MoneyLion
MoneyLion is a U.S. mobile financial platform serving underbanked and credit-building consumers with earned wage access, credit-builder loans, FDIC-insured banking, investing, and marketplace lending, all wrapped in a gamified app and WOW membership.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What MoneyLion does
MoneyLion Technologies Inc., founded in 2013 and headquartered in New York, is a consumer finance platform that consolidates earned wage access, credit building, mobile banking, marketplace lending, automated investing, crypto, and identity protection into a single mobile application. Core products include Instacash (cash advances up to $500, or up to $1,000 for qualifying Spend customers, with optional Turbo delivery fees), Credit Builder Plus ($19.99/month credit-builder loan reported to all three bureaus), MoneyLion Spend (FDIC-insured checking through Pathward, N.A. with early direct deposit and Shake 'N' Bank cashback), Managed Investing portfolios designed with Wilshire Associates, and a Personal Loans and Credit Cards marketplace operated by ML Enterprise Inc. (Engine by MoneyLion). A premium MoneyLion WOW membership ($9.99/month) bundles cross-product perks such as waived investing fees, commission-free active trading, Bitcoin rewards, and — since a March 2026 launch — LifeLock-powered identity protection and scam analysis.
The platform's technology stack is mobile-first and partner-dependent rather than vertically integrated: banking rails come from Pathward and Mastercard, investment execution and custody from DriveWealth, crypto from Zero Hash, ATM access from Allpoint, and cash deposit from Green Dot. MoneyLion itself layers on a generative AI assistant, a Scam Analyzer, credit monitoring using VantageScore 3.0, and gamified engagement mechanics (games, streaks, cash rewards) intended to drive repeat usage across the product set.
MoneyLion monetizes through a mix of subscription memberships (Credit Builder Plus, WOW), Instacash Turbo delivery fees and optional tips, marketplace referral commissions from third-party lenders and card issuers, interest income on credit-builder loans, tiered managed-investing fees, and promotional cashback programs. It serves primarily underbanked, paycheck-to-paycheck, and credit-building consumers in the United States (50 states + D.C.), supported by a B2B distribution layer (Engine by MoneyLion) that connects 1,200+ financial institution partners to its user base. In April 2025, MoneyLion was acquired by Gen Digital Inc. for approximately $1 billion and now operates as a financial wellness subsidiary within Gen's cybersecurity portfolio.
MoneyLion firmographics
Firmographics- Name
- MoneyLion
- Legal name
- MoneyLion Technologies Inc.
- Website
- https://moneylion.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- MoneyLion is a U.S. mobile financial platform serving underbanked and credit-building consumers with earned wage access, credit-builder loans, FDIC-insured banking, investing, and marketplace lending, all wrapped in a gamified app and WOW membership.
- Ownership category
- akta.pro rank
MoneyLion industry classification
Industry- Product category
- Digital Banking
- NAICS
- Depository Credit Intermediation (5221)
- SIC
- Finance Services (6199), Miscellaneous Business Credit Institution (6159)
- akta.pro primary industry
- BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG)
- akta.pro secondary industry
- Net Worth & Personal Balance Sheet Tracking (FSAGADAF)
Keywords
Where MoneyLion is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MoneyLion business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Memberships: Monthly and annual subscription fees from premium membership tiers including Credit Builder Plus ($19.99/month) and MoneyLion WOW ($9.99/month, $54.90/6-months, or $99.99/year). These memberships unlock exclusive features, higher limits, cashback rewards, and enhanced benefits.
- Instacash Turbo Fees and Tips: Revenue from optional Turbo delivery fees ($0.49 to $8.99) for expedited cash advance disbursement and optional tips from users. Standard delivery (1-5 business days) is free. These fees represent a significant portion of revenue from the earned wage access product.
- Marketplace Referral Fees: Revenue from referring customers to third-party financial products including personal loans, credit cards, insurance, and other services through the Engine by MoneyLion marketplace. MoneyLion receives compensation from third parties for referrals.
- Credit Builder Loan Interest: Interest income from Credit Builder loans with APR ranging from 5.99% to 29.99%. A portion of loan proceeds may be deposited into a Credit Reserve Account invested in securities through DriveWealth LLC.
- Managed Investing Fees: Monthly account fees for managed investment accounts: $1 (accounts up to $5,000), $3 (over $5,000 to $25,000), $5 (over $25,000). WOW members receive waived monthly fees.
