Money Is Important — But It Shouldn't Run Your Life
We believe money is a tool for living well. That’s why we built Frank: to help more people enjoy their lives and be confident in their financial future.
We imagine a world where smart financial advice isn't a luxury — it's a right.
Where everyday families can protect their wealth, plan boldly, and feel peace of mind about the future.
And because real impact goes beyond bank accounts, every Frank subscription helps fund clean water for communities in need.
Meet Alok, the
Head and Heart Behind Frank
Alok is a personal finance enthusiast (boring we know), money nerd (by his own admission), and, most importantly, the CEO of SmartPath and Frank. Watch the video below to learn how he started teaching people about money and eventually dreamed up the idea for an AI advisor that would revolutionize the world of financial advice.
Why You Can Trust Frank
Frank is built from experience, not assumptions.
Behind the scenes is a powerful AI engine trained on over 15 years of real-world financial education and advice from SmartPath, our trusted sister brand. We’re not just layering AI on top of surface-level content — we’ve spent years in the trenches, helping everyday people navigate their money.
The result? A premium financial management platform that gets smarter with every interaction, backed by a team of real Certified Financial Planners (CFPs®) and licensed experts who ensure every insight lives up to the highest fiduciary standards.
Frank is built on insights from vetted financial education, not pulled randomly from the internet.
Not scraped content — real insights from actual scenarios.
Frank’s team includes thoughtful CFP® Professionals who are available to review a conversation or meet with users one-on-one to clear up confusion or give a second opinion.
Frank makes multiple backend calls to ensure advice meets the highest fiduciary and regulatory standards.
So... who is Frank, anyway?
Frank’s been around longer than you think.
The core belief?
Frank’s been around longer than you think.
SmartPath Launches
A Bain & Co consultant ditched the corporate grind to teach money basics—six people, one whiteboard. Free workshops popped up across Atlanta. The goal? Unbiased financial education for everyone.
The mission became a movement—and SmartPath (Frank's parent company) was born.
Our First Big Win
SmartPath landed its first corporate client, bringing its mission into the workplace.
Financial wellness became an employee benefit, helping individuals at every level—not just execs—build confidence with money.
The core belief?
A Book, a Viral Story, and a Philosophy That Stuck
SmartPath joined Y Combinator and became a Registered Investment Advisor. That same year, our CEO published FUEL: The Most Important Number in Your Financial Life. Then came the WSJ story about his mom turning $8 into a million—and it took off.
A Pandemic, a Pivot, and 100,000 People Helped
When COVID hit, SmartPath moved fast—virtual classes, one-on-one coaching, real support. Over 100,000 employees a year got guidance during one of the most uncertain times in recent history.
While others sold fear, we focused on clarity, confidence, and a plan.
A New Advisor Starts Taking Shape
AI was changing the world and Frank’s founders saw an opportunity to change financial guidance forever.
Backed by years of real-world coaching, behavioral insights, and human conversations, they built Frank: an affordable, always-on AI advisor trained on thousands of hours of budgeting, investing, and planning.
Same mission. New engine. Built for everyone.
Frank Launches
Frank isn’t a bot. He’s your financial sidekick—smart, approachable, and always available. Whether you’re planning a family, saving for retirement, or just trying to stay on track, Frank meets you where you are.
Because finally, real advice is within reach for everyone—not just the wealthy.
Try Frank, Risk Free.
If Frank’s not right for you, we’ll refund your money — no hassle, no hard feelings.
Progress Shouldn’t Come at a Cost to Others.
Frank runs on data, servers, and some seriously advanced infrastructure. But here’s the thing most people don’t know: those servers use a lot of water to stay cool and keep the systems running smoothly.
So while Frank is all about helping you build smarter wealth, we also believe it’s our responsibility to give something back — especially when it comes to a resource as vital as clean water.
That’s why a portion of every Frank subscription goes to support nonprofit organizations bringing clean, running water to the more than 2 million Americans still living without it, many in rural, Native, and underserved communities.
It’s a simple way to offset the environmental footprint of innovation — and make sure our progress doesn’t come at someone else’s expense.
Because for us, doing good should be part of doing business.
Frankly, We’re Just Getting Started.
We’re here to change the way people feel about money — from overwhelmed and uncertain to clear, confident, and in control. Because when you use money as a tool — not a goal — it opens the door to something bigger: a life with more freedom, purpose, and joy.