Frich: Aleksandra Medina & Katrin Kaurov, Co-Founders

This is Hitting the Mark, conversations with founders about the intersection of brand clarity and startup success, with your host, brand strategist and author Fabian Geirhalter.

When we came up with the name, it was it just like made us laugh every single time. But I think the beauty of the name is that like, if we don't tell you what it means, you probably won't figure it out. But it takes a moment for you to figure it out. But if you, if it clicks, if you get it, like you won't forget the name ever.

Katrin and Alexandra are FRJCH, which stands for Fridge, the financially literate friend you should have. Or if you're in the know, it stands for Yes, effin' rich. Fridge is a financial literacy app for Gen Z, or social finance for Gen Z, as Fridge likes to call it, that breaks the money taboo and makes it a social topic. In this episode, we have two female co-founders who break into the world of corporate finance, backed by a brand that could not be any more differentiated and authentic. With their fists high up in the air, they talk with transparency in an opaque space and share the truth about how you compare to your peers financially. Fridge uses social media to gather that truth, while social media is at the heart of why so many feel financially inadequate. A fascinating startup and an equally fascinating conversation filled with brand insights any founder or marketer should listen to. But before we dive in, I want to share with you that we currently have 16 available spots at the Hitting the Mark Circle, which is a tight-knit group that meets virtually once a month for an hour with yours truly to discuss their brand pain points, positioning journeys, and share creative and strategic insights with each other. Further, they help keep this show advertising free. So a big shout out to you all. And if you want to join us, head on over to hittingthemarkcircle.com. And now without further ado, over to my inspiring conversation with Katrin Kaurov and Alexandra. Welcome to the show, Alexandra and Katrin.

Thank you for having us.

Thank you for having us.

Oh, I'm so thrilled to have both of you. Thank you both for making the time. I always love it when co-founders join. You are the co-founders of Fridge, a financial literacy app for Gen Z, or social finance for Gen Z, as you like to call it, that breaks the money taboo and makes money a social topic. On your site, you say the following, and I really like that, so I'm going to read it straight off your site. We dream of a world where everyone can feel confident about money, regardless of the school they went to or the family they grew up in. Join us at Fridge and let's make money a topic that's social and empowering. Katrin, you started working as a fashion model at age 14, and it basically got you around the world until the age of 20. Which meant that you also became financially independent at a very young age. But it must have been super hard to make the right choices along the way at that age. How did this journey land you and then both of you at NYU? And why did you decide to enter the fintech startup world?

Well, first of all, I think neither of us really knew what we were getting back in when we just started. Well, you know, as you mentioned, I started my professional career very early, so I just kind of naturally had to figure out what to do with my money, how to, you know, pay rent in different cities, how the taxes work. So I think I just developed a very early interest in personal finance, which I definitely didn't call by this name as a 14-year-old.

Sure.

And then when me and Aleksandra met at NYU Abu Dhabi years ago, we became best friends, honestly, at first sight, uh, which— oh, really, really, really, uh, lucky coincidence that we're now, uh, building a company together. And I think one of the things that tied us together was that both of us had to manage our money really early on in life. And, you know, both of us had been maybe surrounded by people who had more money than us, and we kind of always had to keep up with them. And I think the fact that we didn't come from a financial background really made us relate to like an average ordinary user of someone who's about to graduate, someone who just graduated and is trying to figure out how to invest, how to save, how to earn enough money. And I think, I really think that we didn't even call it fintech when we just first started. We were literally thinking, how can we figure out how young people manage their money? And I think it was very organically born from that.

That is pretty amazing. So you feel— and I didn't even think about that, that when you both traveled the world professionally, you had to pay taxes in different countries and go through all of this. And I mean, that's a huge ask. But you already answered my next question to a certain extent. I always say that if you have no business being in a business, get into that business. And I think that that's exactly you, right? Like, you're like, look, we didn't even know the term fintech really. We just wanted trying to empower the next generation to start figuring out how can they deal with their money, which I think is exceptional. A big part of your reasoning for why Fridge demands to exist is how social media portrays financial success and makes most people, I would say, feel inadequate. So you raise the question, how do I compare to my peers financially in a world that is either closed about the topic or is misinterpreting the topic. You built the Fridge app so anyone can compare their money habits to anonymous peers in their city. So it's very relatable, right? It's like the same group of people. What gave you the confidence to believe that you'd be able to get Gen Z to talk about this topic on your channel and app and give you all of the data? Like, I'm just amazed like how, How was that something where you did some research or you just started with friends or how did, how did, how did those first months go?

