Skip to content

Our Work Groove

A New Approach to Financial Literacy

The Singleton Foundation wanted financial education people would actually come back to. Groove is a personalized, goal-setting platform that turns money habits into something you build a little at a time.

  • Non-profit
  • Product Design
  • Web App Development
  • Custom CMS
Groove on a tablet and a phone: the sign-in screen, the home dashboard and a completed badge
Client
Singleton Foundation
Non-profit, financial education
Services
Product Design
Web Development · Strategy · Custom CMS
Stack
Laravel · Vue · Flutter
Inertia.js, cloud-hosted
Result
Patent-pending
Money Personality assessment

01. The Challenge

Shifting Financial Mindsets

The goal was clear: The Singleton Foundation came to us with a vision to create a financial goal-setting platform that would help improve people's mindsets toward money through positive and encouraging content and user engagement.

  • Learning about money felt like a chore.

    Financial education arrived as dense content nobody wanted to open twice.

  • One size fit nobody.

    Everyone's money story is different. Generic lessons didn't land.

  • Nothing brought people back.

    Without a reason to return, good intentions faded after the first visit.

First-run questionGroove starts by asking why you came, not what you know.
Groove on a laptop, asking "Why are you here today?" with goals such as managing debt, saving and investing

02. The Strategy

Conceptualize and Empathize

Personalized learning journeys

One-size-fits-all does not work for money. Everyone's financial journey is different, so we introduced tools like the Money Personality assessment to make the learning relatable to each person's situation.

Learning as a choice, not a chore

The Singleton Foundation wanted to lift the anxiety out of financial learning. Responsive design and fine-grained notifications by SMS and email keep people in the loop without nagging them.

Content that fits the platform

Complex topics were broken into digestible pieces. We built a custom CMS so the Groove team can publish content that is interactive, not just informative, without waiting on a developer.

Gamification that lasts

Badges, challenges, and streaks turn financial literacy into a series of small wins, so good money habits become routine rather than homework.

Always something new

Financial education is ongoing. Continuous onboarding means every visit surfaces a fresh insight or feature, giving people a reason to come back and build on what they know.

Duke University partnered with our client to do research on how the mind forms money-building habits. We then put that research into action in the design and functionality.
Jessica Patel  ·  Head of Content & Learning Resources, Singleton Foundation

03. The Solution

Redefining Financial Literacy

Groove launched as a financial goal-setting platform built around the way people actually form habits. At its heart is the patent-pending Money Personality assessment, which shapes the learning experience to each person. Around it: gamified goals, a content system the Groove team runs themselves, and continuous onboarding that keeps every visit fresh.

The result is not a course. It is a place people come back to.

Groove on a tablet and a phone: the home dashboard and a Money Personality result, "The Dreamer"
Money Personality
Patent-pending assessment
Custom CMS
The team publishes, no developer
Gamified goals
Badges, challenges, streaks

04. Highlights

What Shipped

The Groove admin dashboard on a tablet, filtering new users by age, gender and money personality

Custom content management system

A CMS designed around the Groove team's day, not a developer's. Editors publish, update, and reorganize educational content themselves, so the platform stays current without a ticket queue.

The Groove badges screen on a phone, showing 20 badges awarded

Strategic gamification

Badges and personalized challenges turn financial learning into an interactive progression. Each goal met is visible, collectible, and a reason to set the next one.

The Groove weekly check-in on a phone, asking "How are you feeling about your finances this month?"

Continuous onboarding

Weekly check-ins and login streaks keep the experience fresh. Every visit surfaces something new, so people return to build on what they learned rather than starting over.

Groove on a tablet and a phone: the sign-in screen, the home dashboard and a completed badge

Money Personality assessment

The patent-pending assessment at the heart of Groove. It reads how someone relates to money and shapes the goals, content, and tone they see from that point on.

05. Deliverables

Coding the Future of Financial Literacy

Groove gives people a place to build lasting, positive approaches to money through habit formation and goal-setting. Strategy and design came first, then a build the Groove team can run and grow on their own.

Services
Product Design
Web App Development
Strategy
Custom CMS
Technologies
Laravel
Vue
Flutter

YOUR NEXT DECISION

What is your business working around?

Tell us what's slowing you down, what you've tried, and what needs to be different. We'll start there.

Start with a conversation

Come with a problem. You don't need a specification.

The first conversation helps define the next step, whether or not that step is with us.