[STORY] Everyone’s building finance apps now. What makes yours different?

Last Friday evening, I found myself in one of those co-working spaces on Lagos Island where neon signs screamed “Build. Scale. Disrupt.”

I was clutching my laptop like it was my lifeline. And in a way, it was—inside that machine was my business plan, my marketing strategy, and the idea I believed could change my life.

I had just signed up for an open pitch night. The prize? A small seed investment and six months of mentorship from seasoned entrepreneurs.

But the room was packed with startup founders who all looked more confident, polished, and well-funded than me. My hands were sweaty, my throat was dry, and my inner voice kept repeating: “Why did you even come here?”

As I sat down, a guy in a blazer leaned over. “What’s your startup about?” he asked casually.

“Uh… it’s a financial literacy app for Gen Z. Think TikTok meets personal finance. Short videos, AI-powered budgeting tips, and gamified investing tools,” I stammered.

He raised his eyebrows. “Not bad. But everyone’s building finance apps now. What makes yours different?”

That question hit me hard. I had spent months perfecting the design, the algorithm, even the branding. But in that moment, I realized I hadn’t nailed my why. I froze, pretending to sip water.

When it was finally my turn, I walked to the stage, staring at the rows of expectant faces and the judges with poker expressions. I took a deep breath and decided to drop the “corporate pitch mode.”

“My name is David,” I began, “and this startup exists because I once had to choose between buying data to study online or buying food. Spoiler: I chose food. But it made me realize—most Gen Zs like me struggle with managing money because personal finance looks boring, complicated, and outdated. I want to change that.”

The room went silent. I saw heads nodding. I leaned in.

“Imagine an app where saving feels like unlocking levels in a game. Where budgeting tips come in meme-style 30-second videos. Where investing is explained like you’re chatting with your friend at a café. That’s what I’m building—not just an app, but a movement to make money management fun.”

Applause. Real applause. My heart skipped.

But here’s the twist.

When the winners were announced, I wasn’t called. My name didn’t make the top three. I felt crushed. I packed my bag, ready to disappear quietly.

As I walked out, a woman from the back row tapped my shoulder. She wasn’t one of the judges, but she had been watching.

“Your idea is raw, but your story is gold,” she said. “I work with a venture studio. Let’s talk. I think we can build this together.”

That night, I didn’t win a prize. But I walked away with something bigger—my first real investor meeting lined up for Monday.

Moral of the story? In business and marketing, it’s not always about the perfect pitch deck or the fanciest gadgets.

Sometimes, it’s about telling your story with honesty, showing real emotion, and connecting with people beyond the numbers.

And now, every time I think of giving up, I remind myself: I didn’t lose that night—I got noticed.