Our research identifies the 'Financial Phobia' prevalent in Ireland's Gen Z demographic, where traditional banking apps fail to engage younger users.
Of Irish Students lack financial security, creating a critical need for accessible guidance (Deloitte, 2025).
Are actively seeking AI-driven budget tools to replace manual spreadsheets and fragmented apps (BofA, 2025).
User Persona: Student Sam
Sam is a 19-year-old DCU student. While tech-literate, he experiences high anxiety regarding "overdrawn" notifications.
PAM provides a judgment-free interface to help him manage his SUSI grant and part-time earnings effectively.