Beacon is a gamified budgeting app that helps users establish better spending habits, keep track of their spending, and work toward paying down their credit card debt.

Citi's Ventures division sought to appeal to Millennials through research indicating this demographic struggled with debt management and banking trust. The team developed an application designed to shift brand perception by offering practical financial management tools.

The Beacon app consolidates the user's finances in one place and surfaces spending trends. Users engage in weekly challenges to change habits and make small savings wins.

We worked with Citi's founders to research and execute the app concept. The solution underwent rigorous validation with potential customers before development began. Cross-functional teams including technology, design, marketing, and research collaborated throughout the lifecycle.

The application functioned as a test-and-learn platform providing insights into one of Citi's most valuable customer segments.