Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

 launched the savings app Communion in August 2023. He previously served as the CEO of Habito, the mortgage start-up he founded in 2015.

Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

United Kingdom

Money

Banking and payments

Interview with Daniel Hegarty conducted by the author

Tech.eu

The Fintech Marketing Hub

NerdWallet

The Guardian

The Financial Times

This is Money

Kantar

The Fintech Times

Money Marketing

Time Out

Many fintech apps focus on making complex financial topics – like stock picking and compound interest – easier for the average person to understand. London-based Communion goes one step further, targeting young people who feel like they can’t even make a start with savings.

Cultivate

Growth and Progression

How Communion helps Britons to save money