Novo is built for freelancers, solopreneurs, and very small service businesses that just want something simple and free. Designers, photographers, consultants, property managers, basically anyone running a small operation or even a side business.
It also fits what I’d call more of a “hobbyist” business owner, someone working full-time who has a side business that just needs a place to collect payments and keep things separate.
There's one detail that tells you a lot about who they're actually building for: most Novo customers hold somewhere between $5K and $100K in their account. That's not a startup or a scaling company.
And here's the thing, even at that balance, you're leaving money on the table by not earning interest (Novo doesn't give you any interest on your money). For comparison, Relay and Mercury's free plan does give you a proper saving accounts with the opportunity to earn interest. If you have $50K sitting in a Novo account, that opportunity cost adds up.
If you’re planning to grow a company with a team, vendors, and larger balances, you’ll certainly outgrow Novo quickly. At that point, it just makes more sense to start with something like Mercury from the beginning.