[zbruhnke]

Hey guys please don’t take this the wrong way but as a consumer when I saw the behavioral psychology headline in this post I got really excited.

Suffice it to say I was sufficiently disappointed to find out it was a prize linked savings account ... these have been run in the US for years, one of the largest in the US right now Is run by wal mart.

I LOVE nudge and I love behavioral psychology but this is not that.

Check out what we’re building at HMBradley if you want to see a real nod to creating habits.

I was hoping to see a new and interesting take here so I’m kind of curious why you settled on this angle?

[adammoelis]

We don't think anyone has done prize-linked savings the right way in the U.S. There were many search engines before Google and social networks before Facebook. We think it's mostly about execution here, and prize-linked savings is a broad term and there are lots of ways to wrap a prize-linked savings product.

Walmart has a huge distribution advantage over startups which has allowed their program to become the biggest, but there's really no front-end, mobile-first approach, and not much fun gamification to it. We also don't think the few startups that have tried something in this space have taken the right approach either by making their products overly complicated, among other things.