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Meet Austria-Based Monkee — A fintech with more than 80% Women as Clients
With Monkee I am combining my passions for finance and what I learned in the area of habit forming technologyMartin Granig, CEO and Co-Founder Monkee
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The Founder
This is one of our interviews, covering a startup from Tirol, Austria, the fintech Monkee (https://monkee.rocks/). We have Martin Granig (https://www.linkedin.com/in/martin-granig-52775054/) in the interview, CEO and co-founder of the fintech. Martin is an engineer by training, having worked more than a decade at Swarovski, in his last position he was leading the global innovation department. He is also currently working on a Ph.D. in savings behavior. It may not surprise you now that Monkee is a startup helping you to save money and with vouchers on the spending as well. During his studies, he also attended 北大 BeiDa (Peking University), Fudan University 復旦大學, London Business School, SDA Bocconi, Ashridge Business School and many more.
Nudges are only slight tips in the right direction, if someone is already in the process of making the right decision to form habits.Martin Granig, CEO and Co-Founder Monkee
The Startup
The startup Monkee is based in Tyrol, one of the states of Austria (https://en.wikipedia.org/wiki/Tyrol). The goal of Monkee is to improve the financial well-being of its clients. The app works with small nodes in order to help you save money, either for your rainy-day fund or towards an actual goal like a vacation, a laptop or another large purchase.
The Monkee-App also helps with (retail)-partners to save money with discounts to get your actual savings goals cheaper. They are also in the process of getting partners for daily necessities.
What really differentiates Monkee from other fintechs is that they have 84% women as active clients. That turns the normal client base of fintechs upside down. On the other hand, their female clients also like to interact more frequently with the app.
The Monkee App
Money worries are already the No 1 worry for most people.Martin Granig, CEO and Co-Founder Monkee
Venture Capital Funding
Monkee is currently raising a new round of venture capital, they are currently planning to close the round end of 2021.
There are many things coming together for Monkee so we could attract more women as clients.Martin Granig, CEO and Co-Founder Monkee
The Video Interview is set to go live on Thursday, September 16th, 2021, at 17.00 CET
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The Interviewer
This interview was conducted by Jörn “Joe” Menninger, startup scout, founder, and host of Startuprad.io. Reach out to him:
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Transcript
[0:00] Music.
[0:08] That I owe you were podcast and YouTube blog covering the German startups.With News interviews and Live Events.Hello and welcome everybody this is Joe from startupradio your startup podcast and you to block from Germany as well as the world’s first internet radio station dedicated to startups and tech companies todayit would not surprise you have another India guest here but this time the interview gets the special not only does he runfintech with more than 80% women ask clients but they are also from Austria therefore I would like to welcome Martin hey how you doing.
[0:54] Hi Joe thanks for having meit’s a total black sure to have you here and ask people can already see who are watching this on YouTube you already have your monkey sign here so for everybody who’slistening to the audio podcast that’s a monkey Mo n k,e ee with a double e and I really love your url monkeyrocks he really cool stuff and we will totally get into with you guys making a differently what are you doing,different but first let’s talk a little bit about you because I realized you are an engineer.By training and I found it totally fascinating that you attended to universities in China beta the,Peking University Beijing University one of the usually it’s said to be the Harvard of China and food and Asia Fudan Universityand he did a lot of courses Executive Educationand you’re working on a PhD in savings behavior Can you take us through this journey and what do you learned there.
[2:13] Yeah sure so by as you mentioned by background I’m a mechanical engineer and after after that I started working at a company called Swarovski its austin-based jury company.And because for me it was always clear that after kind of doing some kind of engineer I need to earn some money.And while working there I realized that I would really love to dig a little bit little bit more deeper into the topics of Business Administration and marketing and then I studied.Studying two University degrees parallel to my job.Was a very busy time studying in lunch time in the evenings on the weekends and.During my work at Swarovski I was traveling quite a lot to you to Asia and in particular China,and I really love China and the Chinese culture Chinese food and this is where I decided that I also would like to do kind of a,Executive Education course for three or four months in China where I had the chance to study the beta and the feud I’m University.
