Finelo: Master Trading

What it does

Finelo is a mobile app designed to teach users the principles of investing and trading. It combines structured educational content with a hands-on, simulated trading environment. The goal is to build users' financial literacy and confidence, allowing them to practice trading strategies without risking real money.

Where it shines

The app's most compelling feature is its deeply personalized onboarding experience. It begins with an extensive quiz (00:08) that goes far beyond basic goal-setting, asking about income, debt, and even emotional stress related to finances. This data is used to generate a unique "Readiness Score" (01:38), giving users immediate, tangible feedback on their financial standing. This process makes the subsequent learning plan feel truly bespoke and valuable before a price is ever mentioned.

UX highlights

Gamified Learning Paths: Content is organized into clear, sequential paths like "Investor Path" (04:39), complete with progress tracking. This makes the learning process feel structured and less overwhelming for beginners.
Interactive Quizzes: Lessons are punctuated with short quizzes and scenario-based questions (05:27), which actively reinforce learning rather than relying on passive consumption of content.
Integrated AI Mentor: The app includes a chatbot named Finn (08:17) to provide personalized advice and answer user questions, adding a layer of guided support to the experience.
Risk-Free Simulator: The core of the app is a demo trading account where users can buy and sell real stocks with virtual money (11:14). This allows for practical application of learned concepts.
Engaging Leaderboards: A "Novice Investors League" (13:36) creates a sense of competition and community, encouraging users to improve their performance in the simulator.
Clear Data Visualization: Whether it's the readiness score breakdown or the stock performance charts (11:28), the app uses clean and easy-to-understand visuals to present complex information.

Monetization & growth

Finelo employs a hard paywall strategy, requiring a subscription to access the main app features. The paywall is presented at 02:44, only after the user has invested significant time in the personalization quiz. The app offers a 3-day free trial to reduce the barrier to entry. Additionally, it attempts to increase the average revenue per user with a one-time upsell offer for a beginner's guide immediately after the main subscription flow (03:48).

Who it’s for

This app is clearly targeted at individuals who are new to investing and feel overwhelmed by the stock market. Its educational focus, combined with the safety of a simulated environment, makes it ideal for anyone who wants to build a foundational understanding of trading principles before committing real capital. The gamified elements also appeal to users motivated by progress tracking and competition.

Notes & opportunities

The onboarding flow is exceptionally long, which could lead to high drop-off rates among users with lower initial intent. While thorough, streamlining the quiz or showing the value proposition earlier could be beneficial. The password creation screen at 03:27 initially displays all requirements as failed, which is a minor but potentially jarring piece of negative feedback in an otherwise positive flow.