And last but not least in our industry maps of companies serving the Emerging Middle Class, is the Savings and Financial Capability Map (preceded by the Payments Map and the Credit Map).  This is the smallest in terms of generating revenues – only $8.9billion in fees – and contains the fewest number of companies and highest number of early stage companies.  But that spells opportunity.  Clearly savings and investing is important.  And clearly Mint was not the panacea to effective financial management (even though it set the standard in personal financial management, which is now a large category).

This map features such interesting players as BestBuy, Jackson Hewitt, Level, PayOff, Strands, Citi, Emerge, Revolution Credit, SavvyMoney, CreditKarma, LoanHero, ReadyforZero, the viral phenom Coin, Wallaby, TrustEgg, Puddle, SaveUp, FeeX, and Betterment.

Thanks to Victoria Cheng for helping make this and the other two maps, and Jason Chow for giving them polish.