Rule

Rule, a London-based fintech startup, is developing a mobile application designed to address the financial challenges faced by individuals with ADHD, often referred to as the 'ADHD tax.' The company's core product is an ADHD-friendly app that transforms money management into a gamified experience. It helps users control impulsive spending, alleviate financial anxiety, and build long-term savings.

The application's methodology combines a 'save-to-win' model with a Tamagotchi-like squirrel character, creating a positive feedback loop for saving money. This approach is designed to counter what co-founder Alexis Long refers to as the “manipulation economy,” where systems may exploit psychological vulnerabilities. Traditional financial apps are often built for a neurotypical user base, which can be challenging for the ADHD brain; Rule aims to change this by making financial management engaging and enjoyable. During a successful beta phase, the app's user community collectively saved over £100,000.

In August 2025, Rule announced it had raised £800,000 in a pre-seed funding round. The round was led by London Venture Partners and included participation from Bethnal Green Ventures, indicating investor confidence in the startup's concept and market potential. The company intends to use this capital to accelerate the public launch of its app, expand its feature set, and grow its product team.

Keywords: fintech, ADHD finance, money management app, save-to-win, gamified finance, personal finance, savings app, financial anxiety, impulsive spending, neurodivergent finance, behavioral finance, mobile banking, startup, London, pre-seed funding, London Venture Partners, Bethnal Green Ventures, Alexis Long, financial wellness, digital banking