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MaXi is a personal finance app built for GenZ. It links accounts, tracks spending, and sends small, digestible "Money Moves" to help users stop being broke and start building wealth. Think "your money bestie," conversational AI that talks to users like a friend, not a financial advisor.
MaXi is built by the team behind Thread, which went through Y Combinator (W23 batch). CEO Akeem Williams is ex-Microsoft. The founding team had already built and scaled enterprise software before pivoting to consumer fintech. This is not a first-time team guessing at product-market fit.
Before coming to AgentWeb, MaXi was already building organic momentum on TikTok and needed to test paid channels to confirm demographic fit and gather early sign-ups. The goal was not to spend big. It was to spend smart and learn fast.
MaXi came to AgentWeb at a specific inflection point. They had organic traction and a product in market, but needed to answer a critical question before investing in growth: does paid acquisition work for GenZ personal finance?
Competing against "boomer-flavored" incumbents.The personal finance app space is crowded with legacy players like Rocket Money and Mint that feel stale and out of touch with how 21-27 year olds think about money. MaXi's brand voice — irreverent, direct, GenZ-native — was a differentiator, but it had not been tested in paid channels where creative needs to convert, not just entertain.
Early positioning that had not been pressure-tested.MaXi had strong instincts about their audience but no data to back it up. Which age bands would engage? Which pain points would drive clicks? Which messaging angles would convert interest into action? These were open questions that needed answers before budget could scale.
A micro-budget that left zero room for waste.At roughly $500 total spend, every dollar had to produce signal. There was no room for broad testing or slow ramps. The campaign had to be structured to learn fast and validate fast.
No post-click infrastructure.MaXi's site had no end-to-end lead capture, no warm-lead nurturing, and no onboarding cycle to convert "I'm interested" into "I'm a user." The paid campaign could drive traffic, but the question was whether the funnel behind it could catch what the ads generated.
AgentWeb built a rapid-validation paid strategy designed to maximize learning per dollar spent.
Before spending a dollar, we studied the GenZ finance landscape. What were incumbents saying? Where were the creative gaps? What language resonated with 21-27 year olds who had never engaged with a finance app before?
The insight was clear: legacy apps talked at GenZ. MaXi could talk with them. We built multiple concept-level creatives tailored to GenZ language and humor, testing angles around "stop being broke," "your money bestie," and aspirational wealth-building. Each concept was designed to feel native to a social feed, not like an ad.
We built multi-angle ad sets to test age bands, interests, and motivations simultaneously. Rather than guessing at a single audience, we structured the campaign to let the data reveal which segments engaged hardest.
Full pixel setup and event tracking were installed before launch so no signal was wasted. Every click, every form submission, every demo booking was captured and attributed.
Two high-performing creative angles quickly emerged: messaging centered around "stop being broke" and the "money bestie" positioning. These were not just getting clicks — they were driving demos.
We doubled down on the winning angles while pausing underperformers. On a $508 budget, this kind of real-time optimization is the difference between signal and noise.
The demand was real. GenZ resonated with MaXi's brand and clicked aggressively on messaging that centered around "stop being broke" and "your money bestie." The campaign validated that paid acquisition is a viable channel for MaXi — and identified exactly which creative angles and audience segments to scale.
The ads worked so well that they exposed a different problem: traffic converted into demos, but demos were not converting into active users at the rate they should have.
The issues were on the product side, not the ad side. Lead capture was not integrated into the website. Email follow-ups were not automated. "Get Started" did not push users into a complete onboarding flow. There was no speed-to-lead system to re-engage sign-ups while intent was still hot.
AgentWeb closed the engagement with a clear roadmap: add full lead capture, integrate nurturing flows, improve the onboarding funnel, and re-run ads — because the demand is already proven, and the LTV upside ($15 per month, 18+ month retention window) is extremely strong.
MaXi now knows three things they did not know before:
Sign up for the app here.
"I'm shocked at the 16% signup rate." — Akeem Williams, CEO of MaXi
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