As any founder of a personal-finance startup would say, young consumers are often under-educated when it comes to managing their finances. And Step's problem statement is no different.
And while financial literacy might not be top of mind for the average teenager, it's a compelling offering for parents. But starting the financial journey early can ultimately influence the way teenagers manage their money as they grow up. Designing the product so teens feel a sense of ownership and responsibility was key, MacDonald said.Step's marketing strategy is rooted in influencers and network effects.
MacDonald says that keeps customer acquisition costs low, a key concern of consumer-facing startups, and is part of the reason it's able to offer the service for free. Another reason is that processing fees on a credit card, secured or otherwise, is typically higher than a debit card, MacDonald said.
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