rewrite this title Embedded Finance Platform Array Acquires Penny Finance, Chimney, EarnUp – Finovate

Embedded finance platform Array has been on a truly remarkable acquisition pace in recent weeks. The company, which won Best of Show in its Finovate debut at FinovateFall 2021 and again in its return to the Finovate stage for FinovateSpring 2022, acquired fellow Finovate alum—and fellow Best of Show winner—Penny Finance in late February. This move came just a few days after Array announced its acquisition of another Finovate alum and Best of Show winner, Chimney.

And just to show that Array’s appetites are not limited to Best of Show-winning Finovate alums, the company also announced its acquisition of paytech EarnUp less than a month ago.

What do these acquisitions mean for Array? Overall, these deals represent the company’s strategy to provide its financial institution partners with modular, embeddable tools and data that enable them to boost engagement, improve retention, and secure measurable value. Designed to complement the solutions currently offered by fintechs, financial institutions, and digital brands, Array’s embedded, invisible-by-design approach allows consumers to enjoy a wider range of financial solutions and services while still relying on the brands they know and trust.

Consider Penny Finance. Penny Finance is an online financial planning engine that enables credit unions and community banks to provide personalized education, resources, and services to their members and customers. Headquartered in Boston, Massachusetts, and founded in 2020 by CEO Crissi Cole, Penny Finance helps individuals and families pay off debt, begin investing, and build wealth—all within a unified, integrated solution. Array Founder and CEO Martin Toha said that acquiring Penny Finance will enable Array to serve consumers the same way that they experience financial challenges and responsibilities: “as part of a single, ongoing journey.”

“Penny Finance strengthens our ability to support that full picture,” Toha said, “enabling our partners to deliver more holistic, consumer-first financial experiences directly within the products people already use.”

The acquisition will empower Array to help its clients address a broader range of consumer needs and complements the company’s current credit, identity, and privacy offerings with solutions to help consumers enhance their financial wellness through better savings behavior and financial planning.

“Penny was built to give people confidence in how they spend, save, and plan—without judgment or complexity,” Penny Finance’s Cole said. “By joining Array, we can scale that mission and integrate financial education and planning tools into trusted experiences that already play a meaningful role in people’s financial lives.”

Array’s acquisition of Chimney will add the fintech’s modern financial calculators and home value tracking tools to its platform offerings. Founded in 2020 and based in Brooklyn, New York, Chimney helps more than 160 financial institutions in the US leverage real-time property data and predictive analytics to engage homeowners and grow loans. Chimney’s technology identifies high-propensity opportunities for home equity, refinancing, new mortgages, and more, enabling financial institutions to target the right customers and members at the right time with personalized offers delivered inside their banking apps and platforms. In his statement, Chimney CEO and Co-Founder Matthew Covi underscored this last point, highlighting the value of embedded finance in helping consumers get the resources they need while remaining engaged with the brands they trust.

“Traditional financial institutions are where the majority of Americans manage their finances,” Covi said. “By empowering these institutions with personalized, data-driven solutions that modernize the banking experience, we’ve realized our mission of helping millions of Americans live healthier financial lives.”

Lastly, EarnUp is a payments technology firm that helps consumers better manage debt and bills by aligning mortgage, loan, and bill payments with pay cycles. By enabling them to disaggregate large, inflexible monthly payments into smaller contributions aligned with their paychecks, EarnUp helps lower the amount of missed payments to creditors and financial stress for debtors. Headquartered in San Francisco, California, and founded in 2015, EarnUp has completed 50 million transactions with a cumulative value of $43 billion since inception. Brad Woodcox is CEO.

“EarnUp is a long-standing proven product in the home loan space, having supported millions of US mortgage borrowers through deep integrations with leading mortgage servicing platforms,” Toha said. “We hope to use this distribution and product to extend Array’s reach into the home loan payments space. This acquisition strengthens our ability to help financial services providers deliver more practical, consumer-centric experiences—especially for households managing tight margins and multiple debt obligations.”

Founded in 2020 and headquartered in New York City, Array most recently demoed its technology at FinovateSpring 2023. At the conference, the company demonstrated two of its latest financial solutions—HelloPrivacy (now Privacy Protect) and Subscription Manager—to help banks and other financial institutions generate noninterest income and boost engagement while providing customers with resources to help them stay safe online and save money. Privacy Protect helps defend users from identity theft and privacy risks by monitoring and removing personal information from the web. Subscription Manager helps users manage their subscriptions better, canceling unused subscriptions and negotiating lower rates on select subscriptions.

FinovateSpring 2026 will take place at The Sheraton San Diego on May 5-7. Register today using this link and save 20%.

Photo by Toomas Tartes on Unsplash

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