Top Personal Finance Trends of 2024

Here are the current personal finance trends of 2024, found using our software tool and selected based on their growth and global popularity across sites like Google, TikTok, Reddit, Twitter, YouTube, Amazon, and more. These are not fads, such as new movies or social media challenges – rather they’re long-term global personal finance trends that are likely to see continued growth throughout 2024. We’ve also included our analysis on these new emerging trends below.

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GPT Trading

7.1K
Past Month Searches
+663%
Past Year Change

GPT trading is the use of GPT (Generative Pretrained Transformer) models and real-time financial market data for trading in the stock market, predicting stock market trends through machine learning which helps traders make informed decisions. The focal shift towards embracing AI technology by traders and investors has grown exponentially, evolving into a higher adoption rate of GPT-based trading. …  Read more

FundedNext

63K
Past Month Searches
+642%
Past Year Change

FundedNext is a trading platform that providers traders with tools and capital to help them succeed in trading, funding them up to $300,000. After completing an assessment to prove their trading skills, new traders would then be able to open a pre-funded live account and earn up to 95% of the profits. …  Read more

Pawns App

4.5K
Past Month Searches
+492%
Past Year Change

The Pawns app is a digital platform that allows users to earn money online by completing surveys and sharing their unused internet bandwidth. With the app, users gain access to services, deals, video games, content, and other apps otherwise unavailable to them through their local internet connection by avoiding geo-restrictions and other IP-based limitations. …  Read more

Kroo Bank

2.7K
Past Month Searches
+344%
Past Year Change

Kroo Bank is a digital-only banking platform based in the UK providing customers with easy access to a broad array of financial services. The current economic climate has nudged individuals towards considering alternative banking methods, resulting in increased searches for options like Kroo Bank. …  Read more

AI Side Hustle

847
Past Month Searches
+311%
Past Year Change

AI side hustle refers to any income-generating activity that leverages artificial intelligence technology, such as AI content creation, AI consulting, or machine learning services. Its popularity can be attributed mainly to the growing demand of AI applications in many industries and the rise in remote work, leading to a greater interest in flexible and home-based income streams. …  Read more

AI Trading Bot

14K
Past Month Searches
+267%
Past Year Change

An AI trading bot is an automated system that utilizes artificial intelligence to analyze financial markets and execute trades with minimal human intervention. With the rise in people investing in cryptocurrencies, there's been a surge in interest in automated trading bots that are specifically designed for these volatile markets. …  Read more

Monzo Flex Card

1.1K
Past Month Searches
+253%
Past Year Change

The Monzo Flex Card is a newly introduced credit card feature by the digital, mobile-only bank Monzo, offering convenient repayment options with 0% interest on select terms. Shifting consumer behavior has brought higher adoption for digital banking and other tech-oriented financial solutions like the Monzo Flex Card. …  Read more

Quicken Simplifi

12K
Past Month Searches
+244%
Past Year Change

Quicken Simplifi is a personal finance management tool that aims to make tracking spending and budgeting easier for users. The societal focus on financial literacy heightened the interest in high-quality personal finance management tools. In addition to this, the emergence of fresh, user-friendly design aesthetics and AI-driven functionalities in finance apps have further escalated this interest. …  Read more

Paidwork

16K
Past Month Searches
+237%
Past Year Change

Paidwork is a platform that allows users to earn money online by completing various tasks. This platform takes advantage of the increased awareness and understanding of online hustle culture. Traditional job markets have been unstable, causing a notable rise in searches for alternate, remote income sources. …  Read more

OPay

233K
Past Month Searches
+220%
Past Year Change

OPay is a mobile payment service and platform launched in Nigeria, offering users quick and convenient ways to pay for a range of services, from utility bills to transportation. Its rise in popularity can be attributed to the increased digitalization of emerging economies like Nigeria coupled with adoption of mobile banking platforms. …  Read more

Autopilot App

5.3K
Past Month Searches
+148%
Past Year Change

The Autopilot app is a fascinating digital trading platform that allows users to automate their investment portfolios by mimicking the strategies of successful traders. The appeal of passive investing is growing, with users attracted to the possibility of mirroring successful strategies, which bypasses the significant time commitment typically required in the increasingly complex stock market. …  Read more

Tabby Payment

3.2K
Past Month Searches
+117%
Past Year Change

Tabby Payment is a 'buy now, pay later' fintech solution that allows users to make purchases online and pay later, either in installments over a certain period or in one lump sum. The global push toward digitization has greatly accelerated the adoption of fintech solutions like Tabby, making it popular particularly in regions where traditional credit facilities are less accessible. …  Read more

