As the fintech space continues to witness competitors stepping into the industry, the threshold of disruption potential grows exponentially. Stash, an ambitious startup out of New York City, believes it has the innovation necessary to thrive.

Founded in 2015, Stash’s mission is to “deliver immense value to customers” by thoroughly evaluating conditional needs and delivering quality solutions, according to Chief Product Officer Sudev Balakrishnan.

Education Is Key: The company’s focus on guidance-based learning targets a demographic of new investors.

“Our demographic is a very unique one. One that does not have access to tools that help build wealth in the best possible fashion,” as Balakrishnan puts it.

Stash features end-to-end solutions to guide users along smart financial paths by integrating its services from the education to investment stages to minimize churn rate.

Stash wants its new users to “start with very basic tasks that can build confidence” when saving or investing, gradually moving towards Stash’s other features like automated saving and stock/ETF trading. Uninformed investing can have serious repercussions, as seen a few weeks ago when a young Robinhood trader tragically took his own life after racking up massive losses on the platform.

See companies like Stash at the Benzinga Global Fintech Awards here on Nov. 10!

Establishing Brand Loyalty: Stash is committed to providing the best experiences for users to learn about being smart with their money, and it has an excellent opportunity to grow given the uptick in new, younger investors eager to learn about how to save money and grow portfolios in these volatile conditions. Its subscription model is also very beginner-friendly, with the newcomer tier set at just $1 per month until users work their way up to the $9 per month Stash+ option.

In a market where customer poaching is the name of the game, Stash prioritizes brand loyalty to retain its users. The company has over 3.5 million people using its platform as of last year and highly values catering to users as they build financial skills on the application.

Learn By Doing: In addition to guidance-based learning, Balakrishnan also highlighted features such as automated savings and early payment that are tailored to further instill confidence in users as they build schedules around their money. Fractional shares also adhere to the goal of teaching investors financial lessons. With Stash’s option to trade fractional shares, large-value tickers can be broken down into smaller chunks so newer investors can trade their favorite companies in lower volumes.

What Comes Next: In a time where people value both education and finance unlike ever before, Stash has the opportunity to disrupt the sector through its integrated approach.