Indonesian middle class numbers continue to increase significantly. Some of them plan for their future, including their future finance. Middle class consumers do not have enough time to manage their personal finance. Some of them are not able to manage their income and outcome. Although they realize that they need advice from the advisor, they do not want to pay the personal finance advisory services, because its cost relatively expensive. They need easy and quick money management services. Financial planning solutions that are practical and comprehensive become a necessity for the middle class. As a techno entrepreneur, Mr. Steven as CEO CV.X wants to fulfill the needs of personal finance software, which it will become solution for the customer. In order to run this new business CV. X needs a business model that is suitable for the new business unit. The Author and developers’ team in the CV. X has done a study and development of personal finance software. The software has four main features: sub account and transaction management, financial plan calculation, investment calculation and money management, as well as financial statement. The software applied personal finance tools and knowledge: time value of money, financial report, and personal finance calculation (debt, life insurance, retirement, education fund, etc.). The development of the software is using rational unified process (RUP) framework. CV. X has to invest Rp 30.000.000 to develop the software and Rp 105.190.000 to run the business.