Nordic challenger bank Lunar has taken a significant step in expanding its financial ecosystem with the launch of Lunar Youth, a dedicated banking app designed specifically for children and teenagers aged 7-17. This strategic move not only strengthens Lunar's position as an innovative digital banking solution but also addresses a growing need for age-appropriate financial tools in an increasingly cashless society.
A Digital Solution for a Digital Generation
Today's children are growing up in a world where money exists primarily in digital form. From tap-to-pay transactions to in-app purchases and subscription services, the concept of physical cash is becoming increasingly abstract. Recognizing this shift, Lunar has created a platform that bridges the gap between modern financial reality and financial education.
"Kids today grow up in a world where money is mostly digital—whether it's tap-to-pay, in-app purchases, or subscriptions," explains Ken Villum Klausen, founder and CEO of Lunar. "Lunar Youth is a natural next step in our journey towards becoming the go-to digital bank for all life stages. It's about giving kids and teens a safe, fun, and practical way to engage with money—together with their parents."
Learning Through Experience
At the heart of Lunar Youth is the belief that financial literacy comes through hands-on experience, not just theoretical knowledge. While schools provide foundational financial education, Lunar recognizes that developing healthy money habits requires practical application in a safe environment.
The app connects directly to parents' accounts, allowing young users to explore digital money management while parents maintain appropriate oversight. This balance of freedom and security creates an ideal learning environment where mistakes become valuable lessons without serious consequences.
Key Features of Lunar Youth
Lunar Youth offers a comprehensive set of features tailored to both children and parents:
- Customization options: Kids can design their own card and app theme, creating a sense of ownership
- Digital payment integration: Apple Pay and Google Pay support for teens over 13
- Smart financial tools: Real-time spending insights, transaction categorization, and upcoming budgeting features
- Enhanced security: User-selected PIN codes for both card and app login
- Robust parental controls: Including budget limits, transaction monitoring, category restrictions for sensitive content, and parental approval requirements for online purchases
Strategic Growth for Lunar
This launch represents more than just a new product—it's a strategic extension of Lunar's evolution as a financial institution. Having built a base of nearly one million users across the Nordics, many of Lunar's early adopters have matured alongside the bank.
"We've been around for nearly a decade, and the customers who joined us in the early days have grown up with us—many of them now becoming parents themselves," notes Villum Klausen. "Lunar Youth isn't just about kids; it's about continuing to be the go-to bank for our users as they move through different life stages."
The potential market is substantial, with over 2.5 million children and teenagers in the 7-17 age group across the Nordic region. Initial testing has shown promising results, with 9% of users in the test phase upgrading to Lunar's paid tiers (Plus or Unlimited) to access the Youth features.
Availability and Pricing
Lunar Youth launched on March 11, 2025, across Denmark, Sweden, and Norway. The service is included in Lunar's paid subscription tiers:
- Plus plan: 79 DKK/SEK/NOK per month
- Unlimited plan: 139 DKK or 169 SEK/NOK per month
By creating a banking solution that grows with families, Lunar is positioning itself as a forward-thinking financial partner that understands the evolving needs of its user base—from their first financial steps to managing family finances.
The Growing Trend of Youth Banking
Lunar Youth joins a growing movement of digital banks creating dedicated solutions for young users. For a comprehensive comparison of youth-focused neobanks and their offerings, you can visit this guide to neobanks for kids and teens.
This blog post is based on Lunar's official press release dated March 11, 2025.