Tandem

Background

A money management app hits refresh to attract new investors.

Tandem is a consumer-focused fintech app designed to help couples plan their financial lives together. It serves as a comprehensive platform for Gen Z and millennial households, offering tools to manage shared expenses, analyze spending habits and plan for future financial milestones like buying a home. As Tandem prepared for its next growth phase, its founders approached Sunup to refresh the brand.

Challenge

Expanding product features call for a fresh look.

As Tandem’s app matured and added features beyond expense-splitting, it needed to communicate its complete offering more clearly to the market. The challenge was to create a more robust brand identity that would resonate with its target audience and attract potential investors.

Solution

Strategic rebranding & activation.

Sunup helped Tandem by crafting new messaging, creating a new visual system showcasing its core pillars and activating the new brand across channels. This comprehensive approach included developing a new website and refreshing Tandem’s App Store presence, ensuring a cohesive brand experience across all digital touchpoints.

Testimonial

“We partnered with Sunup to take our brand to the next level. That included refining our positioning and messaging, building out our verbal and visual identity, and creating a new website and App Store experience. We’re incredibly happy with the results, and we’ve received a ton of positive feedback from our customers and community. Sunup came highly recommended — and I can vouch that I’d recommend them to anyone too.”

Michelle Winterfield
Co-Founder, Tandem

Outcome

Funding success & increased industry recognition.

Following the rebrand, Tandem has achieved several milestones. Most notably, it successfully raised $3.7 million from private investors and executives from companies like Tinder, Match and OkCupid. The company has also been featured in TechCrunch and other major media outlets, gaining valuable exposure. Additionally, Tandem was recognized as one of the “Top Tech Companies in Michigan to Watch in 2025,” further solidifying its position in the fintech industry.