An upstart Washington, D.C., based online financial management firm has found a unique way to market to low and middle income individuals: Through their water and electric bill.

HelloWallet, which launched Monday, targets individuals that make between $20,000 and $100,000 annually. The company has already partnered with the city of San Francisco to offer wealth management services to its residents through direct mailings in their water and electric bills. HelloWallet plans to partner with other large cities nationally this year in an effort to offer personal financial management services to an array of low- and moderate-income households.

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