TLDR: Ethan Bloch, founder of the successful savings app Digit, has launched Hiro, an AI-powered personal CFO. Hiro leverages advanced large language models to provide intelligent, real-time financial support, aiming to fulfill Bloch’s long-held vision of a comprehensive financial partner. This new venture, co-founded with Rushabh Doshi, marks a significant leap in consumer financial services, transitioning from Digit’s automated savings to a more holistic AI-driven financial management platform.
Ethan Bloch, the visionary behind the pioneering savings application Digit, is once again poised to disrupt the financial technology landscape with his latest venture, Hiro. Launched in 2025, Hiro is introduced as an ‘AI-powered personal CFO,’ designed to offer intelligent, real-time financial support to users. This initiative represents the culmination of Bloch’s enduring ambition to create a truly intelligent financial partner capable of understanding and actively navigating an individual’s entire financial life.
Bloch’s journey in fintech began with Digit, a company that revolutionized automated savings through text-based communication and machine learning. Digit successfully helped millions of Americans save billions of dollars, eventually leading to its acquisition by Oportun in 2021. Despite Digit’s success, Bloch’s broader dream of a more comprehensive financial assistant had faced technical limitations until recently.
The advent of advanced large language models (LLMs) has now made this dream a reality. Hiro harnesses these cutting-edge AI capabilities to deliver sophisticated financial guidance, ranging from managing complex cash flow scenarios to answering intricate money-related questions. The platform aims to establish itself as the most trusted voice in its users’ financial lives.
Co-founding Hiro with Bloch is Rushabh Doshi, who previously played a crucial role in expanding Digit from a simple savings product into a broader financial platform. After Digit’s acquisition, Doshi immersed himself in the world of LLMs, while Bloch took time to recharge. Their reconnection in early 2024 revealed that the technological landscape had evolved sufficiently to support their shared, ambitious vision.
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Investors, including Restive, express continued confidence in the consumer financial services market as a significant opportunity. They are backing Hiro, partnering with firms like Ribbit and General Catalyst, driven by the proven talent, motivation, and vision of Bloch and Doshi. The launch of Hiro signifies a pivotal moment, transforming the concept of a ‘self-driving wallet‘ into a fully integrated, AI-driven financial intelligence system for the modern consumer.
