Unlocking Private Markets with Footprint: How GoodFin Built a Seamless, Secure Onboarding Experience for High-Affinity Investors
GoodFin, a rapidly growing private markets platform, is on a mission to make high-quality alternative investments, from SpaceX to OpenAI, accessible to a new generation of accredited investors.
GoodFin, a rapidly growing private markets platform, is on a mission to make high-quality alternative investments, from SpaceX to OpenAI, accessible to a new generation of accredited investors. With a user base that spans young professionals to high-net-worth individuals, GoodFin needed an onboarding and compliance infrastructure as premium and intuitive as the investments it offers.
That's where Footprint came in.
Challenge
- GoodFin's platform stands apart by offering curated access to hard-to-get deals in AI, defense, and space tech, often in partnership with some of the most credible names in venture and private equity. The challenge? Delivering a frictionless onboarding experience for a customer base that demands polish and speed, with zero tolerance for sketchy flows or operational missteps.
- Before Footprint, GoodFin used another KYC vendor but faced hurdles around fragmented flows, excessive data entry, and the burden of storing sensitive data themselves. Their existing solution wasn't keeping pace with the premium, AI-driven experience they were building across the rest of the product.
Solution
GoodFin turned to Footprint to power a best-in-class onboarding experience that could scale with their ambitions. Footprint offered a fully integrated solution for:
-
KYC & Document Verification: A single streamlined flow for identity verification—no more clunky multi-step data entry.
-
Data Security: By leveraging Footprint's infrastructure, GoodFin offloaded the most sensitive PII, significantly reducing compliance and operational overhead.
-
Admin-Friendly Case Management: Footprint's dashboard made it easy for the GoodFin team to review, escalate, or approve cases, backed by real-time support from Footprint engineers.
“Managing PII wasn't something we wanted to scale internally. Footprint gave us a polished, secure, and intuitive solution—for users and admins alike.”Shilpi Nayak(CTO, GoodFin)
Results
Since going live with Footprint, GoodFin has seen measurable improvements in both the customer experience and internal workflows:
- Streamlined UX: Investors complete onboarding in a flow that feels as premium as the investment opportunities themselves, resulting in a 98% auto approval rate.
- Operational Lift: The GoodFin team uses Footprint's admin tools to quickly resolve reviews and focus on customer service, not compliance busywork.
- Seamless Support: From Slack Connect to live troubleshooting, Footprint's responsiveness stood out: "Your team's been incredibly fast, even off-hours."
The Road Ahead
GoodFin isn't just selling access to deals. They're building the next generation of private wealth infrastructure, AI-native, community-driven, and radically accessible. As they expand into IRAs, B2B2C channels, and agent-based workflows, Footprint is positioned to power the trusted identity layer beneath it all.
“We want to be the platform where people build their private portfolios—without needing millions. Footprint helps us earn that trust from day one.”Anna Fee(Co-Founder & CEO, GoodFin)
Ready to start?
If you're looking to onboard customers quickly and securely store their sensitive data, we'd love to help.
