True Link and Huntington Bank Set New Standard in Family Banking

Collaboration introduces industry-first leading tools to support the millions of Americans managing finances for loved ones

SAN FRANCISCO--(BUSINESS WIRE)--Helping a loved one manage their money is one of the most common and overlooked financial challenges in banking today. More than 100 million Americans help an aging parent, support a family member with a disability, guide a teen, or assist someone in recovery.¹ Yet few banks and credit unions offer tools to meet these often challenging, daily needs – even though 86% of Americans who manage someone else’s finances say it would be helpful if their financial institution could provide tools and resources to help, according to recent research commissioned by The Huntington National Bank (Huntington) and conducted online by The Harris Poll.

True Link and Huntington are closing that gap with industry-first tools for family banking. Huntington is one of the first banks to offer dedicated Caregiver and Teen Banking built around the needs of head-of-household caregivers. These offerings integrate True Link’s platform directly into Huntington checking accounts and equip families with practical tools to help manage money more safely and easily.

“From our experience supporting over 250,000 families, we’ve learned that caregivers want simple, proactive tools that help protect their loved ones without taking away independence. This is especially true when supporting older adults, where the opportunity to prevent fraud or costly mistakes is greatest,” said Kai Stinchcombe, co-founder and CEO of True Link. “As more families step in to help with everyday money tasks, we’re proud to work with Huntington to help them meet the needs of their customers head-on.”

The need for holistic family banking solutions is backed by a strong business case – one that True Link has already proven at scale. Over 13 years, True Link has built a profitable business by serving the complex needs of older adults and the families who support them, earning its place as the leader in this category. Caregivers have not only demonstrated a willingness to pay for tools that work, but they are also more likely than non-caregivers to be heads of household and to use high-value banking products such as mortgages, investments, and life insurance – making them an especially valuable segment for banks. Earlier this year, True Link was named to the Forbes Fintech 50 and the Inc. 5000, underscoring both the scale of this opportunity and the company’s leadership in meeting it.

True Link’s technology enables caregivers to set spending limits and block certain types of transactions that may appear to be linked to scams or merchants that could put a loved one at risk. These proactive protections help reduce fraud and unwanted spending while maintaining a loved one’s autonomy and daily routines. For example, a caregiver can help a father living with memory loss continue to buy his morning coffee or allow a young adult with special needs to safely purchase her first pair of sneakers on her own. In this white label arrangement, True Link supplies the spending settings technology and user interface for both Teen and Caregiver Banking, keeping customers fully within a Huntington bank account.

“Banking is integrated into our everyday lives and our families, and at Huntington, we know families often turn to their bank when financial challenges arise,” said Brant Standridge, senior executive vice president and president, consumer and regional banking at Huntington. “These innovative new products are delivering the practical tools and resources our customers can count on during critical life moments and deepening trust with the entire family unit.”

As more families take on these responsibilities, the need for family banking solutions will only grow. Banks that meet this need can strengthen primary relationships, win customer loyalty, and unlock new growth by offering tools that make a real difference in their customers’ lives.

About True Link:

True Link powers leading family banking experiences. With over a decade of proven impact and an 80+ NPS, the company’s platform is purpose-built to support older adults, teens, people with disabilities, individuals in recovery, and others who rely on trusted support to manage their finances. True Link helps banks, credit unions, nonprofits, government programs, and other partners offer customizable spending settings, caregiver-managed account features, and fraud prevention tools that help protect loved ones while preserving their dignity and independence. The company has served over 250,000 families and its subsidiary True Link Financial Advisors, LLC manages nearly $2 billion in assets.²

Learn more at www.truelinkfinancial.com/banks.

About Huntington:

Huntington Bancshares Incorporated is a $208 billion asset regional bank holding company headquartered in Columbus, Ohio. Founded in 1866, The Huntington National Bank and its affiliates provide consumers, small and middle-market businesses, corporations, municipalities, and other organizations with a comprehensive suite of banking, payments, wealth management, and risk management products and services. Huntington operates 968 branches in 13 states, with certain businesses operating in extended geographies. Visit Huntington.com for more information.

¹ 2023 RAND Caregiving Survey
² Investment management services are provided through True Link Financial Advisors, LLC, registered with the SEC. Registration with the SEC does not imply skill or training nor does it constitute an endorsement by the SEC.