- Cashback Rebates and Promotional Programs: Revenue generation through promotional giveaways (Summer Break Giveaway $40,000, Holiday Heist Giveaway) and promotional campaigns designed to drive customer engagement and brand awareness.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Credit Builder Plus membership unlocking credit building loans and exclusive tools |
| Subscription | Monthly | MoneyLion WOW premium membership with enhanced rewards and fee savings |
| Usage-based | Pay-as-you-go | Instacash earned wage access with optional expedited delivery |
| Subscription | Monthly | Managed investment account with tiered pricing based on balance |
| Freemium | Other | Personal loan marketplace with loans up to $100,000 |
| Freemium | Other | MoneyLion Spend checking account with no monthly fees |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
MoneyLion product offering
Product offeringCore offering
MoneyLion is a mobile-first consumer financial platform delivering earned wage access (Instacash cash advances up to $500), credit-building loans (Credit Builder Plus membership), FDIC-insured checking accounts (MoneyLion Spend via Pathward), automated and active investing, personal loan and credit card marketplaces, free credit monitoring, cryptocurrency services, and identity protection within a single app. It supplements its direct-to-consumer business with Engine by MoneyLion, a B2B marketplace connecting financial institution partners with consumers.
Product overview
MoneyLion is a consumer finance platform offering a comprehensive suite of financial products organized as a platform with multiple integrated modules. The core products include Instacash (earned wage access/cash advances up to $500), Credit Builder Plus (credit-building loans), MoneyLion Spend (FDIC-insured checking accounts via Pathward), Managed Investing (automated portfolios), and free Credit Monitoring and Budgeting Tools. These are supplemented by a Credit Cards marketplace, Personal Loans marketplace, and Engine by MoneyLion B2B platform. Premium features are accessible through the MoneyLion WOW membership ($9.99/month), which unlocks unlimited cashback, Active Investing with commission-free trades, Crypto services with Bitcoin rewards, and Identity Protection powered by LifeLock. The platform serves over 18 million customers and has expanded into financial protection through its acquisition by Gen Digital.
Differentiator
Problem solved
Functional benefit
Brands
- Instacash: Earned wage access cash advance product allowing users to borrow up to $500 with no interest and no credit check.
- Credit Builder Plus
- MoneyLion Spend
- MoneyLion WOW
- MoneyLion Games
Products and services
- Instacash MoneyLion's earned wage access (EWA) product allowing users to borrow $10 to $500 (up to $1,000 for qualifying MoneyLion Spend customers) against their next paycheck with no interest, no credit check, and no mandatory fees; optional Turbo delivery fees range from $0.49 to $8.99.
- Credit Builder Plus A $19.99/month membership program that helps users build credit through a Credit Builder Loan of up to $1,000 with no hard credit check; on-time repayments are reported to TransUnion, Equifax, and Experian, with members reportedly improving credit scores by 25+ points within 60 days.
- MoneyLion Spend (RoarMoney) FDIC-insured demand deposit account (via Pathward, N.A.) offering early direct deposit access (up to 2 days early), up to $1,000 interest-free Instacash advances, up to $500 monthly cashback through Shake 'N' Bank, MoneyLion Debit Mastercard, and access to 55,000+ Allpoint ATMs.
- Managed Investing Automated investment account starting at $1, with five asset allocation portfolios designed by Wilshire Associates and personalized to risk level and time horizon; features Auto Invest, Round Ups, and thematic investing themes powered by Global X; monthly fees of $1-$5 depending on account balance (waived for WOW members).
- Personal Loans Marketplace Loan marketplace (powered by Even Financial Corp) helping users compare multiple personal loan offers from $500 to $100,000 across a network of trusted lending partners, including options for bad-credit borrowers; comparison is free and does not impact credit scores.
- Credit Cards Marketplace Marketplace helping users find credit cards tailored to their needs across rewards, travel, cash back, and credit-building categories, with a quiz tool to match users to suitable cards.
- Credit Monitoring Free credit monitoring providing VantageScore 3.0 credit score, detailed credit reports, real-time alerts on credit changes, and personalized tips and recommendations for building and improving credit.
- MoneyLion WOW Membership Premium membership priced at $9.99/month, $54.90 for six months, or $99.99 annually, providing unlimited Shake 'N' Bank cashback, 50% bonus on game rewards, Active Investing with commission-free trades, 1% Bitcoin back on crypto buys, waived Managed Investing fees, Instacash Turbo fee rebates, exclusive black metal debit card, and weekly member giveaways.
- Active Investing Self-directed stock and ETF trading feature available to WOW members with zero commission fees, allowing users to invest in individual stocks and ETFs with full control over their portfolio alongside the managed investing option.
- MoneyLion Crypto Cryptocurrency service offering 1% Bitcoin back on all crypto purchases and Bitcoin Round Ups; custody and execution provided by Zero Hash LLC (licensed by the New York State Department of Financial Services); balances are not FDIC- or SIPC-insured.
- Engine by MoneyLion B2B marketplace platform (ML Enterprise Inc., NMLS #1475872) connecting financial institution partners — lenders, insurance providers, and other financial service companies — with MoneyLion's consumer network of 18M+ users; enables product distribution, referral monetization, and lead generation for partners.
- LifeLock Identity Protection Identity protection service integrated into the MoneyLion app, including a Scam Analyzer for real-time verification of suspicious texts, emails, and social messages, continuous identity monitoring, and reimbursement up to $25,000 for stolen funds due to identity theft; available for paid MoneyLion members.
