Good Money

Digital banking platform with equity and sustainability focus 
A digital bank that enables users to be “owners” with equitable Good Shares as rewards. The company dedicated 50% of profits to environmental initiatives and was founded by Gunnar Lovelace in 2018. Despite strong mission alignment and market interest, the platform had a confusing customer “ownership” equity model, abstract sustainability promises, and a difficult path to monetize.

 The question: How might we...
Make the impact of user’s sustainable financial choices feel real and tangible? How do we demonstrate immediate, differentiating value that keeps users engaged and optimizes for monetization?