Qapital, co-founded by Katherine Salisbury and George Friedman, emerged from a personal quest for simplified financial management. As working parents seeking an efficient way to navigate their growing family's finances, they delved into behavioral economics and psychology. Recognizing the human struggle with tradeoffs between spending and saving, Qapital was conceived as a human-centric approach to money. The result is a suite of set-and-forget tools addressing the challenges of financial decision-making. Founded in 2013, Qapital, headquartered in Stockholm, Sweden, and New York, NY, is a global, remote-first company that has facilitated over $3 billion in savings for its users.