Hey Seedly Community! For the past 4 years that many of you have been with us, one particular question always comes up in discussions:

“How does Seedly make money?”

Well, in this article, I will share with you in full transparency how we worked towards creating a personal finance platform — with sustainability at its heart — and our monetisation plans to keep the platform running. But first, let’s revisit our mission and vision of a startup founded in a stuffy NUS student dormitory by an unlikely duo back in 2016.

“We aspire to help people living in Singapore make smarter financial decisions.”

Everything we have done in the past 4 years is grounded by this belief. And we will still keep this at heart moving forward.

To us, we may be naive to...