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A one-stop solution for financial planning. recommendation, and transaction for millennial urban users in India, starting with women. The company aims to coach individuals in their journey of personal finance by means of simplifying complex financial products and fine-tuning a recommendation engine to personalize the experience based on the identity of an individual. There are four major layers to the product - a psychometric assessment for lending life and financial context; a passbook for tracking expenses, income, etc providing insights for better financial decision making; community that is scoped by either assessment or financial services products; and a storefront adding a transaction layer to optimise portfolio across various asset classes.