Gaby Rosenberg
Blossom, the award-winning investment app with over $122 million funds under management, has announced the launch of ‘Blossom for Kids’, a new feature enabling adults to open accounts for under-18 family members or loved ones, giving children access to the Blossom fund for the first time.
By helping parents and grandparents invest early on behalf of children, advisers may also retain business as part of the intergenerational wealth transfer, while tapping into a fast-growing demand for family-focused financial solutions.
Now, Blossom for Kids opens up an exciting alternative to traditional cash and equities products, giving young savers direct access to a professionally managed bond fund via either the Blossom Save or Blossom Plus products, which target returns of 5.45% p.a. and 6.50% p.a. respectively.
This new feature will sit alongside the platform’s existing tailored offerings — including accounts for businesses, self-managed super funds, and couples — expanding the suite of solutions to support clients at every life stage.
The move comes as bonds are increasingly recognised as important for diversified retail portfolios, providing the potential for higher returns than cash while generally presenting less risk than stocks.
Blossom for Kids enables parents to quickly open and manage their child’s account through an easy-to-use app, supporting financial independence with a simple transition when the child turns 18.
Similarly, advisers will have the ability to more seamlessly engage and build relationships with the next generation of investors who may in turn become their clients.
In addition, Blossom’s strong ESG policy means more young investors can grow their savings in a way that aligns with their values, making the platform especially appealing for families seeking socially and environmentally responsible investment options.
By investing in bonds, families can benefit from predictable income streams and steady capital growth, making it a suitable long-term choice for funding future milestones such as education expenses, first homes, travel, or simply growing savings from a child’s own efforts.
Blossom co-founder Gaby Rosenberg said, “Bonds have always played a an important role in building and protecting wealth, but until now they’ve often been out of reach for everyday families. With Blossom for Kids, we’re removing barriers by offering access with minimum investments as low as $5, all through an intuitive digital platform. Parents can easily establish accounts and track progress alongside their children, turning financial literacy into a hands-on experience.”
“Beyond financial returns, Blossom for Kids is also about instilling money confidence early. The experience teaches children the value of consistency, the rewards of patience, and the importance of disciplined investing – key lessons that set the foundation for a lifetime of smart financial decisions. Unlike riskier investments, bonds offer a gentler, more stable introduction to the world of wealth creation.”
Blossom’s experienced funds management team aims to mitigate risks, including interest rate movements and the possibility of issuer default, while the app provides families with access and flexibility.
Blossom for Kids makes it easier than ever for Australian families to give the next generation the financial head start they deserve, unlocking the power of bonds and boosting financial literacy from an early age.