can educate themselves while managing their finances in real-time. Our goal was to create something that’s both functional and empowering—making financial management less overwhelming and more accessible.”
“At the core of it, we wanted to fix what felt broken in personal finance tools—by designing a solution that puts users first, making money management feel more natural and less like a chore.”
Favorite Memory
What has been your favorite memory working for the company so far? Brady reflected:
“One of my favorite memories so far has been our Monday kickoffs. Much like how our product, Money Monday, helps users reflect on their spending and track their progress, we use Mondays to reflect as a team—sharing everything from personal experiences (including when we’ve made financial mistakes) to how we’ve approached new features or challenges.”
“We also set intentions for the week ahead, both individually and as a team, to hold ourselves accountable for the work we’re doing. It’s a time to reconnect with the mission we’ve all come together to build and remind ourselves of the drive and passion that everyone brings to the table.”
“And aside from getting everyone together, the best part is that, since we’re all remote, we could easily talk for hours and hours—and we often do—because we genuinely get along so well. It’s a reminder of how much fun it is to work with such a great team.”
Core Products
“Era is built on a freemium model for users to make instant money management more accessible to all, with paid tiers based on usage and utility. Era’s ‘Investments’ feature enables users to explore supported brokerages, as well as stock and ETFs in-app, including a new add-on, ‘Blueprints’, which will incorporate a marketplace of portfolio rebalancing functionality from creators and advisors.”
“The app’s dynamic timeline features personalized cards that keep users informed about their financial life—from AI-generated current events insights and spending snapshots to Routine automation updates and financial alerts. These cards not only provide actionable financial information but also serve as interactive touchpoints that help users build better money habits.”
Challenges Faced
What challenges have Brady and the team face in building the company? Brady acknowledged:
“One of the biggest challenges we’ve faced in fintech is the hesitancy many people have when it comes to adopting new technology, especially when it involves managing their finances. Money is deeply personal, and there’s a natural skepticism around trusting digital platforms—especially newer ones—with such an important aspect of life.”
“Overcoming this hesitancy is an ongoing process for us. We’re constantly working to optimize our onboarding experience so it’s as intuitive and reassuring as possible. Right now, we’re focused on making the process smoother and more educational, helping users understand how our platform works and the value it can bring. We want them to feel comfortable from the moment they join, knowing their security is a top priority and that our platform is designed to simplify their financial lives, not complicate them.”
“It’s a process of building trust over time, and we’re constantly learning and adapting to better meet user needs. By staying transparent, continuing to refine the experience, and putting our users first, we’re committed to making that transition as seamless and confident as possible.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Brady noted:
“Era recently unveiled a landmark partnership with Cerebras Systems to pioneer agentic AI in personal finance, helping improve the product experience for users. Era’s AI doesn’t just answer questions—it anticipates financial needs, spots opportunities and helps users navigate complex financial decisions in real-time. The new partnership with Cerebras supercharges these capabilities, enabling Era to deliver institutional-grade financial intelligence at consumer scale.”
Significant Milestones
What have been some of the company’s most significant milestones? Brady cited:
“Era has added several key hires to drive our mission of seamless money management. Vince Joy, former Stripe design lead, brings expertise in visual design and UI systems. Chase McCoy, also from Stripe, has a decade of experience in web and mobile app development. Sam Garrison joins as Product Growth Lead after serving as Business Lead at SoFi’s Relay product. Lastly, Dave Skender, a seasoned fintech engineering and product leader, takes on the role of Engineering Manager.”
Customer Success Stories
When asking Brady about customer success stories, she highlighted:
“While we respect the privacy of our users and don’t share specific customer stories, we can say that we’ve seen positive feedback around how our platform helps people build better financial habits. Many users have shared that they feel more confident and empowered when it comes to managing their money, whether it’s through automating their financial tasks or simply gaining more clarity about their spending and goals.”
“It’s incredibly rewarding to see how our platform is helping users take control of their financial journey, and we continue to prioritize their privacy and trust in everything we do.”
Funding/Revenue
When asking Brady about the company’s funding and revenue details, she revealed:
“Era has announced $6.2 million in seed funding co-led by MaC Venture Capital, Third Kind Venture Capital, and Protagonist. The round brings Era’s total raise to $9.1 million, including participation from Clocktower Ventures, K5 Ventures and Northzone. We’re not sharing revenue metrics at this time.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Brady assessed:
“Era is targeting a substantial global TAM of approximately $2.5 billion annually, with the potential to grow to $4+ billion within five years.”
“Our initial focus is on the underserved middle market of financial optimization – specifically the 3.15 million U.S. professionals we call “Systematic Strivers.” These are methodical 25-35 year-olds earning $85,000-$150,000 who already have basic financial systems in place but seek greater optimization, efficiency, and returns. They’re not well served by the existing tools in the market, and slip through traditional banking. We estimate this core U.S. market alone to be a $500 million opportunity.”
“As we expand to include adjacent personas – both aspirational young professionals/Gen Z and higher-income wealth optimizers – our serviceable U.S. market grows to over $1 billion, with a long-term vision of expanding globally both developed markets and growth economies, where we see similar needs emerging at scale.”
Differentiation From The Competition
What differentiates the company from its competition? Brady affirmed:
“What sets us apart from companies like Monarch, Copilot Finance, and others is our unique combination of financial education and utility. While competitors typically focus on either financial tools or education, we do both—helping users not only manage their money but also understand it.”
“Our platform uses AI to automate tasks like account rebalancing and goal tracking, while maintaining an intuitive and enjoyable experience. We also focus on building better financial habits, acknowledging that mistakes are part of the process and empowering users to learn and improve over time.”
Future Company Goals
What are some of the company’s future goals? Brady emphasized:
“In the near future, Era plans to introduce more advanced tools to the platform, allowing users to have greater control over their finances with more automation and deeper insights. We also aim to build micro-communities where users can connect with others who share similar financial goals, fostering a sense of support and engagement.”
“Additionally, we’re looking to expand the platform to support households, partners, and dependents, making it easier for users to manage their finances across multiple people and gain a clearer understanding of their collective financial picture.”
Additional Thoughts
Any other topics you would like to discuss? Brady concluded:
“I’d love to highlight how important it is for us to create a product that feels truly empowering for users. We’re committed to making financial management not just easier, but also more engaging and accessible. If you have any further questions or want to learn more, don’t hesitate to reach out to myself or the Era team—we’d love to hear from you!”
