ABOUT US
Aara is a financial wellness platform built for women—by women. We’re here to change the way women interact with money by combining financial education, behavioural insights, and a supportive community.
Founded on the belief that financial well-being is a right—not a luxury—we’re on a mission to make money feel less overwhelming and more empowering. Whether you're budgeting, planning for the future, or simply trying to understand your financial patterns, Aara offers the tools, guidance, and space to do it on your terms.



Our Mission
To empower women with the knowledge, confidence, and tools to navigate their financial journeys effectively, addressing the systemic disparities that have historically limited their economic potential.
The Problem
Despite gains in education and workforce participation, women continue to navigate a financial system that wasn’t built with their realities in mind. From the persistent wage gap to the impact of unpaid caregiving, longer life expectancy, and a lack of accessible, inclusive financial education, the system presents persistent challenges. Many financial tools and platforms remain generalized, often ignoring many aspects of women’s lives—like nonlinear careers, systemic inequalities, and cultural expectations around money. As a result, women are more likely to experience financial stress, lower confidence when it comes to money management, and fewer opportunities to build long-term wealth. What’s missing is a more thoughtful, responsive approach to personal finance—one that doesn’t just aim to catch women up, but centers their needs from the start.
The Solution
Aara is reimagining personal finance through a gender-aware lens—one that reflects the lived realities of women and supports them at every stage. From practical money management strategies and financial literacy to investing and guided self-reflection, Aara combines education, behavioural insights, and community to build not just knowledge, but lasting confidence. With a focus on financial wellness, Aara empowers women to take control of their financial lives by providing tools that promote healthier financial habits and long-term financial stability.