OpenAI acquired fintech startup Roi to bring its team and personalization expertise onboard. Roi’s app will shut on Oct 15, 2025 and user financial data will be deleted. The move signals stronger AI powered personalization, context aware features, and privacy first transitions.
OpenAI has acquired Roi, a New York based fintech startup that built a personalized investing app and chatbot, in a move focused on accelerating AI powered personalization and context aware consumer experiences. Reported on Oct 5, 2025, the deal is effectively an acqui hire: Roi’s team, including founder Sujith Vishwajith, will join OpenAI while the standalone Roi app will be shut down on Oct 15, 2025 and user financial data will be deleted. OpenAI says it will not ingest those consumer records.
Foundation models deliver broad capability but often lack the situational signals that make recommendations useful in finance. Context aware AI and AI powered personalization use a user’s balances, transactions, goals, and risk profile to produce hyper personalized advice that has real utility. Startups like Roi focused on aggregating financial signals to deliver tailored recommendations and AI driven portfolio management that feels bespoke to each user.
For clients of AI and automation consultancies, three themes stand out:
OpenAI’s acquisition of Roi is a bet on people and expertise that can turn general purpose models into privacy first, context aware experiences. Organizations should audit data practices, map opportunities for AI powered personalization, and design consent driven integrations that protect users while unlocking individualized automation. Watch for personalization primitives to appear in platform APIs and for regulators to scrutinize how personalized financial advice is delivered at scale.