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‘We’re going to go where we need to go to solve the customer problem’: Inside Mint’s renewed push into personal finance

  • Mint was a pioneering personal finance app that faded to the background over the years.
  • After years of learning, corporate owner Intuit is out with a new update and strategy to expand beyond the firm's 25 million users.
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‘We’re going to go where we need to go to solve the customer problem’: Inside Mint’s renewed push into personal finance

As a pioneer in personal financial management, Mint was a star. But after getting acquired by Intuit in 2009, Mint kind of dropped out of the public eye. Years passed and so many new PFM apps and challenger banks have entered the market.

But Mint is back with a new ethos for addressing the challenge of helping consumers with their cash flow. Mint no longer stands alone as a consumer offering at Intuit, a firm with deep roots into serving small businesses. Intuit bought personal finance leader CreditKarma last year, giving Mint more of a home and strategy at the firm.

As a pioneer in personal financial management, Mint was a star. But after getting acquired by Intuit in 2009, Mint kind of dropped out of the public eye. Years passed and so many new PFM apps and challenger banks have entered the market.

But Mint is back with a new ethos for addressing the challenge of helping consumers with their cash flow. Mint no longer stands alone as a consumer offering at Intuit, a firm with deep roots into serving small businesses. Intuit bought personal finance leader CreditKarma last year, giving Mint more of a home and strategy at the firm.

Intuit’s head of consumer finance Varun Krishna joins me on the podcast to discuss where Mint has come from and where it’s taking its 25 million users in the future with a new product update and renewed push to help individuals manage their money.

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The following excerpts were edited for clarity.

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