We’re delighted to welcome Rule to the Lvp portfolio, leading their $1 million pre-seed round, with participation from Bethnal Green Ventures and a group of experienced angels from Moneybox, Experian and Palantir.
Rule is building a “save-to-win” mobile game for Gen Z, an app that applies the psychology of mobile games to a problem most financial tools ignore: how to build consistent, healthy money habits in a way that actually sticks.
Rewriting the Rules of Finance
Where traditional personal finance apps are often solitary and overwhelming, Rule takes a different approach, meeting Gen Z where they already are. This generation is learning about money in Discords and group chats, following advice from creators, and following challenges on social media to save, budget, or cut spending. The shift is cultural, not just technological: money is now multiplayer.
Rule embraces this behavioural shift by fusing game mechanics with habit-forming design. At the heart of the app is Nutty, a Tamagotchi-like squirrel whose growing stash of acorns reflects your real-world financial progress. As users save, budget, and complete in-app challenges, they advance both in the game and in their financial lives. Each pound saved feeds a positive feedback loop, building confidence, momentum, and a sense of progress. In Rule, squirrelling away money isn’t just good behaviour; it’s how you help Nutty thrive.
The product is already resonating. In its closed beta, Rule helped users save over $100,000, with 60% of sign-ups coming organically and strong retention behaviour from day one. It’s finding early traction particularly among underserved users who feel overlooked by traditional financial tools, a group the team knows intimately. That’s because this isn’t their first time building for emotionally complex, underserved spaces. The founding team behind Rule previously launched and scaled Guardian Angel (acquired by Octopus), taking it from concept to acquisition and reaching over 100,000 users along the way. They’ve shipped together before, and they know how to build products that people trust.
We’ve long believed in the power of gameplay to drive real-world behaviour. Rule is one of the most thoughtful and compelling examples of that principle we’ve seen.
We’re excited to back the team (and Nutty!), on the journey ahead.
