Dear Plenty Community,

Welcome back to our Love and other assets newsletter. After a brief pause, we’re excited to share some big updates at Plenty.

• 💸 Plenty memberships are now free. Budgeting and net worth tracking are now free for our couples. We’ll continue to make money when you save (at 4.4%*) and invest with us. More on that below.

• 💕 We welcomed Esther Perel to our podcast for her first-ever dedicated episode on all things love and money. 😉 Don’t miss her juicy insights on power dynamics, roles in relationships, and what it means to 'adult' with money. More on that below.

• 🚢 We’ve been shipping and shipping! Our mobile app has gotten some major upgrades and we’re releasing new cashflow features weekly.

• 👥 We’re now on reddit! We’re starting to announce our daily product ships here to keep folks in the loop. Have feature requests? We’d love to hear from you.

Our newsletter is also getting an upgrade. We’re back with a weekly email to bring you:

• 2 key news moments for your money

• 1 fresh insight for your relationship

• Behind-the-scenes updates on key product launches 

As always, if you have ideas or questions you’d like us to answer, write in to [email protected] - I’d love to hear from you.

Cheers,

Emily

Claim your free membership with Plenty today

The Taylor effect ✨

"They shut down the highway for her concert tonight."

Taylor Swift wasn’t just in town—she had the kind of welcome usually reserved for the President. 

But let’s be real—Taylor delivered. $2 billion in ticket sales, 149 concerts, and 51 cities. That’s 67,114 fans per show—enough to fill a small town—coming together to sing their hearts out. Over 10 million Swifties made the trek, traveling an average of 338 miles and dropping about $1,600 each on tickets, travel, hotels, merch, and whatever else they could snag. 

Each host city saw a boom - Los Angeles hosted six shows, raking in $320 million for local businesses. Total spend across all the concerts? Over $9 billion. If the Eras Tour were a country, her economy would be as large as Fiji’s.

But here’s the kicker: Taylor performed for 484 hours—that’s 20.2 days of continuous performance. This tour wasn’t just a concert; it was an event, a moment, a reunion with the 11 albums and 252 songs that fans have grown up with. And let’s be real —she’s not slowing down anytime soon.

Why is bitcoin “back”?

📈 Bitcoin started the year hovering around $40k but broke through $100k last week after a 50% jump in the past month. Whether you’re curious about the buzz or a Bitcoin holder looking to make sense of the market, let’s take a step back and look at how we got here.

Bitcoin officially launched in 2009 as a niche project for tech enthusiasts and idealists. For its early years, it stayed on the fringes, far from mainstream investment portfolios. That began to change in 2017 when Bitcoin futures launched, opening the door for institutional investors to use capital they managed for others to invest in Bitcoin. The excitement drove prices up, but the rally fizzled, and Bitcoin’s value fell significantly.

Fast forward to 2020: the pandemic brought concerns about inflation, and Bitcoin gained a new narrative as a hedge against it. High-profile hedge fund managers highlighted Bitcoin as a potential alternative to traditional investments like stocks and bonds. This shift in perception helped professional investors justify allocating 1-5% of their portfolios to Bitcoin, bringing it further into the mainstream.

While Bitcoin’s behavior hasn’t fully lived up to the diversification story—it has often moved in sync with the stock market—it remains an investment that professional and everyday investors both hold. The re-election of President Trump, who has voiced support for expanding access to cryptocurrencies, will likely mean bitcoin’s not going anywhere and more money will be invested.

But not everybody believes it’s the future. Legendary investors like Ray Dalio still hold that “it’s largely a speculative vehicle”. While he holds a small allocation in crypto, “Bitcoin is not likely to be a reserve currency. Gold is still the third largest reserve currency: the US dollar, the euro, gold, and then Japanese yen.” 

Power dynamic is not a dirty word

"Don’t wait until divorce to talk about money."

I had the privilege of welcoming Esther Perel to our podcast to talk about all things love and money. And ever since we filmed the episode, I've been thinking about 'why' money is the #1 cause of conflict and divorce. 

It's hard. It's vulnerable. It's messy. It's uncomfortable.

And after a long stressful day at work, it's easy to avoid. Then that's stacked on top of not always knowing what's the 'right' thing to do and feeling like "I should know more but I don't".

In our episode, we talk about questions that we see every couple navigate:

‣ How every relationship has power dynamics

‣ The definition of "what's fair"

‣ The power of transparency to build connection

‣ How adulting means staying involved

My hope is that this episode makes talking about love and money just a bit easier. Because it’s not easy for any couple, but it can get easier over time.

Memberships for every couple

We announced that Plenty memberships are now free in our blog post.

🚢 And it’s ship, ship, away! Over the past two weeks, we’ve built:

• Deposit money through the mobile app

• Leave notes on transactions 

• Invert transactions on connected accounts

• Search categories on mobile

• Upgraded filters on the ‘Transactions’ tab

• Faster loading on the ‘Transactions’ tab

Have a feature request? We’d love to hear from you at [email protected] 

Plenty is a wealth platform helping modern couples invest and plan for their future together. We bring the investment strategies and products of the wealthy to the everyday household. Plenty was started by a husband and wife team dedicated to growing together. For more information, visit withplenty.com. If you ever have any feedback or questions, please do reach out to us at [email protected].

At Plenty, no financial topic is off-limits for modern couples. We offer straight talk and judgment-free guidance to help modern couples navigate the tricky and important intersection of money and relationships. Join thousands of couples who’ve signed up for our free newsletter today.

Plenty was founded to democratize access to financial products and tools that accelerate wealth building.  Plenty Financial and affiliated entities. (“Plenty Financial”) provide a web, mobile, personal financial management, and educational platform to consumers; some of these tools are freely accessible to all consumers, others require a fee-based subscription. Advisory services are provided in the form of software-first financial planning and investment advisory services for fee-based Subscribers. Plenty Financial RIA, LLC is an SEC-registered investment Advisor. Registration as an investment adviser does not imply a certain level of skill or training. All investments made are legally owned by you. Investment accounts are not bank guaranteed or FDIC insured. Investments are held in accounts at BNY Mellon - Pershing, one of the world’s largest securities servicing companies and are SIPC insured. Please see Plenty’s full general disclosures here.