The emotional part of socio-finance needs to continue to be improved

Examples of companies doing this well:

Joy – app to rate transactions by how you feel

Credit Karma – making debt less scary and providing transparency so you can know how you stack up to others

Examples of not doing this well:

Budgeting and personal finance apps. They have cognitive and functional value, but don’t tap into emotional aspects

Portfolio sharing products. Many try to be social, but too heavy into function