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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