As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Stagnant wages and rising living costs have many Americans delaying traditional life milestones. At the same time though, new moments have gained significance, and a campaign from fintech firm SoFi has honed in on the final payment of one’s student loans as an occasion worth celebrating.

Starling Bank is a UK challenger that looks more like a Silicon Valley start-up than a traditional bank. It offers accounts that can be opened on mobile in minutes, full banking licence functionality and a focus on taking ownership of your finances. Starling Bank might just be the financial institution to earn the trust of Gen Y.

Up to 45 million Americans can’t access credit because they do not have scorable records, potentially leaving them unable to obtain a home, car, healthcare, or even a job. How is Petal making it easier and more affordable for young people and marginalized groups to gain access to a credit card?

American Gen Yers have never been in so much debt – those aged 30-39 owe a combined total of $408.4 billion in student loans alone – and as they start to have families, their money worries are only growing. How can apps like Wela helping these young households tackle their financial crises?