Category
Lifestyle
Assisted Choices
Trend cluster
Category
Coupled
Capital
Millennials share finances and financial information through tailored apps.
2.6
Trend score
Trend
What is the Coupled Capital trend?
Coupled Capital: Millennials are a financially fraught generation, but as the demographic ages they are nonetheless sallied with monetary pressures and responsibilities. In order to stay financially secure, Millennial couples are jointly handling the stress by sharing financial information — and finances altogether — through couples-focused apps from fintech startups. These services acknowledge Millennials' anxieties surrounding money while providing a convenient, comfortable workaround.
Trend themes
Themes within the Coupled Capital trend
Three behaviours holding the trend together01
Joint Personal Finance Apps
As financial pressure grows for millennials, joint finance apps like 'Honeyfi' and 'Honeydue' create an avenue for couples to manage their finances together, learn about each other's spending habits and budget effectively.
02
Cash Wedding Funds
Wedding registries are not just about gift items anymore, as The Knot's 'Newlywed Fund' provides a means where couples can customize and enter targeted funding ideas such as funding trips, renovating their home, etc.
03
Shared Expense Apps
Apps like Acasa eliminate guess-work for housemates to split the costs of utilities, to help avoid conflicts, especially in mixed living arrangements.
Industry implications
What the Coupled Capital trend means for industry
Where the trend changes the playbookFor
Fintech
Joint finance apps open up an avenue for fintech startups seeking to create a secured platform where couples can collaboratively budget, track their spending and save money for their future investments.
For
Wedding and Event Planning Industry
As guests are becoming more willing to provide unique gifts, the wedding industry can take advantage of these cash funding new trends. Gift registries will continue to expand into these targeted investment areas where wedding planners can take advantage by adding them as an option.
For
Property Management Industry
Shared expense apps present disruptive innovation opportunities for property managers looking to avoid disagreements between roommates, by creating a platform that eliminates guesswork when it comes to splitting bills.
Workshop question
What is the source of your target consumer's greatest anxiety? How could your product or service help to alleviate that?
Trend signals
Trend signals for Coupled Capital
Trend score 2.6 out of 10, from popularity 44%, activity 25%, freshness 8%.
Popularity44%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Coupled Capital trend
4 featured examples from Apr 30 to Aug 26, 2017CategoryLifestyle
Couple Finance Apps
The 'Honeyfi' App Simplifies Finances for Couples to Manage Money Easily
The FinTech industry has the opportunity to develop new, innovative products geared toward couples that offer personalized spending analysis, budget allocation, and long-term fina…
CategoryBusiness
Shared Expense Apps
'Acasa' Makes it Easy to Split Shared Household Bills and Expenses
Fintech companies that focus on shared-expense apps, like Acasa, could disrupt traditional banking practices for automating payments among groups of people.
CategoryTech
Couples Money Management Apps
Honeydue Helps Couples to Manage the Money Together
Fintech companies can leverage the growing need for couples money management apps and develop innovative solutions for better financial management.
CategoryLifestyle
Cash Wedding Funds
The Knot's 'Newlywed Fund' Helps Couples Save for Renovations and Trips
Essential services and add-ons for wedding planners, such as customizable registry and gift list tools and support, have space for improvement and innovation.
