Introducing MAF’s new mobile app: MyMAF

MAF is excited to announce the launch of its new mobile app, MyMAF. MyMAF is a virtual financial coach designed to help low-income and immigrant families achieve their dreams and help MAF’s clients succeed financially in our programs.

We’ll be celebrating the launch of the MyMAF app, the MAF Lab’s first fintech product, on December 7th. Join us for the launch party to view a demo of MyMAF and learn about the inspiration for its development, from idea to fruition.

MyMAF fills an unmet need for the communities MAF serves.

Since day one, MAF’s goal has been to build pathways that allow hardworking families to realize their full economic potential. MAF’s seminal Lending Circles program has helped clients achieve their financial goals by building credit, but we’ve always had a larger vision to support our clients’ financial lives across their hierarchy of financial needs. We found financial coaching to be one of the most effective mechanisms to help people achieve their goals. However, in-person coaching is often resource intensive (for both coaches and clients) and difficult to scale. We realized that we could use the power of technology to bring financial coaching to more people in our community and serve their needs in a deeper way.

With MyMAF, members of our community are now able to obtain essential financial information and coaching at the reach of their fingertips.

MyMAF was built from MAF’s core values.

MAF’s work is founded on a few core values:

  • We meet people where they are, not where we think they should be
  • We build on what people have, no matter the shape or size
  • We respect the diverse communities we serve and recognize their hidden strengths

These values have informed the development of MAF’s programs and products from the beginning; they are also the foundations of this new app.

To meet clients where they are in their financial journey, we first recognize that our clients’ financial lives are inseparable from their complex backgrounds and personal aspirations. For example, a client without a Social Security Number has to take a different path for doing something as seemingly simple as pulling their credit report or applying for a credit card. An important goal of the app is to remove the stress from financial planning and help clients recognize that this is a tool to help them achieve their dreams. This is done at their convenience, allowing clients to decide when and where they plan and update personal financial goals – whether at home, waiting for the bus, or any other moment in their busy lives. As an added engagement feature, clients can interact with a virtual financial coach and receive financial tips and tricks to keep in mind as they navigate their journey with MyMAF. By building for clients’ unique contexts, MAF sets the stage for personal finance to feel empowering.

To respect our clients as the experts in their own lives, MyMAF gives clients the autonomy to direct their financial journey. Clients decide where they want to begin, whether it’s learning about credit or watching a video about exploring their investment options. The app also gives clients the option of choosing from 70+ action items to work towards, providing clients with a structure to create their own action plan. The app empowers clients to set the agenda based on what is most relevant to them and supports them with resources, tips, and motivation to get to their goal.

To build on our clients’ strengths, the app takes inspiration from what clients are already doing to manage their financial lives. Much like Lending Circles, the tips and action items in the app reflect informal strategies that clients currently use to overcome their financial barriers. This app gives clients the ability to choose from a wide breadth of options that are already working for them, rather than prescribing choices that don’t fit their contexts.

The author (R&D Lab Director) and UX/UI Designer test a prototype of MyMAF with a client.

MyMAF was built using evidence-based principles.

The MAF Lab, Mission Asset Fund’s R&D team, is committed to building products using design thinking, the industry standard for product development teams. Based on conversations with clients and MAFistas who have worked in this community for years, we identified the unique painpoints that our clients experience that other products don’t help them address. We then built and tested prototypes of the app’s features with 40+ users in Spanish and English, iterating those designs until we got all the details just right. Here’s the MAF Lab process we followed:

This process helped us identify and build features in the app that distinctly serve our clients. For example, during our user discovery process, we learned that some of our bilingual clients wanted the flexibility of accessing resources in both English and Spanish. To address this, we made the app available in both languages with the ability to easily switch between the two. The process for launching MyMAF app is one we plan to continue following in-house to develop new products and programs.

Lastly, evidence about effective financial coaching influenced the structure of MyMAF. Research shows that financial education is not sufficient to motivate behavior change; education must be tied to action. MAF incorporated this principle into the design of the app by placing action items after educational content to mirror users’ mental models of creating financial plans – and by sending motivating reminders to encourage users to stay on track with their financial plans. These design elements nudge clients to most effectively realize their financial goals.

MAF is built from the community, for the community.

By involving users in every step of our process, we sought to recognize the unique cultural background of our clients through the app.

MAF’s 10 years of serving low-income and immigrant families was foundational to developing the app. For example, our in-house client services team wrote all the content in our app, to address the questions they have been hearing in working with the community. For example, we offered users tips to help our clients answer questions like “How do I protect my finances if a family member is deported?” and issues like what steps to take when sending a money transfer to family or friends outside the U.S.  

MAF also designed the app to make our clients feel seen. MyMAF includes avatars, created by a designer from Mexico City, that reflect the faces of the diverse communities we serve. The app also includes photographs of real clients taken by our in-house designer and resident photographer. When we tested the app, the images were the first thing many clients noticed. Many told us that they identified with the people represented on the home screen and in the photos. This emotional connection to MyMAF will likely motivate our clients to continue engaging with the app’s financial tools.

Avatars in MyMAF to represent the community MAF serves

We’re just getting started.

MyMAF is a continuously improving product. We’re excited to get the app in the hands of our clients and hear their feedback as they use the app. We’re also measuring app usage and financial outcomes, to test our assumptions about the impact the app will have. Based on what we’ve learned so far, we’re already working on creating MyMAF 2.0 to give users more targeted tools to help them achieve their financial goals and make MAF’s financial products more broadly accessible.

Our plan is to continue iterating MyMAF to financially empower the low-income and immigrant families we serve nationally.

We also want to thank the philanthropic supporters of MyMAF: JPMorgan Chase Foundation, Tipping Point Community Foundation, Capital One, Twilio, and individual donors across the country.

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