Because this is a saturated market. They were differentiating by adding the bank integration. See also: * http://www.forbes.com/sites/learnvest/2013/06/11/ne

Because this is a saturated market. They were differentiating by adding the bank integration. See also: * http://www.forbes.com/sites/learnvest/2013/06/11/need-to-manage-your-kids-allowance-theres-an-app-for-that/#1e18fb711cc2 http://www.forbes.com/sites/learnvest/2013/06/11/need-to-man... * http://www.jumpgapsoftware.com/allowance/index.html http://www.jumpgapsoftware.com/allowance/index.html