Intro:
Most money apps promise clarity.
Very few deliver calm.
What if personal finance software didn’t just organize your accounts — but also your anxiety? In this week’s episode of Startuprad.io, we meet Laura Cornely, founder of Count Finance, a startup building the rarest kind of fintech: one built for emotional wellness.
Forget charts and shame-based budgeting. Count is what happens when empathy, UX, and financial literacy finally team up.
👩💼 Why Laura Cornely Quit Private Equity
After years in the high-stakes world of private equity, Laura was exhausted — not just professionally, but personally.
She saw how financial systems were designed for spreadsheets, not humans.
She was done with apps that made people feel more shame, not less.
So she left to build something different — with her co-founder (and husband!) by her side.
Count Finance was born at the intersection of sales psychology, mental health, and tech entrepreneurship.
🌱 The Founding Insight: Anxiety as a Market Signal
Over 100 user interviews shaped Count’s earliest features.
The trend was undeniable:
Millennials feel crippling financial paralysis
Most fintech tools use shame-based nudges
No one was building for trust, peace, or self-compassion
So Count went the other way.
“We’re not here to make you rich. We’re here to make you breathe.” – Laura Cornely
🧠 Emotional UX: A New Fintech Paradigm
Count's UX is driven by emotion-first design:
Net worth shown without triggering color codes
Budget goals adjusted for real-life fluctuations
Automation focused on reduction of anxiety, not just efficiency
The product borrows heavily from mental health apps, habit loops, and cognitive behavioral therapy.
This is startup innovation — not in code, but in care.
👀 What VCs Miss About Emotion-Driven Fintech
Laura’s journey reveals a blind spot in startup investment:
Many VCs are wired for metrics, not meaning
But founders like Laura are building for the invisible ROI: peace of mind
Fintech needs more founders who understand sales psychology and UX as therapy.
🔗 Internal Links
Main Blog: https://www.startuprad.io/post/from-stress-to-confidence-the-financial-anxiety-app-built-for-real-life
Youtube:
🧵 Further Reading
‘We’re living in two separate economies.’ Why young Americans feel stuck, financially
More Millennials Fear a Financial Crisis Than Retirement Itself
The New Money Mindset: Gen Z Is Treating Finances Like Self-Care
Financial Planning for Startups: Building a Path to Profitability
Investment Readiness for Startups: Building a Compelling Pitch
What’s the most frustrating thing about your money app right now?
Drop it in the comments 👇 or reply to this email.
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