How the CEO of Acorns Uses Behavioral Economics to Make its Users Feel Emotionally Invested

How The Ceo Of Acorns Uses Behavioral Economics To Make Its Users Feel Emotionally Invested - Noahkerner

Welcome to Inc.’s Founders Project podcast with Alexa Von Tobel, where we bring you tales of guts, inspiration, and drive that define the entrepreneurs building the future. Each week, we dig into a founder’s professional playbook and uncover what makes them tick. On this week’s episode:

As a former DJ for Jennifer Lopez, Acorns founder Noah Kerner’s path into the CEO seat was an unusual one. Yet under his leadership, Acorns has scale dramatically. The app which allows consumers to save and invest has grown to serve over 11 million customers and helped its users invest over $15 billion to date.

Noah shares how he thinks of Acorns as a financial wellness system, why behavioral economics have helped the company make an emotional connection with users, and why he’s inspired by the quote “the process is the prize.” 

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This article was written by Alexa von Tobel and originally published on