As we’ll see, being a consumer financial startup was a big turn off for investors, too. People had to hand over their financial data to a young company, so Mint had an uphill climb in gaining trust with users. When you add in the fact that this is a finance product with no real viral component (Mint is personal, not social), it makes it even more impressive. Growing to millions of users in two years would be a success story for any consumer web company. Four years later, Mint has over 10 million users. At the time, Mint had over 1 million users and was adding a few thousand new users every day. In November 2009, Intuit bought Mint for $170 million. Mint officially launched in September 2007. What propelled Mint to millions of users was a strong product and a strong marketing strategy. Winning TechCrunch 40 helped Mint get off to a great start and establish its credibility, but, in the end, that likely was a small contributor to its overall success. If you were to create a list of startups that had so-called “ overnight success,” personal finance software service Mint would have to be near the top of the list.
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