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Day one at InVest West, Bradley Leimer the Co-Founder of Unconventional Ventures talks to MoneyLion founder Dee Choubey. Founded in 2013 MoneyLion is a financial services app designed to help consumers better manage their money. Their objective is to better understand personal finance using advanced technology in order to help cater to the 90 million Americans who struggle with their finances. Dee Choubey, CEO describes themselves as a one-stop shop for financial needs. To date, they have on-boarded 3.5 million clients, which they’d like to grow to 50 million in the coming years, and carried out over 2 million financial transactions. Some of the key features of the service are: A consumer checking account, with no opening or ongoing fees TransUnion credit score and monitoring service A registered investment advisor and zero fee managed investing An authorised credit lender in 50 US states and the proposition allows consumers access to low-interest rate lending against their own acquired assets Their research shows that the typical American has a small amount of left-over cash nine months of the year, and overspends for three – typically around this time of year. This is where the lending comes in to play as customers can borrow up to $500 at a typical rate of 5.99% in times of financial hardship. MoneyLion have Financial Wellness at the heart of the proposition, which measures four areas in order to understand a client’s financial stress and provides them with a heart rating score. They have also partnered with Fitbit, and for every 15,000 steps walked a client gets $1 invested into their investment account. The app is available on two pricing models. The first is free of charge and the second is $29 a month. The latter includes $1 daily cash back for logging into the app. By building financial education, consumers are being rewarded and in essence not paying for the service. By comparison the average American pays $90 a month for banking services. The Digital Wealth Insights team will be speaking to MoneyLion in due course in order to explore the proposition further. More analysis will follow shortly.