Outsmart the algorithms. Keep your money.
Billion-dollar apps are built to make you spend. Penny is built to protect you — an AI agent that understands the psychology behind every tap, and stops the impulse before it costs you.
Winner · Stockholm 2026
She Built It · Feminvest × Nordnet × Lovable × Mastercard Lighthouse
Winner · Fearless Stockholm 2026
She Built It — Fintech of the Year
Penny took home the prize at the Feminvest She Built It competition — a Nordic initiative empowering women to build the next major fintech, in partnership with Nordnet, Lovable and Mastercard Lighthouse.
FeminvestNordnetLovableMastercard Lighthouse
Counter-intelligence
Same intelligence.
Opposite side.
Every day, algorithms study your emotions to sell you things you don't need. Penny uses the same intelligence — but to protect you, understand you, and help you build the future you actually want.
The problem
It's never been easier to spend.
Staying in control is a different story.
Billion-dollar AI systems are designed to find your weak moment and sell you something. Stressed? Lonely? Bored? They know. And they act on it — before you even realize what happened.
Most
Gen Z purchases are triggered by social media
Rising
money-related stress among Nordic youth
#1
money is the top source of anxiety for young adults
Based on conversations with hundreds of young adults across the Nordics. Independent research in progress.
Why Penny is different
Other apps track damage.
Penny prevents it.
Other budgeting apps
- Show what you spent
- Cold numbers and charts
- No psychology
- Generic advice
- Built for banks
penny.ai
- Understands why you spend
- Warm, personal coaching
- Behavioral psychology
- Built around you
- Fights back for you
How it works
Three taps. Then you're safe.
Connect your bank
Secure BankID sign-in. 30 seconds. We never see your password.
Penny learns you
Understands when you shop sad, tired or stressed — without judgement.
Stops the impulse
A warm nudge on your lock screen the moment you're about to tap buy.
Real-time coaching
Coached in the moment.
Aimed at what matters.
The second you're about to spend on something that pulls you away from a bigger goal, Penny coaches you in real time — one warm sentence, no friction, no shame.
Your savings goal, your trip, your first apartment — Penny keeps them present, exactly when impulse tries to win.
Pause? You often regret late-night Wolt orders 💜
You've spent €48 on late food this week.
Saved tonight
+ €31
Manifesto
You're not
bad with money.
You're human.
80% of purchases under 25 are triggered by feelings, not needs. Penny doesn't side with the algorithms that want to exploit that. Penny sides with you.
Read the manifesto →One email · straight into the demo
Take control.
Start today.
Drop your email — we register your spot on the waitlist and open the live demo right away. No password, no friction.
Be among the first to take back control.
Already signed up? Open the demo →