#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 in the near term, then it’s likely they’re already looking for someone else who will” .
Nothing good happens financially if a household can't make ends meet. To make matters worse there is 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. Also, many households have a strong ability to pay but may have a "thin credit file" or low or no FICO Score, preventing loan approval that would benefit all parties involved.
Added to these issues are dramatically shortened user attention spans and intolerance for complex solutions. Not surprisingly, the "firehose" of financial literacy tools, programs and content being hurled at people through multiple technologies leaves everyone longing for one thing more than any other...SIMPLICITY.