SARA.AI - Building Better Financial Behaviors for Gen Z

How might we use Generative AI to empower young adults with personalized financial guidance that motivates positive behavior change and helps them achieve long-term financial stability?

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Introduction

Project in collaboration with Delft University of Technology and the FinTech startup Flow Money Automation to design SARA.AI, a digital tool aimed at creating positive financial behaviors among young adults. Our role involved leading the design process, from in-depth research to the final concept, ensuring the solution not only aligned with the business objectives but also addressed the core financial challenges faced by the target group.

The Challenge

‍The project aimed to tackle the prevalent issue of financial instability among young adults, particularly those aged 25-35 in the Netherlands. This demographic often struggles with financial planning, burdened by student debt, low savings, and a tendency toward instant gratification. The existing financial tools available to them lacked the necessary engagement and personalization to support long-term financial health, making it difficult for users to break free from short-term financial cycles and work towards their future goals.

Methodologies Used

• Double Diamond Process: Employed the Double Diamond design process, beginning with extensive research to define the problem and target group, followed by ideation, development, and iterative testing of design concepts.
• User-Centered Design: Conducted user research, including surveys and interviews, to deeply understand the financial behaviors, needs, and pain points of young adults.
• Behavioral Models: Integrated behavioral change theories, such as the Fogg Behavioral Model and the Transtheoretical Model, to design features that motivate, educate, and empower users to improve their financial habits.
• Usability Testing: Iterative testing phases were crucial in refining the tool, ensuring that it was intuitive, accessible, and effectively addressed the financial behaviors of the target group.

Impact

‍The outcome was SARA.AI, a smart financial advisor that provides personalized financial guidance through AI-driven insights and social motivation tools. The tool enabled users to set spending limits, visualize progress toward financial goals, and benefit from a supportive community through social rewards. The AI component of SARA continuously learns and adapts to the user’s financial behavior, offering increasingly personalized advice. The project not only demonstrated potential for improving users' financial health but also positioned Flow Money Automation as a leader in financial innovation for young adults.