Truist takes over Gen Z-focused personal finance app Long Game
US financial services firm Truist has acquired mobile savings app Long Game for an undisclosed amount.
Long Game is aimed at Millennials and Gen Z users and leverages behavioral economics, price-linked savings, and casual gaming to motivate healthy financial behaviors and promote better financial literacy.
Truist intends to leverage Long Game’s technology to help its own customers build long-term financial well-being and increase engagement, particularly among Millennials and Gen Z customers. .
The bank says Long Game’s technology also complements its Momentum workplace financial wellness program, which educates and encourages employees to better manage their money.
As part of the agreement, Long Game engineers, designers and business leaders will join Truist’s innovation team.
Long Game co-founder and CEO Lindsay Holden will lead a San Francisco-based team of engineers, product managers and designers responsible for developing new customer-centric solutions.
According to Ken Meyer, Truist’s chief information officer for consumer technology and innovation, the acquisition of Long Game is part of a “broader innovation strategy” to future-proof Truist’s core business and “attract inventive and entrepreneurial talent” to help deliver new product offerings.