Acorns buys Frich to reach 1.6M young money-talkers

What's the deal? Acorns, a financial wellness and investment platform, has acquired FrichDealroom has a profile for this one. Try Dealroom →, a financial education community for young adults. The deal adds Frich's 1.6 million members and its network of financial content creators to Acorns. Terms were not disclosed.

What's the endgame? Founded in 2021, Frich built a community-based approach to financial education, encouraging young adults to discuss money through social media, group chats, and creator content. It also offers a peer-benchmarking feature that lets users compare their spending and saving habits with others in similar situations.

The hire: Frich co-founders Katrin Kaurov and Aleksandra Medina have joined Acorns as co-leads of education and community, starting in October 2026. "We spent five years getting people to talk openly about money," Kaurov said, adding that the move connects those conversations to saving and investing tools.

Why now? Acorns plans to fold Frich's community and creator network into its savings and investment products, opening a channel to younger consumers who have yet to start investing. "Investing is intimidating," said chief executive officer Noah Kerner. "Doing it with others can help people get past that."

The signal: The deal reflects Acorns' push to cover financial education across life stages, from children to families — and bets that creator-led, peer-driven content is now a key route to reaching young audiences. As Medina put it: "Money feels like culture when it's honest, relatable, and social."

Read more: citybiz.co

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