Rule turns saving into a game

London fintech Rule has raised £800,000 in pre-seed funding to turn saving money into something that feels more like play than punishment. The round was led by London Venture Partners, with participation from Bethnal Green Ventures, and will help the startup move from beta into full public launch.

Rule’s premise is simple: saving should feel rewarding, not restrictive. The app introduces users to a Tamagotchi-style squirrel whose wellbeing depends on how much money they put away. Each deposit is mirrored by a healthier, happier creature, turning the dry mechanics of saving into a loop of instant feedback and encouragement.

The design isn’t accidental. Rule is explicitly targeting what founders call the “ADHD tax” - the mental load and financial costs that come with impulsive spending. By gamifying the process, the company aims to help users, particularly Gen Z, build savings habits that stick.

In closed beta, Rule’s users collectively saved more than $100,000, with around 60% of sign-ups arriving organically. That level of traction gives investors confidence that Rule is tapping into a genuine behavioral shift, not just a gimmick.

The involvement of London Venture Partners, best known for early bets on Supercell and Unity, underlines the crossover between gaming psychology and fintech. Bethnal Green Ventures’ backing highlights the broader social impact angle: better tools for financial resilience in a generation under pressure.

Rule is now preparing to scale its product and team ahead of launch. If its early numbers are a guide, the app could mark a new chapter in how financial services use design, storytelling, and gameplay to change habits for the better.