The worst sufferers in an intensely extractive financial system, are billions of poor and immigrants, who are charged fees on money transfer and interest rates on loans which are unsuitable for their economic circumstances. The big payment names and whichever aspiring startup they buy into their ecosystem, often make sure they keep the status quo intact. To make as much as possible, often from those who can least afford it, and dont have access to better options. While corporations spend billions a year on marketing to compete against each other. In comparison to their marketing budgets, their social responsibility spending is a meagre show of empathy. Pineapple's founder spoke about it in 2012 at the United Nations, after developing and marketing one of the largest mobile microfinance deployments in the world with Telenor. Conclusions leading to reccomendations were made at the UN - that the real competition between corporations, after basic infrastructure and traction is on social impact. A heart-mind-wallet connection with the customer, where we are investing in users, educating them and turning healthier profit as a consequence: Conclusions: That marketing dollar alone could transform the lives of customers and secure loyalty. 'Banking has not innovated since the earth cooled'. But it has a chance in the age of tokenization. We can stop charging interest and fees for access to capital and still be profitable. Pineapple is committed, to donating 20% of our profit from every transaction , to strengthening community. It will also result in less spending in future on marketing and customer retention. Our relationship with our customer in about making awesome products and delivering flawless service. Being in a social network casing makes that easier.