Havenly Banking App
Aging adults have been left behind by banking apps. Our client wanted to do something about that.
Financial technolgy is a very nuanced sector. Each new banking app introduced is designed for a very specific niche audience. A west coast bank reached out to us to explore underbanked markets for their own niche banking app.
Our research uncovered how much adults over 65 have been left behind. This is due to most banking apps being designed for younger eyes and hands. Although the “Perennial” demographic holds 70% of US assets and possesses 5x the wealth of average americans, only 5% of advertising targets them. This was an untapped market.
In collaboration with our partners at Trabian, we sought to brand an app designed for the specific challenges of this audience. The project scope included: app name, logo design, messaging and interface design.