Thursday, February 9

A startup designed to help Aussies become financially self-reliant wins inaugural Sustainable Pitch Party

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An online financial education and coaching startup based on the Surf Coast of Victoria has lofty goals – to empower five million Aussies with the skills and smarts to be financially self-reliant by 2030. It’s this social impact, coupled with the startup’s success to date, that caught the attention of the judges at the inaugural Sustainable Startup Pitch Party by Ripple Surf Coast, resulting in Cashflow Co crowned a winner, alongside Wet Dog, a startup selling eco-friendly products for dogs.

The notable selection panel included Rachel Yang from Giant Leap VC, Simon Wright from Intervalley Ventures, Phoebe Gardner from Bardee, Simon Loone from Surf Coast Shire Council, and Andrew Davies from B Lab Australia & NZ, who represented B Corporation. Startup Victoria played a pivotal role in the selection process of applicants and the training of startups, as well as facilitating the pitch event.

Founded by Terry Condon and Ryan Monaghan in 2019, Cashflow Co takes a unique approach to changing money habits by combining the timeless principles of personal finance with the best insights from positive psychology, behavioural science, and game design.

Cashflow Co offers an eight-week training program via a custom-built learning platform that helps users get a clear sense of what role money must play for them, where they’re currently at and how to get where they need to be. The duo also produce the podcast, ‘The Passive Income Project’, which to date has more than 220,00 downloads and sits within the Top 50 podcasts for Business.

“Ryan and I understood that getting ‘good’ with money can make life more fun but we were frustrated by a financial planning industry that left our generation out in the cold,” says Terry.

“We were also tired of rigid prescriptions sold in personal finance books that focused too heavily on saving money, instead of using it better, so we teamed up to solve the problem in a new way.”
Now, the duo are turning their attention to a financial wellness program for businesses to support their staff.

“1 in 5 adults deal with financial stress and anxiety and the individual experiencing this within your business will spend on average 46 hours a year at work trying to solve their financial issues,” says Terry.

“The feeling of scarcity that comes with financial stress distracts them in such a way that their cognition drops by 10 IQ points – that’s like turning up to work each day having slept only two hours the night before. As a result, this person tends to take 2.4 more sick days per year; this loss in productivity from absenteeism is costing Aussie businesses $31 billion a year in lost revenue*.

“All of this is happening because we are living in a time where our money buys us more of what doesn’t matter – fast fashion, on-demand television – and less of what does – a family home, education and good

“If we don’t do more to educate our young people on how money works, and how to work with money it is highly likely that this will be the first generation of Australians who are materially poorer than their
parents,” says Terry.

Understanding finances has never been more important as the cost of living crisis facing Australians is said to be the worst in two decades as a result of soaring inflation. Terry says winning has given him confidence that they are in fact filling a real need that exists and is felt by many. “Winning has given us fantastic access to some very impressive people who can advise us on ways and means to achieve our aims, while avoiding preventable mistakes.”

The two winning startups will receive a startup pack valued at over $10,000 including invaluable one-on-one investment meetings with Rachel Yang and Simon Wright, among other perks including legal
support and co-working space. Rachel said the world’s most pressing problems need innovative
solutions now.

“These solutions can come from anywhere and everywhere, including from within our local and regional communities, so it’s important to bring founders, investors and the community together [like the
Sustainable Pitch Party]to showcase what can be done.”

Surf Coast Shire is a proud partner sponsor of all Ripple Surf Coast events under the COVID recovery Assistance Program. The next Surf Coast Pitch Party will be held on Thursday, September 1.
To learn more follow Ripple Surf Coast on Instagram, LinkedIn and


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