[3:18] You love China what’s your favorite dish,there’s so many because there’s not these giant Chinese food like we know it here there’s so many different Cuisines there yeah so but I love picking duck which is something you would never get here in Austria.
[3:38] Yes exactly the roast duck yeah I like the whole ingredients those dumplings yeah the dumplings will they won’t theyjokes about some Mmm Yeah the hot and sour soup he get in Beijing I also like that I even got used to it for breakfast when I was living there really really cool and we may have for all.Let’s say for the mennot in a committed relationship yet we may tell them what’s rawski is everybody who has a girlfriend already knows I’m here in Germany and I do believe all over Europe you found you find themin the city centers basically they are making jewelry out of very special very klitzy glass,Chris told something like that eh you you can totally correct me there and they make very nice jewelry.And most of the women I love this but guys to be sure,ask them before I have the personal experience that it can really split women between their love them and they hate them soso if you don’t like sparkled and Swarovski the brand for you yes and if she loves Sparkle or if you love sparkling.
[5:00] You’re all set no problem at all and what did he do there and what did you learn it because I realized you’ve spent there and wanted to decade like 16 years at 12 ski what do you do there and what did he learn there.Me I had,the chance to every two to three years to something different there so I entered the company as being a project manager within the product development area so I was developing jewelry and other products.
[5:29] And after then I finished my University degree of Business Administration I switched to the marketing side of the business,we’re after some reorganization that had the chance to to lead a very large product group as director product management being responsible for the overall product group,and after the next reorganization had the chance to lead the global traits marketing organizations are being responsible for B2B marketing basically.And my last carrier step it’s rough ski was being responsible for the global Innovation management department and there had the chance to decide the more,let’s a traditional type of innovation projects to also work for a lot of explorative projects for in particular one of these rawski family members.And it was all a lot about digital mute digital business models in the area of activity tracking emotions tracking so,how could we use the real estate on the body of the consumer in order to build new business models basically.And this is where also dick quite deep into the topic of gamification Behavioral design and how to use data in order to help people improve their habits.
[6:42] And read a lot about notching had the chance to talk with a lot of very interesting people in this area.And as I also I was always very passionate about the topic of Finance so since I’m very young I am very actively trading so.With monkey I’m basically combining my passion for finance and what I learned in the area of.
[7:03] Habit forming technology so to say and started building together with my friends.Monkee which is at the end of product that should help people improve their financial habits and save more money for what’s really important to themyou’ve been talking about not trying here and we may add for everybody who’s not familiar with the term basically it’s when you havea consumer,and he’s about to make a decision or somebody who’s about to make a right decision in terms of like healthy healthy food or stuff like this you justnot stem a tiny bit in the right direction so basically you’re not trying to completely influence this but you try to snatch them,in the right direction so it’s basically nothing.I totally don’t want to do it it’s like they are very close to decision and they just need one one more tip into into the right direction is this approximately right,yeah so notches are basically soft pushes into bringing people into the right habits where.The people always have to change to do differently so it’s not kind of manipulating it’s not giving them no other chances,and usually notching is used a lot in the areas of.
[8:17] And happiness so those are kind of the three big areas where in the United States there are already a lot of cases of we’re not Shin matching is very.
[8:27] Successfully implemented and just taking activity trackers for example so.If you have this daily Target of walking 10,000 steps and you’re receiving a push notification hecho today you just walk 9000 steps,that’s already a notch because that shows you that you are a little bit behind Target you can’t decide to stay on your couch and watch the next Netflix episode but,you might say Okay I want to reach this target stand up and walk Fred not a thousand steps so that’s already a natural example and we’re using that a lot within our app as well.We already talking about the a bad guy just missing one piece here.
[9:11] When did she decide after 16 years at 12 ski when and why did you decide to leave and how did you get started with the idea of monkey.Yeah I mean.Since I’m very young and always a very restless person so there’s hardly an evening where I’m sitting on the couch doing nothing so I always had project beside my corporate job that’s russki.Um but then I think it started and I always plan to do something myself work on my own project but I never really had this one idea where I said okay.I’m quitting a really a job that I like which is which has a good salary I mean I’m married I’m having a kid which makes it makes it a lot easier to quit your job right.But then in 2017 16 I was able to quite successfully build my own rainy day fund with.You sometimes call it fuck you money so a part of money which gives you the space to say the room to say okay I’m doing something differently,and then I mean I mentioned already that within the corporate world that was every two to three years really large reorganization within the within the company,and after many re organizations at one point I decided that I don’t want to be at the front for the next few organizations.
