Goalsetter

Goalsetter

Goalsetter was founded in 2017 by Tanya Van Court and is headquartered in New York. The company operates as both a financial-education platform and a registered investment advisor, providing non-discretionary advisory services to individuals alongside its core curriculum business. The platform's dual-use architecture — classroom instruction for K–12 and colleges, plus workplace financial wellness — reflects Van Court's bet that behavioral change requires meeting learners inside institutions they already trust. Goalsetter's core product stack spans two complementary platforms: Goalsetter Classroom, which provides teachers with standards-aligned, auto-graded lessons, and Moneylingo, a mobile-first game-based learning tool. Institutional clients include K–12 schools fulfilling state financial-literacy mandates, colleges integrating the curriculum into first-year and career-readiness programming, and financial institutions using the platform to support multigenerational wealth transfer. The curriculum covers six topic modules including managing credit, saving, investing, earning income, spending, and risk management. While the firm does not publicly disclose assets under advisement, its non-discretionary advisory service — branded Goalsetter Gold — provides investment guidance to individuals. The geographic footprint is concentrated in the United States, serving schools, colleges, and workplaces across multiple states. The leadership team is led by Founder and CEO Tanya Van Court, supported by CFO Justin Harris, CMO Tamara Camp, CPTO Juan Gamez, and SVP of Content and Curriculum Joyce Smith. The firm maintains offices in New York and is organized into functional groups covering education partnerships, community financial institution sales, and customer engagement. Goalsetter reports that 35% of adult learners open a new investment account or financial vehicle after using the platform — a data point tied directly to its non-discretionary advisory funnel and its institutional partnerships. Goalsetter's structural differentiator is its position at the intersection of a regulated advisory firm and a scalable edtech platform. The company holds status as a registered investment advisor while simultaneously functioning as a vendor to school districts, colleges, and banks — linking curriculum engagement to measurable financial-behavior change. This hybrid architecture turns a compliance-driven education mandate into a direct customer-acquisition channel for its advisory services and, for its institutional partners, a retention tool for next-generation wealth.