What's the Big Idea?

The Flagstone Team • September 19, 2022

Financial emergencies happen. Whether it’s a car repair, a medical expense, or lost hours, everyone has times when they need an emergency savings cushion to fall back on.


Many Americans don’t have a cushion, living paycheck to paycheck, juggling their finances every month to stay on top of their bills. Numerous studies have shown that almost half of us don't have $500 saved for emergencies.


There are lots of financial services out there, but very few of them are designed to help people who are just getting by. The services that are available to these folks are often exploitative and carry heavy costs (think payday loans).


As a society, we often wait to address problems until it’s too late, focusing on treatment of problems rather than prevention. There are lots of examples of this, like healthcare, the environment, and homelessness, to name a few.


What if we tried to proactively prevent financial problems before they occur, and prevent unexpected shocks from becoming a financial crisis?
That’s the big idea.


To do that, we decided to start a nonprofit, The Flagstone Initiative, to help improve financial stability and mobility for people who are working hard just to pay the bills, to help give them some kind of financial stability, without the conflict of pursuing profit off of them.


We have partnered with landlords who are interested in helping their residents, landlords who want to do right, not just make a buck. And by helping absorb shocks and keeping residents from a financial crisis, we can create a win-win for residents and for landlords.


We are a curious bunch, and we have a lot of questions:


  • How can we help people save for “everyday emergencies”?
  • What are the best opportunities to "enter the tunnel" and provide assistance when people are faced with scarcity of money and/or time?
  • How can we help landlords improve the financial stability and mobility of residents?


We continually seek to better understand the challenges faced by residents, and we are identifying and testing possible solutions to address some of these challenges. 


To aid our search for greater understanding, we regularly conduct surveys and interviews aimed at understanding people’s quantitative financial situations and how they feel about them qualitatively.


We combine these elements with data obtained through our real estate partners to develop a more detailed picture of what’s going on.


Beyond improving our understanding, we use our insights to inform strategies for helping people. We are running a series of pilot tests of potential solutions, measuring the results both qualitatively and quantitatively.


We will periodically publish our insights and findings on this blog. We hope that you will find them interesting, useful, maybe even eye-opening. And sometimes we’ll share things that seem obvious but bear repeating, to emphasize their importance.


If you have any comments to share with us, or just want to say hello, you can drop us a note at
hello@flagstoneinitiative.org 


