Dreams

Dreams is an innovative savings app that utilizes psychology and behavioral science to make saving simpler, more personal, and more motivating. The app was developed as a solution to counteract the financial stress and anxiety many experience, by transforming abstract financial goals into concrete “Dreams” and activating smart “Save Hacks.” By turning saving into an engaging process that disrupts short-term thinking, Dreams helps users achieve their goals—even the long-term ones.

Gul PR was commissioned to strengthen the Dreams brand in the Swedish market while positioning the company’s neuroscientist, Elin Helander, as a prominent “thought leader” in savings and behavioral economics. We developed a strategy focused on communicating the app’s scientific foundation and its unique method for changing saving behaviors.

The result was extensive and recurring visibility in major national media outlets such as Expressen, SvD, Aftonbladet, and DN, highlighting both the app’s functionality and Elin Helander’s expertise. This also led to numerous appearances on TV, radio, and popular podcasts, as well as significant coverage in local media. These efforts helped build brand awareness and established Dreams as a leader within its segment. The company was later acquired by Klarna.