Kristin Kanders, Head of Marketing & Engagement, Plynk App talks about the various ways in which investment processes are being redefined with modern fintech:
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Hi Kristin, tell us about Plynk?
Plynk is an investing app that aims to help individuals get started, build confidence, and gain knowledge along the way. Created by a team passionate about empowering investors, the Plynk app provides an easy-to-use experience that is free of complexity and confusion. Users can seamlessly explore and invest in various types of stocks and funds with as little as $1.
How are new age fintech tools enabling end users to improve their investment plans?
Imagine you had $50 and wanted to buy a share of Proctor and Gamble in 2005. You’d need to open a brokerage account, sometimes with a minimum deposit in the hundreds of dollars. Then you’d need enough funding to cover the share price plus the commission fee. For example, if the stock was trading at $42 and the fee was $10, you’d need at least $52. You’d place a market order, wait for execution, and then monitor your investment through quarterly statements or online portals.
Thankfully, we’ve come a long way in 20 years. Fractional-share investing, commission-free investing, and low barriers to entry with self-service digital tools have really revolutionized the field. Now robo-investing is widespread, and AI is helping to provide personalized insights at scale. Goal-based planning, where customers can say, for instance, “I’d like to buy a house in 5 years, help me align my investment plan accordingly,” helps investment plans be more attuned to a person’s individual priorities.
End users—especially younger, tech-savvy, or previously underserved investors—are becoming more engaged, disciplined, and confident in managing their wealth. Fintech tools don’t just make the investing process easier—they make it intuitive, more accessible, and more aligned with individual life goals.
When it comes to fintech marketing: what has worked for you in 2025?
We’re finding success meeting people where they are, on YouTube, TikTok, and other social media channels. We communicate in a human, relatable way, which is important given finance and investing can be intimidating to a lot of people. For example, according to a 2025 National Financial Capability Study, 68% of 35-54 year olds said that thinking about their personal finances “can make me feel anxious.” According to another study, more than half of millennial women say their finances keep them up at night at least weekly.
In addition, our small marketing team is finding tremendous value in meeting face to face with people at fintech and community events. Over the past year or so we’ve been to eight major gatherings across the country – some for professional women, some for the military community, others for finance content creators and so-called “money nerds” – listening to what customers want so we can help bring forward product features that meet those needs.
Can you talk about some of the most interesting fintech innovations from the global market that have piqued your interest?
Real world asset tokenization has been on the horizon for a while and has recently taken steps forward in the US with the passing of the first federal framework for digital assets. Institutional adoption of these crypto assets is growing, with estimates of market cap in the tens of billions, and that means retail likely won’t be too far behind.
Another one of the trends we’ve picked up on is the rise of a more dramatic style of storytelling when it comes to personal finances. Those short, episodic stories that capture your attention, and are generally uplifting and relatable. We are trying this approach ourselves across channels.
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How is AI influencing the fintech game today?
In my opinion, AI deserves all the headlines it’s getting. It has the potential to be a gamechanger for helping people manage their finances, either directly or indirectly. From “simple” examples like using AI to summarize market movements and give you the low-down on what drove action on your stocks to more advanced use cases where AI can help to inform on portfolio optimization, there’s a new era of personalization being unleashed due to AI. I’m bullish.
What thoughts do you have around the future of fintech?
At Plynk, we believe that the future of fintech lies in making financial confidence accessible to everyone. Over the past year, we’ve learned that innovation alone isn’t enough; it must meet people where they are and empower them to grow.
In 2025, we’ve introduced a few new features we hope will contribute to creating this industry’s future. For instance, simulated trading allows users to practice investing without risking real money, while Steady Start helps people achieve consistency. On the cutting edge, Plynk Spatial offered on the Apple Vision Pro helps users visualize their financial picture more intuitively. Additionally, we have a few upcoming features in 2026 that will extend our commitment to financial education and providing users with a way to holistically manage their financial futures. The future of fintech will be characterized by using technology that not only simplifies the investing process but also builds trust, enhances financial literacy, and promotes inclusion.
A few parting thoughts you’d leave every fintech marketer with before we wrap up?
So many new tools and platforms are in your hands. The barriers have never been lower and the more you can do to help people effectively plan, save and invest for their futures the better. Buckle up.
**The information herein is not intended to serve as a basis for any investment decision. Investing involves risk, including risk of loss. Digital Brokerage Services LLC does not provide financial or investment advice, and you should conduct your own due diligence and analysis based on your specific needs
Crypto is speculative and not covered by SIPC or the FDIC. Don’t invest more than you’re willing to lose.
The Plynk® app provides access to two different types of accounts, brokerage and crypto accounts. Brokerage accounts and brokerage account information offered by Digital Brokerage Services LLC (DBS) Member of FINRA, SIPC. 499 Washington Blvd, Jersey City, NJ, 07310. Crypto accounts, crypto account information and services offered by Paxos Trust Company (Paxos), a New York State-Chartered limited liability trust company (NMLS #1766787).
Plynk marks are the property of FMR LLC; Third party marks are the property of their respective owners.
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Plynk® is an investing app that aims to help individuals get started, build confidence, and gain knowledge along the way. Created by a team passionate about empowering investors, the Plynk app provides an easy-to-use experience that is free of complexity and confusion. With straightforward language and clear explanations, the app helps tackle the big things that prevent people from investing and the little ones that keep them from enjoying it. Users can explore and invest with as little as $1.
Kristin Kanders is the head of marketing & engagement for Plynk, an app designed to simplify investing. Kanders leads a team that brings forward fresh and exciting experiences for investors of all experience levels so that they can become more financially confident and secure. Kanders is passionate about turning big ideas into real-world solutions. She thrives on navigating complexities to push the limits of what’s possible. Earlier in her career, Kanders served as head of transformation engagement & communications at State Street, and director of strategy & innovation at the Federal Reserve Bank of Boston. She received her BA from Rice University and her MBA from Boston College.
