Hi, We’re Fifr!

The financial wellness platform designed to automate and optimize the path to financial freedom.

Daniel’s story: 

The origin of Fifr.

My personal finance journey began freshman year at Penn. I had generous financial aid, a part-time job, and dreams of becoming a tech entrepreneur—until my aid was unexpectedly rescinded mid-year.

I thought about transferring, but decided to stay (Penn was my dream school, but also, there may have been this girl I really liked…). I cut costs by overloading on classes, worked side gigs, and graduated early—but still left school with $250K in high-interest debt.

Entrepreneurship had to wait. I took the highest-paying job I could find, lived frugally in a tiny shack with my best friend Brendan, and rode an e-bike to save money. During that time, I became obsessed with personal finance—devouring books, building spreadsheets, and creating a system to accelerate my path to financial freedom.

Eventually, friends began asking how I was making it work. It was clear that traditional advisors were too expensive for them and robo-tools lacked real guidance. This provided an opportunity to share what I’d built.

Years later, with my debt behind me and Brendan, now a talented engineer, we teamed up to build Fifr—a platform to help others achieve financial freedom. Oh—and that girl from freshman year? I am now lucky enough to call her my wife.

Fifr's Goal:

$1T in collective savings for
our members

Meet the team

Daniel Alfi
CEO

Daniel worked on Wall Street as a tech investment banker at Morgan Stanley, in Silicon Valley as a venture capitalist at ICONIQ, and incubated dozens of software startups at Fractal. He is a personal finance nerd with dozens of credit cards and a passion for putting people on the path to financial freedom.

Brendan McNamara
CTO

Brendan formerly worked at Facebook and Oculus, as well as a number of software startup companies where he honed his skills in App Development, Systems and AI Engineering. He loves helping people navigate their finances and build healthy financial habits.

We're hiring!

Come join the team.

95%+

Member retention rate since inception

95+

Customer NPS

<30min

Average response time to member inquiries

96%

of clients say Fifr drives “excellent” value

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