Guideline

Guideline

Affordable, customizable 401(k) retirement plans

About Guideline

Simplify's Rating
Why Guideline is rated
A-
Rated B on Competitive Edge
Rated A on Growth Potential
Rated A on Rating Differentiation

Industries

Fintech

Financial Services

Company Size

201-500

Company Stage

Series E

Total Funding

$329.8M

Headquarters

San Mateo, California

Founded

2015

Overview

Guideline provides affordable and customizable 401(k) retirement plans and Individual Retirement Accounts (IRAs) for businesses of all sizes, particularly targeting small to medium-sized enterprises and specific sectors like dental practices. Their service includes end-to-end management of retirement plans, featuring automatic enrollment, low monthly fees, and compliance testing. As a 3(38) fiduciary, Guideline manages investment options to prioritize employees' best interests. They operate on a subscription-based model, allowing businesses to access essential retirement plan services at a low cost, with options for additional features like profit sharing and matching. Guideline Pro is a platform designed for financial professionals, offering tools to help clients manage retirement plans effectively. The company's goal is to make retirement savings more accessible and affordable, enabling more individuals to prepare for their future.

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Simplify's Take

What believers are saying

  • Increased demand for digital financial services boosts Guideline's digital-first approach.
  • Partnership with QuickBooks Payroll enhances retirement benefits for small businesses.
  • Guideline's new mobile app increases accessibility and user engagement.

What critics are saying

  • Increased competition from QuickBooks Payroll could shift market share.
  • Reliance on Vanguard poses a risk if fee structures change.
  • New Starter plan and Enterprise tier may increase operational complexity.

What makes Guideline unique

  • Guideline offers a flat fee per participant, unlike asset-based fee models.
  • Guideline acts as a 3(38) fiduciary, managing investment options for clients.
  • Guideline provides end-to-end retirement plan management, including compliance and reporting.

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Funding

Total Funding

$329.8M

Above

Industry Average

Funded Over

6 Rounds

Series E funding typically includes additional rounds after Series D if the company needs more capital. The business is usually stable, and these rounds are typically used for further expansion or to address market challenges.
Series E Funding Comparison
Above Average

Industry standards

$100M
$245M
Stripe
$250M
Reddit
$1250M
Epic Games
$1500M
Airbnb

Benefits

Flexible vacation policy

Company equity

401(k) with matching contributions

100% paid employee insurance coverage

Annual learning & development stipend

Parental leave

Sabbatical after 5 years of employment

Growth & Insights and Company News

Headcount

6 month growth

0%

1 year growth

0%

2 year growth

-3%
The Manila Times
Jan 8th, 2025
Best Payroll Software (2025): QuickBooks Payroll Named Top Payroll Service by Consumer365

Moreover, QuickBooks Payroll's partnership with Guideline for 401(k) management allows small businesses to offer retirement benefits with minimal administrative effort, enhancing employee retention and satisfaction.

IAB
Apr 25th, 2024
2024 Digital Video Ad Spend & Strategy Report

IAB partnered with Guideline, which leveraged ad billing data, other market estimates, and an IAB-commissioned Advertiser Perceptions quantitative survey of TV/digital video ad spend decision-makers to generate these results.

Gala Law
Feb 12th, 2024
Advertisement Board Issued New Principles for Preventing Misleading Loyalty Programs

The Advertisement Board ("Board") amended the "Guideline on Advertisements Containing Price Information, Discount Sale Advertisements and Commercial Practices" ("Guideline") in its meeting dated 09.01.2024 and numbered 341, introduced new principles for loyalty programs.

Guideline
Oct 2nd, 2023
Guideline launches new Starter plan, making 401(k)s even more accessible for millions of people

Guideline launches new Starter plan, making 401(k)s even more accessible for millions of people.

InvestmentNews
Aug 11th, 2023
Jeff Rosenberger And Guideline’S Mission To Provide 401(K)S To Small Businesses

Jeff Rosenberger is about as close to a “lifer” as one can get in the relatively new financial technology industry.Growing up just north of San Francisco in Marin County, Rosenberger was exposed to financial products at an early age by his father, a executive with FICO, and mother, a researcher with the Federal Reserve Bank of San Francisco. After earning a bachelor’s degree in statistics from the University of California, Berkeley — which allowed him to take classes in computer science on the side— and a master’s from Stanford, Rosenberger worked for big data companies, often for large bank customers. He moved fully into fintech in 2010 when he joined Wealthfront, then known as kaChing, as it was pivoting toward automated investing. In June, the company said it oversees $43 billion in assets. In 2015, Rosenberger got in early on Earnest, a digital lending company, that was acquired two years later by student loan servicer Navient for $155 million.

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