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mint.com – Gamification in Personal Finance May 25, 2011

Posted by reto wettach in gamification, service design.
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Those of you, who read this blog, know that I am currently interested in gamification and in banking (amongst a lot of other things… :-) )

In his Google Tech Talk, the researcher and designer Sebastian Deterding mentions mint.com, basically an online banking software, which “pulls all your financial accounts into one place” – for free, which is kind of scary…

Mint’s “core beliefs has always been that money management shouldn’t feel like a chore” (source: mintblog) and therefore Mint trying various approaches to bring gamification into their service:

One approach is to help their customers to become finacially “fit”: they made a list of tasks to achieve this fitness and are showing the progress:

(image source)


(image source)

Mint also helps their customers to achieve personal saving goals by using similar game mechanics:


(image source)


(image source)

Mint is also using a simple computer game to teach highschool kids about how to deal with money in a responsible way:


(images source) (you need to play the game)
Well, this game is really too simple for my taste. I guess it would be much more interesting to use a sim-city kind of approach to let young people know how dealing with money in a wrong way might affect their future…

But altogether I think it is a good idea to use gamification for managing personal finances. I guess mint could even go some steps further as e.g. with the integration into personal social networks, but who knows: maybe there are planning this right now…

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1. Playing to Win: Turning Money Management into a Game | How To Win - August 8, 2011

[…] some extent, Mint uses game-design principles. It’s a money-management tool that provides game-like feedback about your progress. And tools like Bobber (a targeted-savings app) explicitly try to make money […]

2. How To Turn Money Management Into A Game | Lifehacker Australia - August 8, 2011

[…] some extent, Mint uses game-design principles. It’s a money-management tool that provides game-like feedback about your progress. And tools like Bobber (a targeted-savings app) explicitly try to make money […]

3. Playing to Win: Turning Money Management into a Game | U R a SOB - August 22, 2011

[…] budget To some extent, Mint uses game-design principles. It’s a money-management tool that provides game-like feedback about your progress. And tools like Bobber (a targeted-savings app) explicitly try to make money […]

4. Social matters for businesses « South By Texas State - January 20, 2012

[…] Jesse Thomas is the founder of JESS3, a creative interactive agency that specializes in the art of data visualization.  He believes that “social marketing is critical for companies, because in front of our eyes people are spending more and more time online.”  Additionally, he emphasizes the importance of innovation in marketing.  “Creativity and innovation are critical to marketing and advertising.  As one brand tries something, their competitors start thinking about copying them and so on.  Technology in marketing is an arms race!”  Thomas attributes social marketing to “walking down a crowded public street that seems to go on for an eternity…A marketer must figure out how to make a sale in the middle of this great thriving main street.”  He speaks about some key changes in social marketing, including “group deals like groupon, group chat like beluga, geosocial marketing via Foursquare,” as well as “co-branded content via media partnerships like Vice and Intel Creators Project, and the gamification of experiences like mint.com.” […]

5. How Real Businesses Are Using Gamification to Spice Up Their Marketing | The Worlds Tech Blog - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

6. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Complete SEO Marketing News - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

7. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Internet Marketing Denver | ReachLocal Denver | Social Media Denver - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

8. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Future Marketing - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

9. How Real Businesses Are Using Gamification to Spice Up Their Marketing | - September 20, 2012

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10. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Instant Pay Video Technology - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

11. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Mike Henry - Networking Pro - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

12. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Self Help Affiliates Earn Big - September 20, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you're a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted "sticky" factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads') through gamification, screenshot courtesy of Interaction Design. […]

13. How Real Businesses Are Using Gamification to Spice Up Their Marketing | Mobile Marketing Solution - September 21, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

14. How Real Businesses Are Using Gamification to Spice Up Their Marketing - ~ RPMgr.com | ~ RPMgr.com - September 21, 2012

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]

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21. How Real Businesses Are Using Gamification to Spice Up Their Marketing « MindCorp | Newsfeed - January 30, 2014

[…] Mint.com is one of the earliest adopters of gamification. If you’re a user, you know (whether consciously or not) that they use gamification at every turn to achieve that coveted “sticky” factor all product and service providers strive for. But they also find ways to bring in new leads with gamification — leads that are really, really, really top of the funnel. Take a look at how Mint is investing in its future (and its leads’) through gamification, screenshot courtesy of Interaction Design. […]


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