Tell Us About moneyappi
moneyappi is all about helping people feel more confident and in control of their money. At its core, it’s a simple app that makes financial literacy more engaging, turning what’s usually overwhelming into something people can actually understand and use in their day-to-day lives.
The real innovation here is ‘literacy’. Not education – finance is too broad for that, and generic education often falls short. Instead, moneyappi focuses on literacy: creating a highly personalised, interactive experience that meets people where they are in their journey. What really matters is their current circumstances and the future they want to build.
That’s why we’ve taken a human-first, digitally scaled approach. It’s not just analog or digital. It’s the best of both. We’ve brought together behavioural science, gamification and micro-learning, and packaged it into an engaging, immersive platform that actually makes a difference.
How Did You Come Up with the Idea for the Company?
A previous business I founded (and later exited) was also in the wellbeing space, though more general. Working with global organisations over the last decade, it became clear that financial stress and anxiety were consistently the biggest drivers of poor mental health, a point reinforced time and again by studies and research. The cost-of-living crisis, the pandemic, and stagnant wages only magnified the issue.
What struck me most was how people on the same salary could be living in completely different financial realities. Some felt in control, others were overwhelmed, and the difference wasn’t income. It was literacy, awareness and confidence. Because wealth on its own doesn’t equal wellbeing.
It’s how people understand, manage and feel about their money that really matters. Yet existing workplace benefits weren’t addressing this gap. Too often, “financial wellbeing” meant surface-level perks or one-size-fits-all content that didn’t touch real life. We wanted to build something that spoke to the individual, and that’s how moneyappi was born.
Tell Us About Your Core Product Or Service
moneyappi is a SaaS platform offered to employers as an employee benefit, because we firmly believe the workplace has a unique opportunity to make a real difference in people’s financial lives.
The core of moneyappi is an app that helps employees understand and manage their money in a way that feels personal and practical. It combines micro-learning in a gamified environment, and our proprietary appiScore to guide people towards better habits and more confidence with their money.
On the other side, we give employers a secure portal with anonymised, real-time actionable data into the financial wellbeing of their workforce. That data makes it possible to spot issues early, measure impact, and support people in ways that go far beyond tick-box perks.
What Excites You Most About the Financial Wellbeing Industry?
What excites me most is that financial wellbeing is finally being recognised for what it really is – pivotal to how people perform and how businesses succeed. It’s no longer just a “nice-to-have.” The shift towards preventative, personalised support is huge. For the first time, technology can make financial literacy and money management more accessible, engaging – even enjoyable, for everyone, not just those already confident with their finances. That’s a game-changer, and it’s why I believe this industry is just getting started.
What has Been the Biggest Challenge You’ve Had To Overcome Along the Way?
The biggest challenge has been cutting through the noise. There are plenty of tools that call themselves “financial wellbeing,” but many of them are either reactive tick-box exercises or just payday loans dressed up as benefits. Those things might serve as a short-term safety net, but they’re not wellbeing. True financial wellbeing is about empowerment, not dependency.
Helping the market see that difference has taken time, but it’s also sharpened our mission because once people experience it, they understand it instantly.
What Is Your Number One Piece of Advice To Aspiring Entrepreneurs?
Build with purpose, not just product. It’s tempting to chase trends or build features for the sake of it, but the real staying power comes from having a mission that actually matters. When your purpose is clear, it not only helps you through the tough times, it also attracts the right people to join you on the journey.
What Can We Hope To See from moneyappi in the Future?
The future for us is about making financial well-being live and real-time. Right now, moneyappi is helping people learn and build confidence, but we see a world where our tech and AI can provide guidance in the flow of everyday life with support that adapts instantly to someone’s situation. For businesses, that means richer insights and a workforce that’s more resilient.
