Trends Report

Shared Finance Keeps Growing While Traditional Providers Ignore Rising Demand

TradFis: You’ve Been Warned

May 7th, 2024
With contributors:
David Hoffman , Sohm Gough , Ashley Villarreal , Tiffany Do , Jen Barton


Despite an army of fintechs and nonfinancial tech firms offering products and services to support consumers’ interpersonal financial needs, traditional financial institutions (TradFis) are still touting rigid, clunky products like joint accounts as their answer to people’s shared finance problems. Products where a person can act as an observer of, partner in, or proxy for another’s financial activities offer a better solution. Business and technology leaders at financial services companies should use this report to understand the underlying forces at play and identify opportunities to experiment with new ways to help people manage their shared finances.

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