Mint died because free was never sustainable
Mint was free because it made money from ads and financial product referrals. For 15 years that model funded a product millions of people relied on. Then Intuit, which had acquired Mint in 2009, decided the economics no longer worked. In October 2023 they announced the shutdown. By March 2024, Mint was gone.
The lesson is straightforward: if you are not paying for the product, the product can disappear when the business model stops working. Endute charges a subscription because that is the only model where the product serves you instead of advertisers. It is also the only model where the company has a reason to keep improving the product rather than optimising ad placement.
