YNAB, pronounced “why-nab,” is a personal finance brand focused on helping people build budgeting skills and feel more confident managing money. Its core offering is a budgeting app that helps users create a flexible plan for their income, decide what their money should do before spending it, and track their finances. New users can start with a free 34-day trial, with no credit card required, and can add accounts to get started.

YNAB also provides app features, an Ultimate Get Started Guide, live learning hangouts, a blog, and a Help Center. Its website offers subscription options, subscription sharing, gift subscriptions, a referral program, and access to YNAB coaches. The brand further supports financial education through resources for college students and a bestselling book.

YNAB presents budgeting as a learnable skill rather than a personal failing, with tools intended to help users reduce money stress, save, pay down debt, and make spending decisions that reflect their priorities. It also sells branded merchandise through the YNAB Shop