Grifin already made her an investor. Nobody ever told her.
Stock Where You Shop turns someone who’d never open a brokerage account into an owner of 38 companies — without ever asking her to be an investor. But two years in her balance is five figures, nothing has told her what she became, and she starts googling how to move it somewhere serious.
I’m Carl. I run Sunday, product design for fintech, ex-Swedbank. The fix isn’t a redesign — it’s a sentence you’ve already earned the right to say. You’ve been an investor all along. It’s live, just below.
The concept, running
It’s live — tap through the reveal.
How I’d keep the warmth, and lose the toy.
The playfulness is why she joined — it’s the reason she got past the door that every brokerage app slams in her face. So the answer isn’t to make Grifin serious. It’s to let the app grow up at the same rate her balance does: keep the sky, keep the voice, keep every word of your own grammar — and add the gravity that five figures earns. The warmth lives in the words. The seriousness lives in the numbers.
Four decisions, and why:
march 2024
Your first dollar of Starbucks, bought with a Tuesday latte.
that dollar is now $1.34
860 mornings since. The habit is worth $1,154.
The reveal, not the tutorial
She already did the hard thing — two years of it. So the app opens by telling her, one beat at a time, using her own history as the evidence. No onboarding, no explaining. The sky stays: it's your identity, not your problem.
Stock where you shopped
All 12 ›Every purchase, traceable to stock
The mechanic is the magic, so it gets stated plainly and once: what she spent on the left, what she now owns on the right. The stake sizes derive from the spend — a $124 grocery run can't earn less than an $84 one.
Her portfolio is her routine
Not a ticker list. Groceries, gas, the commute — the everyday giants are genuinely her biggest holdings, so they sit on top, and the latte sits where it honestly falls. From 860 mornings is a line no brokerage can write.
$13.46 becomes cash in your account, usually within a day.
And she can sell it
The whole thesis rests on this being real money, so the app has to survive the question. Real fractional shares, in her name, sellable in two taps — the answer to the exact doubt that sends a graduate to Fidelity.
Any app can show her a balance. Only Grifin can tell her the balance is made of her own mornings, and mean it literally.
A bit about me.
I’m Carl. I run Sunday, a product-design studio for fintech. Before this, Swedbank, one of the Nordics’ largest banks. I work embedded, like part of the team, from first research to the final interface. No handoffs.
I built this from the outside, on your product and your App Store reviews alone — no brief, no access. I saw you’re hiring a founding designer, so take it as a conversation-starter rather than a critique. Wired to real accounts, with your real numbers behind it, it gets a lot sharper.
“He champions user-centered design without ever losing sight of how it drives real business outcomes. That balance is rare.”
Joackim Zwahlen — UX Lead, Swedbank
That’s the idea.
I made this because the graduate is the most expensive person you can lose, and she leaves for a reason you can fix with a sentence. If it’s useful, grab 30 minutes below and I’ll walk you through where I’d take it. If you want it real, a two-week sprint makes the reveal shippable in your app. If not, no hard feelings — I’ll be rooting for you either way.