We believe that personal finance should be simple, engaging and useful. Staying informed about your spending habits is a critical part of living financially responsibly -- yet no tools on the market currently exist to do just that. Confusing automation, annoying reminders, and restrictive budgets push millions of individuals away from regularly monitoring their expenses. Coinscious is built to change that. It uses a simple yet powerful methodology for thinking about personal finances focused on one question: do you consider a purchase money well-spent, or not? Regularly categorizing purchases into well-spent or not well-spent is valuable in changing user behavior in two ways: 1. Consistent reflection and internalization of purchases -- rather than throwing down a credit card and never truly thinking about the amount and the expense, this methodology forces users to take a second look 2. Identification of behavioral trends -- by regularly designating money not well-spent, patterns emerge that uncover the reasoning behind the unhappy purchase, such as a lack of planning or a need for a reward