How We Actually Got Here
Back in 2019, our founder was sitting with his cousin who'd just had their second kid. Great news, right? Except they were panicking about daycare costs and whether they could afford groceries that month. They had decent jobs. They weren't reckless spenders.
The problem wasn't income. It was visibility. They had no clear picture of where money was going each month. Banking apps showed transactions but not patterns. Budget apps were either too simplistic or felt like preparing tax returns.
That conversation led to building a simple tool for tracking family expenses with categories that actually matched how families spend. No corporate jargon. No complicated features that 90% of users would never touch.
Word spread through family friends in Rayong, then Bangkok. By 2021, we'd helped over 200 families get their finances in order. Not through magic formulas or aggressive saving plans. Just through making their money visible and understandable.