Why We Do This Work
Back in 2019, our founders noticed something troubling. People were getting plenty of financial advice—budgeting apps, investment tips, debt strategies—but somehow still struggling with the same problems month after month.
The missing piece wasn't knowledge. It was understanding how our brains actually handle money decisions. Why do we overspend when we know better? Why do good intentions fall apart by February? Why does financial stress feel so overwhelming even when the math seems manageable?
"We realized that lasting change happens when you work with your natural tendencies instead of fighting against them."
That's when we started focusing on the psychology behind financial habits. Not just what to do, but how to make it stick. Our approach combines behavioral science with practical money management—because understanding why you make certain choices is the first step toward making better ones.