With Roi acquisition, OpenAI steps into personalised consumer finance experiences

OpenAI has acquired New York-based AI finance startup Roi, underscoring its ambition to expand beyond its AI chatbot origins. The terms of the deal have not been disclosed. Roi, co-founded in 2022 by Sujith Vishwajith and Chip Davis, will discontinue its consumer services on October 15, 2025, as part of the transition.

Roi’s app enabled users to consolidate stocks, bonds, and retirement accounts in one platform, while also offering fee-free trading across Robinhood, Coinbase, TD Ameritrade, and WeBull accounts. Vishwajith will join OpenAI following the acquisition, while the rest of Roi’s four-member team will depart.

Reflecting on the startup’s journey, Vishwajith wrote on X, “Personalization isn’t just the future of finance. It’s the future of software.” Roi had raised $3.6 million in a funding round led by Spark Capital, with contributions from 35 Ventures, Gradient Ventures, and Balaji Srinivasan, among others.

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OpenAI’s move aligns with its strategy to create adaptive, deeply personalized digital experiences. The company has recently launched initiatives like Pulse, delivering AI-curated news and content summaries, and Sora, an invite-only platform for AI-powered short videos. Features such as Instant Checkout are also enabling in-app shopping within ChatGPT.

With former Instacart CEO Fidji Simo joining as Head of Applications, OpenAI is signaling its intent to grow its consumer and B2B offerings. Analysts suggest that the Roi acquisition, though modest in scale, could accelerate OpenAI’s push into personalized financial tools and broader adaptive software experiences.

In essence, OpenAI’s acquisition of Roi reflects a larger trend: AI is moving from static tools to intelligent companions that learn, evolve, and tailor experiences for individual users.