Many Gen Z individuals lack financial literacy and confidence. They often turn to friends and family for guidance, highlighting the need for a trusted resource tailored to their generation.

Our research revealed a surge in Gen Z's online engagement with aesthetics like cottagecore, dreamcore, and light academia. These aesthetics, defined by Aesthetics Wiki, showcase a desire for both mild adventure and a comfortable daily life. Recognizing the power of aesthetics to connect and inspire, Finch will leverage this insight to create a unique approach to financial education.

Finch offers three core functionalities:
· Supportive Community Forum: Build connections and share experiences with other Gen Z users.
· Engaging Bite-Sized Lessons: Demystify complex financial concepts through easy-to-understand, bite-sized lessons.
· Goal-Setting Tools: Define and track your financial aspirations with effective tools.
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In terms of branding, Finch utilizes a comforting aesthetic with a touch of mild adventure to communicate its core values:
· Trust and Support: The primary color palette of Dark Slate Gray, Teal, and hints of Yellow-Green fosters a sense of trust and support.
· Empowerment and Fulfillment: Activities like hiking and gardening, illustrated in a soft pastel style, depict the feeling of achieving goals and building a fulfilling financial future.

Wrapped in this comforting and relatable aesthetic, Finch empowers Gen Z to take control of their finances and build a bright future.