Hi HN- here is my story,

About ten years ago, I started to deeply internalize the challenge of simplifying expense tracking. I badly needed to track certain spending in my life (not everything), but had no viable way to do it efficiently, effectively, and in a lasting manner.

Being a senior finance controller at the time, failing that challenge felt extra annoying. A few years later, fixing this problem became my first startup, Entries, through which I tested five different apps. With each app, the idea evolved through hours of research, ideation, conception, UX sketches, Figma designs, and user testing— and so did “the problem” we pitched at each launch.

Eventually, it distilled into two questions that still guide me today:

- Why has no personal budgeting or expense-tracking app become truly universal?

- Why hasn’t any finance organizer reached the same adoption as calendars, note apps, or file drives? is money less important!

The more I searched for an answer, the clearer the gap became. Productivity tools that reached universality are built on habits people already have, with almost no learning curve.

Today, after all these years, I reckon I’ve answered those two questions — and finally found a universal, ancient human habit. I’ve built a new app from Entries around it, and launching it soon.

Can't wait to sharing it with you.

Salama, Founder at Entries.