One of the really interesting features that Spendful offers is the ability to create separate budgets for different needs. With the recent emergence of companies helping users manage their finances (see SaveUp) the space might be prime for new entrants to make their mark.
Implications - The recent economic downturn has caused consumers to be apprehensive about their finances. This group is turning to tools that can help them manage their money and map out a financial strategy. Companies should take this mindset into account and cater to the needs of the demographic.