Imagine a retirement plan for small businesses that's both cheap and automated. That's what Honest Dollar says it plans to deliver. 

The Austin, Texas-based financial tech startup, founded by Henry Yoshida and Will Hurley, is about to launch its online direct-contribution platform, according to the Wall Street Journal. Aimed at businesses of up to 50 employees, it will be unveiled at the South by Southwest festival in Austin on Friday. 

Honest Dollar makes no bones about its goal on the company website, which says, "Soon you'll be able to set up your company's plan in under 90 seconds, (and) pay a flat fee of just $10 per employee per month." 

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