Hey there!

This month I’m spotlighting Rachel Lauren, COO & Co-Founder of Debbie, and her bold approach to tackling credit card debt by rewarding better habits, not just better credit scores.

Rachel isn’t building another financial app. She’s focused on changing how people relate to money, using encouragement and real incentives instead of shame and penalties.

Let’s dive in.

Rewarding Better Habits, Not Just Better Credit Scores

Rachel Lauren didn’t set out to create another financial app. She set out to build a better relationship between people and their money, especially for the millions of Americans navigating credit card debt, living paycheck to paycheck, or feeling like their financial goals are always just out of reach.

Alongside her best friend and CEO & Co-Founder, Frida Leibowitz, Rachel launched Debbie, a fintech platform that flips the traditional debt model on its head. Instead of punishing people for missed payments, Debbie rewards users for good behavior with cash incentives and habit-forming tools that actually stick.

What started with a focus on helping users pay down high-interest credit card debt has grown into a full behavioral finance platform, combining rewards, education, and motivation. The average Debbie user is a millennial, often juggling credit card debt and multiple financial goals. But the platform’s reach is expanding from college students to retirees, because debt isn’t just a math problem. It’s a behavior challenge.

The user stories are what keep Rachel going.

Debbie now has over 100,000 lifetime users and strong monthly engagement. The team is committed to keeping the product free for users by partnering with aligned financial institutions.

What makes Debbie stand out is that it doesn’t offer a magic solution. It asks users to show up for themselves. In return, it meets them with tools, encouragement, and real rewards for real effort.

Rachel is also focused on building an inclusive team and culture. When hiring, she asks candidates how they earned their first dollar, not just what’s on their resume. That kind of real-world context matters when you’re building for underserved consumers.

Want to learn more or get involved? Check out JoinDebbie.com and follow Rachel’s work as she continues to shape fintech with empathy, clarity, and real-world impact.

Practical GTM Strategies: Don’t Overcomplicate the Buyer Journey

If your buyer has to navigate a maze to say yes, that’s a no.

Fintechs love their demos, decks, and deep dives. Most buyers don’t have time or patience for all that. Especially at community FIs, where teams are lean and decision-makers wear five hats.

Here’s how to simplify without dumbing it down:

• Cut the bloated demo. Show only what solves their specific problem

• Swap long decks for one-pagers with visuals, use cases, and outcomes

• Get clear on next steps at the end of every call (no “circling back”)

• Help them sell it internally. Arm your champion with talking points and ROI bullets

• Make contracts, onboarding, and implementation feel lightweight

You’re not just selling a product. You’re selling clarity. If your process feels easy, you’ll stand out before the tech even shows up.

Sales & Marketing Tips: Ditch the Persona, Embrace the Person

Selling into FIs? Skip the generic personas. “Marketing Mary” and “Ops Oscar” aren’t helping you close.

People don’t buy because of titles. They buy because something you said made their job easier, their numbers better, or their inbox lighter.

Here’s how to personalize without creeping them out:

• Review their LinkedIn and recent press. What do they care about?

• Reference their goals: member growth, digital efficiency, regulatory pressure

• Tailor your outreach to how they talk about success

• Drop the script. Nobody wants to be sold to by a robot

• Follow up with relevance. Timing and context beat spammy persistence

Stop trying to game the funnel. Start building a reputation as the person who actually gets it. That’s what gets replies.

Partnerships & Collab Corner:

Be on the lookout for a major announcement with Holly Glowaty (UniFI Group) towards the middle of September! We’ve been cooking up something bold for the GTM world and excited to share!

During the week of FinovateFall, I’m teaming up with Krida to host an exclusive, invite-only dinner for senior banking leaders. This isn’t your average networking event. It’s a curated evening of fine dining and roundtable discussions on the future of banking innovation.

The goal? Real conversations that spark real action.

Where I’ll Be: September Events

CU Lending Advice Lending School at APCU – Atlanta, GA 🍑
Private Event: Joining Don Arkell at CU Lending Advice Lending School
September 4
I’m teaming up with Don Arkell to host a private event with CU executives focused on fintech strategy. Excited to join this conversation with the APCU leadership team.
Learn More About CU Lending Advice →

FinovateFall – New York City 🗽
Panel: How Can Community Banks Innovate with Intent?
September 9, 10:40 AM
I'll be breaking down how community banks can innovate with purpose and build strategic plans that actually get used.
Event Info →

2025 Reseda Summit – Detroit, MI 🚗
Panel: Successfully Navigating Credit Union Investments in Fintechs
September 17–18, Shinola Hotel
A candid discussion on what works, what doesn’t, and how to create value on both sides of the table.
Event Info →

 What’s Next?

• Tell Me What You Think: I’d love your feedback and comments. Hit “reply” and share your thoughts.

• Next Issue: Curious about working with Credit Unions? I’ll break that down.

• In Every Issue: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates.

That’s it for this issue of Maven Mindset. If you’ve been looking for a strategic partner who brings clarity and real-world experience, you’re in the right place.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi 

P.S. Hope is not a strategy.