Hi, We’re Fifr!

The financial wellness platform designed to help everyone find the path to financial freedom.

Daniel’s story: 

The origin of Fifr.

My obsession with personal finance started during my freshman year at the University of Pennsylvania. I arrived at my dream school with a generous financial aid package and a part-time job, feeling confident I could graduate with minimal debt. My lifelong goal was to become a tech entrepreneur, and I was enrolled in a dual-degree program studying both computer science and finance.

Then came the email that changed everything—the financial aid office rescinded my aid halfway through freshman year.

After some failed transfer applications, I decided to stay at Penn. I’d like to say it was purely academic, but truthfully, I had also just met a girl I really liked. To minimize costs, I overloaded on classes to graduate early and took on side jobs to make extra money. Still, by the time I graduated, I had about a quarter million dollars in high-interest debt. My entrepreneurial dreams had to be put on hold until I could free myself from that burden. So, I took the highest-paying corporate job I could find, lived frugally with my best friend Brendan in a tiny shack, and rode an e-bike to save on transportation.

During this time, I dove deep into personal finance literature, learning how to make smart money moves and accelerate my path to financial freedom and entrepreneurship. Friends and colleagues started asking me for advice, and I loved sharing what I had learned. Traditional financial advisors didn’t seem to fit their needs relative to the cost and robo-advisors were not nearly comprehensive enough.

After a few years of hard work and healthy financial habits, I was finally in a position to pursue my dream of starting a company. Brendan, my best friend from the shack, had become a talented engineer and shared my ambition to build something meaningful. Together, we decided to create Fifr, a platform designed to help others achieve their own version of financial freedom. Oh yeah, and that girl I met during freshman year? I’m now lucky enough to call her my wife.

Fifr's Goal:

$1T in collective savings for
our members

Fifr's mission is to make financial freedom accessible to all.

Our Core Values

Everyone Deserves Financial Freedom

Financial advice and the path to financial freedom should be accessible to everyone, regardless of their bank account.

We Have No Tolerance for Hidden Fees

We believe that managing your personal finances shouldn't involve any hidden or undisclosed fees.

Technology Drives Better Financial Habits

Automating smart financial habits leads to better long-term outcomes.

Simple, Steady Investing is Best

Simple, steady, and disciplined investing drives long-term success without unnecessarily risky moves.

Team values

Uphold Integrity in Every Action

Integrity guides every action, with honesty and transparency as our foundation.

Deliver Member-Obsessed Service

We are obsessed with delivering fast, personalized financial advice that truly supports our members.

Foster Empathy in Every Interaction

Empathy drives us to treat every interaction with care, trust, and understanding.

Empower an Entrepreneurial Spirit

We foster an entrepreneurial spirit, empowering ownership, creativity, and impact.

Meet the team

Daniel Alfi
CEO

Daniel worked on Wall Street as a tech investment banker at Morgan Stanley, in Silicon Valley as a venture capitalist at ICONIQ, and incubated dozens of software startups at Fractal. He is a personal finance nerd with dozens of credit cards and a passion for putting people on the path to financial freedom.

Brendan McNamara
CTO

Brendan formerly worked at Facebook and Oculus, as well as a number of software startup companies where he honed his skills in App Development, Systems and AI Engineering. He loves helping people navigate their finances and build healthy financial habits.

We're hiring!

Come join the team.

98%+

Member retention rate since inception

95+

Customer NPS

<30min

Average response time to member inquiries

96%

of clients say Fifr drives “excellent” value

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