Startup Stories: Turning Everyday Purchases into Investment Opportunities

In this series, Karen Guzman talks to student and alumni entrepreneurs about how they are making an impact with their startups.

Founders: Feli Oikonomopoulou ’24, Anna Misley ’24

Venture: WealthMeUp is a technology app that connects consumers with financial institutions, so that point-of-purchase rewards or cash-back offers are automatically invested into a consumer’s investment portfolio.

What was the moment when you had the idea for this startup?

The idea for WealthMeUp came to me at Yale SOM. During my eight years of experience in the financial industry across Europe, Asia, and the U.S., I noticed a common challenge. Many people, even those working in finance, viewed investing as a burden rather than a natural part of life. This was especially true for women.

Financial products often fail to make investing feel simple and accessible. I wanted to change that. WealthMeUp is the tool I wish I had when I first started managing my finances—making investing as seamless and routine as everyday spending. Our vision is simple: every spender can also be an investor.

A turning point came when I applied to Startup Yale, which provides funding and mentorship to budding entrepreneurs, and was selected as a finalist. This experience challenged me to turn my idea into a structured business plan. I considered how WealthMeUp could bridge the gap between spending and investing, turning an everyday activity into an investment opportunity.

What’s the problem you’re trying to solve or the gap that you’re trying to fill?

Investing can be intimidating and often feels disconnected from everyday life, making it hard for people to develop good investment habits. But we all make purchases every day, and the cash-back and rewards system is highly developed. WealthMeUp leverages this ecosystem to make investing a seamless part of daily spending.

Our product also presents a tremendous opportunity for women, who control 80% of consumer spending and make most household purchasing decisions, yet invest far less than men. We’ve created a win-win value chain that benefits consumers, retailers, and financial institutions who partner with WealthMeUp.

What was the most important resource Yale SOM contributed to your startup?

The most valuable resource from Yale SOM was the incredible community—classmates, professors, and alumni—who helped bring WealthMeUp to life.

My classmates offered diverse perspectives and unfiltered feedback that made me think harder and dig deeper into the concept. I also learned so much from the EMBA class and from students in other Yale schools. The community at Yale is truly special—it’s so interconnected, and it’s where I built some of my deepest relationships. I can’t not mention Anna Misley ’24, one of my closest friends and the startup’s COO, or Adán Rivas ’24, whose passion and support has been unwavering. Many of my classmates continue to cheer us on from the sidelines!

Mentorship from professors and advisors was another game-changer. Their expertise helped me shape the vision for WealthMeUp and refine our business model. Zoe Chance’s class on influence and persuasion, along with the practical lessons from Jennifer McFadden and Kyle Jensen in their entrepreneurship courses, left a lasting impact on me. Their advice is embedded in how we built the business.

Finally, alumni have been willing to share their time, insights, and connections, opening doors I didn’t even know existed. It’s incredible to have a community that keeps supporting you long after you have left campus.

What’s the biggest milestone your startup has hit since graduation?

Since graduation, our biggest milestone has been launching WealthMeUp on the Apple App Store and Google Play. The positive response has been overwhelming. We’ve engaged with a young audience: about 70% of our users are women, mostly Gen Z and young Millennials. We’ve also partnered with more than 15 brands, offering exclusive rewards with popular lifestyle chains. Our progress has been featured in publications like Forbes, American Banker, and Banking Dive, and we’re now thrilled to join the Bank of America Business Breakthrough Lab cohort, which will accelerate our growth and innovation.