BankUp increases financial capability and capacity by motivating users to set and achieve their financial goals; connecting users to banking services near them; and building up banking capabilities by leveraging gamification and a user's social network to encourage them to develop their financial literacy.

Over a quarter of American households are either unbanked or underbanked. According to the Federal Deposit Insurance Corporation, the primary reason is that these individuals do not see the value of a bank account. BankUp invites unbanked and underbanked users to partner in considering the value of a bank account and encouraging users to improve their financial capabilities.

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