#1 77 Million Struggling Households
“The overwhelming majority of Americans live paycheck to paycheck. If you’re not making it radically simple for your audience to relieve their financial stress, then it’s likely they’re already looking for someone else who will” .
Plus, we have a declining level of basic financial literacy in the US, especially among young adults. The unmet needs of millions of US households are clear: financial anxiety, budget avoidance, and intolerance for complex, confusing "solutions" which often just make their stress worse.
Added to these issues is the shortened attention span of humans today. Not surprisingly, the "firehose" of financial literacy tools and content being hurled at people through multiple technologies leaves everyone longing for one thing more than any other...SIMPLICITY.