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Aesthetic isn't simply about good design for good design's sake.
We think people who make a lot of income and have a lot of net-worth are pretty well served.
We're looking out for the financial best interests of the up-and-comer. Everything connects to that.
Most people who have wealth came from nothing or their parents came from nothing. And this idea that anyone can grow wealth is central to what we do.
Our customer is the person whose household income is under $100,000, which is the majority of Americans. We created Acorns from the ground up to serve their best interests. We started with micro-investing, which allows them to invest their spare change. Once they get more engaged they can set recurring investments - $5 a day, $5 a week, for instance - whatever works for them.
We want our users to use the Found Money feature so they can get extra money while they shop, which will be invested in their future. And that's a powerful idea for our customers, and it is a powerful idea for brands because from their perspective they are increasing loyalty for their brands by investing in their customers' future. And of course it helps us grow our business.