Most users are tired of installing new apps. For fintech founders, this is a reminder that simplicity often wins. Users Don’t Want “One More App”.

App fatigue is everywhere. People already use apps for groceries, lights, and banking. When asked to install another one for expense management, many simply don’t bother. And they have a point: most expense tools still involve clumsy OCR, manual categorization, or multiple logins. Each extra step creates friction and lowers adoption.

That’s why Husk, a Brussels-based fintech helping startups manage expenses, is trying a different approach.

Instead of developing a standalone app, Husk began testing a WhatsApp-based expense submission feature. In a recent post, co-founder Christophe Sion described how he sent a photo of a coffee receipt to Husk on WhatsApp and received a reply seconds later confirming the expense had been categorized and logged.

No app to install. No account setup. Just a message.

The feature was officially rolled out yesterday (29 October 2025), as confirmed to us directly by Christophe Sion, co-founder and CEO of Husk, after we reached out for clarification.

Why This Approach Matters

Submitting a receipt through WhatsApp might seem like a small change, yet it removes nearly all the usual friction points. Users already know how to take a photo and send a message. There’s no learning curve, no onboarding process, and no forgotten passwords.

Other expense tools, such as Capture Expense and Veryfi, have adopted similar WhatsApp integrations. The trend reflects a wider shift in fintech towards embedded convenience; delivering services through familiar platforms rather than forcing users into new ones.

It’s also a subtle reminder that user experience is about removing barriers. When a task feels effortless, people do it more often and with less resistance.

Key takeaways for fintech startups

Here are a few lessons for founders building products in competitive markets:

• Don’t ask users to download unless it truly adds value
  
  
• Build around channels they already use, such as WhatsApp or email
  
  
• Simplify every interaction you can
  
  
• Convenience drives adoption more than features do
  
  
• The best product often feels invisible

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