In early 2017, I co-founded a startup alongside my partner, Jacqueline Park. Our purpose? To make it as easy and joyful as possible for anyone to be on top of their money.
Anxiety around money is the #1 cause of stress in young Australians: earning it, saving it, and knowing what to do with it. It’s not about getting rich: it’s about feeling in control, and gaining mental freedom.
We built a community from the ground up through an email newsletter, sent weekly with original content demystifying money basics as well as a weekly news wrap-up with a tongue-in-cheek, no-BS tone.
While we grew our subscriber base to 1,200+, we designed and tested app prototypes for a savings app, targeting users’ money behaviour to help them save. We went through a three-month accelerator program at the University of Technology, Sydney, claiming the People’s Choice prize at Demo Day. We flew to New York to pitch to Techstars as one of their top 20 startups. We iterated, tested, pitched and …
Our readers wanted advice, not merely savings. They wanted to be given a plan of how best to manage their money, where to put it, how much they needed to save. We started offering financial advice, through a new but related company, Honest Money.
Redesigning the way a dry, boring statement of advice looked and sounded, we made it easier for people to understand exactly how to manage their money. We focused on the behavioural aspects of money action, not simply boring budgeting. Financial capability, not just literacy.
We’re currently on a break from Honest, while financial regulation changes.