Long Game

About Long Game

Long Game operates as a financial technology firm that developed a gamified mobile application to encourage positive financial behaviors. Founded in 2015 by Lindsay Holden and Ashby Monk, the company applies principles of behavioral economics and prize-linked savings to its platform. The application's core function is to incentivize users, particularly Millennials and Gen Z, to save money and improve their financial literacy.

The company's business model focused on partnerships with financial institutions like banks and credit unions. These institutions utilized Long Game's platform as a white-label solution to increase customer engagement, retention, and new account growth. End-users interact with the app by connecting it to their bank accounts. They earn in-app currency, or "coins," for activities such as reaching savings goals, setting up direct deposits, or answering financial trivia questions. These coins can then be used to play casual games for opportunities to win cash prizes, with some jackpots reaching up to $1 million.

A significant milestone in the company's history occurred in May 2022, when it was acquired by Truist Financial Corporation, a top 10 U.S. commercial bank. The acquisition was a strategic move by Truist to enhance its digital offerings and attract younger demographics. Following the acquisition, the Long Game team, including co-founder and CEO Lindsay Holden, joined Truist's innovation division. The team, remaining based in San Francisco, became Truist Foundry, an internal group focused on developing new client-centric solutions. Subsequently, Truist launched Truist Long Game, integrating the technology to reward its own clients for building financial wellness.