Money is Personal

Everyone has a different relationship to money, how you manage your finances, how you think about goals is all unique to you. To help you gain a deeper understanding of yours and your loved ones, relationships with money, we’ve developed the Jointly Financial Personality Framework.

Partnering with social and economic scientists from Harvard & Ohio State Universities we’ve used machine learning and academic research on consumer behavior, financial well-being, and general happiness to develop a proprietary algorithm to determine someone’s financial personality.

Some Initial Findings


Savvy Squirrels tend to have most savings & highest Credit Scores.


30% of Adventurous Otters don’t know their credit score.


Independent Crows are most likely to have over $100k in retirement savings.

Academic Team

Grant Donnelly

Dr Grant Donnelly

Grant is Assistant Professor of Marketing at Ohio State University. He did is PhD in Consumer Behavior & Marketing at Harvard Business School, with a focus on financial wellbeing. His work has been published in academic journals and covered in the Wall Street Journal and Huffington Post.

Grant Donnelly

Dr Ashley Whillans

Ashley is Assistant Professor in the Negotiation, Organizations & Markets Unit at Harvard Business School. She researches how people navigate trade-offs between time and money and was previously a research fellow at Behavioral Insights Team North America. She earned her Ph.D. in psychology from the University of British Columbia.

About Jointly

Jointly was started to help couples get control of shared spending, have a more productive conversation about money, and manage the financial aspects of their life ‘projects’ as a true team.

Our applications and tools were developed with the insight of social and economic scientists, using current research on consumer behavior, financial well-being, and general happiness. We provide a framework that enables couples to better manage shared spending, understand each other’s relationship with money, and organize and manage their shared financial goals.