Managing personal finances can feel overwhelming, especially with traditional tools that focus on restrictive budgeting rather than empowering consumers. As more people seek financial solutions that align with their lifestyles, there is a need for smarter, more intuitive financial tools.
Yuval Shuminer, CEO and co-founder of Piere, has developed an AI-powered platform that aims to help people identify hidden financial opportunities while allowing for the flexibility to maintain their lifestyle.
In this week’s Behind the Idea, Shuminer discusses how Piere approaches personal finance, offering insights into how the platform simplifies financial management and seeks to provide tools designed to improve financial wellbeing.
Tell us more about your company and its offering

Piere is an intelligent personal finance app that helps people uncover the money hiding in plain sight. Our mission is to transform financial management by making it effortless, empowering and aligned with the lifestyle of modern consumers.
Unlike traditional budgeting tools which focus on restrictive spending (we’ve all been told to stop spending money on coffee and avocado toast, for example), Piere enables users to improve their financial wellbeing without sacrificing life’s small joys – whether that’s a daily bagel, a streaming subscription or travel plans.
Using AI, Piere identifies inefficiencies across spending, savings, investments, loans and credit. We simplify financial planning by creating personalised, actionable insights that empower users to make smarter decisions. Our goal is to turn overlooked opportunities into real financial gains, putting an average of $3,200 annually back into our users’ pockets.
What problem was your company set up to solve?
Piere was created to address two key challenges: the inefficiencies in personal finance and the outdated, guilt-driven approach to money management. Millions of people struggle with financial stress, yet collectively, Americans leave over $800billion untapped each year due to missed opportunities like unused rewards, inefficient savings, or poor credit management. We wanted to create a solution for financial management that actually aligns with how people live and spend.
Since launch, how has your company evolved?
Since launching in December 2023, Piere has rapidly grown an engaged user base. What started as a way to simplify budgeting has become a one-stop shop for easy, AI-driven financial management. It’s amazing to hear from users how using Piere has given them more financial freedom.
We’ve recently entered into a partnership with the National Foundation for Credit Counseling (NFCC), the largest financial counselling association in the US, which is allowing our personalised financial management to be accessed by those most in need of financial help and advice.
What has been the biggest challenge or most ‘tricky moment’ to overcome?
The biggest challenge in building Piere has been balancing simplicity and sophistication in the product. Personal finance is inherently complex, and there’s a fine line between empowering users with actionable insights and overwhelming them with too much information. Early on, we realised that people often disengage from financial tools because they feel judged or inundated with jargon.
It’s a constant balancing act to create a product that is both deeply effective and incredibly approachable, but that challenge has been a key driver of Piere’s evolution and success.
What are your biggest achievements or ‘proudest moment’ so far?
Our proudest moment, aside from a successful launch, has been hearing the success stories from our users. Stories of people using Piere to help them put a down payment on their first home or feel more in control of their money is what motivates us.
Another standout achievement was our partnership with the NFCC. It’s incredibly validating for our platform to be partnered with the largest financial counselling association in the US so early in our journey, and it’s an incredibly meaningful collaboration that extends Piere’s mission to make financial literacy and tools accessible to everyone, regardless of their prior knowledge.
How would you describe the culture of your company?
The culture at Piere is rooted in empathy, curiosity, and ownership. We’re solving personal finance problems that feel deeply personal, so empathy isn’t just a nice-to-have – it’s at the core of everything we do. We encourage every team member to think about the user’s experience and bring that understanding into their work, whether they’re designing a feature or responding to a support ticket.
Curiosity is equally important. We’re not afraid to ask questions, challenge assumptions, and explore unconventional solutions. I always tell the team that if we’re not experimenting, we’re not learning – and if we’re not learning, we’re not growing.
Lastly, we’re a team of owners. We operate with a lot of trust, and everyone is empowered to take initiative and make decisions. It’s a collaborative environment, but there’s also this shared drive to make an impact and move things forward.
What’s in store for the future?
In the near future, we’re focused on making financial management smarter, simpler, and more proactive. With new features like Xray and Daily Dig, we’re not just showing users where their money is going – we’re doing it in fun, approachable ways that help put more money back in their pockets.
Our goal is to move from being a tool you use to a true financial partner that works for you – whether that’s uncovering hidden spending habits, automating money movement to maximise savings, or connecting you to resources like counsellors or advisors when you need them.
We’re also expanding partnerships with financial institutions to make these tools accessible to more people, especially those who might not feel traditional financial tools are built for them.
In short, the future of Piere is all about simplifying the complexity of money so users can focus on what matters most.