Initially, YNAB was a rudimentary spreadsheet-based tool that users downloaded and installed. The app was relaunched as a contemporary web and mobile app in 2015, bringing it in line with the rest of the fintech software market. Today, YNAB is available on virtually every format, including the Apple Watch, and as a service via Amazon’s Alexa virtual assistant. Qapital’s behavioral science angle became the app’s calling card, garnering it PR coverage and ultimately $30M in financing in early 2018. Google named it “Most Innovative App of the Year, 2017” and praised it as “a beautiful app for goal-oriented savings.” Fast Company likewise deemed it a “best new app” of 2018.