Rocket Money has launched Rowan, an AI-powered financial assistant that allows users to manage their finances through text messages.
The personal finance platform, best known for subscription tracking and bill negotiation, has designed Rowan to go beyond traditional budgeting tools by taking action on behalf of users. The assistant continuously monitors a customer’s finances and can proactively flag issues including unused free trials approaching their billing date, increases in recurring charges and forgotten subscriptions.
The launch reflects a wider shift towards agentic AI in financial services, with providers increasingly looking to move beyond tools that simply surface financial information towards technology capable of carrying out tasks on behalf of customers.
Users can respond to Rowan by text and ask it to carry out tasks, including cancelling subscriptions and negotiating lower rates. Rowan is being introduced as part of Rocket Money’s new Premium+ subscription, priced at $15 a month. The tier includes Rowan, zero-fee bill negotiation and additional features that are expected to be introduced over time.
The assistant can handle both routine financial queries and more complex tasks. Users can ask about their spending, adjust budgets, recategorise transactions and set reminders for upcoming payments through text. Its more advanced capabilities include creating a budget from scratch, identifying duplicate subscriptions, tracking free trials through email integration and pursuing refunds from companies over issues such as late deliveries or unsatisfactory services.
Rocket Money developed Rowan in partnership with Anthropic, using a decade of the company’s financial data to build its underlying agent technology.
The company describes the system as self-improving, with unusual cases and new processes feeding back into the system so that solutions can be applied more broadly across its user base.
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