Nujj is inspired by three poweful ideas. Mainly, applying the ideas from the book Nudge, our application is designed to gently influence your choice by “organizing the context” in which you make personal spending decisions. Added to better choice are two additional ideas.
The point of the book is that people are often not the best judges of what will serve their interests, and that institutions can help people do better for themselves... with small changes - nudges - in the structure of the choices people face.
Behavioral Scientist, April 2014
This book first published in 1973 made popular the simple idea that one cannot consistently outperform market averages. Passive investing over time outperforms active investing. John Bogle, Founder of Vanguard Group, extended this idea further in his own classic book “Common Sense on Mutual Funds” published in 1999.
This short powerful book shows that small everyday decisions in the aggregate define your life. Small good decisions over time really do add-up. Using the Nujj application, as you learn to divert your spending to savings and then build on this good habit over time, the financial benefits compound over time.
A simple-to-use app which helps you make better spending decisions. We will not be able to nudge you to save on every spending decision. But once in a while the long term impact of your spending (i.e., the Nujj Value) can sway you to save and invest. Over time, this habit gets stronger. That is the goal, and soft power, of Nujj.
Nujj is a mobile-only application. There is no web based access. All data is encrypted, masked and protected. Nujj is a me-to-me savings application where your money stays within your control at all times. It is not a peer-to-peer money transfer app.
Dipesh Lall
Founder & CEO
From early start in Customer Service to Sales to Consulting to Start-ups to Consulting to Entrepreneur. Formally schooled, reasonably educated, and still learning.
Stealth team
VP, Product
Pure technologist at heart with passion for customer delight. And a succesful entrepreneur who built a technology start-up and sold it to a conglomerate. And "miles to go before I sleep".
Stealth team
Director, Engineering
Creative artist and a hard core developer with a passion to build consumer facing applications.