KFI Global has introduced a new mobile app, SMARTER. RICHER. BRAVER., which shifts the focus from traditional money management to the development of a person’s financial identity. Rather than offering basic financial tips or hacks, the app aims to reshape the way individuals think, feel, and behave regarding money.
Marilyn Pinto, the founder of KFI Global, explained that real change comes from understanding financial identity, which encompasses the beliefs, emotions, and instincts that drive financial decisions. “Yes, this isn’t another finance app with static slides or money hacks,” Pinto said. “It’s the first app built to strengthen a young person’s financial identity.”
Aligning with UAE Vision 2031 and Dubai’s D33 Strategy
The launch of SMARTER. RICHER. BRAVER. comes at a time when the Knowledge and Human Development Authority (KHDA) is conducting a study on financial literacy in Dubai schools. Pinto highlighted that the KHDA survey addresses crucial questions about how financial education is taught, how behaviours are influenced, and the role of families in shaping financial habits. She believes the app provides a much-needed solution by building financial identity, rather than just teaching skills.
The app uses principles from behavioural science and identity psychology to guide users through seven distinct levels. Features include cost and value trackers, decision-making tools, and mindset assessments that help users measure improvements in financial confidence. Pinto also noted that the app’s dashboard allows users to see tangible changes in their financial behaviours over time.
This initiative aligns with UAE Vision 2031 and Dubai’s D33 strategy, both of which focus on building a knowledge-based, innovation-driven economy.
App Availability and Future Rollout
SMARTER. RICHER. BRAVER. is currently available on the Google Play Store and is in early access on the App Store, with a phased rollout planned. It is expected to gain widespread attention as it provides a more in-depth approach to financial literacy, particularly for young people looking to better understand their financial identities.
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