Using multiple apps to try and manage your money? 43% of the people we surveyed had signed up for more than 6 financial apps!
Unifimoney is building the most comprehensive money management app in the world. It’s time we replace the need for multiple apps; it’s time we automate the monotonous-yet-essential tasks of everyday money management.
High-yield checking for deposits, a credit card, a debit card, investing, crypto, a precious metal market, the ability to refinance your student loan, send money abroad or get a mortgage, and more — all in one app. We automate the manual tasks involved in everyday money management and bring exclusive value-added services specifically designed for high-income professionals: student loan refi, mortgages, and more. We aim to enable our users to model best practices in personal finance — effortlessly.
Fintech has brought unprecedented new levels of choice and competition to the way people manage their money, but it’s come at the cost of simplicity.
In the past, traditional banks provided all the services you needed and it was not atypical to have only one relationship with a financial institution. The primary value proposition was simplicity — you could get everything from one place and it was usually a branch in your neighbourhood. The downside was that customers were offered very poor value for money and analog user experiences. And with such little competition, there was no need to improve the product. Banks got bigger and banks got worse — with no compelling alternative, why leave your neighbourhood branch?
Then Fintech companies started to carve out specific parts of the financial-services stack and apply new innovative technologies and business models, and to prioritize user experience. They out-competed incumbent banks in technology, innovative UX, and value for money. Unsurprisingly, consumers loved it.
But there is a downside. As Fintechs sliced bits up the financial space up, the consumer lost the simplicity of being able to manage money in a single place. There are now several hundred Fintech companies offering consumers services across the spectrum of personal finance. It’s not unusual for consumers to have a “financial stack” of over 10 separate financial apps on their phones. Each app, taken alone, is a vast improvement on what the incumbent bank offers; but, ironically, the influx of innovation has created a situation where it is now more difficult, not less, to manage your personal finances holistically.
If there is one thing most people don’t respond well to its complex, repetitive, and boring tasks with little immediate reward — unfortunately, these are exactly the tasks needed to build longterm wealth. It’s this inertia that’s let the incumbent banks capture disproportionate profits for a diminishing product. Banks offer poor value for money — calling a 0.09% APY a “savings” account is a farce—but they offer a bundled financial stack which makes money management simple. Except for the most invested investors, simplicity wins out.
Which is why the time has come for a re-bundling of financial services by Fintechs. The last decade of innovation has created truly superior financial products—with Unifimoney, we’re bringing them all together. We’re making optimal money management simple.
Walk into a Wells Fargo branch as a $250K-a-year earner or as a $25K-a-year earner and you’ll get pretty much exactly the same products and service. Retail banking is the last big industry to have failed to embrace meaningful customer segmentation — largely because they can’t relying on decades-old tech and partly because they don’t want to. Building your service to meet the average customer means the majority are not getting optimally served. But when you’re making as much money as the incumbent banks are, you have no economic incentive to change.
This is why it’s the Neobanks who have pushed for increasing financial services specialization focused on specific consumer segments — vertical banking. The benefit of Fintechs being the bundlers is that we are not constrained by the typical issues inherent in large incumbent corporate banks. Innovation is glacial within a sprawling bureaucracy and many middle managers actively pushback because future-looking product upgrades could cannibalize their business or make them obsolete. Most tech companies want nothing to do with working with an incumbent bank — it's just too slow and too frustrating.
Fintechs can select the best technology and business partners in the market and integrate them into their platform. Whether its obscure backend functionality or a consumer-facing product or service, most Fintechs would default to buy or partner with the best rather than build themselves. There is much to be said for specialization; we are not going to build a better identity-management tool than someone who spent developing one and had found great success (this is especially true within the highly specialized and complexly regulated financial services space).
Unifimoney is leading the market in the re-bundling of financial services. Our core offering—an account that integrates high-yield checking, a credit card, and investing—helps automate the management of everyday money. Our users automatically and by default model best practices in personal financial management — effortlessly.
We also offer value-added services for less frequent but high-value products through our 3rd party partnerships. We focus on working with partners who offer enhanced service (e.g. a frictionless digital experience) and the best possible value for money — specifically for high-earning professionals who are offered services built for lower earners.
Our proposition is in marked contrast to the “Neobank” or “Challenger Bank” space up to this moment. The vast majority of Neobanks mainly focus on mass or subprime consumers that the incumbent banks largely ignore.
High-income professionals have complex personal financial lives and need a more complete suite of products and services to justify moving banks. That’s why we built Unifimoney.
The first move to re-bundling of financial services has unexpectedly started with established single-service Fintech players like Robinhood, Sofi, and Wealthfront adding new features to their core offering. These are rarely if ever actually integrated; instead, they exist as a basket of products to choose from, much like a traditional bank.
At Unifimoney, we think there is a bigger opportunity to be had. This last decade of Fintech has improved slice after slice of the financial services space. What if these products could be integrated and work together as a single account? What if a single account could deliver all the best innovation from across Fintech to a user effortlessly? We believe this is the only way to truly automated personal finance. We believe Unifimoney will be that unified account.
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