Mitch and Benny are terrific Product leaders and entrepreneurs; I also think they're addressing a real pain point with GoodApril.
Super excited about the work GoodApril is doing to help us be proactive, not just reactive, about or taxes.
Benny has the attitude and drive to successfully build a company with lasting value. The guys at GoodApril are solving a real and difficult problem in an area that is long overdue for disruption, tax optimization. If anyone can solve the problem, it will be this team. It is one product I'm truly excited to see in the marketplace!
GoodApril is like "Mint.com for personal income taxes." We help people make good financial decisions today, so that they're prepared for, and paying the least amount of taxes possible come April.
GoodApril gives everyday Americans access to the kind of tax planning expertise that the wealthy get from their CPAs and wealth planners.
Specifically, we're working on tools to help you in three ways:
GoodApril was founded by two experienced financial technology entrepreneurs.
Benny Joseph has over 6 years of financial technology engineering and product experience, notably as the lead engineer of the real-time math engine that powers E*TRADE’s multiple award-winning trading platform. He was also the Product Manager behind Zecco Mobile, the highest rated online brokerage mobile app on both iOS and Android. He holds an MBA (with honors) from the University of Chicago’s Booth School of Business and a BS in Computer Engineering (magna cum laude) from the University of Michigan.
Mitch has over 4 years of experience as a financial technology marketer and product manager, most recently serving as Director of Product and Marketing at Endurance Lending Network, a small business lending platform. Previously, Mitch was Director of Product Marketing at Zecco and a management consultant at Bain and Company and the Monitor Group. He received a BS/BA in International Business (cum laude) from Georgetown University.
GoodApril uses a freemium business model. We give customers free access to our tax forecasting and planning services and earn revenue through lead generation to tax filing solutions and other financial products, focusing initially on offers directly related to our online advice (e.g. IRAs, charities looking for donations, etc).
Compared to existing tax software products, we focus on in-year tax advice, versus purely after-the-fact tax filing. By analyzing data in-year, we are able to identify many more opportunities for tax savings than current software products (which can basically only suggest a contribution to an IRA). Next, we plan to incorporate ongoing financial data aggregation (similar to mint.com) to proactively identify tax-related transactions and encourage repeat engagement with our tax forecasts.