Phase 1: Discovery & Research
The Problem
Credit scores are one of the most consequential numbers in a young adult's financial life — shaping whether they can rent an apartment, qualify for a loan, or secure a competitive interest rate. Yet the systems built to help people understand and improve their scores are failing them entirely.
Problem Statement:
"Young adults ages 18–30 understand that their credit score matters, but lack the knowledge, tools, and emotional safety to meaningfully improve it — leading to financial anxiety, avoidance, and missed financial opportunities that compound over time."
45%
of Gen Z don't understand what affects their credit score
54%
of Gen Z feel anxiety when checking their credit score
47%
of adults 18–25 didn't check their credit score in the last year
Of the 54% who feel anxious, 62% say that anxiety stops them from checking their score altogether — creating a dangerous cycle where avoidance makes the problem worse. Meanwhile, almost a third of Gen Z'ers don't even know if they have a credit score, and 1 in 5 admits to understanding credit only a little, or not at all.
It feels like throwing darts in the dark. I’m doing things but I don’t know if any of them are working.
M
Maya, 24
Marketing coordinator
The advice is written for someone with a steady salary and predictable expenses. Not someone like me.
L
Luke, 29
Graphic designer
An app that teaches me is much more valuable than one that just gives me instructions.
P
Priya, 22
Graduate student
The difference between a 690 and a 750 on our mortgage is $40,000 in interest. That’s real money.
T
Tyler, 26
University professor
The roots
Why the problem persists
User interviews and secondary research revealed four interconnected reasons this problem has not been solved by existing tools:
Credit education is absent from formal schooling. Only 35 states require a personal finance course to graduate, and none teach credit score mechanics in depth.
Existing apps are built for monetization, not education. Credit Karma, Experian, and similar tools primarily serve as lead-generation platforms for financial products, creating an inherent conflict of interest with genuinely helpful advice.
Jargon creates a wall between users and action. Terms like “utilization,” “derogatory mark,” and “hard inquiry” are used without explanation, leaving users unable to act on information even when they see it.
Score changes happen without explanation. Every participant in primary research described checking their score, seeing it move, and having no idea why — eroding trust and reinforcing avoidance.
The Goal
Design an app that demystifies credit scores for young adults — replacing jargon with plain language, generic advice with personalized action steps, and score anxiety with a sense of agency and progress.
