Our users
Propel users make up one of the largest and most engaged audiences of Americans who receive government benefits.
Who they are
More than 5 million people use the Propel app each month. They represent a wide range of backgrounds and family situations and are often the primary decision-makers for their households. Many balance multiple responsibilities while making sure their families have what they need. Propel supports them by making it easier to manage benefits, understand their balance, and find ways to save.
Their scale and spending power
Propel users drive a meaningful share of the country’s grocery spending through SNAP. In 2023, they spent more than $34 billion in EBT funds, contributing to over $114 billion in national EBT grocery spend. Their behavior generates more than 80 million monthly app visits, creating frequent and predictable opportunities for brands to connect with households who are planning purchases and looking for value.
Propel users are thoughtful, intentional shoppers. They evaluate offers closely and look for solutions that genuinely help their budget go further. When partners present clear, respectful value at the right moment, they can influence where households choose to shop, which services they adopt, and how they direct their monthly spending. This combination of scale, attentiveness, and real-world decision-making makes Propel a powerful platform for reaching savings-driven consumers.