Only 16% of Spaniards feel confident managing their savings, a figure that drops to 9% among women and stays below 10% for young adults aged 18 to 34. With the strain from the war in Ukraine and rising inflation, many people have shifted their investment interest to online brokerage platforms that promise high returns after a bit of training.
That reality is what José Luis Álvarez, CEO and founder of HollyMontt, describes. HollyMontt is an independent multiplatform that gives access to information needed to enter financial markets through gamification, offering an easy and engaging, yet rigorous, approach. Álvarez emphasizes that the goal is to build financial literacy by focusing on concepts rather than formal education. He explains that the aim is to help people acquire criteria and develop tools to evaluate options and understand what is right and what is not when making financial decisions.
Álvarez notes that a lack of training combined with constant marketing from online brokers who promise quick profits creates a harmful mix. It can lead to emotional attachment to what is offered, making it very hard for someone excited by the possibility of a steady income boost to recognize that it is not as simple as it seems.
HollyMontt is built to warn about platform risks and to promote financial literacy that supports better decisions. The company operates in a gamified and creative environment that supports different learning modes. Álvarez argues that emotions drive decision making and they should be understood and balanced with other motivations.
With a background in finance and daily experiences with cases of cheating, Álvarez speaks about a social problem that plays on the public’s illusion and ignorance. In 2021 he chose to start his own venture and create HollyMontt, which rests on three pillars: social networks, a web presence, and a mobile app.
HollyMontt already has a presence on social networks including Twitter, Instagram, and LinkedIn, and the web is in active development. The current focus is on sharing more rational and conceptual content, with plans to launch tools such as a portfolio simulator that measures risk rather than just expected return. Between December and January, the app is expected to be available for iOS and Android. The team envisions interconnected platforms, while still allowing independent users to engage based on personal preference. The founder notes a strategy that targets the European market as a whole and the United States, with releases in both English and Spanish.
free services
Most of HollyMontt’s offerings will be accessible at no cost. The most advanced features will be paid through the website and app, but the pricing strategy is deliberately modest. The plan is to keep prices very affordable, with small tickets and annual subscriptions not exceeding one euro. The mission is to ensure universal access and avoid price barriers that would undermine motivation and the project’s purpose.
The company completed an initial funding round to get HollyMontt off the ground, drawing support from entrepreneurs and family offices. The round raised five hundred fifty thousand euros, and Álvarez anticipates reaching roughly one point two million euros in the same round. Projections indicate turnover between fifty and sixty million euros within five years. The vision is to create an ecosystem that enables individuals to manage their savings independently. The target market is substantial, with potential reach around six hundred million, and the goal is to secure a meaningful share of that space over time.
HollyMontt currently operates with a core team of four people, while direct and indirect involvement from partners and collaborators brings the total to about forty. The company brings together experts from learning, motivational design, technology, and finance to create a cohesive and supportive learning environment for users.