I mean, I think I would very genuinely say ignorance is bliss. I don't think we realized how hard it was going to be when we started because it did like start from such a like personal problem and personal kind of wanting to resolve this for ourselves and our friends. Like Katrin mentioned, we kept finding ourselves in situations where we were always surrounded by people that either had very wealthy parents or were like, you know, so many steps ahead of us than we were financially. So we just had to figure it out for ourselves. And we're like, there's no way, like, there's no chance we're the only ones stuck in this, right? Yeah. But the whole comparison thing, I would say it still is like a very delicate thing to balance. I think because you brought up like social media and you brought up like this idea of comparisons, obviously we talk about a lot. It's been like a little bit of an uphill battle to try to argue that comparison actually can be good for you, right? Because recently, which rightfully so, when people speak of you know, our wants and need to compare ourselves to others in social media. It's a very, very negative thing. Yeah. You look at yourself, you look at your lowest moments, and then you compare themselves. Then you compare yourself to like everyone else's highest moments on social media and you're like, what is this disconnect? Why is my life so bad? And everyone else seems to be like having like bottles of rosé and pizza. Like, what is happening here?

Right?

Yeah.

And I think that's also where we— why we want to like spin the meaning of like comparison for money is that, like, let's actually talk about, like, real comparison, not, like, perceived comparison, but, like, actually, like, what does your bank statement look compared to someone else's bank statement, right? Like, why are you seeing such discrepancies? Is it because people are racking up, like, insane credit card debt? Is it because they have rich parents? Is it because they actually, like, eat ramen every single day and then, like, blow money on these trips? And that's why we wanted to, like, to first like start this like very, very honest conversation about like what actually comparison means, right? Like let's level the ground and let's have like one place on the internet or just in general, just one place where we can very, very honestly and factually, like based on data, compare ourselves and then catch our own financial mistakes early and either correct our perception of how we're doing compared to others. Or, you know, if we do notice that, you know, maybe I am falling behind financially, I can catch that early on and then try to set myself up for success.

Yeah.

And I mean, you have to ask a lot of questions to your users in order to successfully cater the app experience to them, right? Because data is an important aspect of how your business can actually function in the way that it's currently set up. And Gen Z is rightfully so big into privacy, right? Yet they give that data to you freely. How do you reassure them that— because I know you're also a lot about transparency as a brand, right? How do you reassure them that their data is safe with you?

I mean, very, very fitting for this podcast, I would say it's our brand, right? Like, like, we've put in so much effort building this brand. We've made sure that Fritsch as a brand sounds as a person, like, Fritsch as a brand sounds like that friend that gives you tough love. And we have, we put in so much work and effort to sound like your friend and sound like someone who is similar to you, which is why I like the whole, like, quote unquote unconventional background thing plays in our favor because we don't sound like someone that has been working in finance for 3 decades. So like there's less of like a fear that we're going to be you know, flipping your data in the market and like selling stuff about you, right? Because we sound and we act like you and your friends. So what actually ends up happening is that the way we interact with our users, it starts as a conversation starter or it works as a conversation starter. So we ask a daily question on the app to our users, like today we're doing like a theme about how do you handle money with your siblings, right? And today's question is, would you Venmo your sibling for a dinner, right? But it sounds like such a silly question, but it actually does start this conversation. Okay, but how do you deal with money and siblings or money in families? And like, should you know how much your siblings make? Or should you have honest conversations with your siblings of how much can you afford to pay for certain things?

So, yeah, I would say that's kind of— I think it's fascinating because you you really, you ask real life questions, not questions that a fintech would ask in a questionnaire.

Right.

