My story

In 2019, I was burned out from working a corporate job in Berlin. I was also shopping, more often than necessary, to relieve my own stress and anxiety.

I’d visit my favorite stores and splurge on the most beautiful dress or bag I could find, convincing myself that I deserved these things for my hard work. But the thrill of each purchase quickly faded, never making up for my lack of fulfillment.

Finally, I’d had it. I decided to take a break and go to Indonesia for two months. I remember feeling so proud of myself for detaching from the capitalist grind, believing the break would be enough time to get me back into the frenzied spirit of hyper productivity.

I ended up in a simple island with barely any hot water, let alone electricity. But what at first seemed like a challenge became a gift: I realized that I enjoyed life much more when I had less stuff.

Why had I been willing to work so hard, in such misery, when I could have lived a simpler life that made me happier?

What began as a two-month break quickly turned into five, and when I returned to Germany, I dedicated myself to breaking old pattens and preventing myself from buying things I didn’t need.

I started tracking how I felt when the urge to shop took hold and asking myself questions like, Why do I need this? What triggered my desire to buy it? I also started researching the science of habits, dopamine addiction, and pleasure hormones. I wanted to understand how my environment shaped my desires, so I developed a questionnaire based on everything I learned and began filling it out it before making big purchases.

Surprisingly, it actually worked. I stopped buying unnecessary items and was able to focus more on what truly mattered to me.

I created Willow to help others achieve the same financial freedom. The app is designed to help you live more intentionally and recognize the pesky thought patterns behind unnecessary purchases. I hope it’s as revolutionary for you as it was for me.

Beatriz

The mission

Willow empowers users to take control of their spending and develop more mindful shopping habits. We are dedicated to helping our users understand the psychology behind their desires and identify what truly matters to them. By harnessing personalized insights and a supportive community, our users can live a more sustainable and fulfilling lifestyle.