What is Rowan by Rocket Money - AI-Powered Financial Assistant

What Is Rowan? Meet Your New AI-Powered Financial Assistant

Introducing Rowan by Rocket Money, your new AI-powered financial assistant that allows you to text Rowan about your finances, help you cancel a subscription, warn you about upcoming bills, and more!

The Problem With Personal Finance Today

Here's an uncomfortable truth about personal finance, it can take a lot of time and energy dedicated to your finances and you can still feel like you're missing something. It can feel like you have to either dedicate all your free time to your finances or accept that you'll be missing out. But what if there was another option?

Traditional personal finance tools hand you a dashboard and leave the work to you. The work is exactly the part most people won't do. Until now, the kind of always-on financial support that actually does things for you was reserved for those who could afford a personal finance manager.

Today, we're putting one in everyone's pocket.

Introducing Rowan by Rocket Money

Rowan is Rocket Money's AI-powered financial assistant, and it's unlike anything else in personal finance. While other AI tools can talk about your money, Rowan actually acts on your behalf to save you money, time, and energy, all within your text messages.

Rowan is an AI-powered financial assistant that lives in your text messages, proactively watches your money, and actually does the work to save you money, so you don't have to.

Rowan is a part of Rocket Money's new Premium+ tier for $15 per month, which includes access to Rowan, zero fee bill negotiation, and other upcoming features.

How Rowan Works

Most personal finance apps are passive, they show you a dashboard and leave the real work up to you. Rowan helps to be proactive rather than passive.

Rowan doesn't wait for you to ask. It's proactively monitoring your finances and reaching out when it spots something worth your attention, a savings opportunity, a price hike, a subscription you forgot about. All of this happening within your text messages.

When Rowan finds something, it sends you a text. You reply, and Rowan handles the rest. It can answer questions about your finances, investigate spending, track free trials, work to cancel subscriptions, and more.

A Real Example

Consider signing up for a free month of a streaming service that goes unused. Rowan doesn't forget. Three weeks later, it sends a text asking if you're enjoying the service or if you'd like to cancel before incurring a charge. If you reply "cancel," Rowan contacts the service, cancels the trial, and confirms when it's done. One word. No logging in. No lengthy conversations. No hold music.

Or maybe you want to save money while still enjoying your morning coffee. You simply text Rowan: "Every time I buy a coffee, round up to the nearest dollar and put the extra change in my high-yield savings account." Rowan sets up the process. From that moment forward, every coffee purchase triggers an automatic rounding and transfer.

That's the leap, from "here's what you spent" to "here's how I can help."

What Rowan Can Do

Simple Capabilities

These are the foundational functions that make Rowan your always-available financial companion:

• Chat With Your Money — Ask Rowan questions about your finances and get both information and actionable insights. "Rowan, how much money did I save last month?"
• Rowan Has Your Back — Rowan proactively monitors your finances and sends you updates directly via text.
• Organize Your Money — Ask Rowan to recategorize transactions, adjust budgets, ignore a transaction, or set up rules — all through a simple text message.
• Spend Analysis — Get insights on your spending habits to help you optimize your finances.
• Debt Discussion and Guidance — Talk to Rowan about your debt and get guidance on the best plan to get it under control.
• Reminders and Notifications — "Rowan, remind me to pay my credit card on the 15th."

Complex (Agentic) Capabilities

This is where Rowan truly separates itself from anything else on the market. These capabilities physically do tasks for you:

• Budget Building — Rowan helps set up a budget from scratch, adjust on request, and tells you how much you have left to spend.
• Proactive Subscription Cancellation & Negotiation — Rowan notices you're paying for two HBO subscriptions and asks if you'd like it to cancel one for you. Or it spots that your internet bill jumped $15 and offers to negotiate it back down.
• Free Trial Tracking — Via email integration, Rowan proactively detects new trials and offers to remind you before they charge. "Rowan, text me when my free trial is about to charge me."
• Get Your Money Back — Rowan contacts companies on your behalf for refunds. Late deliveries where you paid for expedited shipping? Airplane wifi that didn't work? A bad experience at a restaurant? Rowan handles it.

Why Text Messaging?

You might wonder: why texts instead of an app?

Text is a natural, low-effort channel you already use without thinking. It lets you reach Rowan and lets Rowan reach you. No app to open. Nothing new to learn. It just works.

Built to Earn Trust

Rowan is built on a sophisticated stack of AI agents developed in partnership with Anthropic, trained with Rocket Money's decade of financial data. The result is a system that monitors your finances, applies advanced reasoning, and proactively engages to give you knowledge and control over your personal finances.

The system is also constantly improving. When Rowan encounters something unexpected — like a subscription service with an unusual cancellation flow, it learns. It diagnoses the issue, finds a solution, and deploys it across the entire system. Each edge case solved becomes a permanent improvement.

Who Is Rowan For?

Rowan is designed for those who know they can be optimizing their finances better, but don't have the time, energy or knowhow to handle it all. Rowan is designed to be your own financial concierge by monitoring your finances, helping assist you with financial decision making, monitoring and managing your subscriptions, and overall saving you time and money so that you can focus on what's important to you.

How to Get Rowan

Rowan is available as part of Rocket Money's new Premium+ tier at $15 per month. When you subscribe to Premium+, you get access to Rowan and all of its capabilities, proactive monitoring, text-based communication, agentic actions, and everything in between.

Getting started is simple: subscribe to Premium+, and Rowan takes the lead from there, guiding your setup, learning your preferences, and personalizing your experience from the very first exchange.

Are you ready to text with your money? Text With Rowan Today!

The Bottom Line

For too long, personal finance has asked too much of people. Rowan changes that equation entirely, and we want Rowan to become the best ai budgeting app for our users. It's not another dashboard to check. It's not another app to open. It's a financial assistant living in your texts, watching your back, and doing the work, so you can get back to living your life.