If you’ve ever felt like investing wasn’t meant for you—too complicated, too intimidating, or just too boring—Eve Halimi and Anam Lakhani are here to change that narrative.
As the co-founders of Alinea Invest, Eve and Anam are rewriting the rules of finance for beginners, effectively making investing actually fun with their AI-powered app that makes wealth-building accessible one “playlist” at a time. Alinea empowers its users (mostly Gen Z women) to grow their money and their confidence through themed portfolios, financial education, and a community-first approach.
In our conversation with Eve and Anam, the co-founders tell The Newsette about everything from leaving Wall Street to build their dream startup to why investing should be treated like a form of wellness.
What was the exact moment you realized you had to build Alinea?
Alinea started as a classroom project at Barnard. One of our classmates shared how he had been investing from a young age and had already made thousands of dollars. We thought: Why didn’t anyone teach us this in school, and why weren’t we encouraged as young women to invest as well? We were frustrated, and in talking with our other female friends and classmates, we realized we weren’t alone.
How did you come up with the idea for playlists, and what role does personalization play in helping your users build wealth?
We built Alinea with one simple idea in mind: Meet people where they already are. For Gen Z, that place is social media, specifically TikTok—fast, fun, and endlessly shareable. We asked ourselves, why can’t investing feel the same way? That’s where the concept of our investing playlists was born. Just like you’d put together a playlist of songs for a mood or moment, we wanted to build playlists of investments that reflect your passions and values.
Instead of sifting through a sea of individual stocks, users can choose themes that resonate with them—like clean energy, women-led companies, or tech innovation. It makes investing feel personal, intuitive, and even exciting. When people see their money aligned with what they care about, they form an emotional connection. That connection keeps them engaged, turning investing into more than a financial habit—it becomes part of their identity and something they want to nurture as it grows.
With 92% women and 70% Gen Z users, Alinea clearly resonates with a historically overlooked audience. What do you think traditional finance platforms still don’t understand about this demographic?
Most platforms still treat investing as purely transactional, but Gen Z demands more. They care about education, values, and about seeing their money align with the brands and causes they recognize in their everyday lives.