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Heirlo
Challenge
Most people learn about money too late, usually when they already need it. Heirlo is a family financial literacy platform disguised as an investing app. The challenge was to shift the paradigm from private, individual investing to a visible, shared family experience. It needed to do for family saving what Venmo did for peer-to-peer spending: make it social, transparent, and purposeful, teaching every generation why money moves the way it does.
Client
Heirlo
Services
Brand Design
Industry
Finance
Strategy
The brand is built on a single, powerful premise "The wealth of knowledge, passed down alongside the wealth." Instead of burying financial advice in generic articles, the literacy is the product. We gamified life's major financial milestones from a first car to a "Grandkids fund" creating a shared map for the family to navigate together. The core strategy is that every contribution is also a lesson. When Grandma contributes to the wedding account, it becomes an act of teaching, not just a transaction.
Identity
The visual system balances financial trust with the warmth of a family narrative. Storybook drawn illustrations invite users to "write their own story" across generations. A recurring "tile" shape a direct nod to the app's goal-selection UI serves as a foundational graphic element tying the brand together.
Application
Heirlo’s ecosystem hinges on an intuitive four-tab structure: Goals, Family, Contribute, and Learn. The gamification hooks, like locking future life stages, ensure the interface feels like a living map rather than a static dashboard.
Outcome
Heirlo redefines what an investing app can be. It is not just about where the money goes, but what life actually costs before it arrives. By mapping real money to real goals in real time, it creates a deeply engaging product that a family doesn’t just set up and forget, but actively grows into over decades.
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© 2026
About
LIZZIE FLORECE
WORK
ABOUT
Heirlo
Challenge
Most people learn about money too late, usually when they already need it. Heirlo is a family financial literacy platform disguised as an investing app. The challenge was to shift the paradigm from private, individual investing to a visible, shared family experience. It needed to do for family saving what Venmo did for peer-to-peer spending: make it social, transparent, and purposeful, teaching every generation why money moves the way it does.
Client
Heirlo
Services
Brand Design
Industry
Finance
Strategy
The brand is built on a single, powerful premise "The wealth of knowledge, passed down alongside the wealth." Instead of burying financial advice in generic articles, the literacy is the product. We gamified life's major financial milestones from a first car to a "Grandkids fund" creating a shared map for the family to navigate together. The core strategy is that every contribution is also a lesson. When Grandma contributes to the wedding account, it becomes an act of teaching, not just a transaction.
Identity
The visual system balances financial trust with the warmth of a family narrative. Storybook drawn illustrations invite users to "write their own story" across generations. A recurring "tile" shape a direct nod to the app's goal-selection UI serves as a foundational graphic element tying the brand together.
Application
Heirlo’s ecosystem hinges on an intuitive four-tab structure: Goals, Family, Contribute, and Learn. The gamification hooks, like locking future life stages, ensure the interface feels like a living map rather than a static dashboard.
Outcome
Heirlo redefines what an investing app can be. It is not just about where the money goes, but what life actually costs before it arrives. By mapping real money to real goals in real time, it creates a deeply engaging product that a family doesn’t just set up and forget, but actively grows into over decades.
View More Projects
© 2026
About
LIZZIE FLORECE
WORK
ABOUT
Heirlo
Challenge
Most people learn about money too late, usually when they already need it. Heirlo is a family financial literacy platform disguised as an investing app. The challenge was to shift the paradigm from private, individual investing to a visible, shared family experience. It needed to do for family saving what Venmo did for peer-to-peer spending: make it social, transparent, and purposeful, teaching every generation why money moves the way it does.
Client
Heirlo
Services
Brand Design
Industry
Finance
Strategy
The brand is built on a single, powerful premise "The wealth of knowledge, passed down alongside the wealth." Instead of burying financial advice in generic articles, the literacy is the product. We gamified life's major financial milestones from a first car to a "Grandkids fund" creating a shared map for the family to navigate together. The core strategy is that every contribution is also a lesson. When Grandma contributes to the wedding account, it becomes an act of teaching, not just a transaction.
Identity
The visual system balances financial trust with the warmth of a family narrative. Storybook drawn illustrations invite users to "write their own story" across generations. A recurring "tile" shape a direct nod to the app's goal-selection UI serves as a foundational graphic element tying the brand together.
Application
Heirlo’s ecosystem hinges on an intuitive four-tab structure: Goals, Family, Contribute, and Learn. The gamification hooks, like locking future life stages, ensure the interface feels like a living map rather than a static dashboard.
Outcome
Heirlo redefines what an investing app can be. It is not just about where the money goes, but what life actually costs before it arrives. By mapping real money to real goals in real time, it creates a deeply engaging product that a family doesn’t just set up and forget, but actively grows into over decades.
View More Projects
© 2026
About
LIZZIE FLORECE
WORK
ABOUT
Heirlo
Challenge
Most people learn about money too late, usually when they already need it. Heirlo is a family financial literacy platform disguised as an investing app. The challenge was to shift the paradigm from private, individual investing to a visible, shared family experience. It needed to do for family saving what Venmo did for peer-to-peer spending: make it social, transparent, and purposeful, teaching every generation why money moves the way it does.
Client
Heirlo
Services
Brand Design
Industry
Finance
Strategy
The brand is built on a single, powerful premise "The wealth of knowledge, passed down alongside the wealth." Instead of burying financial advice in generic articles, the literacy is the product. We gamified life's major financial milestones from a first car to a "Grandkids fund" creating a shared map for the family to navigate together. The core strategy is that every contribution is also a lesson. When Grandma contributes to the wedding account, it becomes an act of teaching, not just a transaction.
Identity
The visual system balances financial trust with the warmth of a family narrative. Storybook drawn illustrations invite users to "write their own story" across generations. A recurring "tile" shape a direct nod to the app's goal-selection UI serves as a foundational graphic element tying the brand together.
Application
Heirlo’s ecosystem hinges on an intuitive four-tab structure: Goals, Family, Contribute, and Learn. The gamification hooks, like locking future life stages, ensure the interface feels like a living map rather than a static dashboard.
Outcome
Heirlo redefines what an investing app can be. It is not just about where the money goes, but what life actually costs before it arrives. By mapping real money to real goals in real time, it creates a deeply engaging product that a family doesn’t just set up and forget, but actively grows into over decades.
View More Projects
© 2026
About