With an investment of $3.6 million, True Link Financial has more than doubled its total capital, which now stands at more than $7 million in combined equity and debt financing. The company’s latest investment comes courtesy of a quartet of investors: Kapor Capital, Initialized Capital, Symmetrical Ventures, and the Ziegler Link-Age Longevity Fund.

While much of the fintech world remains mesmerized by the millennial market, True Link Financial CEO and co-founder Kai Stinchcombe believes that baby boomers—and increasingly genX-ers—are where it’s at. “We think seniors are the most exciting market in financial services today,” Stinchcombe said. “Half of the wealth in the U.S. is owned by people 59 years and over, and as baby boomers retire, the tidal wave is only growing.”

Fom left: Kai Stinchcombe, CEO, and Claire McDonnell, COO, demonstrating the True Link Card at FinovateSpring 2014.

True Link Financial said that the funding will help the company’s sales and marketing in support of its key products; namely, the True Link Card and a suite of solutions to help administrators manage trusts and benefit eligibility. The additional capital will also help the company as it launches its new online advisory service, True Link Financial Advisors, which emerged from private beta this week after spending the past year serving “several hundred” of the company’s existing customers.

Founded in 2013 and headquartered in San Francisco, California, True Link Financial demonstrated its True Link Card at FinovateSpring 2014. The company provides a variety of financial planning and management services, specializing in retirees, including both free online portfolio planning and construction as well as fee-based, ongoing advisory services. True Link provides a hybrid investment planning solution, combining online planning technology and customized investment plans with human advisors to give clients the best of both worlds in terms of convenience and support.

“We want our customers to feel confident that investment decisions are always made in their best interest,” the True Link CEO said. Saying that “trust” is often the missing ingredient in the relationships between financial services companies and their customers, Stinchcombe added that True Link advisers do not work on commission and do not sell proprietary products. “Our broad-based approach is delivered for one simple, transparent fee,” he said.