Trying to reach people who don’t know they’re looking

I’ve been working on a personal finance app called Lång.

It helps people pace their daily spending – not by categorising or tracking everything, but by giving them a daily ’safe to spend’ number based on what’s left and how long it needs to last.

I’ve talked to regular users who say it’s changed how they feel about spending – from anxious or ad-hoc to more steady. Some say it’s the first time they’ve felt ’in balance’.

But the challenge is: people like that don’t always realise there’s a problem to solve.

They’re improvising – checking their balance, adjusting day by day. It kind of works. They don’t see it as broken.

So I’m testing different ways of speaking to that – not persuasion, more recognition.

This is a short vignette I’m trying:

Some days, you don’t spend much.
Other days, it just adds up.

You check your balance.
Try to work it out.

What’s safe to spend – for today?

That’s what Lång shows you.
https://lang.money

Has anyone else faced something like this – where the behaviour is there, but people don’t think of it as a problem? What helped you bridge that?