At just 29, Eve Halimi has already spent time interning on Wall Street before co-founding Alinea, a fintech startup that has attracted more than 2.5 million users since its launch in 2021. Along with co-founder Anam Lakhani, Halimi built the platform from the ground up to serve a generation that traditional finance institutions often overlook.
In a recent interview, Halimi explained the fundamental disconnect: Wall Street understands wealth creation through stocks for those already in the system, but it struggles to reach and educate first-time investors—especially younger ones—who face barriers of jargon, complex interfaces, and a lack of relatable entry points.
The Generational Divide in Finance
Traditional financial institutions move slowly when it comes to innovation and marketing. Legacy players rely on polished but impersonal advertising, while digital-native startups like Alinea, Robinhood, and Coinbase design experiences that feel intuitive for people who grew up with smartphones and social media.
Halimi saw this gap firsthand. Wealthier individuals have long built portfolios through the stock market, yet many young people—particularly those without family guidance or financial education—felt shut out. Alinea was created to change that by making investing accessible, educational, and even fun.
What Actually Resonates with Gen Z Investors
According to Halimi, young investors respond best to authenticity and storytelling. Alinea grew rapidly by having its founders share personal journeys, challenges, and straightforward advice on platforms like TikTok. “You won’t see the CEO of Vanguard posting ‘Hey, girls’ on TikTok,” Halimi noted, highlighting how personal, genuine content builds trust far more effectively than corporate campaigns.
Key features that appeal to beginners include:
- An AI copilot named “Allie” that learns about a user’s risk tolerance, income, and goals before recommending personalized portfolios.
- “Investment Playlists”—curated collections of stocks and ETFs organized by themes or life goals, helping users start investing without needing to be experts.
- A clear focus on education, with the goal of turning complete novices into confident investors within their first year.
Data supports the shift. A 2025 World Economic Forum survey found that over 80% of Gen Z will have learned about personal investing by the time they enter the workforce, compared to just 47% of Baby Boomers. Social media, particularly “FinTok,” has democratized financial knowledge in ways textbooks and seminars never could.
Alinea’s Growth and Broader Appeal
The platform initially targeted Gen Z women and saw strong early adoption, with women making up 92% of its user base at one point. As it expanded to include stocks, ETFs, and crypto, the audience broadened naturally—today roughly 60% female—demonstrating that the demand for beginner-friendly tools extends well beyond any single demographic.
Alinea offers a wealth management tier for $10 per month or $120 annually and has raised significant funding, including rounds focused on user acquisition. The company’s rapid innovation is a clear advantage over slower-moving incumbents.
The Bigger Picture for Young Investors
Gen Z and younger millennials are entering the markets earlier than previous generations, often through mobile apps. Many are comfortable with volatility and opportunistic buying during dips, though they also show interest in trending assets like crypto and meme stocks. While traditional voices emphasize long-term fundamentals, young investors are using the markets as a tool for wealth-building amid challenges like high housing costs and economic uncertainty.
Halimi’s core message is clear: Young people want education, relatability, and technology that meets them where they are. They aren’t intimidated by markets—they’re eager to participate—but they need experiences designed for their digital-first reality rather than outdated institutional models.
As fintech continues to evolve, platforms that prioritize storytelling, simplicity, and speed are poised to capture the next generation of investors. Wall Street may eventually catch up, but for now, Gen Z founders like Halimi are leading the way.
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