blended
Designing a money app for co-parents
The Challenge
Endless texting, constant tension — dealing with co-parenting finances can fill partners with dread. Startup Blended wanted to reduce the conflict.
“We’re going to avoid so many arguments and legal bills, thanks to Blended.”
The Solution
The app had personal relevance for its founders, all of whom were single parents. We partnered with Blended to build an app that was not only less clunky and time-consuming than existing tools, but one with a meaningful brand story and visual language.
Our strategy was centered on the idea of a “pathfinder”: the Blended app empowers users to find their way out of the frustration of co-parenting finances, and re-find themselves as confident individuals. The stylized ‘b’ logo fittingly suggests one half of a percentage symbol.
Diving into the UX journey, we helped create clarity of design and messaging on every screen, including onboarding, with special attention to fairness and neutrality. Throughout the app, the “/” symbol serves as a visual anchor and reminder of shared responsibility.
Impact
Blended didn’t just launch an app. They reframed a conversation no one wanted to have about money, separation, and fairness, making it clearer and more human. One parent told the team, “We’re going to avoid so many arguments and legal bills, thanks to Blended.” It’s a proof point that good design can heal friction.
For the founding team, the brand became more than a look and feel. It became language, posture, confidence — a way to walk into investor rooms and explain, with clarity and conviction, exactly what they’re building and why it matters.
In a fintech world that often favors features over feelings, Blended now stands apart by designing for the real, messy, in-between moments that define modern family life.