It doesn't sound like a questionnaire, right? Like we ask you things like, I don't know, would you marry someone for money?

Right?

Like doesn't sound like a fintech company collecting data on you and then selling it to like a major bank to get a loan or something.

You know, it's interesting because usually when people answer these questions, they answer them on public platforms. So they have to skew their answer to be seen in the light that they want to be seen. And hopefully with your app, you get people to just really anonymously basically tell you how they really feel. And that is, I mean, that's gold. That's really amazing. How big is your team today? And do you do all the marketing, social, all the copywriting, all the content? I know that you talked about how important brand is and it shows, right? I mean, you can tell from the outside. I mean, that's why you're here, right? Do you do everything in-house? Or do you, would you work with agencies currently? How are you set up?

Yeah, so we have a team of 6 people. And I would say it's a really good mix between understanding Gen Z and understanding fintech. So for example, our growth person used to lead growth at Bumble. So obviously, super strong Gen Z understanding. But then someone we recently hired, a product, used to be an early Robinhood employee. So I think we really cover know, both sides very well. And I think that, again, is something that makes us really unique. We do everything in-house. We are a small team who's been always grinding away to get to the goals currently. And, and I think that's also important, like, not to overhire and like have too many people, but rather have a small and tight team who really, really believes in the mission and is like willing to wear multiple hats to, to make the startup goals happen.

Did you create the brand image yourself? Did you work with a designer? Did you hire an agency? How did that come about? Because I know it's super important to you. And we'll talk about the name in a second too. Don't worry.

Yeah. So the brand was created in-house. We actually, in the beginning, were looking at some agencies, but then we just realized that there is nobody else who's going to understand the brand as well as us. So everything has been created in-house. And I think because it was created in-house, it became so integral to every single thing that Fridge does. And yeah, I do think that the brand is something that people recognize the most about us from day one, and like something that really made us stand out. And, you know, definitely maybe irritated investors in the early days, but later on, they started to see the value and started to see what a strength that actually is.

Which, yeah, let's talk about it. So Fridge, the name stands for Effin' Ridge, which which is hilarious. And the minute that I realized that, I'm like, I gotta have you on the show. Like, this is great. It's like, how did you come up with that? And what made you, even more importantly, what made you decide that that's the one to keep? Because obviously it comes with its own, you know, territory of potential issues.

Yeah.

Good question. I think we definitely were brainstorming a lot of questions or a lot of name options, um, and you know how like usually when you approach creating a brand you do your market research and then you look at your, um, your competitors and you're like, okay, like everyone names companies this way and everyone uses like blue or green, like maybe we should like look a little bit like others so people understand what we're doing, but it's just like didn't make sense for us because we weren't trying to be, you know, another neobank or another budgeting app. And honestly, when we came up with the name, it was just, it just like made us laugh every single time. But I think the beauty of the name is that like, if we don't tell you what it means, you probably won't figure it out.

It takes a little while.

It takes a moment for you to figure it out. But if you, if it clicks, if you get it, like you won't forget the name.

So here's how this works. Here's Alexandra and Katrin Kaurov in their most amazing business outfit walking into the VC firm, sitting down with their slide deck, and they're 5 minutes in and they just look at each other. Did they figure it out yet or not? Do we have a chance? You're like, Fridge, Fridge is a person. Fridge is 22 years old.

Yeah, no, it's It is funny because you always like, you enter the room and you read the room. You're like, are we telling them or are we not telling them this time? And like, depending on like whether you tell the person or not, the conversation can be like led in two different ways, which works in our favor, of course, when we work with more like legacy financial institutions.

Yeah.

But if like you're having a chat with like, I don't know, like potentially the local credit union, or maybe you don't mention it today.

Yeah.

But it is so funny. Like, the moment it clicks in that person's mind, their face like lights up and they can't stop giggling. They're like, oh my God, of course, it's so funny.

