Greenlight

The company serves millions of parents and kids with accounts distinguished by their easy-to-use money management tools and educational resources. Even Viola Davis, famed actress, told Jimmy Kimmel that she uses the fintech startup’s services to teach her daughter financial lessons.

Greenlight is now looking to expand its suite of products into more lucrative verticals. In particular, 2022 saw the launch of its first credit card product for parents. Like most credit cards, it will offer cashback (up to 3% on all purchases).

The supposed difference between Greenlight’s offering and others is that this cashback can automatically be directed to investment opportunities, framed as helping parents save for their children’s education. Greenlight’s advantage is the trust it has earned from millions of families. The startup’s long-term success will be determined by whether it can release these lucrative products without tarnishing this trust.