MoneyLion is a financial technology company that has raised over $67.5 million across two funding rounds. It offers all-in-one financial solutions including investing, loans, credit monitoring, and a mobile app to help users better manage their finances. MoneyLion aims to make complex financial tasks simple through low fees and an easy-to-use platform. It generates recurring revenue through a freemium model with enticing free features and an upgraded paid subscription plan. The document recommends that HappyEMI, a similar company, explore ideas like a free-tier/paid-tier mobile app approach, sharing credit reports with users, and launching new verticals around no-fee investments and credit score monitoring to help users improve

1. Analysis of
MoneyLion
[B2C]

2. Funding
Series Amount ($m) Investors
Series A 25.5 Montage Ventures, FinTech
Collective, Edison Partners,
Clocktower Technology
Ventures, Citizen.VC,
Broadhaven Capital
Partners
Series B 42 FinTech Collective, Edison
Partners, Grupo SURA,
Greenspring Associates,
DHVC

3. Problem Areas
Tendency of layman to avoid money
matters until emergencies or bankruptcy
Discrete platforms for savings, investment
and loan solutions (lack of all-in-one view of
finances)
Lack of incentive for layman to pay back
loans efficiently and on-time (tendency to
make minimum payments)

4. Solutions Offered
Investing – advanced techniques like rebalancing and
diversification made available, no-stress investing at near-
zero cost
Loans – 5.99% fixed interest loans for a pre-qualified cohort
of existing customers, one-day disbursal for loans upto $500
Rewards – encouraging good financial habits and
engagement with MoneyLion through points-based system
Free Credit Monitoring – clear explanation of components of
credit score, and chronological tracking of improvements or
deterioration
Mobile App – simple and guided call-to-actions customised to
events in the user’s financial journey

5. USP
Multi-Platform Support – sync between web-app and
mobile apps for on-the-go tracking of personal financial
position
Holistic Solution – MoneyLion comes across to
customers as being on ‘their side’, through comparatively
low fees, as well as supporting the layman’s introduction
to the complex world of finance
Freemium Model – enticing features in the free plan, and
an upgraded version in the form of the paid subscription
plan ensures recurring revenue for the company

6. What HappyEMI Can Learn From
MoneyLion
Explore a free-tier and paid-tier approach for the
proposed HappyEMI Card vertical
Share accessed credit reports with End-Customers
through the proposed Android and iOS applications
Explore idea of a new no-fee investments vertical,
which is allied with the current no-charges loan
vertical
Create a new vertical solely focused on sharing
Credit Score, and ways to improve the same. Upsell
HappyEMI product to algorithm-approved users of
such an app or website