Kavyashree S

Emotions, not rational need, drive 70-95% of purchasing decisions.
Not 'some' decisions. Not even 'most.' Almost ALL of them.
These emotions? They're nudges - unconscious pushes toward behavior. And they're the most powerful nudges of all.
Think about it:

• Stressed impulse buy (instant relief)

• Happy treat yourself (you deserve it!)

• Anxious avoid your bank account (because looking at it leads to additional stress)

Spending gives instant gratification. Saving requires discipline. Our emotions push us toward the easier choice every single time.

Take me, for example:
We're only 13 days into January, and I've already blown way too much money on food.

This isn't new. I've always done this - order takeout when stressed, splurge on treats when happy, feel guilty about it later. Classic emotional spending pattern. 

Hey Product Hunt!

I'm Kavya, building FeelFund - a behavioral fintech app.

The insight: People don't struggle to save because of income or discipline. They struggle because emotions drive financial decisions. Stressed? Impulse buy. Happy? Treat yourself. Anxious? Avoid finances entirely.

The experiment: What if we redirected those emotions instead of fighting them?

I have a list of 50 people that I would kill to have a coffee with. Niche founders, retired experts, brilliant writers.

But the reality is: They won't read my cold email. And honestly, they shouldn't have to. They are busy.

The 10% Problem
I realized that for all the crawling Google and OpenAI do, they have only captured maybe 10% of human intelligence. The other 90% the "Dark Matter" of wisdom is still locked inside people's heads, private journals, or offline experiences. It is "gatekept" by time and physics.