You know, and there's something to be said, right? There's something to be said about, and it's been used in branding and marketing so much, and I don't even want to use the word anymore, but yet here it comes, but it's delightful, right? There's a certain delight that when you hear it and it when you think money, you know, and that's, you know, that's what happens. You sit there with a glass of rosé and a pizza at sunset and you talk about who is effing rich and are we ever going to be that, right? And how? And so I think it is really— there's something about the name that, you know, no one would go with it, right? No one would be bold enough to go with it. And when you are, you know that you're doing something right. So that's super cool. But now fast forward a couple of years later, because I think you You started in 2021, right? Yeah. So a couple of years later, your app has over 100,000 users. You were featured in Forbes, TechCrunch, and of course, the highlight in hitting the mark. No. And you've got a million in recurring revenue or above. What does the monetization model look like currently with Rich? Because obviously, you're making money. You need to make money. You have investors. How do you bring that back in?

Yeah. So I would say once we started Fridge, we obviously knew that Gen Zers are bad with managing money, but then over time we realized that it's not only Gen Zers are bad with managing money, it's also brands and banks who are really struggling to acquire the younger demographic. And we realized that there's such a huge opportunity in us really understanding Gen Z, understanding their spending habits, like their preferences, and connecting them with the right banks and financial institutions and brands at the right time. So what we're currently doing is almost like a subscription model, but with brands and with banks. So anybody who wants to get in front of Gen Zers, we can help them get in front of Gen Zers in a meaningful way. And I think one of the things that has made Fridge really special is that, you know, we're not just a finance app who only partners with banks. We can also partner with dating apps, with mental health apps, because dating and money are correlated, mental health and money are correlated. You know, we can partner even with like food and beverage brands, because also spending money on food is like a huge problem for college students. So I think we've been very creative when it comes to our monetization model and creating, I would say, a really different and new ad model that really resonates with Gen Z.

I think that's really interesting. And in the end, you know, I mean, fast fast forward, that means that Fridge can turn into anything it wants to in 5 years from now, basically, right? As long as it has to do with community and it has to do with just living a positive life, which finance is most probably— people say money doesn't make happy, but that obviously is not correct, right? Like, you need just a certain platform upon which you can build your own satisfying life. So it seems like you can go into many directions with this, and this might be the beginning of it, which I think is really, really smart and super interesting thinking about where it can go.

Yeah, absolutely. I think the way you can think about it also is that there are kind of different sectors that we're hitting. One part is obviously that the whole financial industry is really outdated, like the banks, the credit unions, the investment platforms, like none of those are really created for Gen Z. And a lot of them, especially if you speak about like credit unions and some community banks, they pretty much risk to go out of business if they're not going to figure that out for themselves. But the same also goes to, you know, certain mental health apps, certain other brands, like for them to stay relevant, they need to know how to be put in front of Gen Z in a meaningful way. And that's That's where Fridge steps in.

And, you know, we talked a little bit offline before we started taping today's show that I'm pretty involved in the credit union movement myself, working with several large clients in the space. And that angst, right, that fear of credit unions turning obsolete because it's all about car loans and it's all about like, you know, like things that are just not relevant. And for a financial organization that needs to constantly grow with the next generation, that conversation has been part of the credit union movement for the last 10+ years, right? So that constant fear of how do we keep clinging on? And I think that that's why having someone like you and hopefully more like you and making this more of like a movement of how the next generation can actually be financially savvy across the board. And that's not just, you know, that's not downloading Robinhood. That's like, you know, literally, you know, in a very diverse way, right? From all the questions that you ask, you know, it starts with how you invest and where you put your money, but it goes all the way of how do you spend it on a macro level every day. I think that credit unions have not been able to really capture that successfully. I am a big advocate. I think that what they're doing is actually absolutely noble and fantastic. And the world just doesn't really know about them. Right? It's kind of like this underdog. So I'm glad that a fintech like yours comes in and actually wants to partner with credit unions and shine a light on that entire movement.

Yeah. And I think like kind of last note on credit unions, you know, there's so much opportunity there. Like, although today only like 4% of Gen Zers are using credit unions because most of them just don't know what they do. There's so much alignment, right? Like credit unions are community-based, like they actually want to give back to their community. They're personalized, they actually have better rates. Like there's so many things that really resonate with Gen Zers, but I think there's just no communication between the two of them because credit unions and Gen Zers like live on very different platforms and very different worlds. So again, that's kind of why we're there to bridge the gap.

