GoalSetter: Where Kids Can Turn Gifts into Goals!


Who doesn’t love to spoil their kids? Oftentimes we feel that children deserve the world, and there is no better way to express our love than through gifts. However, oftentimes children will receive gifts that they use once and never again, causing immense clutter and storage problems the household. According to Tanya Van Court, the average American child has received $7,000 worth of gifts that they don’t use. To resolve this problem of wasted energy and wasted space, Tanya Van Court has created GoalSetter⁠—a platform that lets family members and friends give money to kids so they could save up for goals that they actually care about. 

Coming from Brooklyn New York, Tanya was seeking 200,000 for a 4% equity stake in her company, GoalSetter. Through GoalSetter, kids are provided with a real FDIC insured savings account in their name to save up for their goals. Whether it be for college, lessons, camp, or sports, children can learn to save their money from a very young age by encouraging their family and friends to substitute gifts for GoalCards. Each GoalCard features the sender’s name, a message, and a dollar amount to be transferred to the children’s account. 

“Kids who have savings accounts in their name are 6x more likely to go to college and 4x more likely to own stocks by the time they’re young adults, no matter how much is in them.” Tanya stated.

Financials and Response

After some concern from Mark Cuban regarding the difficulty of setting up bank accounts for kids, Tanya clarified GoalSetter’s installment process. First, an FDIC account is set up for the parent in their name, and then the parent can simply add their child to the account. This is done with ease, as GoalSetter has been recently accepted into an accelerator with one of the three major consumer banks in the county. 

Another perk of GoalSetter is their autosave feature, where a set amount of money can be transferred from a parent’s bank account to the child’s GoalSetter account every week or month to reach the money goal faster. 

GoalSetter makes a profit in three main ways. First, by charging a dollar for every GoalCard given. Second, by charging a dollar per kid, per month, for the autosave feature. Third, by taking a percentage of assets under management. 

As Tanya explained this last form of profit, Kevin’s eyes lit up as if she was suddenly speaking his language. After Tanya remarked that the partner bank gives her 100 basis points, Kevin lost it. “I’ve never seen Kevin breathe so hard.” and “Kevin’s hyperventilating here!” were just a few of the comments made by other sharks after taking a look at Kevin.

Kevin stressed, “That is more than the entire industry of services in mutual funds, exchange-traded funds, in management fees for people, at brokerage houses, online. That’s the highest fee right now going.” 

Tanya, feeling delighted and fueled by the attention she received, continued to explain her company’s financials. Goalsetter has raised 2.1 million dollars to get to his point, and their cost per acquisition was $10 per customer. Tanya’s biggest worry for GoalSetter was that people tend to be concerned about security when connecting their bank accounts. Because of this, she strives to make the company a known quantity with a reputation that people can recognize and trust.


Lori Greiner was first to step out, noting that she doesn’t think GoalSetter is ready for an investor. Jamie Siminoff; a guest shark who, himself, was an entrepreneur who walked out of the tank with no deal back in 2013 when pitching his Wi-Fi video doorbell, turned down the deal stating that it’s too far outside what he does in terms of physical product. Next, Daymond John stepped out as he could not imagine giving his 2 ½ year old daughter an email with virtual money as a gift. Mark Cuban seemed concerned since the start of the pitch, and took his chance to step out of the deal stating that the business is just too complicated. According to Mark, Tanya would have been better off using this technology to simply create an easier system for kids to obtain bank accounts. 

Lastly, Kevin took a stab at the deal. He felt that it would take a very long time to go through the process of approval for the platform, so he offered $200,000 for 25% as a counter. Tanya was shocked, her jaw dropped. Clearly defensive at Kevin’s statements, Tanya countered again for $200,000 at 8%. “Not doing that. I’ll spend two years working on it and I’ll end up with zero.” Kevin said.

Ending the segment, Tanya left the tank and took her pride with her, rejecting Kevin’s offer.


Tanya Van Court was a prime example of an entrepreneur who believed that her business would be far stronger on its own than with a steep deal. Believing in her vision for GoalSetter, Tanya knew that the road to success was already in her reach. 

Today, GoalSetter is available for download on iOS and Android devices and yields a whopping 4.5 star rating on the App Store. Not mentioned on SharkTank, GoalSetter also donates 5% of their transaction fees to partner charities such as Save the Children, Purple Feet Foundation, Girls Who Code, and more. 

I have no doubt in mind that GoalSetter will skyrocket as it gains more exposure and a healthy reputation. On a mission to make children financially healthy, GoalSetter is here to pave the way for a generation of conscientious spenders!