Quick facts, logo downloads, founder bio, and quotable messages. Reach out directly to the founder via the contact below.
Use the WealthNest logo only to refer to WealthNest Finance. Don’t modify the logo, don’t recolor it, don’t combine it with other marks. If you have a use case the cards below don’t cover, email support@wealthnest.finance.
Short version (40 words): Toby Crabtree founded WealthNest Finance in 2026 to bring pay-for-performance design to the employer-sponsored emergency savings category. Operates as TFCrabtree LLC (dba WealthNest Finance). Based in the US, remote-first.
Long version (~120 words): Toby Crabtree founded WealthNest Finance in 2026 after observing that the financial-wellness benefits category had matured on content delivery but not on outcomes. The 2026 Employer Guide and the open-source ROI calculator are the first artifacts of that work — both public, both free. WealthNest’s working hypothesis is that pay-for-performance matching, drawing on behavioral economics research from EBRI, Vestwell, and the broader retirement-plan-design literature, is the lever that makes employer-sponsored emergency savings accounts measurably move savings rates rather than measurably increase course-completion rates. The company operates as TFCrabtree LLC (dba WealthNest Finance) and is headquartered in the United States, remote-first. Reach Toby via wealthnest.finance/contact or LinkedIn.
For interviews, podcasts, byline pitches, and analyst conversations, these are positions WealthNest will defend on the record:
“The financial-wellness benefits market matured on content delivery but didn’t mature on outcomes. The category needs measurement standards — savings rates, behavior change, retention impact — not just course-completion rates.”
— Toby Crabtree, Founder + CEO, WealthNest Finance
“PLESA is a real provision and it works for some employers. For most workforces, the $2,500 cap, plan-amendment requirement, and ERISA fiduciary overlay make in-plan emergency savings slower and more constrained than necessary. Out-of-plan ESAs are the faster default.”
— Toby Crabtree, on SECURE Act 2.0 Section 127 vs out-of-plan ESAs
“Pay-for-performance matching consistently outperforms flat matching on participation rates because employees see immediate behavioral payoff. The first $500 isn’t a discount — it’s a behavioral signal that this benefit is real.”
— Toby Crabtree, on benefit design
For interviews, fact-checking, or briefings, email support@wealthnest.finance. Founder responds personally. Lead time: typically 24-48 hours.
Email support@wealthnest.finance →This page and all WealthNest content are for informational purposes only and do not constitute financial, legal, investment, or tax advice. Statistics are drawn from third-party sources as cited; WealthNest Finance makes no representation as to their ongoing accuracy. SECURE Act 2.0 references reflect provisions current as of January 2026 and are not legal or regulatory compliance advice — consult qualified counsel before implementation. ROI figures are illustrative models, not guarantees of outcomes. TFCrabtree LLC (dba WealthNest Finance) is not affiliated with any government agency or regulatory body. Savings and deposit services described in WealthNest's forthcoming product will be provided through a regulated partner institution; details will be disclosed prior to launch. WealthNest Finance is a pre-launch company; no financial product is currently available for enrollment.
