There is a hard truth about the business of personal finance: It’s pretty tough to make money helping people spend less money.

When Intuit shuts the budgeting app Mint down on Jan 1., it will join a packed graveyard of startups that tried and failed to cash in on financial responsibility. The problem with budgeting apps, it turns out, is that few people really want help with their budgets and even fewer are willing to pay for it.