How WealthMeUp Is Turning Daily Spending Into Smart Investments

WealthMeUp: The Startup Making Investing as Simple as Spending

What if your everyday purchases could help you build wealth? That’s the vision behind WealthMeUp, a fintech startup founded by Feli Oikonomopoulou ’24, which is transforming the way people think about investing.

It was launched by Feli while she was at Yale School of Management to fill an industry gap. Investing felt like a burden to many, especially women. With eight years in the financial sector across Europe, Asia, and the U.S., she saw the need for a product that made investing seamless and accessible.

WealthMeUp connects consumers with financial institutions to automatically invest cash-back rewards and loyalty points from daily purchases into investment portfolios. Especially for women, who drive 80% of consumer spending but underrepresent themselves when it comes to investing.

The startup gained momentum through Startup, where Feli was selected as a finalist. With strong mentorship from Yale professors and a supportive alumni network, WealthMeUp evolved from an idea into a full-fledged app now live on the Apple App Store and Google Play.

Since launch, the app has partnered with over 15 lifestyle brands, drawn 70% female users (mostly Gen Z and Millennials). And it has been featured in Forbes, American Banker, and more. WealthMeUp is now part of the Bank of America Business Breakthrough Lab, setting the stage for even more growth.

This startup isn’t just about tech, it’s about empowering everyone to be an investor, one purchase at a time.