newretirement.com
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Boldin: The Underdog Rewriting Retirement Planning
A 59-person team is quietly building the most powerful financial planner on the web.
While giants like Fidelity and Vanguard dominate the retirement conversation with billions in AUM, a lean team of 59 engineers and financial coaches is building a tool that lets you run any 'what if' scenario imaginable. This is the story of Boldin (formerly NewRetirement), and it's a masterclass in vertical SaaS depth over horizontal breadth.
"They aren't selling a calculator; they're selling confidence through complexity."
The Rebrand & Growth Trajectory
The shift from 'NewRetirement' to 'Boldin' signals a strategic pivot from a niche informational site to a scalable SaaS platform. With $7.4M in revenue and a team of 59, they are operating at a ~$125k revenue per employee (RPE) ratio—healthy for a bootstrapped or lightly funded fintech. Their traffic profile is telling: 42% direct traffic suggests high brand recall and repeat usage, a strong signal of product stickiness in the financial planning space.
The User Persona: The Self-Directed Planner
Boldin targets the DIY investor who feels underserved by robo-advisors and overwhelmed by spreadsheets. These aren't passive 401(k) holders; they are active planners running Monte Carlo simulations and tax optimization scenarios. The tech stack—featuring Vite, Tailwind CSS, and DaisyUI—reflects a modern, component-driven architecture built for speed and iteration, appealing to a tech-savvy user base.
The financial planning tool market is notoriously crowded, yet Boldin carves out a niche by refusing to be a simple retirement calculator. It is a holistic financial planning engine. The presence of specialized roles like 'Head of Enterprise Success' and 'Financial Wellness Coach' indicates a hybrid model: B2C self-serve software coupled with high-touch B2B/enterprise consulting services—a lucrative combination that justifies their valuation multiple.
- Depth over breadth: Unlike Mint (transactional), Boldin focuses on long-term projection and scenario modeling.
- Community moat: A dedicated Facebook group and YouTube channel (Boldin Official) foster a learning ecosystem, reducing churn.
- Modern stack: The move to Vite and Tailwind indicates a focus on performance and developer velocity, critical for maintaining complex interactive calculators.
The Verdict: A High-Value Vertical SaaS Play
Boldin proves that in finance, depth of planning beats breadth of features. They are building a fortress of complexity that justifies its subscription price.
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Plan Smart: Financial Planning Tools & Retirement Calculator
Boldin is the #1 financial planning tool and retirement calculator. Run any "what if." Build a plan you trust.
Financial and Retirement Planning Software - Boldin
The #1 retirement planning tool online. Go beyond savings and investments with the best and most comprehensive financial planning software.
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About newretirement.com
Boldin is the #1 financial planning tool and retirement calculator. Run any "what if." Build a plan you trust.
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newretirement.com uses 26 technologies across their website including Cloudinary, Font Awesome, Laravel, and more.
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Cloudinary
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Font Awesome
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Laravel
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PHP
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Squarespace, Webflow, WordPress
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Cloudflare
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newretirement.com receives approximately 696 monthly visitors. The website has a bounce rate of 40% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
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