In late 2021, Adebowale Oparinu and his co-founders at myStash, a behavioral savings platform, were grappling with a paradox. Despite being financially literate and disciplined, they found it remarkably hard to save money. The culprit wasn’t ignorance or lack of intent; it was something more elusive: the invisible psychological resistance people have to saving.
The Birth of myStash
Oparinu explains that most people weren’t failing to save because they were reckless, but because saving felt like something separate from daily life: an extra task that could be postponed or excused away. People often said they had nothing left to save, but data showed that wasn’t always true. The real issue was behavioral, not financial. So, the solution couldn’t be reminders or nudges. It had to be designed around how people already live and spend, not how they hoped they would.
Designing for the Unspoken
While many African fintech startups borrowed from popular Western models, such as “round up the change” savings popularized by apps like Acorns and Chime, Adebowale’s team took a different route. They reverse-engineered Nigerian behavior, asking a simple but powerful question: What financial behaviors in Nigeria already operate subconsciously? The answer: VAT. Every Nigerian pays Value-Added Tax at supermarkets, restaurants, and fuel stations, yet few could estimate how much they pay in a month. It was invisible, consistent, and trusted.
Automated Percentage-Based Deductions
This insight inspired the team’s first real product innovation: automated percentage-based deductions across every transaction, mimicking the stealth nature of VAT. Users could link their bank accounts, and myStash would automatically move a tiny, imperceptible percentage into savings every time they spent money. No triggers. No thinking. Just savings on autopilot.
A Philosophy of Subconscious Finance
What began as a clever hack soon matured into a guiding product philosophy the team calls Subconscious Finance, a three-part framework for designing behavior-first financial tools. The first layer, Subconscious Triggers, involves identifying patterns users already follow without thinking, like VAT payments. Next is Native Behavior Hooks, where solutions are built around these familiar behaviors rather than trying to introduce new ones. Finally, Reliable Infrastructure ensures the tech is invisible, consistent, and quietly dependable in the background.
The Infrastructure Broke, So They Rebuilt It
Despite its early success and thousands of users, myStash hit a wall. The open banking tools powering the product were fundamentally unreliable. Banks regularly updated authentication flows, which disconnected users without warning. Login-based scraping failed silently. The subconscious system wasn’t subconscious anymore. Rather than patch endlessly, the team made a strategic pivot. They abandoned fragile scraping APIs and rebuilt the product around payroll integration, specifically leveraging PAYE-style salary deductions.
Anticipating Inflation
As Nigeria’s inflation accelerated and the naira deteriorated, users grew anxious about the value of their savings. Adebowale’s team responded, not reactively, but with foresight. They introduced auto-conversion into stable foreign currencies, offering users a hedge against local currency erosion. This product-market fit, savings that were subconscious, reliable, and inflation-proof, shifted myStash’s metrics from volume to value.
Exit, And the End of the Beginning
myStash was ultimately acquired by a local financial services group looking to deepen its consumer savings proposition. The exit was quiet, but meaningful. Adebowale stayed on a few more years to support the transition before moving on to new ventures. Reflecting on the journey, he offers a very measured lesson: “The power of fintech isn’t in building fancy apps. It’s in disappearing into people’s lives. We didn’t copy global trends, we studied local behaviors. We didn’t chase hype, we engineered trust. That’s how we won.”
