One App or Two: A Mindset Test for Splitting a Fintech Product

Split by Mindset, Not by Feature

The question of whether a fintech should run one app or two sits at the centre of this piece. The author compares Revolut's decision to launch Revolut X as a separate crypto exchange with Coinbase's back-and-forth, from folding its pro trading tool into the main app to pulling it out again. The core argument is that a second product is justified when a different kind of user arrives, with a different pace, risk appetite and sense of purpose, rather than when a new feature is added. Revolut also kept the bridge between its two apps almost free, which is a detail worth noting.

For brand builders working on financial products, the practical value is a three-question test covering pace, risk and meaning, which you can run before anyone starts a new app project. The author also shares a candid case from their own crypto wallet, where a bank account buried inside the deposit flow confused users. Product strategists, designers and anyone deciding how to structure a money app will find the reasoning useful, even if they never touch crypto.