I don't think the developers of a personal finance app targeted at US consumers is too worried about UK consumers that don't monitor their finances in US$ and won't use any of the US financial services they profit from recommending. The cost of having to rebrand if they ever decide to launch localised versions for other countries is outweighed by the strength of the brand in the domestic market where the rich pickings are available.

- Despite it's huge popularity and domain mint.com is down on page four of a google.co.uk search for "mint" which suggests Google has done a good job of realising how useless it is for Brits. I suspect that UK service comparison site confused.com (another brilliant domain-based brand) doesn't rank too well in the US version of Google either...