[10:34] And so on the one hand side I was building up my pot of money which give me enough room to also that’s a promise to my wife and my kit that.I’m not going all-in but I’m we have the room to work on my own project and there is still some money left and if everything goes wrong which gives us enough space to work on Plan B and on the other hand side.I was a little bit let’s exhausted with regards to running the next reorganization and I started having more and more conversations with my with my friend who was alsoat this time working at Swarovski but in Switzerland and and we were talking more and more about different ideas.And at one point we said okay besides a chop which consumes us for more than one hundred percent we’re never going to be able to work really.On a new thing and we just decided to quit our jobs we had three different ideas we gave ourselves three months to go in all three different ideas a little bit more in detail and then we decided to.Go to Berlin for two weeks going to different startup Hap’s get a little bit let’s say.From inspired by what’s happening there and I’ll plan was that at the end of those two weeks we’re deciding for which of the three ideas we are going.
[11:54] To run and at the end we decided on date number one already that what’s today called monkey that this is going to be the idea.And started prepare ourself within those two weeks in Berlin.
[12:06] And this was beginning of throughout the 18th and since then we are working full-time on monkey I would be curious.What was the,point that notched you and your co-founder towards monkey and the second one of course would have been the other business ideas I mean it had been three completely different ideas I mean it was.
[12:33] End of 2017 it was the really hot time of regards,chainsaw there has been one idea in the blockchain area one idea more in the food delivery area and then this idea kind of this feedback idea and.As already mentioned we are both always have been very passionate about Finance we have been looking a lot to the United States what’s going on there with regards to finance and we saw that there is this,emerging Financial well-being Financial Health trend.
[13:03] Which in the United States already created huge organizations huge startups with millions of customers and we realized that Europe.Like with many things it’s a few years behind and there was these PST to on the horizon and we realized that as soon as PSD to really hits the ground.There might be kind of this this might be a really hot topic within the startup world and we might have a window of opportunity to start working now on monkey,to until peace T2 is really there and thanks have to implement that we are set up and can leverage those new opportunities and,during the time in Berlin and also before we had the chance to talk to a few friends in the startup World talk to a few.People will know in the Venture Capital Area reflected a little bit on those three ideas and at the end I mean we like the idea we thought it’s really something that.Could potentially deliver.
[14:04] Part of the solution for a large social Challenge and I mean after 15 years in the corporate world after building up your own kind of rainy day fund we really wanted to do something that has an impact.
[14:17] And not just anything and those have been reasons why at the end we decided to go for what’s called monkey today.I would be curious because monkey is a savings app,and you talked a lot about raising a or saving for a rainy day fund,is there like a connection to your also offer tools or reward behaviors of your clients that you did as well in building up your rainy day fund.Yes I mean so with monkey we have the vision to help millions of people improve their financial well-being because why Financial well-being.Because we know that and studies show that very clearly that money worries are already the number one factor for stress money worries are negatively impacting,physical health mental health relationships work performance so many worries they are really a thing and when looking into what’s really stressing people.
[15:18] It is not how much money they are going to have when they are retiring its the money for the next 12 to 18 months and there we are really talking about.Rainy day fund we’re talking about expenses that might come up over the next 12 to 18 month it we’re talking about what’s going to happen if my kid comes into school and needs a laptop and this is why we decided that.In the first step monkeys really going to be about helping them saving money for the short to mid-term.
[15:48] I’ll come of perspective and then only in The Next Step kind of.