Rocket Money

77K
Past Month Searches
+99%
Past Year Change

Rocket Money is a fintech company that offers an all-in-one personal finance app that allows its users to find and cancel subscriptions, cancel recurring changes, track their expenses, and manage all their finances in a single app. The app also helps users to lower their bills, manage their savings, and track and understand their credit score. …  Read more

Kikoff

16K
Past Month Searches
+68%
Past Year Change

Kikoff is a financial platform aiming to help individuals build credit safely and responsibly without the risks associated with traditional credit cards. Increasing number of people are rebuilding or strengthening their credit profiles, ramping up interest in Kikoff's services. …  Read more

Lendermarket

2.7K
Past Month Searches
+60%
Past Year Change

Lendermarket is a peer-to-peer lending platform where investors can invest in consumer loans with buyback guarantees. In the current economic environment, individual investors are looking for high-yield opportunities and alternative options like P2P lending. …  Read more

Prop Trading

19K
Past Month Searches
+57%
Past Year Change

Proprietary trading, or prop trading, involves financial firms or banks making trades to direct gain instead of on behalf of clients. Economic volatility this year caused by global events has led to more trading opportunities, sparking increased interest. Additionally, recent high-profile successes of prop trading firms have not only increased public awareness but also ignited curiosity about this financial endeavor. …  Read more

Debt Snowball Method

4.9K
Past Month Searches
+42%
Past Year Change

The debt snowball method is a financial strategy that prioritizes paying off debts from smallest to largest, aiming to gain momentum as each debt is settled by rolling the payment onto the next smallest debt. The alarming rise in consumer debt levels has also prompted more individuals to seek effective methods of debt reduction, further influencing the popularity of the debt snowball method. …  Read more

Wagestream

4.2K
Past Month Searches
+42%
Past Year Change

Wagestream is a company that offers a mobile app that allows employees to access their paychecks and benefits information on their phones. The app also allows employees to set-up automated savings, choose how and when they get paid, and get visibility on their spending. …  Read more

Maslife

3.1K
Past Month Searches
+37%
Past Year Change

Maslife is a comprehensive fintech solution and a smartphone banking app that seeks to unify personal finances and well-being, delivering services such as savings, spending, FX, and health and wellness all via one platform. …  Read more

Online Freelancing

7.4K
Past Month Searches
+27%
Past Year Change

Online freelancing refers to remote working where individuals offer their skills and services to clients globally and work independently. The increasing prevalence of the gig-economy trend among the new generation has been significant. The new generation is attracted to freelancing due to the added independence and flexibility it offers. …  Read more

EcoVadis

26K
Past Month Searches
+25%
Past Year Change

EcoVadis is a platform that rates companies on their sustainability performance by assessing environmental, social, and ethical factors. With the emergence of stricter regulations globally related to sustainability and ethical operations, more businesses are seeking benchmarking tools like EcoVadis. Additionally, investors have become more conscious about incorporating Environmental, Social and Governance (ESG) factors into their portfolio analysis. …  Read more

SingSaver

15K
Past Month Searches
+23%
Past Year Change

SingSaver is a Singapore-based personal finance comparison platform. The platform helps consumers save time and money in making decisions related to financial products like loans, insurance, and credit cards. …  Read more

ESG Money

1.2K
Past Month Searches
+19%
Past Year Change

ESG money refers to investments made into funds that focus on ethical factors corresponding to Environmental, Social, and Governance (ESG) principles. Increased interest and awareness in climate change and environmental issues has led to more individuals investing in ESG funds. Furthermore, there is increasing evidence of a potential correlation between strong ESG performance and financial stability. …  Read more

ESG Score

38K
Past Month Searches
+17%
Past Year Change

An ESG score is a qualitative measurement tool used to assess a company's commitment to Environmental, Social, and Governance principles. It measures the company's sustainability and societal impact based on ESG factors which have gained priority among investors. …  Read more

Financial Habits

3.5K
Past Month Searches
+15%
Past Year Change

Financial habits refer to the practices related to managing, saving, and investing money and play a crucial role in achieving financial goals and attaining financial stability. With technology advancements, a variety of apps and platforms have made financial planning more accessible, leading to a surge in interest in financial habits. …  Read more

