Personal Finance

Step into the personal finance industry—where smart budgeting and savings strategies are combined with innovative tech to help people achieve financial stability.

Ensuring smarter financial decisions

The personal finance industry, powered by digital solutions, is transforming the way we monitor our financial health, manage our assets, and make informed economic decisions. More and more people realize the perks personal finance offers. And this understanding, coupled with tech advancements, makes the market grow fast. Plus, investor interest is increasing rapidly, with more VCs finding this sector lucrative.

Why it matters:

Vast market potential along with heightened investor enthusiasm is a perfect soil for numerous startup opportunities to emerge:

  • Tools and resources for educating users
  • Budgeting and expense tracking apps
  • Retirement planning services
  • Debt management and credit improvement

Between the lines:

Be ready to face stiff regulations, customer trust issues, and fierce competition. Also, learn how to secure pivotal personal finance funding.

With vast experience helping personal finance startups, our Waveup expert team knows what makes companies succeed and shine for investors

Funding attracted
Startups supported
Sectors encompassed

What we do:

We assist in securing the necessary venture capital, creating persuasive and insightful personal finance pitch decks and solid business models, and pinpointing the most beneficial M&A opportunities.

Go deeper:

Look through our personal finance market research to discover the latest trends, key industry insights and challenges, and the cheat codes to attract investment.

2x growth
The personal finance market is expected to reach over $3B by 2032.


Of individuals have a financial plan.

Fueled by increasing financial literacy demand and the need for convenient digital management tools

It is the global savings rate.


Is the household debt worldwide.


Almost every sixth individual lives paycheck to paycheck.


In 2022, the personal finance venture capital constituted $2.12B

Key verticals:

  • Financial planning and advisory services
  • Budgeting and expense management tools
  • Investment platforms
  • Savings and automated investment apps

Leading NFT investors

Write to us to know more

Personal finance startup obstacles

Navigating through industry challenges helps founders refine their business models, enhance their products, and improve their market entry strategies.

Complying with regulations:

The bad news is that the personal finance industry is heavily regulated. And startups should know how to navigate all the rules and standards effectively.

Why it matters

First, the process of regulatory compliance is complex and time-consuming. Second, inability to comply can lead to:

  • Fines and penalties
  • Problems with product launch
  • Possibility of operational disruption

What it takes:

  • Onboard experts to ensure smooth compliance
  • Invest in technology to automate the whole process
  • Cooperate with established financial institutions to share the burden and learn from their experience

Building client trust:

Customer trust is pivotal for the personal finance sector. It’s no surprise that people are hesitant to trust their money easily. And building trust here depends on several aspects, such as transparency, expertise, personalized service, and commitment.

Why it matters

Lack of customer trust usually results in:

  • Problems with customer attraction and retention
  • Negative brand reputation
  • Limited revenue and growth potential

What it takes:

To gain client trust and build a substantial customer base, personal finance startups should:

  • Provide transparency in their operations
  • Communicate the value of their solutions and products to the audience
  • Be responsive to customer requests and concerns
  • Offer substantial customer support services
  • Build a strong brand reputation
  • Obtain all the necessary certifications and comply with industry regulations

Outrunning competitors:

The personal finance market is overflowing with numerous products and services.

Stats: there are over 12K personal finance startups nowadays.

Why it matters:

To capture the attention of both customers and investors, startups should distinguish themselves from others. And failure to do this may cause:

  • Low visibility in the market
  • Issues with customer acquisition and retention
  • High marketing costs

What it takes:

  • Target niche markets to increase relevance to a particular audience
  • Create a unique value proposition that resonates with potential clients
  • Build a strong brand image to create a lasting impression and gain customer trust
  • Innovate marketing strategies to enhance visibility

Attracting venture capital:

Product development, market entry, and scaling business… All this requires substantial money infusions. Thus, personal finance startups must convince potential investors of their project’s viability and profitability to get the necessary financial backing.

Why it matters:

Insufficient funding may lead to:

  • Problems with product launch
  • Inadequate market research
  • Scalability issues
  • Hardships with marketing initiatives

What it takes:

  • Create a solid business model to highlight market potential, long-term growth plans, and revenue strategies
  • Demonstrate market traction to prove viability and profitability
  • Pack your insights in a top-tier personal finance pitch deck
  • Network with investors interested in personal finance


How attractive is the industry to potential finance investors?

Venture capitalists are really interested in personal finance projects, and the money they invest in this area is expected to reach nearly $3 billion by 2027.

If you are a personal finance startup, how easy is it to raise funding today?

The personal finance market is highly competitive. Thus, standing out and catching investors’ attention would be hard without a proper fundraising approach.

How long does it take to create a pitch deck and financial model for a personal finance startup?

Our standard timeline for documentation is two to three weeks, but depending on project nuances and our current workload, it could take as long as a month. Feel free to get in touch for more details.

What are the key mistakes personal finance startups make in their pitch decks?

Many personal finance startup pitch decks don’t have a comprehensive investment narrative. Some founders miss adding information about their market choice, team expertise, and competition analysis. Plus, pitch decks may be overdosed with charts, tables, etc. Investors are more interested in the project’s viability and investment potential rather than in loads of irrelevant data.

How competitive is the personal finance market?

The personal finance market is highly competitive, with lots of companies, from big banks to startups, all trying to offer the best tools for budgeting, investing, and managing money.

What services do you provide for investors looking to invest or already investing in personal finance?

We help personal finance venture capital firms conduct thorough due diligence on potential projects to determine their investment viability. Plus, we offer full-fledged fundraising assistance to the portfolio companies of our partner funds.

Do you provide personal finance M&A support?

Yes, we do! We provide personal finance M&A assistance by searching for promising deals, evaluating them, and guaranteeing seamless partnerships after the deal is finished.

Do you make intros to personal finance VCs?

Surely! Our experts ensure connections between personal finance VCs and startups. We start with evaluating your project for the team structure, product, and capital expected to be raised. Afterward, we guide you in partnering with the personal finance VCs, fostering a productive relationship throughout and beyond the negotiation phase.

Do you have available data or research to purchase on the personal finance market?

Certainly! We offer customized market intelligence services for the personal finance industry, including comprehensive industry reports, competitor assessments, and extensive market research. Our strategic approach provides you with a substantial advantage. Leveraging data from reliable sources, we ensure you obtain a deep understanding of the personal finance sector, encompassing its intricacies, market scope, and competitive dynamics.

Which growth stage of companies have you worked with in the past?

We not only assist startups through the Seed to Series B funding stages but also ensure help during pre-seed and Series C+ funding rounds, coordinating interaction with the big players and investment funds.

Building a solution in the personal finance industry? Get in touch with us

Fuel your next stage of growth with Waveup—your one-stop shop for fundraising support, outsourced M&A advisory, growth strategy consulting, and presentation design. Leave your email, and let’s chat!

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