The UAE is one of the world’s wealthiest countries, but many working-class and immigrant residents are excluded from traditional banking. Huru was created to support this underserved community, giving people a simple, accessible way to start managing money and building towards their goals.

We were brought in to design the full experience, crafting something that felt empowering from day one and kept users motivated week after week.

We knew customers wanted to grow their savings, but didn’t always know where to start. So we introduced light gamification and a streak-based approach, helping people build momentum through positive reinforcement.

By setting weekly savings targets and celebrating consistency, Huru turned everyday financial actions into wins. Each streak unlocked encouragement and gentle progress indicators, helping users stay on track and feel good about their efforts - even when saving just a little.

With Huru, the unbanked and underbanked have more than just a place to store money, they can begin to realise their longer-term financial goals.

The result is a simple, human financial tool that helps people take control, build confidence, and start shaping a more secure future.