A barebones PFM app that charges users $99 per year to access its premium features suddenly broke the top 10 most downloaded financial app list on the Apple iOS App Store, at one point eclipsing established brands like Mint, Paypal and Venmo.

The emergence of the EveryDollar app, promoted by financial advice celebrity Dave Ramsey, has some in the industry calling it more of a shill than PFM tool, and others hailing it as a genius app that manages to distill budgeting into a simple, effective mobile solution. 

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