The majority of Americans are uncomfortable talking about personal finances with their romantic partner. Amid a recession, there’s room for brands to prompt healthy financial conversations, or alternatively develop ways to help couples manage finances without the need for discussion.

More than half of Gen Y and Gen Z Australians say COVID-19 has had a significant impact on their finances, making them more focused on money management. As people look to gain financial security in an uncertain world, there’s room for brands to help by tailoring fintech services to their needs.

In the post-pandemic ‘new normal’, many Americans are facing significant financial pressures, fueling the demand for actionable budgeting guidance. How are personal finance communities on social media meeting this need? And why are old-school tricks winning over tech-savvy savers?

Whether they’re trading stocks on Robinhood or buying into Bitcoin, Americans are eager to seize control of their finances in the wake of the pandemic. But what do they expect from businesses in this sector? Canvas8 polled 1,000 Americans and spoke to eight people to find out.