Pay Over Time

25K
Past Month Searches
+12%
Past Year Change

"Pay over time" refers to financial services allowing customers to make purchases and spread payment across several months, often without incurring late fees or compounding interest. Rapid technological advancements in the fintech industry have made access to such alternative financing methods more readily available. …  Read more

Goparity

1.8K
Past Month Searches
+12%
Past Year Change

Goparity is an online platform that allows individuals and companies to invest in sustainable projects via crowdlending, seeking positive social, environmental, and financial returns. The rising popularity of the ESG (Environmental, Social, Governance) criteria in investing decisions has led to increased searches for platforms that facilitate such sustainable investments. …  Read more

Writing Gig

1.3K
Past Month Searches
+11%
Past Year Change

A writing gig refers to job opportunities where individuals can write content on a freelance basis for things like blogs, books, magazines, websites, and more. One fascinating aspect that has propelled its demand is the digital transformation surge that led companies to prioritize their online presence, driving demand for skilled writers. …  Read more

WealthCare

3.4K
Past Month Searches
+11%
Past Year Change

WealthCare is a licensed non-bank custodian of HSA cash accounts. It enables individuals to manage their health spending and savings with the help of digital tools and its online account portal. More individuals are increasingly becoming hyper-aware of their financial security and future, leading to an increased interest in these types of services. …  Read more

PayFlex

83K
Past Month Searches
+8%
Past Year Change

PayFlex is a company that provides consumers with pre-tax account solutions and benefits to assist them with their health, commute, and dependent care needs. As companies pivot to remote work, employees are sparking a heightened interest in flexible benefits that cater to this new work lifestyle. …  Read more

Neo Financial

23K
Past Month Searches
+8%
Past Year Change

Neo Financial is a Canadian financial technology company that provides online and mobile financial products and services. Its mobile app that allows users to track their expenses, manage their finances, invest, save, or borrow money. …  Read more

Venmo Credit Card

25K
Past Month Searches
+3%
Past Year Change

Venmo, a mobile payment app, is partnering with Mastercard to offer a Venmo Credit Card. The card will work like any other credit card but will allow users to pay with Venmo either in-store or online. …  Read more

Trend Highlight – New Banking Built on Old Tools

Fundamental needs don't change much, but interfaces do. As writing moved from Microsoft Word to in-browser apps, the spell-check chrome extension Grammarly capitalized on this change of interface and built a $1B+ business.

Similarly, the fundamental problems of personal finance haven't changed: don't run out of money, do save for important purchases. But today, one of the most widely used interfaces for tending to different tasks is Google Sheets.

It turns out that Google Sheets is used for a wide variety of non-spreadsheet task: searching Google for use Google Sheets to returns comments on sites like Reddit and Twitter involving project management, budgeting, investing, and even shopping for groceries or watering plants.

With its adaptable featureset and universal accessibility, Google Sheets has become a sort of "digital duct tape" - a common phenomenon, as exemplified by email inboxes that serve as to-do lists and spreadsheets that function as databases.

Tiller, a personal finance tool, competes with companies like Mint by letting users simply connect their bank account to Google Sheets and do all their financial planning and organization using a familiar interface.

Then there's a clever SEO strategy used by software tool companies similar to Tiller. Google sometimes ranks pages on the Google.com domain especially high because of the reputation as a trusted domain. Software tool company Smartsheets takes advantage of this and has made various Google Sheets templates that rank high in Google search for terms like "google sheets budget template", but with many of the spreadsheet's cells filled with links back to their site.

Tiller's pricing model fits their product: they offer a free one-month trial, then a $79 annual subscription. The free trial is an opportunity for Tiller to raise the user's sunk cost by getting them to spend time customizing the product. Since a personal finance product saves the user money over time, Tiller has pricing power once they've demonstrated that it works.

Trend Highlight – A New Way of Reaching Finance-Oriented Consumers

Truebill, a personal finance tool, has sidestepped the traditional strategies its competitors use when acquiring new users who are searching on Google. Instead of ranking for meta terms like "personal finance", they focus on ranking for specific problems people have like cancelling subscriptions.

Half of Truebill's traffic comes from search and, of that, over 80% comes from searches like "how to cancel Instacart" and "how to cancel Equinox". As many businesses migrate to a subscription-based model, consumer's bank statements are increasingly full of monthly payments. Truebill is a classic personal finance management tool, like Mint, but with a twist: for cable, phone, and security bills, they negotiate with the service provider to get a better rate, and then split the difference with users.

