Why Fifi exists.
Money should be clear and aligned with your values. We're building an AI-first ethical finance platform that helps you save, invest, and give — without jargon and with transparent choices.
Our Principles
What guides every decision we make
Ethics first, always explained
Every ethical filter is transparent. We show you the criteria and let you choose what matters to you.
Privacy by default
Your data is encrypted, never sold, and you control every aspect of sharing and retention.
Clarity over complexity
No jargon, no hidden fees, no fine print. We believe finance should be simple and honest.
Community, not hype
We're building for real people with real values, not chasing viral moments or empty promises.
Our Story
We started Fifi because we saw a gap: people want their money to reflect their values, but existing tools make it unnecessarily hard. Ethical screening is buried in PDFs, AI assistants ignore your principles, and financial products feel designed to confuse rather than clarify.
So we're building something different. A platform where Fifi AI understands both your finances and your values. Where ethical screening is transparent, not a black box. Where you can save, invest, and give — all in one place — with complete clarity and control.
We're just getting started, but our mission is clear: make money make sense — and meaning.
Building with intention
Small team, big impact
Join us on this journey
We're building Fifi with our community. Join the waitlist to help shape the future of ethical finance.