Finance firm Aspiration says its products can 'change climate change'

clarifies that to qualify as a member, one need only have signed the company's terms and conditions at some point . That means less than a fifth of Aspiration's"members" actually use its product.The media loves the hype, and the firm's ability to generate press is a tangible competence that should reduce marketing spend. Fast Company called it a"world-changing app.

In very small doses, this is not crazy. Debit card customers tend to be loyal — Aspiration claims more than 90% customer retention. So the idea is that marketing is mainly for acquiring new customers, and if you want to see how the business performs on its existing customer base, you should exclude those costs.

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