Financial literacy for adults is a well-documented problem. Financial literacy for children is where the habits that create that problem are formed. Gimi was founded in Stockholm in 2015 with a simple premise: teaching children about money works better when it's playful, visual, and connected to the actual experience of earning, saving, and spending. Its app lets parents set chores, assign pocket money, and give children a digital wallet where they can track their savings toward goals — a gamified introduction to personal finance that makes abstract concepts concrete. The product sits at the intersection of family finance and financial education, a niche that has attracted growing interest as parents look for alternatives to handing children cash with no context. Gimi has expanded across the Nordic markets and beyond, building a user base of families who want their children to understand money before they encounter it independently. In the broader fintech landscape, children's finance apps are a small but meaningful category — and Gimi is one of the more thoughtful examples of what it looks like to build a financial product where the measure of success is whether it actually changes behaviour.