Uprise, a FinTech that aims to help Gen Z manage their money in a “digital family office,” was launched after raising $1.4 million in a seed funding round.

The company already has a waiting list of 7,000 people in the United States, AltFi reported on Tuesday (July 12), and plans to launch overseas in the future.

The concept of Uprise is to help Gen Z optimize their finances, which will come with the building of credits, pensions and various other social benefits, primarily through automated processes, facilitated by open banking. and login to user accounts.

The company was founded by former Robinhood employee and current Uprise CEO Jessica Chen Riolfi and Chris Goodmacher, who previously worked for HR technology company JustWorks. The expanded team also includes former executives from SoFi, Stripe, Cash App, Robinhood, Carta and Gusto, according to the report.

FinTech wants to offer an “unbiased view” of what banks are good at using, helping users navigate a crowded marketplace of various competing apps.

“There are so many fintechs out there, and for Gen Z in particular, there are a ton of different types of financial products, trying to grab their money. Everyone wants your direct deposits, everyone world wants your money. How do you make sense of that?” Chen Rolfi said in the report.

She added that the alternatives often boil down to searching online, reading personal finance books, or using YouTube or other apps. In contrast, Uprise personalizes things so that “you don’t have to sift through the mess of content out there and say, ‘That’s exactly what I should be doing,'” she said.

In other Gen Z-related news, PYMNTS wrote that inflation is causing consumers to review their streaming subscriptions — but Millennials and Gen Z customers have been looking at other metrics besides cost. These generations have also been a strong and reliable contingent for subscription growth.

Read more: Millennial Minute: Inflation hasn’t dampened young customers’ appetite for subscriptions

A collaboration between PYMNTS and sticky.io, the Q2 2022 “Subscription Commerce Conversion Index,” saw over 2,140 US consumers surveyed and found that the big three factors boiled down to enjoyment, convenience, and cost.

According to the survey, younger customers, who generated a large percentage of earnings, are looking more for “experiences” rather than calculating costs as the main driver of things.