The startups steering Gen Z’s growing wealth

As Gen Z’s buying power surges – and their investing habits begin to take shape (for better or worse) – enterprising fintech startups are launching with the express purpose of helping to guide these young consumers when it comes to financial decision making. Today, we’re spotlighting three recent launches that hope to help guide Gen Z’s bank accounts.

Image of a phone with the Stack app login, a five dollar bill, floating diamonds, and floating crypto stock prices along with the text "Safe & simple crypto trading"


Last week, Stack debuted what it’s billing as “the first crypto education and trading app for teens and their parents.” The subscription-based app, which costs $3 a month, launched with more than 6,000 users on the waitlist. The UX is designed with Gen Z in mind, and seeks to create a safe ecosystem for young people to dabble in investing. Part educational resource, part crypto exchange, not only can kids as young as 13 learn about buying and trading crypto, but they can also actually do it (with buy-in from their parents, of course). Next up, the company plans to build out a high school-focused financial literacy program and amp up its content arm by providing educational finance resources on platforms like TikTok and YouTube in an effort to democratize investing.

Image features the Quirk logo along with illustrated figures standing near a phone showing account set ups on the app


Quirk is a UK-based finance app designed for Gen Z that, like Stack, racked up a lot of interest pre-launch with more than 10,000 beta users. The platform tasks users with completing a personality test that assigns them one of four categorizations: optimizer, explorer, artist, or blissful. The personality test is based on the “Big Five” personality traits (extraversion, agreeableness, openness, conscientiousness, and neuroticism), a research-backed method that’s something of a gold-standard in psychology. Those results, combined with data of the user’s finances via open banking, give customers highly personalized educational support, budgeting tools, and financial guidance.

Image featuring the Uprise logo along with an illustrated man sitting on coins and looking at a phone showing his account information


Initially launched as a free financial planning tool for Gen Z, Uprise pivoted its mission after seeing young people haphazardly pour their money into stocks or cryptocurrency – and inevitably lose money. Now the app provides a tool that arms users with best practices and diversification strategies so they can invest with specific goals – and a lot more foundational knowledge – to guide them. Founded by a former product lead at Robinhood, Uprise assesses a user’s full financial situation (think employee benefit packages, tax information, credit history, etc.) and then offers recommendations based on both proprietary algorithms and human financial advisors.