True Link Financial isn’t just building another banking app it’s building financial stability for families who carry more than just their own responsibilities.
The fastest-growing company in family banking has been named to the Forbes Fintech 50 for the second year in a row, recognized among the most innovative financial technology companies in the United States. The repeat honor comes during a year of major expansion, including a white-label bank partnership and entry into the 529 college savings market. But the real story behind True Link isn’t awards it’s families.
Across America, millions of households share a common reality: money management doesn’t happen alone. Parents guide teens. Adult children support aging parents. Caregivers step in for loved ones navigating disability, addiction, or mental health challenges. True Link builds financial tools specifically for these caregiving households — a segment traditional banking has largely overlooked.
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Today, the company helps families make nearly $1 billion in annual card purchases. Through True Link Financial Advisors, LLC, it manages more than $2 billion in assets. Its Net Promoter Score of 80 — dramatically higher than the banking industry average — reflects something deeper than satisfaction. It reflects relief.
The loyalty impact is striking. Ninety percent of customers who view their bank as helpful will pursue additional products. Among those who see their bank as neutral or unhelpful, that number drops to just 9 percent — a 9X difference in loyalty. For banks, caregiving families represent one of the most valuable yet underserved customer segments.
“Caregiving families are among a bank’s most valuable customers, and until now, no major bank has delivered an impressive, memorable experience for them,” said CEO and founder Kai Stinchcombe.
True Link’s recent partnership with a top-20 bank has already demonstrated meaningful results, driving stronger deposit growth, deeper customer loyalty, and attracting new-to-bank clients. More partnerships are underway as financial institutions begin recognizing family banking as an emerging standard rather than a niche offering.
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In 2025, True Link also expanded into the 529 college savings space, launching one of the first debit cards tied directly to a state 529 plan. The product allows families to spend on qualified education expenses while maintaining built-in controls and transparent recordkeeping. The launch builds on the company’s leadership in 529A programs for individuals with disabilities, where it already partners with more than 20 state-run savings programs.
“We’ve built a platform that reaches caregiving families wherever they are,” said COO Coulter King. “Directly, through banks, through government programs, or through trusted advisors. That’s how you scale from serving hundreds of thousands of families to tens of millions.”
Backed by approximately $67 million in venture capital from leading investors including Y Combinator, Initialized, QED, and Khosla, along with strategic partners such as Huntington National Bank and Fifth Third Bancorp, True Link has achieved something increasingly rare in fintech: sustained profitability and positive cash flow without raising new venture capital since 2020.
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As family dynamics reshape financial decision-making across generations, True Link is betting that the future of banking won’t just be digital — it will be deeply personal.
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