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Long Game has raised $7.3M across 2 funding rounds.
Key people at Long Game.
Long Game was founded in 2015 by Brian Ficho (Co-Founder) and Ashby Monk (Co-founder, Board Member).
Long Game has raised $7.3M in total across 2 funding rounds.
Long Game develops a mobile personal finance application integrating gamification to drive positive financial behaviors. The platform offers engaging experiences built around savings products, utilizing incentives and interactive features. This encourages responsible financial planning and healthy habits, making financial engagement accessible.
Co-founders Lindsay Holden and Ashby Monk established Long Game in 2015. Their insight applied behavioral economics and interactive design to personal finance challenges. Recognizing a need for more engaging savings encouragement, especially for younger demographics, they created a system that rewards financial learning and interaction.
Long Game primarily serves Gen-Z and millennial users, alongside financial institutions. The company’s vision is to foster long-term financial wellness by empowering individuals to save, learn, and manage money proactively. Through its methodology, Long Game inspires sustained financial health and positive engagement with financial services.
Long Game has raised $7.3M across 2 funding rounds. Most recently, it raised $350K Series A in March 2019.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2019 | $350K Series A | — | Alumni Ventures | Announced |
| May 1, 2017 | $7M Seed | — | Lauren Loktev, Jared Weinstein | Announced |
Key people at Long Game.
# Long Game: High-Level Overview
Long Game is a gamified personal finance mobile application that uses casual gaming and prize-linked savings to motivate users—particularly Gen Z and millennials—to develop healthier financial habits and increase savings engagement[2]. The app transforms banking interactions by rewarding users with in-game tokens and coins for completing financial wellness activities like logging in, setting savings goals, enrolling in direct deposit, and answering financial literacy questions[3]. Rather than solving a single problem, Long Game addresses multiple pain points: low savings rates among younger demographics, poor financial literacy, and weak customer engagement with financial institutions[2][4].
Long Game was acquired by Truist Financial Corporation in May 2022, making it no longer an independent startup but rather a strategic asset within one of the six largest banks in the US[1][2]. Post-acquisition, the company operates as part of Truist's Innovation team, with its founding team—including Co-founder and CEO Lindsay Holden—leading technology innovation and product development from San Francisco[2].
# Origin Story
Long Game was founded in 2015 in San Francisco, California, and raised $6.85M in total funding before its acquisition[1]. The company emerged from a recognition that traditional banking interfaces fail to engage younger users and that behavioral economics principles—specifically prize-linked savings—could be leveraged to make financial wellness activities more engaging and habitual[2][3].
The founding team, led by Lindsay Holden, built the app around a core insight: casual gaming mechanics from popular mobile games could be repurposed to motivate smart financial behaviors[2]. Early traction came from partnerships with financial institutions seeking to increase customer engagement and retention, particularly among Gen Z and millennial demographics[2][3]. The app demonstrated measurable impact, with users showing increased savings balances, higher direct deposit rates, and improved monthly activity retention compared to control groups[3].
# Core Differentiators
# Role in the Broader Tech Landscape
Long Game operates at the intersection of fintech innovation and behavioral economics, riding the broader trend of gamification in financial services. The timing of its 2015 founding coincided with growing recognition that younger demographics (Gen Z and millennials) were underserved by traditional banking interfaces and that mobile-first, engagement-driven solutions could reshape customer relationships[2][4].
The company's acquisition by Truist reflects a larger market force: established financial institutions recognizing that organic innovation in customer engagement is difficult and that acquiring proven fintech solutions is faster than building in-house[2]. Long Game's success influenced the broader ecosystem by demonstrating that prize-linked savings and casual gaming could drive measurable improvements in financial wellness metrics—a model now being integrated into one of America's largest banking platforms[3].
# Quick Take & Future Outlook
Long Game's transition from independent startup to Truist subsidiary represents a successful exit but also a shift in its role. Rather than disrupting banking from the outside, the company now shapes how a major financial institution engages millions of customers. The integration of Long Game's technology into Truist's client-facing products suggests the future of banking will increasingly rely on gamification and behavioral economics to drive engagement—particularly as institutions compete for younger customers' attention and loyalty[2].
The broader question is whether Long Game's innovation will remain confined to Truist's ecosystem or whether its playbook becomes an industry standard. Either way, the company has already validated that making financial wellness fun and habitual is not just possible—it's profitable enough to attract a $6+ billion bank.
Long Game was founded in 2015 by Brian Ficho (Co-Founder) and Ashby Monk (Co-founder, Board Member).
Long Game has raised $7.3M in total across 2 funding rounds.
Long Game's investors include Alumni Ventures, Lauren Loktev, Jared Weinstein.
