About Guideline
Guideline is a company based in Burlingame (United States) founded in 1969 by Jeremy Caballero and Kevin Busque was acquired by Gusto in August 2025.. Guideline has raised $344 million across 6 funding rounds from investors including Gusto, General Atlantic and Lerer Hippeau. The company has 416 employees as of December 31, 2022. Guideline offers products and services including 401(k) Plan, SEP IRA, Traditional IRA, and Roth IRA. Guideline operates in a competitive market with competitors including Human Interest, Financial Engines, ForUsAll, OctaveWealth and MoneyIntel, among others.
- Headquarter Burlingame, United States
- Employees 416 as on 31 Dec, 2022
- Founders Jeremy Caballero, Kevin Busque
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Sectors
Technology
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Phone
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Website
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Social
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- Legal Name Guideline, Inc.
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Products & Services of Guideline
Guideline offers a comprehensive portfolio of products and services, including 401(k) Plan, SEP IRA, Traditional IRA, and Roth IRA. The company's diverse product and service offerings are designed to meet the evolving needs of its customers, address market demands, and provide comprehensive solutions that drive value creation and customer satisfaction across various segments and use cases.
Customizable retirement plans for businesses with low fees.
Accounts for self-employed individuals to save for retirement.
Flexible accounts for individual investors and rollovers.
Tax-advantaged accounts for personal retirement savings.
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Funding Insights of Guideline
Guideline has successfully raised a total of $344M across 6 strategic funding rounds. The most recent funding activity was a Series E round of $200 million completed in June 2021. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding Total Funding
- Total Rounds 6
- Last Round Series E — $200.0M
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First Round
First Round
(24 Aug 2015)
- Investors Count 16
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jun, 2021 | Amount | Series E - Guideline | Valuation | General Atlantic | |
| Jul, 2020 | Amount | Series D - Guideline | Valuation | Greyhound Capital , Generation Investment Management | |
| Dec, 2018 | Amount | Series C - Guideline | Valuation | Tiger Global Management |
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
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Investors in Guideline
Guideline has secured backing from 17 investors, including venture fund, angel, and institutional investors. Prominent investors backing the company include Gusto, General Atlantic and Lerer Hippeau. This diverse investor base provides strategic capital, industry expertise, and valuable network connections that support the company's growth initiatives, market expansion, and long-term value creation.
| Investor | Description | Founded Year | Domain | Location |
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Private equity fund focused on global markets
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Founded Year | Domain | Location | |
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Private equity firm focused on sustainable investments
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Founded Year | Domain | Location | |
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Venture capital fund focused on making growth equity investments across tech startups
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Founded Year | Domain | Location |
| Investor | Description | Founded Year | Domain | Location |
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Single family office of Amitabh Bachchan, founder of Amitabh Bachchan Corporation or AB CORP
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Founded Year | Domain | Location | |
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Startup ecosystems are ignited through strategic investments by Signite Partners.
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Founded Year | Domain | Location | |
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Venture capital is directed toward companies in multiple sectors.
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Founded Year | Domain | Location | |
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Venture capital is invested in cybersecurity, fintech, and AI startups.
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Founded Year | Domain | Location |
Investments & Acquisitions by Guideline
| Company Name | Description | Domain | Location | Founded Year | Amount |
|---|---|---|---|---|---|
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Bionic investment advisor platform
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2016 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 | ||||
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Physical e-commerce kiosks are deployed for rural purchases in Indonesia.
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2014 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 |
Financial Statements - Guideline
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
Guideline Comparisons
Competitors of Guideline
Guideline operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as Human Interest, Financial Engines, ForUsAll, OctaveWealth and MoneyIntel, among others. This competitive environment drives innovation, market differentiation, and strategic positioning as companies strive to capture market share and deliver value to their customers. Understanding the competitive dynamics is crucial for assessing market positioning, identifying growth opportunities, and navigating the challenges inherent in a competitive marketplace.
| Company Name | Domain | Founded year | HQ Location | Description |
|---|---|---|---|---|
| domain | founded_year | HQ Location |
Employer-enabled platform for retirement planning and compliance management.
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| domain | founded_year | HQ Location |
Employer-enabled financial planning platform
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| domain | founded_year | HQ Location |
Platform for managing 401(K) accounts
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| domain | founded_year | HQ Location |
Robo advisory platform is utilized for employer-enabled retirement planning.
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| domain | founded_year | HQ Location |
401(k) plan administration and fiduciary services are provided to businesses.
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| domain | founded_year | HQ Location |
Kepler Savings is an online platform for employers to manage workplace retirement savings programs.
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| Company Name | Domain | Founded year | HQ Location | Description |
|---|---|---|---|---|
| domain | founded_year | HQ Location |
Multiple services are booked via an app-based platform.
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| domain | founded_year | HQ Location |
On-demand services are booked through an app-based platform.
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| domain | founded_year | HQ Location |
App based platform offering on demand delivery and ride-hailing services
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| domain | founded_year | HQ Location |
Operates an on-demand hyperlocal delivery app for food and groceries.
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Latest news on Guideline
Frequently Asked Questions about Guideline
When was Guideline founded?
Guideline was founded in 1969 and raised its 1st funding round 46 years after it was founded.
Where is Guideline located?
Guideline is headquartered in Burlingame, United States. It is registered at Burlingame, California, United States.
Who is the current CEO of Guideline?
Kevin Busque is the current CEO of Guideline. They have also founded this company.
Is Guideline a funded company?
Guideline is a funded company, having raised a total of $344M across 6 funding rounds to date. The company's 1st funding round was a Series C of $35M, raised on Aug 24, 2015.
How many employees does Guideline have?
As of Dec 31, 2022, the latest employee count at Guideline is 416.
What does Guideline do?
Guideline was founded in 1969 and is headquartered in Burlingame, United States. Investment technology is delivered to small and medium-sized enterprises through an automated 401(k) platform. Employee retirement accounts are optimized via ongoing recommendations and adjustments. The platform integrates each individuals full financial ecosystem to inform these processes in the fintech sector.
Who are the top competitors of Guideline?
Guideline's top competitors include Human Interest, Financial Engines and ForUsAll.
What products or services does Guideline offer?
Guideline offers 401(k) Plan, SEP IRA, Traditional IRA, and Roth IRA.
Who are Guideline's investors?
Guideline has 17 investors. Key investors include Gusto, General Atlantic, Lerer Hippeau, Generation Investment Management, and Greyhound Capital Management.
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