Otterly

Money shouldn’t feel like the enemy. But for many, it does.
In low-income communities, stress, shame, and anxiety dominate most money conversations. Nearly two-thirds of people in low-to-moderate-income households feel anxious just thinking about money, and over 40% report shame when talking about it. That shame leads to avoidance: bills go unopened, budgets ignored, plans abandoned. Traditional finance apps often fail this group because they assume time, mental bandwidth, and emotional readiness. For people living in survival mode, what’s needed isn’t more charts. it’s compassion.
Designed for low-SES users, Otterly uses behavioral science and financial therapy to rebuild people’s relationship with money. At its core is the “Future Self” — a friendly otter avatar defined by users, which evolves as they do, making long-term goals visual, playful, and personal.
Otterly celebrates behavioral wins. Progress in the app is not measured by dollars saved, but by reaching milestones like maintaining healthy spending patterns. When the focus is only on numbers, falling behind can easily trigger shame and avoidance. By shifting the focus to behavior, Otterly helps users build confidence and momentum, bringing them closer to the Future Self they’ve imagined. As they practice new habits, they unlock fresh looks for their otter avatar, making the process fun and joyful.
The Mindfulness Spending Framework reframes money management as self-awareness rather than judgment. Instead of only tracking numbers and sorting transactions into traditional categories, Otterly encourages reflection by categorizing purchases into Needs, Wants, Likes, and Loves. By reviewing their spending this way, users begin to understand the emotions behind their decisions. Spending guilt is replaced with awareness and reflection.
Lastly, the Future Self offers financial therapy. It initiates gentle conversations to comfort, encourage, and guide users. During tough times, it can share local support options like food banks or bill assistance, without shame or judgment. The Future Self becomes both a mirror and a mentor, ensuring that financial wellness is not just about numbers, but about dignity, resilience, and hope.
Otterly isn’t just a finance app. It’s a healing journey that helps people build a healthier relationship with money.