Totally. Absolutely. Hey, when you look back, you know, like the last year or so, when can you put your finger on when there was a breakthrough moment where you felt like, oh, our little startup idea is now turning actually into a brand that people really cling on to and love and they start using it daily? And like, was there a moment maybe when you got your first round of investment or when something happened, you know, where you just got an email and both of you are like, I think that's it. It's like we made it.

I think there have been a couple of moments. So I would say like, you know, I think there really have been like two big moments. I think one of the first moments was when we first went with Fritsje on campuses, which was, you know, I would say already like couple of years ago and like we just started getting traction on campuses. Like, you know, students were wearing our merch. We were like acquiring a lot of ambassadors, doing tons of like, you know, money workshop on campuses. And like that was the moment when we realized that like we're resonating with Gen Z. But then from like a business perspective, I would say it was really like last summer when we figured out that other part, right, that we're not just serving Gen Z, but we're also serving like the banks and the credit unions and the brands trying to trying to understand Gen Z. And I remember super well one of the first conferences that we did that was kind of more corporate. And when I started talking about Fridge, I was like, hi, my name is Katrin Kaurovov. I'm one of the co-founders. And I was like, Fridge stands for fucking rich. And I was at that point like, okay, either I nailed it or I'm going to be like eliminated from this conference. And I think at that point, like, our name really got out there, not just with Gen Zers, but also with banks and brands, um, who really, you know, understood that there's nobody like Fridge out there. Like, nobody has a brand like Fridge, and nobody understands Gen Z the way we do. And that's kind of the moment when, like, our last funding round followed as well. So I think in a way that was more on, like, the B2B side, like, a big breakthrough for us.

I think it's, I think it's amazing that you went on the stage of your first big corporate event and you actually spelled it out. You might not do that today, but you did it back then. And I think that that must have shown you, like, the ripple effects after that speech most probably must have shown you that, you know, doing something totally against the grain and going with something that most probably a lot of people would say, yeah, that's not a good idea, is how you stand out, right? And I think that that's most probably the moment where you really felt it. It's like, Oh yeah, it's a little hard to get myself to say that, but the ripple effects afterwards, it was probably wonderful. So talking about the power of brand, right? It's pretty amazing. What does branding— talking about the power of brand, what does branding mean to you both? And I, you know, if you both want to answer, that's great. But what does it mean to you now? Because it's so misunderstood, right? People think like, oh, branding.. It's a logo, right? And it's— but you know, you know, now you lived it, you felt it, right? How big it really is. What does it mean to you?

Yeah, I mean, I would say, like, earlier in the conversation, you asked like, oh, like, who writes all the copy? Who creates all the visual? Who comes up with all the questions? Like, it's one of us, right? So we are the brand. Like, for us, when we think of Fritsch and we think of like, what does branding mean for Fritsch? The entire essence of Fridge. And like in the early days when we were trying to figure out, okay, like we are trying to do this impossible thing, we're trying to make talking about money cool and not awkward and not embarrassing and not a taboo. Like, how do we do this? And the way that we went about it was we started thinking of Fridge as a person, right? Like if Fridge was my friend, Who would this person be? Like, how old would they be? What kinds of hopes and dreams would they have? Would we be friends? Like, what other friends would this person have? Um, and that just helped us like embody the company within us every time we do something, right? Like, whether it's just as simple as like creating a pitch deck, or it's me writing out those questions that people see on the app every day, or it's the newsletter, or the like marketing campaign, like it comes as like a person is talking to you. And I think that makes the brand and the company and the product feel a lot more sincere rather than like you said, just, just like, you know, slapping on like a logo every 2 years or like, you know how everyone loves to just like change the background of their logo to like Pride colors, like for one, like for 4 weeks in June, you're like, okay, cool. But like, why? So are you actually So what, what was like, what was the reason here? Like, have you actually done anything? Like, are you actually standing for anything here? Yeah. So that's kind of how we think about the brand. It's more kind of like, right, like brand is your personality in a way.

