Really curious about your idea. I've had a few startups myself in the e-commerce/fintech space (1 failed, 1 sold) and now working in the R&D department for one of the top 3 U.S. Banks. My goal was to use my time here to figure out the next good idea, but haven't come across anything yet that would fit my criteria for a good startup.

Also married and expecting twin girls, so also have the issue of giving up too much stability..

Congratulations on the girls! I tell everybody that you cannot understand being a parent until it happens. Everything is 10x-100x more than what they say. You know you will love them but don't even know what that means (and it grows with each day). People say you will be tired but you don't really know what that means for the first two months. Totally awesome though. They are now why I do everything I do.

Anyway, my idea is in the 401(k) industry which I have worked in for 13 years. Every provider has websites from prior to when web 2.0 was a thing. Individual service is expensive for providers and companies. Many people question Social Security. Financial wellness is the buzzword of the day but I truly believe that getting people who are living paycheck to paycheck some solid knowledge and advice that a difference can be made. Getting their employers to pay for it via the 401(k) might be the way to go.

Thank you! Yep, that all sounds too familiar. Everybody's been saying with twins it will be extremely tough but well worth it :) I'm kind of glad we're having twins right off the bat since there's nothing we can compare to.

Being somewhat new to the whole 401k thing (I came from another country and only had a 'real' job for the last 2 yrs) I believe I'm your target customer. Now, 2 years later I like to think I kinda figured it out. Few observations I've had so far that may help you: - my preconception is that if the employer doesn't match, there's no use to put anything in it - I'm sure I'm wrong but would be nice to have a way to (visualize?) what my gains could be anyway and prove me wrong - by default, the service provider usually invests in the employers stock (right?), I know it's possible to split it up in different funds but would be nice to get better recommendation on how to diversify the investment and be able to simply choose on a grade from 'higher return, but risky' to 'low risk but low returns'. I have had it that I had no idea where my 401k went and luckily the employers stock did pretty well during that period but would be nice still to have a better understanding/education on how to best split and allocate - probably not part of your core solution, but my wife found it very hard to transfer 401k between providers after leaving a job. I've heard from others as well as where they have 3 or 4 401k accounts with different providers because it can be hard and time consuming to consolidate.

I think there is a big opportunity to innovate on overdraft protection and those crazy fees.

Totally agree, however banks actually make a ton on all kinds of 'service fees' so they like for you to overdraft and will be hesitant to do anything about it. I do believe though that if you were to start a new consumer bank from scratch, that could be one of the USPs.