The harder challenge: reaching people who aren’t looking
What if most people who need Lång most have given up on finding something that works? What if they’ve accepted that managing money is just – hard?
Here’s what led us to this hypothesis.
A month or so ago, we suspected TestFlight was a barrier. The whole process – sign up, get invited, install – perhaps felt like committing to test an app rather than just trying it.
Over the past months, we’ve been able to get people interested enough to visit the landing page. But there was drop-off at each stage – signing up, getting invited, and so on. Too few made it all the way through to see clear patterns about who Lång works for.
Talking with regular Lång users suggested a deeper challenge: People who would benefit from Lång might not be actively looking for something like this. They might have accepted that managing money just comes with uncertainty and lack of control.
And if they’ve accepted that this is just hard – being intentional and pacing spending – they probably aren’t seeking advice, discussing it with friends, or searching for solutions online.
But if they are looking, Lång doesn’t quite fit the existing categories. When people search for personal finance apps, they find budgeting tools with categories and spending limits. There’s no category for ’daily spending guide’.
And even when Lång works well for someone, they might not recommend it to others. Personal finance tends to be sensitive – people rarely discuss money struggles or share advice.
Still, these conversations have made us more confident that something like Lång should exist.
But these are the challenges we need to figure out: How to reach people who aren’t looking for solutions. How to explain something that doesn’t fit existing categories. How to grow when sharing doesn’t happen naturally.
So we paused that work – the outreach and messaging tests – to focus on getting Lång App Store-ready.
We’ve just released it on the App Store. Time to test whether removing that friction helps us reach the people who need this most – and continue learning about who Lång helps and how to reach them.