I think it's interesting because all of your personalities, Katrin Kaurov and Alexandra and, you know, the other 4 team members, you are are all to a certain extent, or maybe all the way, your brand archetype in a way, right? Even though— Yes. But you still had to channel all of that to be one singular voice and one singular person so that when you write something, you're like, well, is this Fridge? Like, is this our voice? And this is something that brand consultants like myself do all the time with clients, right? And so I'm glad that you did it that even though you're such a small team that you could have easily had a cop-out, you know, move where you're like, we don't really need it. We're all already talking like that. But I'm glad to see that you put these guardrails on really, really, really early on. That's great.

Yeah, no, I'm happy we did it because I mean, this is something that is like an ongoing back and forth, right? It's what we discuss with our investors. It's what we discuss with our partners. It's what we discuss internally as a team, right? When we started Fritsch in 2021, I was, you know, a couple years younger than I am right now. And whenever we create anything, it just like, it comes out of us, right? Because Fritsch was created for us, it was created by us. Like, Fritsch is a reflection of who we are as people. So does Fritsch grow older as we grow older, or do we like keep trying to like bring in those insights of just like a new group of like 21-year-olds or 20-year-olds, right? So that's like also like a very, very interesting mark that we're trying to navigate of like, actually, if Fritsch had a birthday, like what year would it have been born, right?

Yeah.

Does it like, is it like frozen in time as a person or does it grow older as well? So that's been like an interesting development of the brand for the last like year or so as well.

You know, it's a super interesting development. And I give this a lot of thought with, with brands that I work with too. And I always compare it a little bit to, to TV series, right? Like in a TV series, does the character grow older or not?

Right?

Like, does it— do you, do you still relate to the old character or not? But especially with you, where you are so tight with one particular, one particular generation, will you keep bringing the next generation in and how do you do that? And does the voice need to change? And then does your current tribe graduate after 10 years of Fritzsch, right? Like, is that how it's going to be? It's really interesting to wonder and to kind of like act accordingly, right? Based on your findings or based on your gut instinct of what the best direction is for it. And I mean, obviously, obviously, you have to grow with the next generation in one way or the other.

Yeah, I mean, that's, the future will show us, we'll see.

It's a philosophical question.

It's a very philosophical question, right?

Yeah.

Who am I?

No, totally. I think it's really, and it's fun, you know, it's like, who is this fictitious person that really is a brand that actually every day needs to function and bring in money? So yeah, no, it's a fantastic, fantastic question to And they're talking about fantastic questions to ask. Here comes one of them. I always ask every single founder on my show that one question. And I usually give people a heads up that it's coming because it's something that is also very deeply rooted in philosophy. If you would take the entire Fridge brand, let's say it's Fridge the person, and you really come up it comes down to that essence of if you could describe Fridge in its entirety, right? What is one word that could describe the brand? You know, you think about Everlane and its radical transparency and you think about, you know, different brands, they all have like this, or Zappos is like, wow, right? It's like wow service or, you know, whatever they come up with right now. But it's like that idea, that the essence, and it's not shoes, right? For you, what could be one word that describes Fridge as a brand?

I would say it's truth. Like kind of behind everything that we're showing to our users is the fact that Gen Zers are sick of all the illusions they see on like social media, everything you see on like TikTok and Instagram, how everyone pretends to have their lives together when in fact they don't. And like Fridge is that one place where they can come for raw truth and like reality check. So that would be our answer.

I really like that. I think that's great. And it's such a big brand pillar to live up to too, right? Because it's gonna go through everything you say and everything you do, that idea of it is based on truth, which goes back to you acting with transparency with everything you do, including partnerships, et cetera, et cetera. So it's really, it's such a great platform upon which you can keep building. It's great. Do you have any piece of brand advice? Because I give brand advice 24/7 and I would love to hear it from you instead. Do you have any piece of brand advice for maybe founders or for marketers or for anyone out there as a takeaway of maybe something that you learned over your brand building journey or even your life, right? Because in a way, even when you were modeling, that very much is creating a personal brand or becoming a brand, you know, for your client, for a publication, etc., etc. Any advice is very welcome. The floor is yours.

