# Financial Therapy Companies are increasingly emphasizing the importance of financial wellness. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Dec 20, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/financial-therapy ## Key Figures - Trend score: 2.4/10 - Evidence articles: 4 ## What is the Financial Therapy trend? **Financial Therapy:** Aware that consumers are often stressed for money—and this is especially true during the COVID-19 pandemic which has left many without a job and forced small businesses to permanently close—financial companies are emphasizing the need for wellness and mental health practices in their industry. ## The consumer insight behind the Financial Therapy trend Due to the COVID-19 pandemic and the associated government-imposed health and safety measures, many individuals are experiencing exasperated financial stress. In order to alleviate their anxiety, consumers are looking for advice and tools that will help them in their unique situations. In being more organized, individuals feel better prepared and as a result, gain peace of mind when it comes to surviving the pandemic and beyond. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 13 to Dec 20, 2020 - Published: Dec 20, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Financial Therapy trend ### Financial Wellness Emphasis Companies are emphasizing the need for wellness and mental health practices in their industry as a result of consumers' financial stress caused by the COVID-19 pandemic. ### Mental Health Coverage Accessibility Modern Health is making mental health resources and coverage more accessible through a digital platform for employers and employees. ### Psychology-Based Financial Management The Planning Center takes a psychological approach to financial management, helping individuals make better decisions through both rational thinking and emotional intelligence. ## What the Financial Therapy trend means for industry ### For FinTech The financial technology industry can take a lead in offering innovative solutions that mitigate financial stress and promote financial wellness. ### For Human Resources Human resources professionals can focus on implementing employee financial wellness programs as part of their benefits offerings, leading to happier and more productive employees. ### For Therapy and Counseling Mental health professionals can collaborate with financial planners to offer therapy and counseling services that alleviate financial stress and promote financial wellness. ## Workshop question How can your brand help alleviate consumer stress? ## Trend signals for Financial Therapy Trend score 2.4 out of 10, from popularity 37%, activity 28%, freshness 9%. - Popularity: 37% - Activity: 28% - Freshness: 9% ## Examples of the Financial Therapy trend 4 featured examples from Jul 13 to Dec 20, 2020. - [Color-Coded Finance Apps](https://www.trendhunter.com/trends/personal-financial-management-app): The 'Chromabill' Personal Financial Management App is Easy to Use (Category: Lifestyle) Implication: The financial technology industry could create disruptive innovations by creating alternative personal finance apps with a more user-friendly and interactive design, that use psyc… - [Streamlined Mental Health Benefits](https://www.trendhunter.com/trends/modern-health): Modern Health Makes Mental Health Coverage More Accessible (Category: Business) Implication: Modern Health's corporate insurance platform provides an opportunity for healthcare insurance companies to integrate digital mental health services in their offerings. - [Psychology-Inspired Financial Planning Platforms](https://www.trendhunter.com/trends/the-planning-center): The Planning Center Embraces Financial Wellness (Category: Marketing) Implication: The finance industry can benefit from incorporating psychological principles into their financial planning platforms to help users make better financial decisions. - [Employee Financial Wellness Platforms](https://www.trendhunter.com/trends/financial-wellness1): Origin Helps Companies Relieve Employee Stress (Category: Marketing) Implication: Origin's emphasis on accessible financial planning presents opportunities for disruptive innovation within the financial services industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)