Human-Centered Finance

In seeking stronger financial safety nets for millions of underserved Americans, might an identity-driven approach emerge as the most effective wedge into the broader financial services ecosystem? If so, might specific identity-aligned slices of the 57 million freelancers, 60 million Hispanics, or 73 million Boomers present attractive, addressable ... See more

Obvious’ track record of investing in purpose-driven consumer businesses has taught us that there’s nothing more powerful in customer acquisition than affinity. Psychologically, humans want to feel seen, heard, appreciated and supported.