Startups like Cheddar and Grow are packaging the scary world of money into “financial wellness.” One spring morning in New York City’s Financial District, several besuited men couldn’t help but stop and gaze at a rather out-of-place sign hanging from the New York Stock Exchange building. “Follow us on Pinterest!” read the enormous red banner. A few weeks later they stopped again, this time in front of a yellow sign reading, “Follow us on a Snapchat!”
These promos are the handiwork of Matthew Kobach, the digital and social media manager at the NYSE.