Built by someone who spent 25 years inside the system.

I spent 25 years inside the financial system. What I saw bothered me.

I started in consumer banking, working on the products that millions of households use every day — mortgages, home equity, credit. Then I moved into the technology side, helping large financial institutions understand their customers through data and analytics.

For two and a half decades I had a front-row seat to how the industry actually works. The incentives. The referral arrangements nobody discloses. The way products are designed to extract value from households rather than create it. The comparison sites that rank lenders by who pays them most, not who saves you the most. The sheer complexity that benefits the institution and exhausts the household.

The average American family is managing a mortgage, two or three credit cards, an auto loan, and a handful of subscriptions — across five different apps, with no single view of what it's all costing them. Nobody is adding it up. Nobody is telling them where they're leaking money.

I built Onesta because I got tired of knowing what was possible and watching it not exist.

What Onesta is

Onesta is the household CFO I wished existed. An AI that looks at your complete financial picture, tells you exactly where your money is going, and gives you one specific thing to do about it. No jargon. No upsell disguised as advice. No referral fee hidden behind a "best rate" ranking.

When Onesta earns a referral fee, we tell you the exact amount. We rank by what saves your household the most — not what pays us the most. If the best deal pays us nothing, we show it first. That is what the name means. Onesta — Italian for honesty.

Where we are

Onesta is in early development. The Claro AI is live and working — you can try it right now on the home page with no login and no account. I am building the full product in the open, sharing progress with early households, and taking feedback seriously.

If you have questions, thoughts, or want to share your experience, I read every email personally.