Thanks for reading,

Grace, Keith, Shashank, and Shin


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By The Flagstone Team January 21, 2026
Gregor, as you rotate out of your board seat, we want to thank you for crucial contributions as a co-founder and for serving the last four years as our inaugural Chairman. You were instrumental in founding and standing up Flagstone. We wouldn’t be where we are without you. How do we appreciate you? Let us count the ways: You fostered innovation and helped us achieve product/market fit. You gave us access to properties where we could learn, test, and pilot different upstream prevention approaches. You also gave us the freedom to explore and iterate quickly—“Do what you want.” You also raised the capital needed to launch the Flagstone Initiative. In addition to the generous support that you provided, you also found like-minded funders to join you. Without that initial funding, there wouldn’t have been any runway to get this thing off the ground. Most importantly, you believed in us and in the win-win vision that upstream prevention would prevent both renters and housing providers. You publicly advocated for the idea of upstream prevention and helped put the word in the street. We will miss you, Gregor, but we will continue to build on what we’ve created together and carry on with your vision of using scalable technology solutions to become the "biggest nonprofit ever." Thank you, Gregor, from the entire Flagstone team!
By The Flagstone Team November 25, 2025
We are pleased to announce that t he Community Foundation for Greater Atlanta has given us their support for Rent Loans in Atlanta, GA, playing a critical role in making Rent Loans available to Atlanta renters at risk of eviction, helping to keep them in their homes. We are extremely grateful for the support of the Community Foundation for Greater Atlanta. Their early leadership in supporting eviction prevention is key to our efforts in Greater Atlanta, and we deeply appreciate the support of the community.
By The Flagstone Team August 21, 2025
We are pleased to announce that The Gheens Foundation has renewed their support for Rent Loans in Louisville, KY, playing a critical role in making Rent Loans available to Louisville renters at risk of eviction, helping to keep them in their homes. We are extremely grateful for the support of The Gheens Foundation and other generous foundations dedicated to helping Kentucky renters. With their collective support, we have made hundreds of Rent Loans to Kentucky renters, stabilizing their finances so they can remain stably housed.
By The Flagstone Team August 19, 2025
Happy summer from your friends at Flagstone! We’ve been busy helping paycheck-to-paycheck renters stay in their homes with our no-fee, no-interest Rent Loans. We’re growing fast: We now reach 6,500 households, on pace for 10,000 by year end Over 330 loans made in 2025 so far, already more than double all of 2024 We’re on track to make over 1,000 Rent Loans annually
By The Flagstone Team August 13, 2025
We are excited to announce that the Community Foundation of Louisville (CFL) has made a multi-year project-related investment supporting Rent Loans in Louisville, KY. With this loan capital from CFL, we will be able to make thousands of Rent Loans to Louisville renters at risk of eviction, and help keep them in their homes. We are extremely grateful for the support of CFL and other generous foundations dedicated to helping Kentucky renters. With their collective support, we have made hundreds of Rent Loans to Kentucky renters, stabilizing their finances so they can remain stably housed.
By The Flagstone Team July 29, 2025
We are proud to announce that the Mike & Gillian Goodrich Foundation has renewed and extended their support for upstream eviction prevention in Alabama, with a multi-year grant. Their support helps enable Flagstone's no-fee, no-interest Rent Loans for renters, improving housing stability and helping people stay in their homes. We are extremely grateful for the support of the Mike & Gillian Goodrich Foundation and the many other generous foundations dedicated to helping Alabama renters. With their collective support, we have made hundreds of Rent Loans to Alabama renters, stabilizing their finances so they can remain stably housed.
By The Flagstone Team July 23, 2025
We are happy to share that the Louisville Affordable Housing Trust Fund (LAHTF) has contributed to our upstream effort to improve housing stability with Rent Loans in Louisville, KY. We are extremely grateful for the support of LAHTF and the other generous foundations dedicated to helping Kentucky renters. With their collective support, we have made hundreds of Rent Loans to Kentucky renters, stabilizing their finances so they can remain stably housed.
By The Flagstone Team July 15, 2025
We are delighted to announce that the Housing Affordability Trust (HAT) has renewed their support for upstream eviction prevention in Alabama, doubling their support from last year. Their support helps enable Flagstone's no-fee, no-interest Rent Loans for renters, improving housing stability and helping people stay in their homes. We are extremely grateful for the support of HAT and the many other generous foundations dedicated to helping Alabama renters. With their collective support, we have made hundreds of Rent Loans to Alabama renters, stabilizing their finances so they can remain stably housed.
By The Flagstone Team December 20, 2024
Earlier this month, The Flagstone Initiative's CEO and co-founder Shin Inoue was invited to present at the Community Preservation Corporation (CPC)'s 50th Anniversary Symposium in New York City, as part of their " Innovative Ideas for the Future of Housing " program. Shin made a presentation entitled "Improve Housing Stability for Rent-Burdened Families with Rent Splitting and Rent Loans," an idea that resonated with the assembled housing innovators, including academics, policymakers, advocates, and community leaders. The event featured an impressive collection of innovators working to tackle the most pressing housing challenges facing American communities, and we are honored for the opportunity to share what we've learned about the impact of upstream financial stability programs for preventing eviction. From Shin's presentation:
By The Flagstone Team December 13, 2024
The Flagstone team is pleased to announce the Alabama Power Foundation will continue its generous support of our eviction prevention programs. Their support of these programs creates lasting impact for the Alabama renters we serve. Their contribution will help us create a sustainable fund for Rent Loans, our no-interest loan that helps residents stay current on rent through small-dollar financial shocks like car-repairs. Thank you to the Alabama Power Foundation, we are excited to continue our work together in the coming year!
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