[15:53] Adding new products which might help to then also improve Financial Health for the longer-term perspective but we thought that,as being a start-up in the german-speaking world where there is where consumers are anyhow a little bit more conservative we assist start-up we first need to build up Trust.And before someone is going to trust us with their retirement money we need to build our trust with more shorter-term smallest setting targets.And what,basically we’re doing this the whole the whole list app is circled around concrete saving Target so people go into the app they enter what you want to say for,monkee already here start snatching what other people’s are saving for so it’s a little bit like the Amazon people who buy this also bought that kind of approach so,by getting inspired what other people are saving for it’s not us telling you it’s a lot of people are doing this you also getting some inspiration for what,what makes might make sense for me to save as well then we are taking those longer-term saving targets and breaking them down into more motivating weekly challenges so because we as people humans we tend to procrastinate so everything that’s more in the future.We just postpone that for as long as possible and just the near future that’s more important to us the problem with.
[17:12] Tart with goals that are in the future is that we have a lot of time and possibilities to procrastinate and this is something we learned from,activity trackers basically that by implementing those 10,000 steps a day they are making something that’s very very let’s say saddle something that’s not,would you can’t grab that making it very concrete to say if you’re walking 10,000 every steps every day you’re my healthier.And that’s why we are breaking down those long-term targets into weekly challenges with makes numbers smaller so instead of.600 Euro for the laptop for your kid it is eight euro per week for a certain period of time you can then also,compare those weekly targets with opportunity costs so for what are you spending money on a daily basis because those.Eight years they’re suddenly I mean when you’re going into the shop you’re just spending them without thinking a lot about that but this could this money those eight years could be.
[18:11] Contributor to your long-term sitting Target and,and then in the next step you can kind of you can put your setting Targets on autopilot which is basically than a standing order you can go into the app and with just two clicks,you say Okay I want to save now seven euros and an algorithm split up to seven years across your different saving targets based on a certain logic.You can enter certain setting rules so for example if you are a passionate.Amazon buyer you can set up a rule and say okay every time I am spending money with M Asam I I commit to save 10% or 5% and then that saves automatically.And monkey starts with digital notches in our case those are push notifications Hey Joe what about saving 12 euros for your vacation next year,and then you just press yes and if you press yes the 12-year get transferred to your savings account and in the background and algorithm starts learning when and how we need to send you those notifications so more on Monday or on Saturday in the morning or eveningwhat type of message should we use what should be the call-to-action should it be six Euro 12 euros and over time it starts learning,where it has been most successful with you with regards to triggering saving impulses and then it’s kind of.
[19:28] Duplicating that so this is the way of how we are say translating Natchez into helping people saving more money for the future and this is something which we realize is kind of.
[19:41] There’s,a lot of people and specifically female users who really love this gamified approach of savings who are reacting a lot on those push notifications so on average our users are opening up the app more than four times a week.Which we consider as being really good and coming close to your online banking app yeah and what we also learned is that.A lot of our users are saving money for very concrete things so there is on the one hand side there is the rainy day fund the note caution in Germany.On the other hand side it is the vacation ebike their laptop.Kitchen equipment and we thought about how else could we help them to better reach those targets and at the same time we have always been confronted with the fact that for savings you’re not really getting interest.And.
[20:35] As coming from the consumer goods industry we learned that knowing what people are saving for that’s an asset and we started building up partners with your partner’s first in the area of the saving bolso in the,travel area I’m trainings product in sports equipment product and so on and at one point in time when you’re saving for example for your vacation.We let you know that there is Partners from booking.com to L2 and if you’re booking a vacation with one of your other partners.You were getting money back into your same wallet as a contribution to your other savings goals and we are positioning it,it’s called future boost and we are positioning it as kind of a smart alternative to interest rate so byesmart shopping kind of we always say smart shopping is the future saving so by smart shopping you’re contributing to your saving targets and it’s all started with,Partners in the area of the setting goals and then.Just before covid we started also onboarding Partners in a category that we call Daily necessities.So product that you anyhow neat and wants to buy some groceries.
[21:47] Pharmacy products and so on and there we have a really nice couple of really nice Partners there.By buying your groceries at the label for example you’re getting money that feeds your rainy day fund or that feature your vacation Target.
