Gamifying finances for Gen Z: why we invested in Rule

We’re thrilled to announce that we’ve invested in portfolio company Rule’s pre-seed round, led by gaming-focused venture capital fund, London Venture Partners. Rule is led by four co-founders Alexis, Jude, Michalis and Dan. They first crossed paths while building a startup that was eventually acquired by Octopus Group. After the acquisition, the team realised how much they loved working together… and decided to do it all over again. More on why we invested below:

Managing money is an ongoing challenge for many, especially in a world filled with constant advertising and the temptation of impulsive spending. In the UK alone, every year £21 billion is spent on impulse purchases, and for individuals with attention deficit hyperactivity disorder (ADHD) managing finances can become even more complicated.

This is where Rule steps in. Through their app, they connect financial tasks and behaviours with in-game rewards and achievements, making developing better financial habits fun. They help users build spending awareness and simplify complex financial tasks into bite-sized challenges. They also provide personalised financial guidance and promote accountability through a supportive community, helping users stay motivated and on track.

Rule’s focused approach is already proving effective within its first target audience: ADHD users. By centering on this community, the team has gathered valuable insights from a growing waitlist of over 3,000 users. This initial focus serves as a gateway to reaching a broader Gen Z audience. Unlike previous generations, Gen Z approaches money differently: they seek financial advice on social media, engage in saving challenges on Tiktok, and tend to be transparent about their income, spending habits, and financial struggles.

Looking ahead, the team is doubling down on improving their product, developing a rich game layer and harnessing the power of community-driven momentum and network effects. With this strategy, Rule wants to reshape how the next generation connects with their finances in a way that feels social, empowering, and fun.

You can follow their journey and stay updated on their progress here.