Rule Raises £800K In Pre-Seed Round

The funding round was led by London Venture Partners, with additional support from Bethnal Green Ventures.

The company plans to use the funds to fast-track the public launch of its app, enhance its features, and expand its product team.

Rule is an ADHD-friendly app that gamifies money management. Featuring a Tamagotchi-style squirrel and a “save-to-win” model, it helps users manage impulses, reduce financial anxiety and grow savings. During its beta, Rule’s community collectively saved over £100K.

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"Traditional money apps are built for a neurotypical world and for the ADHD brain, that’s a recipe for failure” said Alexis Long, Cofounder of Rule. “We're using the psychology of mobile games to flip that script and deliver a positive feedback loop for saving money. This funding allows us to build a world where money management is not just easy but genuinely fun."

Rule was designed to combat the “manipulation economy”—systems that exploit psychological vulnerabilities for profit. This disproportionately affects adults with ADHD, with 65% struggling financially and facing the “ADHD tax,” costing around £1,600 annually.

Unlike traditional financial tools, Rule uses behavioral science and game design to create a positive money experience. Its “save-to-win” model lets users nurture a Tamagotchi-like squirrel by practicing healthy money habits, turning every pound saved into progress within the game and strengthening emotional engagement with their financial journey.

"We’ve seen firsthand how gameplay can transform behaviours and build lasting habits,” said David Gardner, General Partner at Lvp. “Rule is the most compelling application of these principles to personal finance we’ve seen. As new generations reshape how they think AND interact with money, Rule has a real opportunity to reinvent how they build financial confidence, making it more social, engaging, and impactful."

About Rule

Rule is an ADHD-friendly app that makes money management fun and rewarding. Using a Tamagotchi-like squirrel and a unique “save-to-win” model, it helps users reduce financial anxiety, curb impulsive spending, and grow long-term savings.