John Adams of AmericanBanker writes how Strands Finance plans to distance themselves from the PFM standard of a one-size-fits-all approach to online budgeting.

PFM tools, which allow users to track their cash flow visually through charts and calendars rather than just a plain ledger, were developed as a way to improve the appeal of account aggregation, which simply gathered transactions from multiple accounts on one screen. In recent years the PFM space has gotten very crowded, leading some players to hunt for underserved audiences.

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