[22:02] Hmm I see I see I see you we’ve been already talking about you have a lot
ofwomen ask clients that’s kind of the Holy Grail because usually when I talk through fintech entrepreneurs especially Alpha line they admitted with a lot of luck we have like,10% 20% sometimes up to third female client how did he manage to get the.To get really the the fintech world turned upside down how did he do that,I mean honestly speaking we didn’t plan it this way so if the very the very beginning we had a quite broad approach because we first needed to find out kind of.What’s the type of users where our product really sticky and we did a lot of experiments there and at one point we realized that,first of all we managed to onboard a really large number of women and secondly they are really the realistic to the product they really love using that and when it comes to the interaction with the product,they’re much more active.Engaging with the app then mail user so for example and of course that’s a little bit black and white I mentioned that there is this weekly challenge right.Um mail users they tend to go into the app on Monday and save for the weekly challenge and are not opening the app.
[23:28] For the rest of the week so they just want to have this challenge accomplished,while female users they are interacting very often with the app they love those notches they love kind of digital high five when they saved,kind of when the respond positively to our saving call to actions and so and over time we realized that kind of.
[23:53] We at one point we had thensuddenly 85% Eighty-Four percent of our users where female users so all of our active users and we started then to also,change the way how we are communicating toTarget more the female uses which then at the end was kind of a more closed reinforcing spiral that we got more and more female users into the app and I think it’s it’s really about,this gamified way of saving money for something where we think we hit more the taste of the female users than 40 mil users which are more I mean,and again that’s black or white I mean the mail I think.Male the more tank to you experiment now with trade Republic and with cryptocurrencies and so on so they always a little bit more.
[24:45] Sometimes even overconfident they don’t have to read about investment they’re just doing that so we’re,the female users they may be a little bit more conservative to start now with savings than read about investment and then go,into investment product so I think there’s a few things coming together why monkey at the end was very successful with the female users.
[25:08] Mmm-hmm I see see see.And lesson learned for many of the fintechs if you want to have more women you have to tailor your app to them and as he said they love to interact they love interaction and not just,being thereand of course I mean we are we are we are acquiring a large part of our users with content marketing so it’s materials about the topic of finance and saving moneydownloadable contents checklist sent to one which we see that.
[25:45] Kind of they are downloaded this type of materials they’re downloaded a lot by the female users so they want to inform themselves before they are doing something they want to plan a little bit ahead yeah.
[25:58] I see you’ve been talking about PhD to in in the beginning of the interview our frequentlisteners and watch viewers who watching thiswill already know that but it’s a regulation by the European Union that the banks have to open up and basically,your clients punch into for example your app their online identification their ID their email the PIN code and so basically you can get access only to there.Banking data that’s kind of the the the goal of Peace D2 but what I was referring to in.One of our fin tech reviews look our family would get pentas at once that it is the equivalent.Opening the app store by Apple which enabled companies like uber Airbnb and many many others do you see thisas well and also an important question do you think it’s already here it’s already in action do you think the potential is already completely understood.
[27:10] I mean answering your first question I would say read,very clear yes so I mean there’s hardly something that could give you a better picture of other person than seeing what where they are getting the money from how they’re spending their money so byeI think having those transactional data on your bank accounts that’s really very helpful to better understand what’s this,who is this person and with PST to there is now.Let’s start this way and I think banks they haven’t leveraged that a lotin the past because they had their established business models was running for them for many many years and decades and they didn’t really leverage that a lot and now suddenly.European Union forces them to open it up and there’s nowa large number of organizations and startups like us were thinking a lot about how can we use this data in order tocreate a win-win situation and are very creative in the way of using that and maybe much more creative than the bank’s itself.And yes you’re right so there’s there’s hundreds or thousands of organizations working on different ideas on how to buildcool product on top of this banking data that creates value for the customer that is them at the moment not leveraged by better Banks.
[28:37] And is it already there.
[28:40] I mean at the very beginning I think banks they had been very let’s say pushing back a lot because of course they had to invest millions of Euros in order to create apis,that opens up banking data of which has been their assets so I mean they were sitting on this data it’s their asset opening that up for,third parties like us and there have been some tanks who started very early to kind of understand that they can’t.
[29:13] I mean the conscious push back there is no way around that the European Union forces them to do that and they had a more proactive approach to that.And there have been Banks which for very long tried to just neglect that and they start now maybe thinking about how to build their own product or how to collaborate with startups that are already leveraging that but I would still say that there is,still potential to better understand what else you could do with this data.