Quantifiable outcome
- 93% of Instacash customers report feeling more in control of their finances
- +4 more outcomes
Companies that use MoneyLion
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles6 records
MoneyLion technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability4 records
Feature7 records
MoneyLion partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- LifeLock (Gen Digital)coreMoneyLion launched identity protection services powered by LifeLock within its mobile app in March 2026. The service includes Scam Analyzer for real-time verification of suspicious texts, emails, and social messages, continuous monitoring, and reimbursement of stolen funds for identity theft victims. Available for paid MoneyLion members.
- Pathward, National AssociationcorePathward, N.A. provides the demand deposit account for MoneyLion Spend and issues the MoneyLion Debit Mastercard. The partnership enables FDIC insurance coverage (up to $250,000) for customer deposits and access to the Mastercard payment network.
- Wilshire AssociatescoreWilshire Associates, a 30-year investment industry leader, partners with MoneyLion to design and manage the five asset allocation portfolios for MoneyLion Managed Investing. Wilshire manages assets for some of the nation's largest institutional investors.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MoneyLion competitors and assessment
Company assessmentDirect peers
- Earnin: Earnin is a direct competitor in the earned wage access space, offering cash advances against earned wages with a similar tip-based model to MoneyLion's Instacash.
- Dave: Dave is a direct competitor offering earned wage access (ExtraCash), banking (Dave Checking), and credit-building tools targeting underbanked consumers. Its business model closely mirrors MoneyLion's Instacash and Spend products.
- Chime: Chime is a leading neobank offering fee-free checking, savings, and credit-building products to underbanked consumers, directly competing with MoneyLion Spend and Credit Builder Plus.
- Brigit: Brigit offers cash advances, budgeting tools, and credit insights targeting paycheck-to-paycheck consumers, overlapping significantly with MoneyLion's Instacash and financial wellness offerings.
- Current: Current is a neobank providing mobile checking accounts, early direct deposit, and credit-building features to underbanked millennials, directly competing with MoneyLion Spend and Credit Builder Plus.
- Varo Bank: Varo is a digital-only bank offering checking, savings, and credit-building products to consumers seeking alternatives to traditional banks, competing directly with MoneyLion's banking and lending suite.
- Albert: Albert offers personal finance management, cash advances, and investing through a mobile app, with similar gamification and engagement mechanics targeting underbanked consumers like MoneyLion.
Broad incumbents
- SoFi: SoFi is a broader consumer financial platform offering banking, lending, investing, and credit cards. While larger and more diversified, SoFi competes with MoneyLion across multiple product lines including personal loans and investing.
- Cash App (Block): Cash App is a major consumer fintech platform offering payments, banking, investing, and crypto. It competes with MoneyLion in mobile banking, crypto, and investing, with significantly larger scale.
Emerging players
- Self Financial: Self Financial specializes in credit-builder loans and credit monitoring products, competing directly with MoneyLion's Credit Builder Plus offering within the credit-building vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MoneyLion social profiles
Digital presenceMoneyLion compliance and trust
Trust signalCompliance2 records
MoneyLion financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoneyLion leadership team
Management profileNumber of profiles
Profiles9 records
MoneyLion subsidiaries and ownership
Company hierarchySubsidiaries3 records
MoneyLion funding detail
Funding detailFunding overview
Funding rounds8 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoneyLion M&A and investment
M&A and investmentM&A3 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MoneyLion
What does MoneyLion do?
MoneyLion is a mobile-first consumer financial platform delivering earned wage access (Instacash cash advances up to $500), credit-building loans (Credit Builder Plus membership), FDIC-insured checking accounts (MoneyLion Spend via Pathward), automated and active investing, personal loan and credit card marketplaces, free credit monitoring, cryptocurrency services, and identity protection within a single app. It supplements its direct-to-consumer business with Engine by MoneyLion, a B2B marketplace connecting financial institution partners with consumers.
Is MoneyLion a public or private company?
MoneyLion is a private company. It is classified as corporate owned and is currently acquired.
When was MoneyLion founded?
MoneyLion was founded in 2013. It employs 101 to 250 people.
Where is MoneyLion based?
MoneyLion is headquartered in New York, United States, in the North America region.
How does MoneyLion make money?
Six revenue lines are on record. Subscription Memberships are the primary driver. The others are instacash Turbo Fees and Tips, marketplace Referral Fees, credit Builder Loan Interest, managed Investing Fees and cashback Rebates and Promotional Programs.
Who are MoneyLion's main competitors?
Direct peers on record are Earnin, Dave, Chime, Brigit, Current, Varo Bank and Albert. Broad incumbents are SoFi and Cash App (Block). Self Financial is listed as an emerging player.
Does MoneyLion have an API?
No public API is recorded for MoneyLion.
What industry is MoneyLion in?
MoneyLion's product category is Digital Banking. Its primary akta.pro industry code is FSAGAIAG, BNPL Consumer Apps & Wallets (Discovery, Management), with a secondary code of FSAGADAF, Net Worth & Personal Balance Sheet Tracking. Its NAICS code is 5221 and its SIC code is 6199.