During the holidays, people often feel the need to please their loved ones, which translates into spending money they don’t have. To meet expectations, Gen Yers in particular are prepared to go into debt, leaving room for brands to provide financial education and money-management solutions.

The Fabric app aims to help families manage and organize their financial matters and legal documents. By streamlining processes like creating a will and setting up life insurance, the app is catering to the desire for digital services that facilitate convenience, speed, and simplicity.

Money is an emotional and often uncomfortable topic, meaning that many Americans won’t freely talk about it with others – and will be dishonest if they need to. Canvas8 spoke to eight people to understand what financial matters they find difficult to discuss and why they sometimes blur the truth.

Money worries plague almost everyone from time to time, but a survey shows that it’s still a taboo topic among most Americans. Feelings of embarrassment and confusion keep people from consulting friends or professionals about their finances, but there are ways for brands to fill in the gaps.