Stackin'

About Stackin'

Stackin', founded in 2017, operates as a financial wellness platform with a focus on improving users' relationships with money through behavioral science. Initially established by Scott Grimes and Kyle Arbaugh, the company's leadership later transitioned to CEO Tom Brammar and COO Sam Garrison. Grimes, who previously founded UPROXX Media, and Arbaugh, with a background in business management and marketing, aimed to address a gap in financial literacy, particularly among millennials. The company has undergone significant fundraising, securing a total of approximately $18.7-$19.6 million over several rounds, including a $12.6 million Series B in May 2020 led by Octopus Ventures, with participation from investors like Experian Ventures and Techstars.

The firm's core service has evolved from a text message-based advice platform to a comprehensive mobile application that provides personalized coaching. Stackin' partners with consumer finance organizations to offer its services to their customers, functioning on a B2B2C model. For individual users, the app offers a 'money belief assessment' to identify core behaviors and mindsets around spending. Based on these behavioral insights, combined with an individual's financial situation, the platform develops personalized coaching programs and tools. This approach is designed to help users understand the connection between their emotions and financial decisions, fostering healthier habits without strict budgeting. Initially, Stackin' generated revenue through referral partnerships with financial institutions like Chime. The business model has since shifted to also include subscription services and direct partnerships with financial organizations. Early iterations of the service included features like 'Stackin' Cash,' a high-interest checking account powered by Radius Bank, and plans to introduce verticals for credit cards, loans, and insurance referrals.

The platform differentiates itself by acting as 'therapy for your wallet,' focusing on the psychological 'why' behind financial habits rather than just the 'what' of budgeting. It combines automated tools with access to human support, including financial therapists and one-on-one coaching, to guide users toward their goals. The service aims to make users feel more confident and less anxious about their finances by helping them align spending with personal values. After its founding, the company reported reaching over one million users and planned for international expansion into the UK.