Dubai, UAE: KFI Global has announced the launch of its new mobile app, SMARTER. RICHER. BRAVER., designed to help young people strengthen their financial identity — a concept that goes beyond traditional money management and budgeting.
Unlike conventional finance apps that focus on tips or static lessons, SMARTER. RICHER. BRAVER. aims to transform users’ beliefs, emotions, and instincts about money. “Yes, this isn’t another finance app with static slides or money hacks,” said Marilyn Pinto, Founder of KFI Global. “It’s the first app built to strengthen a young person’s financial identity — the beliefs, emotions, and instincts that drive how they think, feel, and act with money. Because real change doesn’t start with information. It starts with identity.”
The app’s launch coincides with a Knowledge and Human Development Authority (KHDA) study examining how financial literacy is taught across Dubai schools. “KHDA’s survey is asking the right questions — how financial literacy is taught, how behaviours are shaped, and how families are engaged,” Pinto added. “Our app is the missing answer. It doesn’t just teach skills, it builds financial identity, and the dashboard proves it.”
Built on behavioural science and identity psychology, SMARTER. RICHER. BRAVER. guides users through seven progressive levels that include cost and value trackers, decision-making tools, and mindset assessments — all aimed at measuring improvements in financial confidence.
Aligned with the UAE Vision 2031 and Dubai’s D33 strategy, the app supports the nation’s goal of fostering a knowledge-based, innovation-driven economy.
SMARTER. RICHER. BRAVER. is now available for download on the Google Play Store, with an Early Access version available on the App Store as part of a phased rollout.