Some businesses strategically target users looking up, via search, how to cancel their service. This way they can control the pipeline and attempt to downgrade rather than outright cancel. For example, Hulu runs ads on the search term "how to cancel Hulu" in an attempt to own this cancelation journey and, ultimately, to get the user to stay. Conversely, brands like Spotify and BarkBox do not rank #1 for their respective "how to cancel" queries and are therefore missing out on a retention opportunity. By sliding into the search results for these queries, Truebill is able to sidestep a highly competitive and more expensive avenue for user acquisition used by its competitors.

These sorts of opportunities exist for nearly every industry.

Instead of ranking for "lead generation", tools that do exactly that will sometimes rank for name+company+email with a dynamic landing page for each of the leads in their database. And with the robocall blocking app RoboKiller, nearly 90% of the site's 1M monthly visits come from search, but searches for "RoboKiller" only account for 0.5%—in fact, the vast majority originate from people trying to identify the phone number that just called them. This works because the company has generated around 1 million landing pages for individual phone numbers—one for each number that people commonly search after getting a robocall.

Trend Highlight – The Rise of Credit Builder Cards

The credit builder card is a consumer finance hack: it's not really a credit card, and its target audience doesn't use credit cards. According to the Consumer Finance Protection Bureau, 22% of the adult population doesn't have any meaningful credit history. And everyone who gets a credit card needs a first credit card. Enter the Credit Builder Card. One company actually uses the "Credit Builder Card" branding for their product. This company offers secured cards requiring a $200 deposit, available without a credit check. The card has a $200 credit limit—so while it's technically a credit card, in practice it's a pre-loaded debit card that reports to credit bureaus like a credit card.

Like many entry-level financial products, the point is to cheaply acquire users in some underserved niche, and then hope that some of them will upgrade to more lucrative products. CreditBuilderCard.com is a white-label provider for these cards, and partners with companies that help consumers rebuild credit. Meanwhile, personal finance lead-gen sites like NerdWallet and Credit Karma aggressively market their cards to first-time credit card users.

The credit builder card is designed to help users raise their FICO score and qualify for traditional cards, which are much more lucrative for issuers and processors. This card illustrates how important credit access is, in two ways: first, that almost every adult needs a credit score—for a mortgage, an apartment lease, a car loan, even an employer background check. So a credit card that exists entirely to give the user a FICO score is actually a useful product.

It also shows how ubiquitous credit is. Most Americans use credit cards, and most cardholders already have multiple cards: TransUnion estimated in 2017 that the average cardholder had 2.7 credit cards. Marketing a credit card to someone who already has two or three is tough; it's established that they use the product (good), but the competition to market to them, and then get them to actually spend on the card, is fierce. At that point, the best way to sell someone an additional card might be to track down the people who haven't used one at all.

Trend Highlight – Cash Envelopes

Sometimes friction in a product is a feature, not a bug.

Payment technologies are designed around reducing the friction in payments—from credit cards to Paypal to contactless, each step makes both the spending decision and the payment process simpler. But for some people, this leads to spending more than they'd like to. For many, counting down with debit cards leads to much better spending behavior than counting up with credit cards.

An increasingly popular solution to this problem is the "cash envelopes" strategy: setting a budget, then withdrawing enough cash to pay for it, and putting cash in an envelope that corresponds to the spending category. This is part of a broader category of friction-as-a-feature products, among products like screen time monitors that stop users when they’ve spent too long staring.

Meanwhile, Amazon listings for cash envelopes, budget binders, and related products are soaring. And like many self-improvement related searches, interest in cash envelopes peaks during New Years Resolution season, in early January.

The cash envelope approach is partly a mental hack as giving up physical cash feels like losing something, so consumers think twice about spending it. It's a response to the fact that credit cards and other payments are designed to feel almost like free money; some cash envelope users say that moving money from one envelope to another feels like borrowing, even though it just means spending money they've already earned.

One surprising reason cash envelopes are more popular is that even though cash is getting less common, it's also becoming less of a bad deal. In the early 1980s, short-term certificates of deposit could yield up to 18%, meaning that holding cash instead of keeping money in a bank account was an expensive proposition. Now, with bank accounts generally offering under 1% returns, the cost of foregone interest is a rounding error—while the cost of overspending is all too real. Budgeting has been on a multi-decade upswing in the US, as the decline of defined-benefit pension plans and the rise of self-managed retirement plans puts more control in the hands of individual savers, but also forces them to make hard decisions if they're going to achieve financial freedom.

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