Overview

Boulevard R started out as a conversation between Jon and Matt Iverson over lunch in June 2005. Since Jon was already retired and about to start withdrawing savings from his retirement accounts, he was trying to figure out the best way to go about it. To help solve the problem Matt also started looking into solutions, but neither of them could find a straightforward, user-friendly way to address Jon’s issue.

Since, at the time, Matt was working for one of the leading consumer advocates in California, he started to look at how consumers were preparing for retirement. He soon found that most people were under-saving and over-estimating the amount of time they’d be able to work.

Matt and Jon founded Boulevard R (Jon’s second time coming out of retirement to do another startup) and set out to create a simple, engaging process that would show people if they were on track to reach their financial goals. Along the way, they built a team of great advisors, including Dan Ariely, a leading behavioral economist from Duke and MIT, some of the top financial planners in the country and one of the founders of E*Trade.

In February 2009, Boulevard R launched Amp, its first product for the advisor market. Amp is designed to help advisors who are focused on marketing be more effective, by providing a unique call-to-action for all of their marketing efforts.

Next Boulevard R turned its attention to the retirement plan market and created a product, Retiremap, that delivers engaging plan education and communication designed to improve + track participant saving and investing behavior.