Few notes to consider as well... Acorns was thought to be one of the best designed apps in the App Store back in ~2014[1]. The original target demographic and w

Few notes to consider as well... Acorns was thought to be one of the best designed apps in the App Store back in ~2014[1]. The original target demographic and way they got such a huge user base (AFAIK) was going after a specific group of people who had never heard of the Vanguard/BlackRocks of the world and instead were looking for an entry point into investing. Coupling an amazing user interface with the simple idea of turning pennies into dollars proved to be a good enough value proposition to get the first mover advantage on all of the young 20 somethings who had never even heard of a Roth IRA in the first place. Now look at customer acquisition costs and lifetime value of customers for investment firms and IMHO it makes perfect sense on why BlackRock would want to become a large stakeholder in a company like Acorns due to the brand loyalty. [1]. https://drivenxdesign.com/USAPPS14/project.asp?ID=13420 https://drivenxdesign.com/USAPPS14/project.asp?ID=13420