Addable (formerly Addition Wealth), the AI-native financial guidance platform for financial institutions and employers, has announced a company-wide rebrand along with a suite of new AI capabilities for its financial guidance engine.

Building on the company's existing platform, the new products include proactive insights, next best actions, and a 24/7 AI Advisor. The offerings extend Addable's orchestration layer with contextual and conversational AI, which the company positions as creating the most comprehensive platform for institutions to serve every individual.

Since its founding in 2021, Addable has grown to serve both employers and financial institutions, including banks, wealth managers, recordkeepers, and payments companies. The company now works with more than 600 partners, among them Fortune 500 institutions, according to an announcement on its website. Because the financial-institution offering is whitelabeled, much of that reach puts Addable's technology behind partner brands rather than under its own name.

"The capabilities we're building on top of our platform make it easier than ever for institutions and employers to offer personalized guidance that was once reserved for the wealthy," said Ana Mahony, CEO and founder of Addable. "We leverage an institution's data with each customer's full financial picture, across linked accounts and third-party signals, to deliver proactive support, insights, and next steps, while making every advisor more productive in the process."

An AI Guidance Engine Connecting Financial Data, Human Advice, and Personalized Action

Addable's underlying platform works in three stages. First, it gathers data from individuals and financial institutions — including accounts, transactions, employer benefits, third-party signals, and behavioral patterns — to create a baseline understanding of each user, which grows smarter over time. Next, the platform orchestrates that data for the end user, helping them learn about different financial topics in an approachable way. Finally, it guides users by providing insights, recommendations, and next best actions, whether that means opening an account, completing a rollover, or paying off high-interest debt.

The New Product Suite

• Proactive insights: As individuals use personal finance tools for budgeting, debt, and retirement, they receive AI insights tailored to their specific circumstances.
• Next best actions: Based on a person's goals and context, Addable recommends concrete next steps — whether preparing for tax season, working through an equity event at their company, or opening the right account or product from their institution to get there.
• 24/7 AI Advisor: A digital advisor that answers questions at any time, grounded in the individual's actual finances and what the platform knows about them. It also suggests a starting point for anyone unsure where to begin.

Human financial professionals remain central to the platform. When an individual could benefit from human guidance, Addable recommends a financial professional and helps schedule the meeting. The platform then powers the advisor with full context and insights, automates the capture of what was discussed, and owns the follow-through, nudging the individual toward their next steps after the conversation ends. That division of labor — AI handling context, documentation, and follow-up while advisors focus on the guidance itself — is how the company aims to deliver on Mahony's productivity goal.

Measurable Impact

The platform's impact, the company says, is measurable. In a survey of Addable users, 76% of individuals said Addable has positively impacted their finances, 45% said the platform helped them increase their retirement savings, and 32% said it helped them pay off debt.

Addition Wealth Is Now Addable

The new name represents how the company has evolved and expanded over the past few years, becoming a flexible platform that can be built upon, added to, and customized by financial institution partners to serve the masses.

The company will operate under two brands. Addable is the AI-native platform for financial institutions, whitelabeled and configured according to a business's objectives. For example, institutions can configure the platform to add their own advisors, products, content, brand, and integrations. Addable Money is the financial wellness benefit employers offer to help employees with financial decisions, from choosing benefits and navigating equity compensation to preparing for a major life change. In both cases, Addable's platform serves as the underlying infrastructure. That shared engine means the newly announced AI capabilities can reach people inside a bank's own branded experience or an employer's benefits offering, with the same data-gathering, orchestration, and guidance layers running underneath.