[29:43] You’ve been already talking about banks in your pitch that you are also referring to your Banks Banks like revolute and 26,I was wonderingdo you think your success so far would have been possible without prior success of an 26 of the trait Republic of a revolution UK.
[30:06] I mean we see those Challenger pangs of kind of they paved the way for Solutions like monkey that,suddenly I mean a few years ago it was Unthinkable that.Financial Service can only exist as being an AB without kind of physical stores where you can talk to someone and I’m 26 and revolute and so on your name them withthe amount of money that they received from the venture capital,there it is they really prepared the mass market now for products that only exist as an app in a digital form and I think.The way how they were doing that opened up the mass Market.For Solutions like us so could we could we do it without there or wouldn’t we be able to do it without them.Only I think if we would have had the money like they had in order to prepare the markets yeah.
[31:05] Hmm so basically it’s also something I had with the just published interview with auto Nova if there’s a competitor if there’s somebody.Paving the way for you it’s easier I was wondering you guys earn money which way.
[31:27] With this future boost feature so we consciously decided that the app should be free for the end users.And we are earning money with this future boost whenever one of our users is buying these things that they need or that they want with one of our partners,we are getting a commission and we give back a part of this commission to our users.As a contribution as an alternative to interest rates and the interesting thing is that if you would take those future boosts.In as a relation to how much money our users are saving the return is even more than ten percent so,it’s a really good alternative to interest rate so by smart spending your money you’re really getting,having a chance to grow your kind of savings because you anyhow need to spend the money on buying groceries on buying certain products,and you’d already decided if you want to go on vacation so this is maybe also something interesting which has a lot to do with matching that.We decided that we don’t want to be paternalistic in a sense telling our users.That they should not say for certain products so if one of our users decides that they want to save money for a new iPhone.
[32:40] Of course we could do them as it has to be such an expensive phone doesn’t kind of you know what I mean that we don’t want to be paternalistic so if they want to save for an iPhone.Um we helped them to save the money for that so that instead of buying the iPhonewhat kind of lending the money or buy now pay later kind of in a pineapple either approach we just want to make sure that they have the money before they spend it and it’s not up to us to tell them that they should not be saving for this or that product.Hmm I see what this would this way we couldn’t be successful so people don’t like organizations that tell them what they not should do so.Icct.
[33:24] Where are you guys actually right now available because when we were talking about found it interesting and it actually downloaded in parallel your app I’ll try it out personallyso you work in Germany you work in Austria where which other countries.So at the moment we are available in Germany and Austria technically and legally we could already offer it in within the whole European Union,um just at the moment we still see enough growth potential in Germany and Austria and then just with the club after the next fundraising round we plan to start now with more International expansion.
[34:02] Talk about Fanta raising round when when is the next one do we plan to close it by the end of this year.
[34:10] End of this year which may or may not be delayed due to Corona or whatever else comes around right yeah so I mean we have our puffers plant into the timeline.
[34:23] The plant closing date is the end of the year and we always know that things are taking.Always taking a little bit longer as soon as I started kind of negotiating term sheets and everything it always takes a little bit longer so but that’s the plan.Great and everybody would like to learn more they can go down here in the show notes they will be linked not onlyto the monkey website to the download options in the iTunes Store and the Google Play Store but also to your personal LinkedIn profile so investors can directlyreach out to you yeah cool for sure,everybody would like to learn more good down here in the show notes wherever you watching this and listening to this there should be a link.
[35:08] Wherever you watching this or listening to this if you go down here in the show notes they should be a linkto our website or look on our website for the interview of monkey and you’ll find all the links once again terribly sorry that they don’t work on every devicewe are trying as hard as we can but if the app doesn’t allow to have active links in the show notes.Whiskey would not heed thank you very much was just a pleasure having you here best of luck and keep us up-to-date,thanks Jill pleasure wasn’t my site and looking forward to talking to you soon yeah that would be great thank you bye bye bye.If you are a professional looking at the European startup scene Germany is a place you cannot miss.
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[36:06] Most likely you have never heard or read anything only startups before in English but you will in the future be ahead of the curve And subscribe to start up rad Dottie oh.
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