BLOG: How I Went from Building Investment Apps to Helping You Use Them 🌟

💰 The Investment World: Where I Started

12 years ago, I had a very different vision for my career.

Back then, I wanted to be a Wealth Manager—think designer wardrobe, Financial Times under my arm, and a high-flying career investing millions for clients. I read The Intelligent Investor at 15, studied hard, took my investment exams, and landed a graduate role at a bank in London. I was convinced I’d be the female Warren Buffett.

But when I actually started working in finance, I realised:
❌ Most people don’t get access to personalised investment advice.
❌ Even those who do often don’t get the support they actually need.
❌ I was more drawn to solving big problems than managing individual portfolios.

Instead of staying in Wealth Management, I pivoted into Fintech and spent years working in Product Management (Technology), designing and launching apps that were supposed to help people save and invest more easily.

🚀 Building Investment Apps: The Inside Story

I worked on two major investment platforms that aimed to make investing easier:

1️⃣ The Junior ISA (JISA) Project – A brand-new app to help parents invest for their kids’ future. We designed, tested, and built it… and then Covid hit. The whole thing got scrapped.

2️⃣ The Bestinvest Relaunch – A major redesign of an investment platform. The goal? To simplify investing, blend human advice with technology, and make investing more accessible—especially for women.

What I Learned From Building Investment Apps:

💡 Tech can make investing simpler, but it doesn’t fix the real barriers—like lack of money, financial literacy, or confidence (though it tries).
💡 Most people need “set and forget” solutions—which is why features like auto-investing and round-ups are so popular.
💡 Tech solves functional problems (like access to investments), but not emotional ones. A good investing experience blends technology with human support, because many beginners need reassurance and guidance before they feel confident enough to invest on their own.

❌ Why People Still Struggle to Save & Invest

Even with all the investing apps out there, people still struggle to get started.

Here’s what I saw firsthand:
📌 People don’t think they have “enough” to start. They assume investing is only for the wealthy, when in reality, small, consistent contributions build wealth over time.

📌 The language around investing is still intimidating. Many apps assume a level of confidence that most beginners don’t have.

📌 Trust is a huge barrier. A lot of people don’t feel comfortable putting their money into something they don’t fully understand.

📌 “Set & forget” is powerful—because once saving or investing is automated, people stick with it and see long-term growth.

That’s why when I left the finance industry, I didn’t stop thinking about how to make money management easier for people.

🔍 Why I Started The Everyday Tech Girl

After years of building investment tools, I realised what was missing: guidance on how to actually use them.

So when I launched ETG, it made sense to start with Money Tech—it’s what I know best, and I’ve seen firsthand how tech can (and can’t) solve financial problems.

But I also know this:
📌 Tech isn’t the solution to everything—it’s just a tool.
📌 The real challenge is knowing which tools are actually worth your time.
📌 That’s why I test the tools, cut through the noise, and give you no-BS advice on what works.

Whether it’s investing apps, budgeting hacks, or AI tools that save you time and money, I’m here to help you make tech work for you.