Dare To Be Financially Free: She Is Making Personal Finance Less Scary for Millennials and Gen Zs

Sakura Seet is not your typical finance guru. Despite only being in her late 20s, she has already co-founded two successful ventures—personal finance content platform, Dare to Finance (DTF), and budgeting tool, Perfingo—both of which are reshaping the way Millennials and Gen Zs approach their finances. 

She regularly puts up blogs and content on the Dare To Finance website and social channels, while being prominently featured on the likes of Vulcan Post, MoneySmart, CPF Board and more. With an ever-growing online presence, she has blossomed into a renowned speaker who is on a mission to demystify money matters for young Singaporeans, while building a thriving personal finance community from the ground up. As a millennial who is looking to overcome my own financial anxiety, her insights and story resonated greatly with me as I navigate towards financial literacy. 

This International Women’s Day 2025, we shine a spotlight on this incredibly inspiring disruptor—a woman who is not just breaking barriers but is empowering an entire generation to take charge of their financial well-being. In this exclusive interview, Sakura shares her insights, challenges, and financial wisdom for young Singaporeans.

Sakura Seet sharing tips with peers at a community event | IMAGE: SAKURA SEET 

What sparked your passion for personal finance, and how did it lead to Dare to Finance and Perfingo?

My passion for personal finance started as early as lower primary school in the simplest of ways like doing "accounting/bookkeeping" in one of those Principles of Accounts (POA) books, where I would meticulously track and ration my weekly allowance. As I got older, this interest evolved into bigger “adulting” moments, like working through university and managing my own expenses. I also consumed a lot of non-fiction content, where finance was often tied to broader life lessons, which deepened my curiosity and understanding.

The real interest developed when my peers and I gained more autonomy, financial commitments and had full time jobs. I noticed many people around me, including myself, struggling with financial anxiety and decision-making. There were also many situations where I saw poor financial decisions lead  to unnecessary stress and hardship. Managing money often felt overwhelming and isolating, and that’s what sparked the creation of Dare to Finance (DTF) - a community-driven platform designed to make personal finance approachable through engaging content, practical workshops, and community events.

Perfingo, on the other hand, grew from a more technical gap we noticed from the DTF community. It felt odd that people were turning to a faceless Instagram account for financial advice, which highlighted the lack of accessible, personalised tools for financial planning. That’s how Perfingo’s flagship product, Financial Pathway, was born. It’s a user-centric dashboard that charts your financial goals, helping you map out your journey clearly and make informed decisions without the guesswork. This product was designed to give people clarity and control over their financial future in a way that traditional advisory services often miss. It has now also grown to help users in their process of not just planning but their goal oriented purchases!

Many Millennials and Gen Zs feel overwhelmed when it comes to managing money. What are the biggest financial mistakes young Singaporeans make?

I think one of the biggest mistakes is avoiding dealing with their finances because they feel intimidated. It’s easy to push money matters aside when you’re unsure where to start, but not looking at your numbers doesn’t make the problem go away. Instead, facing your finances head-on, even if it’s uncomfortable at first, is the first step toward control and clarity. Striving for a healthy relationship with money from a young age is essential.

I really believe that personal finance is more of a psychological issue than a numbers issue. Our financial habits are deeply integrated with our beliefs, emotions, and lifestyle. When it comes to setting goals, building habits, and making financial decisions, it’s often 80% psychological and only 20% about the numbers. That’s why it’s so important to personalise financial advice—there’s rarely a strict right or wrong when it comes to money. It’s about finding what’s right for your individual circumstances.

You break down finance in a fun and digestible way—why do you think traditional financial advice doesn’t resonate with younger generations?

We live in an environment where there’s an overload of information, so being able to cut through that noise is important. Traditional financial advice often feels rigid and out of touch with the realities of younger generations. Millennials and Gen Zs value authenticity, relatability, and nuanced content so blanket advice like “reduce expense and stop buying that $8 coffee” overlooks the complexity of modern financial struggles and goals.

Instead we try to make finance accessible by meeting people where they are, whether it’s through humour, storytelling, or localised, real-life examples that they can see themselves in. Finance isn’t just numbers; it’s deeply emotional and personal, and addressing that human side makes the content more engaging and actionable.

With the rising cost of living, what are three essential steps young Singaporeans should take to be financially secure?

The cost of living will always increase, I think it's more so how we adapt to it and strive to stay ahead that matters. For starters,

1. Build an emergency fund and cover your bases: I can't emphasise this enough. Set aside at least six months  of your income and keep it as liquid as you see fit, and ideally as cash in the bank. This safety net will provide you the insurance and peace of mind when unexpected costs arise. Alongside that, ensure you have the right health insurance coverage to protect yourself from medical emergencies.

2. Invest early and consistently: Don't wait until you've "figured everything out" to start investing. You can always begin with simple, low-cost investments like ETFs and use strategies like dollar-cost averaging. The key is time in the market-not timing the market-so starting early gives your money more time to grow.

3. Develop a healthy relationship with money: Money is an enabler, and understanding your own values helps you spend intentionally. Know what's worth spending on and what isn't important to you. For example, you might prioritise spending on gym classes but see less value in eating at fancy places—and that's perfectly okay. Being clear on your priorities allows you to align your spending with what truly brings you happiness and fulfilment.

What’s one financial habit that changed your life, and what’s one piece of advice you wish you knew earlier?

This isn’t just applicable to finances but the habit that changed my life was automating processes. Similar to my savings and investments. I made sure I was consistently building my wealth without relying on willpower alone. I see it as similar to how some entrepreneurs wear the same outfit daily—it reduces decision fatigue and ensures consistency.

And the advice I wish I knew earlier? Your income alone won’t make you wealthy—how you manage and grow that income matters more. Prioritising savings, investing early, and being mindful of spending habits create a solid foundation for long-term security. It’s as simple as that.

If someone feels completely lost when it comes to money, where’s the best place to start?

Everyone starts from somewhere, so don’t be afraid to take that first step. Start by understanding your current financial situation. Know where your money is and how it moves. Take stock of your net assets, which includes what’s in your bank accounts and your financial obligations. Track your income, expenses, savings, and debts. Always remember that awareness is the first step to improvement!

Once you have clarity on where you stand, start thinking about your goals. Are they lifestyle goals like being able to travel regularly, or one-time goals like saving a specific amount by a certain age? Break them down into small, actionable steps. That’s exactly what Perfingo’s Financial Pathway does—turning your goals into a clear, actionable plan with analysis to guide you forward.

Also, it can feel like a lonely journey, so don’t hesitate to have open conversations about money. Lean into a supportive community (like ours at Dare to Finance) where you can learn, share, and grow together. Having the right support system makes the journey far less daunting and far more empowering!

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