Rule, a savings app that combines behavioral science with gamified design, has successfully raised $1,077,944 in pre-seed funding. The round was led by Lvp and Bethnal Green Ventures, providing the startup with a strong foundation to scale its mission: helping users stop impulse spending, make money management enjoyable, and offer an ADHD-friendly way to save.

Founded by Alexis Long, Rule is building more than just another budgeting app. It’s crafting a financial platform that reshapes how people interact with money, focusing on inclusivity, engagement, and sustainability.

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The Problem Rule is Solving

Budgeting apps are often built with strict spreadsheets, complex dashboards, and overwhelming data that leave many users disengaged. For people with ADHD or other neurodivergent traits, these tools can feel inaccessible, frustrating, and ultimately ineffective.

In fact, research shows that 32% of adults with ADHD face chronic financial difficulties, including overspending, missed payments, and challenges maintaining long-term savings goals. Even neurotypical users struggle: according to a 2024 Mintel study, 67% of Gen Z and Millennials say traditional budgeting tools don’t help them stick to financial habits.

Rule is tackling this pain point head-on by making saving money feel rewarding and fun - an approach rooted in gamification, micro-habits, and positive reinforcement.

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What Makes Rule Different?

Instead of spreadsheets and guilt-driven reminders, Rule offers a playful, interactive interface. The app transforms saving into a series of small, achievable challenges that keep users engaged.

Core features include:

• Daily Budgets Made Simple – Bite-sized spending limits presented clearly.
  
• Gamified Progress Tracking – Rewards for consistency and sticking to savings goals.
  
• ADHD-Friendly Design – Built with attention spans, notifications, and accessibility in mind.
  
• Community Support – Integration with Discord for early access users, creating a social saving experience.
  

This combination bridges the gap between financial technology and behavioral psychology, offering an app that feels less like a burden and more like a companion.

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Why This Funding Round Matters

Rule’s $1.07 million raise reflects a broader movement in fintech toward behavior-driven financial tools. Investors are increasingly backing platforms that understand the psychology of money, not just the mechanics.

The global personal finance app market was valued at $1.2 billion in 2023 and is expected to reach $3.6 billion by 2030, growing at a 16.7% CAGR. This surge is driven by consumer demand for simplified, personalized, and engaging tools that replace traditional budgeting.

For neurodivergent-focused products specifically, the outlook is strong. Studies show that over 280 million people worldwide live with ADHD, creating a massive underserved market for solutions tailored to their needs.

delight, not discipline, drives adoption in consumer fintech. Many financial apps over-index on utility - spreadsheets, pie charts, and lectures on overspending. But engagement comes from joy. By gamifying finance, Rule is proving that the real competitive advantage lies in emotional design, not just functional design.

This matters because user retention is the Achilles heel of consumer finance apps. Churn rates in the sector are notoriously high, with up to 60% of users abandoning apps within 90 days. Founders who can build apps that feel rewarding and fun dramatically increase their chances of building sticky, loyal communities.

The lesson: build for behavior, not just for budgeting. When you align product design with human psychology, adoption follows naturally.

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Market Outlook: Where Rule Fits in the Bigger Picture

The fintech industry is entering a new phase where personalization, gamification, and inclusivity dominate growth:

• Digital Banking Boom: The digital banking market is forecasted to hit $19.5 billion by 2030 at a 12.5% CAGR. Consumers expect apps that integrate seamlessly into their daily lives, not one-size-fits-all dashboards.
  
• Gamification in Finance: According to Fortune Business Insights, the gamification market is projected to reach $70.4 billion by 2030, showing that behavioral-driven design will remain a key growth driver.
  
• Neurodivergent Tech Solutions: Deloitte predicts that by 2030, products designed for neurodiverse users will account for 20% of inclusive technology revenue, underscoring the massive potential for ADHD-friendly platforms like Rule.
  

Against this backdrop, Rule is positioned to capture a sweet spot where fintech, behavioral health, and gamified design intersect.

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What’s Next for Rule

With this pre-seed funding, Rule is expected to:

• Expand its product development team, focusing on refining the ADHD-friendly interface.
  
• Scale its gamification engine, adding new rewards and challenges.
  
• Grow its community base, starting with early adopters on Discord and expanding into broader app store rollouts.
  
• Forge partnerships with financial institutions, positioning itself as a complementary tool for banks and credit unions seeking to serve younger, more diverse audiences.
  

The long-term vision is clear: make saving money a habit that sticks - not because users have to, but because they want to.

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Final Thoughts

Rule’s $1.07M pre-seed round is more than a financial milestone. It’s a statement about where fintech is headed: toward inclusive, joyful, and behavior-first platforms that empower users to take control of their money in a way that feels sustainable.

For Alexis Long and the team at Rule, the journey ahead is as much about changing culture as it is about building technology. And for founders everywhere, the takeaway is clear: when you design for joy, retention follows - and in fintech, retention is everything.

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