--- title: Why the Best Fintech Products Are Based in Personal Experiences description: Fintech and mobile are becoming inextricably linked. Learn about our new Fintech Growth Talk podcast and how you can be a part of it. image: https://web3growthassociation.com/hubfs/joint-card-hero-5cf9c350520893b53b3dc71614fb7e16.png --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  Millennials vs. Gen Z: Loyalty in Brands](https://web3growthassociation.com/blog/millennials-vs.-gen-z-loyalty-in-brands) [The Benefits of Knowing Your Brand and User  ](https://web3growthassociation.com/blog/the-benefits-of-knowing-your-brand-and-user) # Why the Best Fintech Products Are Based in Personal Experiences ![](https://web3growthassociation.com/hubfs/joint-card-hero-5cf9c350520893b53b3dc71614fb7e16.png) [Christina Trampota](https://web3growthassociation.com/blog/author/christina-trampota) Posted Mar 16, 2021 [mailto:?subject=Check%20out%20Why%20the%20Best%20Fintech%20Products%20Are%20Based%20in%20Personal%20Experiences%20&body=Check%20out%20https://web3growthassociation.com/blog/personalexperiences&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20Why%20the%20Best%20Fintech%20Products%20Are%20Based%20in%20Personal%20Experiences%20&body=Check%20out%20https://web3growthassociation.com/blog/personalexperiences&utm_medium=social&utm_source=email) [Fintech](https://web3growthassociation.com/blog/tag/fintech) It’s probably no surprise to anyone that the number of dual-income households has grown dramatically over the past 40+ years. Today, [the majority of American households are dual-income](https://www.cnbc.com/select/how-to-split-household-bills/), with modern families looking significantly different than those of previous generations. Unfortunately, the tools and financial institutions haven’t kept up as household makeup and finances have become more complicated. Consumer needs have changed into what this week’s [Fintech Growth Talk](https://www.mobilegrowthassociation.com/fintech) guest calls “multiplayer mode,” where households have multiple people involved in earning and spending money. Aditi Shekar, founder and CEO of [Zeta](https://www.askzeta.com/), says that today’s household earners are siblings, spouses, parents, grandparents, and not just a father or single-parent earner households of just a few decades ago. In fact, the lack of tools and support for modern families is what led Shekar to found Zeta. The idea sprang from her own personal experiences in college and with her partner. Shekar and her now husband faced a number of emotional and practical challenges to jointly managing money when they first moved in together. She realized that they had both simple and complex financial decisions to make, ranging from if they should combine finances, who pays which bills from which account, how they should be using their debit cards, and several others. Shekar looked for tools and resources to help them manage their particular situation, but found few that suited the young couple’s needs. And after talking to a number of friends in similar situations, as well as leading personal financial workshops at General Assembly, she found that most couples were hacking together clunky solutions with spreadsheets and services like Venmo. Ultimately, this led to Zeta, which aims to provide an exceptional financial experience to help multiplayer households coordinate and manage their money. Starting with finances for couples, Zeta delivers tools that help families make and execute better financial decisions. At the root of this, Shekar believes, is providing a level of transparency that’s hard to find elsewhere but is something today’s couples expect out of financial products. With Zeta, couples can gain exposure to each other’s finances, enabling them to have more open and clear conversations about how they manage their household expenses. “We want \[couples\] to be more successful about money as a team,” says Shekar. Shekar believes Zeta is on a path to providing more robust products for multiplayer households, with a recently rolled out debit card designed specifically for couples. But, she says, it’s essential to remain thoughtful of what their products can and should do. She encourages other fintech founders to get smart about their users, who their target customer is, and what they want to accomplish. What’s more, fintechs need to be clear on the rules, regulations, and policies governing their operations. For this reason, she’s a strong proponent of fintech’s community of founders, which has provided her with a lot of support and insights. She says she talks with fellow founders regularly, brainstorming solutions to common in the industry challenges.   *About Aditi Shekar* *Aditi Shekar h*as been obsessing about personal finance ever since she got her first paycheck. *She has spent 12+ years at the ground floor of two venture-backed startups (General Assembly, Guild Education) and served as Executive Director at Ashoka, a leading social entrepreneurship organization. She's also a family finance expert at publications like Refinery29, Business Insider & Real Simple. Aditi has a BS/BA in Business & Psychology from UNC Chapel Hill.*   *Listen to our full interview with Aditi Shekar here: *           #### [![](https://web3growthassociation.com/hubfs/icon-calendar.svg) Upcoming Events](https://web3growthassociation.com/events) #### [![MGA Podcasts](https://web3growthassociation.com/hubfs/icon-podcasts.png) Podcasts](https://web3growthassociation.com/podcasts) ##### [![Simplifying Taxes for Freelancers](https://web3growthassociation.com/hs-fs/hubfs/image001-2.jpg?width=300&name=image001-2.jpg) Simplifying Taxes for Freelancers Posted Feb 15, 2022](https://web3growthassociation.com/podcasts/simplifying-taxes-for-freelancers) ##### [![Unlocking the Potential of Financial Services with AI](https://web3growthassociation.com/hs-fs/hubfs/Fintech-Growth-Talk---Kevin-Levitt.jpg?width=300&name=Fintech-Growth-Talk---Kevin-Levitt.jpg) Unlocking the Potential of Financial Services with AI Posted Dec 29, 2021](https://web3growthassociation.com/podcasts/unlocking-the-potential-of-financial-services-with-ai) ##### [![AARP: The intersection of Health Tech and Fintech](https://web3growthassociation.com/hs-fs/hubfs/image001-1.jpg?width=300&name=image001-1.jpg) AARP: The intersection of Health Tech and Fintech Posted Dec 10, 2021](https://web3growthassociation.com/podcasts/aarp-the-intersection-of-health-tech-and-fintech) ##### [![FinTech and mobile strategy insights from Google](https://web3growthassociation.com/hs-fs/hubfs/Cherlene-Jolly%20V2.jpg?width=300&name=Cherlene-Jolly%20V2.jpg) FinTech and mobile strategy insights from Google Posted Nov 27, 2021](https://web3growthassociation.com/podcasts/fintech-and-mobile-strategy-insights-from-google) ##### [![Rebuilding the financial services ecosystem one API at a time](https://web3growthassociation.com/hs-fs/hubfs/Fintech---Richie-Serna.jpg?width=300&name=Fintech---Richie-Serna.jpg) Rebuilding the financial services ecosystem one API at a time Posted Nov 10, 2021](https://web3growthassociation.com/podcasts/rebuilding-the-financial-services-ecosystem-one-api-at-a-time) ### Recommended Articles #### [![Where the action and the money *really* is in mobile gaming apps](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/NebojshaMitrikeski_mediaThumbnail-650x325.jpg?width=300&name=NebojshaMitrikeski_mediaThumbnail-650x325.jpg) Where the action and the money \*really\* is in ... 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