First Boulevard

About First Boulevard

Kinly, originally launched as First Boulevard in 2020, operates as a financial technology company with a focused mission to support Black America in building generational wealth. The company was founded by CEO Donald Hawkins and COO Asya Bradley. Hawkins brought experience from several startups and a role at an innovation lab, while Bradley's background includes product and business development roles at major financial institutions like Capital One and First National Bank of Omaha. Their combined expertise in both the startup and established financial sectors underpins the company's strategic direction.

The venture emerged from the founders' recognition of the systemic financial challenges and wealth disparities faced by the Black community. Initially, First Boulevard aimed to provide a digitally native banking platform, securing a partnership with Visa and raising $5 million in a seed round from notable investors including Barclays, Anthemis Group, and figures like Gabrielle Union and John Thompson. A significant milestone in the company's journey was the acquisition of its competitor, Kinly, in 2022. Following this strategic move, First Boulevard rebranded under the Kinly name to unify its brand and mission, leveraging the established trust and community focus of the Kinly brand.

Kinly's business model centers on providing tailored financial services that address the specific needs of its target demographic. The platform offers tools for financial education, features designed to encourage spending with Black-owned businesses, and resources for wealth creation. Members can access early direct deposits, receive cashback rewards for spending at Black-owned enterprises, and utilize financial literacy content curated to their experiences. By integrating these services, Kinly aims to not just be a transactional platform but a financial home that empowers its members to improve their financial behaviors, manage their money effectively, and achieve long-term financial goals. The company is backed by prominent investors such as Forerunner Ventures, Point72 Ventures, and celebrities including Marshawn Lynch and Kevin Durant.