Yeah, I mean, this is it's hard, I think, to give just general advice. Yeah, but we thought quite long about this, like what would we actually give as advice so that it's actually helpful to anyone. But, you know, I feel like especially if anyone who's like an early stage founder or trying to build something new, I think it is definitely worth the time to think about what the brand is. And I think you should truly try your best to fall in love with your brand because in the early days like you are equal to your brand. Like it's almost— there's almost like no distinction between who you are or your brand, especially if you're out there fundraising or hiring or selling your product. You're always selling, you're selling, you're selling, you're selling, and you're trying to present your brand in the best possible way. So if you don't fall in love with your brand, like if you are unable to love it, like why would anyone else love it, right? Why would anyone else spend 9 hours a day working for you? Or why would anyone give you a million dollars, or why would anyone use your product, trust you with really, really personal data? Like, how can they love it if you, the creator of it, you're the person that supposedly believes in it the most, if you don't fully love it? So, um, if something in your gut feels a little bit off, I think it's worth like taking the moment and thinking like, are you really putting out there like best representation of you, your product, your company, your team. And the truth is, like, every single brand gets like, I don't know, what is it, like 0.2 seconds or something of attention, right? Yeah. So if it's not great, like, no one's gonna give you another shot, or no one really is gonna care.

So I think that's fantastic, fantastic advice from the heart. And it's really, it is something that is being lost. A lot in the everyday. And so I think that you thought deep about that advice, and it's something that really people should take to heart more often. What's next for the Fridge brand besides everything? But what are you excited about in the next, let's say, 6 months? What's coming up?

I think one of the things we're actually really focused with with a brand is really taking it nationwide. So making sure that every Gen Zer in the US knows about what Fridge is, everybody knows that they can come to Fridge for, you know, raw, real truth around money. Um, and like really just taking everything to the next much bigger scale. So really, really excited to do, you know, more TV, go market— marketing-wise, uh, nationwide, and make sure that like our brand is not known without within certain colleges or like certain startup circles, but it's really kind of like a household name among Gen Zers.

TV. Wow, I'm excited. That's gonna be, it's gonna be such a cool ride to see you, to see you both and to see Fridge grow over the next, over the next months. I'm super excited for what's around the corner. How do you want people to get in touch with you? How can people follow you? You personally, or how can they get to know Fridge?

Well, you all now know how Fridge is spelled— F-R-I-G-H. So you can find us on the App Store. And then if you want to find a website, it's getfridge. So get fucking rich together with us. And you can subscribe to our newsletter and you'll get all the insights, all the spicy questions we ask people, all the recommendations we give our young readers. But if you want to connect with us personally, um, yeah, I'm Alexandra, uh, Medina, uh, so you can find us on LinkedIn or, you know, anywhere else, honestly. And if you have any spicy money questions you want to know the answer to, or you want to know how people actually behave around these things, you can email the question at, uh, hello@get4change.com. And we will feature it on that.

It's an anonymous tip line.

Anonymous tip line. Ask whatever you ask away. We will give you all the spicy money insights.

That is fantastic. That is awesome. Well, hey, listen, Alexandra and Katrin, it was such a pleasure having both of you on the show for a good, you know, almost almost 40 minutes of your day, which I'm sure things are crazy hectic, you know, on a daily basis. So thank you so much for your time. But more importantly, thank you so much for your insights. This was really, really enjoyable.

Thank you so much for having us. It was really a great chat. You ask really insightful and great questions.

Well, thank you.

I appreciate it.

This was awesome. Or shall I say, Fawesome. Oh boy, Fridge, what a great brand journey. I'll stay close to how they will develop into a nationwide brand built on authenticity and truth. I hope you enjoyed this episode as much as I have this conversation. And if so, please do subscribe to the show, rate the podcast, and share this episode. Hitting the Mark is produced by my consultancy Finnian, where we create clarity for brand transformations. This episode This episode was edited by Everett Barton, and the Hitting the Mark theme music was written and produced by the one and only HappinessOne. I will see you next time, when we once again will be hitting the mark.