UNest was founded in 2018 by Ksenia Yudina with the mission to help parents build a better financial future for their children. The company's flagship product was a mobile app that simplified the process of opening and contributing to tax-advantaged custodial investment accounts (UTMA/UGMA). It offered diversified investment portfolios and features like gifting to make saving for kids easy and accessible. In late 2023, UNest announced a significant pivot in its strategy, ceasing to open new investment accounts and partnering with other financial institutions to migrate its existing customer accounts. The company is now focusing on a B2B strategy, leveraging its technology to serve other financial businesses.

Founded in

United States