OpenAI has acquired Roi, an AI-driven personal finance app, in a move that underscores its growing focus on personalized consumer AI. The acquisition follows a recent trend of acqui-hires in the AI industry, with only Roi’s CEO and co-founder, Sujith Vishwajith, joining OpenAI. According to a source familiar with the matter, Vishwajith is the sole employee from Roi’s four-person team to transition to OpenAI. The company will shut down its services on October 15, and the terms of the deal were not disclosed. This marks the latest in a series of strategic acquisitions by OpenAI this year, including Context.ai, Crossing Minds, and Alex. While it remains unclear which team or product group Vishwajith will join, or whether Roi’s underlying technology will be integrated, the move reflects OpenAI’s broader ambition to build deeply personalized AI experiences for everyday users. Roi, based in New York, was founded in 2022 and raised $3.6 million in early-stage funding from investors such as Balaji Srinivasan, Spark Capital, Gradient Ventures, and Spacecadet Ventures. The app aimed to consolidate a user’s entire financial life—stocks, cryptocurrency, DeFi, real estate, and NFTs—into a single platform that offered real-time tracking, insights, and AI-guided trading suggestions. In a post on X, Vishwajith shared the company’s mission: “We started Roi 3 years ago to make investing accessible to everyone by building the most personalized financial experience. Along the way we realized personalization isn’t just the future of finance. It’s the future of software.” Roi’s standout feature was its AI companion, which users could customize to match their personality and communication style. For example, one user asked to be spoken to like a Gen-Z individual with “brain rot,” using minimal words and plenty of roasting. In response, Roi said: “Suje, you got cooked lil bro. Cause of the tariff announcements, you took an L today of $32,459.12…Based on your risk preference this might be an opportunity to buy the dip.” This exchange exemplifies Roi’s core philosophy: software should adapt, learn, and engage users in ways that feel authentic and human. The company’s vision, as stated in a blog post, was that future products won’t be static or one-size-fits-all, but instead will evolve alongside users as intelligent, adaptive companions. That vision aligns closely with OpenAI’s expanding consumer product strategy. OpenAI is already investing heavily in personalized experiences through products like Pulse, which delivers custom news summaries overnight; Sora, a TikTok-style app featuring AI-generated videos including user-generated cameos; and Instant Checkout, a feature that allows users to make purchases directly within ChatGPT. The acquisition also comes as OpenAI strengthens its consumer team, led by former Instacart CEO Fidji Simo. This signals a shift from OpenAI’s traditional role as an API provider to becoming a direct builder of user-facing applications. Roi’s expertise in behavioral personalization and adaptive AI could play a key role in enhancing these products. Vishwajith and co-founder Chip Davis previously worked at Airbnb, where Vishwajith helped drive revenue through subtle but impactful changes in user experience—such as a 25-line code update that generated over $10 million in additional income. That experience in turning user behavior into revenue is highly relevant as OpenAI seeks sustainable business models beyond infrastructure spending. With billions spent on data centers and model training, OpenAI’s push into consumer apps is not just about innovation—it’s about building revenue-generating products that keep users engaged and loyal. Roi’s team and vision could be instrumental in achieving that goal.