Sam Lewis - Consumer Psychology, What Traditional Banks Lack, Money Shame
Fri Nov 14 2025
In this episode, we talk with Sam Lewis, CEO of Fruitful, about why traditional banks and wealth managers fail people in their 20s–40s — and how Fruitful is rebuilding financial planning with a human + AI “money system.” Sam explains why budgets fail, why money is still a taboo topic, and how behavioral coaching combined with automation helps members break emotional spending habits and finally make progress toward their goals. We also talk about consumer psychology, social media financial advice, AI tools, and Sam’s best career advice for young professionals starting out.
0:40–2:10 – Sam’s background and what Fruitful does
2:10–4:30 – Why traditional banks miss the 25–45 demographic
4:30–7:00 – The gap between banks, neobanks, and wealth managers
7:00–10:00 – How Fruitful’s onboarding and money system works
10:00–13:00 – Consumer psychology and income allocation
13:00–17:00 – Behavioral coaching, habits, and money shame
17:00–22:00 – “A budget is not a system” and simplifying money
22:00–30:00 – AI vs human advisors, social media influencers, and trust
30:00–37:00 – Member success stories & Sam’s career advice
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In this episode, we talk with Sam Lewis, CEO of Fruitful, about why traditional banks and wealth managers fail people in their 20s–40s — and how Fruitful is rebuilding financial planning with a human + AI “money system.” Sam explains why budgets fail, why money is still a taboo topic, and how behavioral coaching combined with automation helps members break emotional spending habits and finally make progress toward their goals. We also talk about consumer psychology, social media financial advice, AI tools, and Sam’s best career advice for young professionals starting out. 0:40–2:10 – Sam’s background and what Fruitful does 2:10–4:30 – Why traditional banks miss the 25–45 demographic 4:30–7:00 – The gap between banks, neobanks, and wealth managers 7:00–10:00 – How Fruitful’s onboarding and money system works 10:00–13:00 – Consumer psychology and income allocation 13:00–17:00 – Behavioral coaching, habits, and money shame 17:00–22:00 – “A budget is not a system” and simplifying money 22:00–30:00 – AI vs human advisors, social media influencers, and trust 30:00–37:00 – Member success stories & Sam’s career advice