CW: Kate Giebler
AD: Charity Chen
Target: Ages 60-70, expanding beyond the current current users (ages 20-30)
Problem: This group expense-sharing app is seen as a way to squeeze every last penny from your friends, while also alienating older generations who are less comfortable talking about money.
Solution: Who Do You Owe? by Splitwise changes the perception of the app from a money-grabbing ploy to the catalyst for spending more time with the people you love.
