A lot of research has been done showing that more and more workers are shifting towards freelance/gig work, this is especially prevalent among millennials. According to a study conducted by Upwork, the largest global freelancing platform, the number of freelancers is expected to be more than 50% by 2027. This growth has been phenomenal, due to the prominence of the millennial demographic.
To capture this trend, Citi Ventures, the innovation engine of Citi Group, posed to us a challenge to design a new business model that addresses the emerging needs of this growing workforce.