Customer: YNAB

A seamless solution to help YNAB grow across Europe

YNAB (formerly known as You Need A Budget) has built its reputation as a leading personal finance app by helping people get good with money. Headquartered in the United States, YNAB has grown into a global brand trusted by users across North America and Europe. But as the company accelerated its European expansion, its open banking user experience was not meeting their expectations.

The Challenge: A User Flow Holding Customers Back

As YNAB scaled into the European market, in regions such as the UK, Germany, France and Spain, its mission was clear: deliver a budgeting experience that’s effortless and accurate. But its open banking experience hindered that. The bank connection flow was bumpy, creating user frustration and limiting new customer product adoption.

The Solution: Seamless, Scalable Connectivity with Plaid

Already a customer in the US and Canada, YNAB made the call to switch to Plaid in Europe. With a single integration, YNAB is now connected to reliable open banking coverage across 20 countries for fast, seamless onboarding.

YNAB focuses on user experience across all of Europe, not just the UK. And when it comes to the EU region, one size does not fit all. Plaid enables local languages, adheres to local compliance and ensures frictionless authentication methods across all 18 European markets to ensure customers can provide local feel with global reach.

YNAB can now access accurate, locally categorised transaction data. By receiving clean data, such as no duplicates or errors, YNAB can focus on what matters - helping their customers get good with money and achieve their financial goals.

The Results: Simpler Access and Stronger Engagement

Plaid’s focus on direct bank connections, the returning user experience and meeting local requirements has boosted YNABs conversion. Since moving from its previous European provider YNAB has seen:

• 21% uplift in UK user conversion

• 12% increase in EU user conversion

• 62% decrease in daily error rates

Enabling YNAB’s Ambition

YNAB’s goal is bold but simple: help people everywhere get good with money. By integrating with Plaid, YNAB is expanding its global reach while delivering a localised, intuitive experience that users love—whether they’re spending in Stockholm, Seville or Seattle.