PROACTIVE SPENDING DECISION AGENT
George speaks at the moment of decision
You already know what you want to do with your money. George helps you do it: an agent that speaks at the moment a spending decision is being made, and stays quiet the rest of the time.
THE PROBLEM
It Was Never About Information
Decades of behavioral economics say the same thing: people miss their own financial goals not because they lack knowledge, but because present bias, weak self-control, frictionless digital payments, and absent accountability overwhelm good intentions.
Financial education raises knowledge far more than it changes behavior. So George is not a course, a lecture, or another dashboard. George changes the moment of decision.
HOW GEORGE WORKS
Three Steps. One Habit at a Time.
Step 1 : Set a narrow goal
Not “spend less.” Something specific, like coffee before work once a week. Narrow goals are the ones people actually keep.
Step 2 : George watches for drift
George reads the transaction data you authorize through Plaid, the connection used by most major budgeting applications, and compares what is happening against the goal you set.
Step 3 : One supportive prompt
When spending drifts, George sends one short, nonjudgmental message that offers a choice. You decide. George logs the outcome and learns your rhythm.
THE EVIDENCE
Built on Trials, Not Trends
Across two randomized controlled trials, a well-built AI coach matched human coaches on ten-month goal attainment. The trials are reported in Terblanche, Molyn, De Haan, and Nilsson (2022), published in PLoS ONE. That research tested coaching interactions on general personal goals, the same short, supportive exchange George delivers; it does not yet measure George itself, and we will publish George’s own outcomes when we have them.
The research is equally clear on what fails: high-volume notifications, shame, and generic advice erode trust and get ignored.
The lesson engineered into George: potency comes from timing, restraint, and trust, not from the volume of notifications.
DELIBERATE BOUNDARIES
What George Will Never Do
No investment, securities, wealth, tax, or legal advice. George changes behavior, not balance sheets.
George does not move your money. George stays silent when the evidence is not strong enough; abstaining is a designed outcome, not a failure.
George does not shame, command, or surveil. Every prompt offers a choice, and silence is always an option George respects.
Your consent governs everything: what George sees, when George speaks, and how your data is used. You control when George may speak, how often, and when it pauses.
AUGUST 2026
Be There When George Says Hello
One email when we launch. No spam, ever.