A risk-free way to learn how to invest
Most people who want to invest simply don't know where to start.
They have careers, salaries, and ambition, but when they open an investing app for the first time, they're met with complex charts, financial jargon, and no guidance. So they close it. And tell themselves investing probably isn't for them.
58% of Europeans have the capacity to invest but lack the knowledge to act on it. Nearly 70% abandon financial apps during onboarding. And 82% have low or medium financial literacy.
The problem isn't the people. It's that every platform out there was built for people who already know what they're doing, leaving everyone else behind.
People who want to invest, but lack the financial knowledge to feel confident, need a simple and guided way to learn instead of being handed tools they don't yet know how to use.
Ideation created the solution.
To understand the problem deeply, mixed method research was conducted with real first time investors: a survey with 34 participants, 5 user interviews, secondary market research, and competitive analysis.
Three patterns emerged consistently across every conversation.
The confidence gap: The average confidence score was 2.44 out of 5. 53% scored 1 or 2. People didn't feel equipped not because they lacked interest, but because nothing had ever explained it to them clearly.
Jargon is the real barrier: When asked what would most change their likelihood to invest, 35% said "clearer, simpler explanations", the single strongest signal in the entire survey. Not more features. Not lower fees. Just clarity.
Trust comes from people, not platforms: 79% turn to friends and family first when they have a financial question. People trust people, not institutions, not apps.
These three insights shaped every design decision that followed.
Sitting uninvested in European bank deposits
Europeans still don't invest
Europeans want to invest but haven't started yet
Sitting uninvested in European bank deposits
Europeans still don't invest
Europeans want to invest but haven't started yet
European Commission · Savings and Investments Union · EFAMA · Why Europeans don't invest · DUFAS · Young people want to invest, but lack knowledge and opportunities
Research pointed to one clear conclusion: the barrier to investing is emotional and informational, not financial.
Mia, 34, Marketing Professional, Europe She saves regularly but her money sits in a bank account doing nothing. Every unfamiliar term, every unexplained chart chips away at her belief that investing could be for her.
The core insight from her journey: Mia doesn't lose confidence at one moment. She loses it gradually. Every unfamiliar term, every unexplained chart, every interface that assumes prior knowledge chips away at her belief that investing could be for her.
app
Awareness
Search information
Consideration
Use the app
Action
The goal throughout every iteration was the same: make it simpler. Not simpler looking. Actually simpler. Three versions were tested with real users. Each round surfaced the same feedback: less, not more. Less text, fewer options, no assumptions about prior knowledge. Based on usability testing, the dashboard moved from a data heavy overview to a focused, single action screen. Financial terms gained inline tooltips. Complex charts were simplified or removed entirely. Every decision was filtered through one question: Would Mia understand this without any explanation?
In early versions, the action buttons within lesson screens were not fixed. Users had to scroll to find them. Usability testing flagged this consistently: people hesitated, lost their place, or assumed there was nothing left to do.
In the final version, all lesson CTAs were anchored to the bottom of the screen. Always visible. Always one tap away.
A small change. A significant improvement to the learning flow.
Easy Peasy was designed around a single idea: learning should never be interrupted.
A first time investor opens the app, starts a lesson, and taps any term they don't understand. A tooltip appears instantly, without leaving the screen. They complete the lesson, take a quick quiz, and earn coins. Those coins go straight into the simulator, where they practice a real investment scenario risk free.
When something still isn't clear, the AI assistant steps in, explaining concepts in plain language and suggesting related lessons to explore next.
No context switching. No dead ends. Just a continuous path from curious to confident.
