Building a behavioral fintech app to help with overspending

Emotions, not rational need, drive 70-95% of purchasing decisions.

Not 'some' decisions. Not even 'most.' Almost ALL of them.
These emotions? They're nudges - unconscious pushes toward behavior. And they're the most powerful nudges of all.

Think about it:

• Stressed → impulse buy (instant relief)

• Happy → treat yourself (you deserve it!)

• Anxious → avoid your bank account (because looking at it leads to additional stress)

Spending gives instant gratification. Saving requires discipline. Our emotions push us toward the easier choice every single time.

Take me, for example:

We're only 13 days into January, and I've already blown way too much money on food.

This isn't new. I've always done this - order takeout when stressed, splurge on treats when happy, feel guilty about it later. Classic emotional spending pattern. 

So I started building something that works WITH these emotions instead of fighting them, and that’s how FeelFund came to life.

Here's how it works:
When you feel an emotion - stressed, happy, anxious - you log it (takes 10 seconds). That moment of awareness triggers an automatic micro-save to your emergency fund.

Your emotions become the trigger to save, not spend:

• Stressed → ₹50 moves to your emergency fund

• Happy → You're building toward your goals

• Anxious → It's a moment of awareness AND financial action

You can redirect your emotions now.

Currently, FeelFund is a virtual demo - 7 days of logging emotions and watching your (simulated) emergency fund grow. The money isn't real yet, but the practice is.