In 2016, the rise of subscription-based services led to a problem where consumers struggled to keep track of their monthly commitments, resulting in unnecessary charges. To address this issue, Trim was created as a simple platform that performs an audit of a user's credit card and texts them a list of their subscriptions, allowing users to cancel unwanted ones via text. The company aims to be a "customers' watchdog" and is moving towards becoming more intelligent by proactively analyzing user data to offer personalized recommendations, such as optimizing loan rates.