WeGood Equity is the brainchild of financial health entrepreneur Yemi Rose, and a vehicle through which he and his team explore how technology can amplify opportunity rather than extract value. WeGood is particularly interested in how AI changes the economics of consolidating fragmented blue-collar industries, and how ownership structures determine who captures value. The team also advises organizations building AI solutions for underserved communities.
Current obsessions include:
AI's impact on blue-collar service consolidation
Employee ownership as a competitive advantage
Question on who captures value in industry transformation
Tools that expand economic opportunity
Yemi Rose is an entrepreneur, strategist, and thought leader deeply immersed in questions about the intersection of work and financial well-being. His current efforts explore questions at the intersection of AI, work, and economic equity through WeGood Equity. He is the founder of OfColor, a bold financial health platform that provided financial coaching and fintech tools explicitly tailored for workers of color.
Drawing on nearly 20 years in financial services, including roles at Prudential and BlackRock, he built OfColor to empower underserved communities through workplace-based financial solutions. Known for his innovative approach to economic equity, Yemi positioned OfColor as a vital resource for corporate partners aiming to promote equity within their workforce, prior to its acquisition by Financial Finesse Inc.
He writes and speaks extensively on economic equity, and his work has been published in The Washington Post, Fast Company, Business Insider, Essence, TechCrunch, and other leading publications. He is the author of the forthcoming book But Not Too Black (2026, Wiley).
good INVESTMENTS:
We work to consolidate fragmented blue-collar services with AI optimization and employee ownership, solving the retention problem that kills traditional PE rollups and delivers superior returns.
Alluel Logistics: Working with Alluel, a New Jersey-based third-party logistics and warehousing company, to implement AI-powered operational workflows that reduce manual processes, improve dispatch efficiency, and create scalable systems for growth. The work includes building agentic logistics assistants, automating intake and fulfillment workflows, and transitioning the company from labor-intensive operations to tech-enabled infrastructure.
This project demonstrates our core thesis: blue-collar industries can achieve significant efficiency gains through AI optimization while maintaining quality and preparing for growth.
good ADVICE:
We advise and partner with organizations building AI solutions for underserved communities.
Wealth + Health Project: Working with StreetCred, The Aspen Institute, and a consortium of financial services leaders, on a Health to Wealth AI agentic platform that guides new parents through economic benefits in clinical settings.
Piloting at Boston Medical Center, scaling to 30+ hospital systems.
“Millions of underserved citizens, who don’t know each other, did not all JUST coincidentally make the same financial mistakes. These are system-level issues that require system-level solutions.”
Yemi Rose
