Clasp • Be brilliant with your money

Our Team

Sunny Israni

Co-Founder, CEO

Sunny is a serial entrepreneur who founded two companies prior to Clasp. His first was a fashion e-commerce brand and his second was a web design and development agency. He spent six years on Wall Street as an Analyst at Merrill Lynch and most recently as a Senior Engineer at Bloomberg.

In his free time, you can find Sunny obsessing over the latest housewives episode (RHONY is his fav) or drinking the newest exotic cocktail.

Katherine Kendall


Katherine is a User Experience advocate with over ten years of experience working at both early stage startups and Fortune 500 companies. Her passion is establishing user research habits, building empathy, and creating products that empower and help people.

In her free time, you can find Katherine reading her favorite graphic novels, studying Japanese, or putting miles on her running shoes.

Aitza Burgess

Coach Advisor

Aitza is a graduate from The University of North Carolina at Chapel Hill with a B.A. in Communication and minors in Anthropology and Spanish. She is a contributing writer for The Financial Diet. She also served as a financial, legal, and employment advocate for CEF: Community Empowerment Fund, helping clients build personal assets, gain higher income, and engage in a healthy community.

Our Story

Out of experience comes focus; and kinship springs from unexpected corners of life. Our story is no exception.

In 2016 Katherine was in the midst of a work sabbatical and finally enjoying long-overdue time with her son. Given her newly-discovered breathing room she reflected on her past work experiences, what she had learned, and how she could grow, all in contemplation of her next career move.

Sunny was in a similar place, financially and emotionally recovering from a recent business setback. Despite his feelings of frustration and defeat, his entrepreneurial spirit remained and—true to form—an inkling of a new idea emerged. However, Sunny wanted to test this new idea and sought advice on how to interview people about their finances.

We connected through a mutual friend. Katherine was intrigued by Sunny's desire to learn and place empathy at the core of his idea. Too many times founders are scared to be wrong, and here was someone who practically invited it.

In fact, the more we learned about each other, the more we realized how much we shared. How, as creative thinkers and problem-solvers, we were often sidelined and brushed off in previous work environments.

We had similar history with money—both of us experienced financial volatility during childhood and adulthood; every good habit came at the cost of a tough lesson we had to learn on our own.

We were determined to not let our past define us but rather to drive us. And that led us to a natural conclusion: build a company based on empathy.

Our Beliefs

Financial Wellness is Emotional Wellness

At Clasp, we believe financial wellness and emotional wellness are intertwined. To get to the heart of financial matters involves getting to the heart of what drives us: our emotions.

As a result, we've replaced lifeless budgeting and passive money-tracking with a holistic approach: a long-term plan, plus daily guidance in making smart changes and good habits that stick.

Money mastery is a continual process; evolving and changing. What worked five years ago may not work today. But knowing who you are and what motivates you will better prepare you to roll with it when life eventually happens.

Listen First, Design Later

We built Clasp side-by-side with real people, beginning with understanding their stories and financial lives. As we listened we were struck by the amount of shame and pain people felt about their past and current behaviors. The self-doubt and criticism. The feelings of hopelessness. Feelings that were all-too-familiar to both of us.

Come as you are. Let's get better together.


Katherine Kendall


Why did you start Clasp?

For me, financial apps always focused on "other" people who had their finances completely optimized and figured out. But if you're not one of those "others", financial apps can be overwhelming and sad. I wanted to get away from the "you can't" and "you shouldn't" and more into helping people understand themselves. It's not bad to buy something, as long as that reason is thoughtful and purposeful. Being in control of your finances doesn't mean you can't ever buy anything; it means you understand why you're spending.

Why did you choose to work with Sunny?

Sunny is just that - Sunny! He's always bright and optimistic; no challenge is too great. Any time I have a new idea, he listens with an open mind. We get each other; and yet we balance each other out.

What is your money story?

I've always had a complicated relationship with money, and as a result have a mix of good habits and not-so-good habits. Money was never really discussed directly when I was growing up, so a lot of what I know, I've had to learn on my own. I've made a lot of big mistakes before I discovered what works for me. I define success as knowing yourself and unpacking your bad habits; why did I do that? It's tough work, but on the upside you understand how to forgive yourself, recognize your good habits, and build from there.

What's your spending style?

I'm definitely not a minimalist, and I'm definitely not a "stuff" person. I'm a frivolist! I'm a sucker for ridiculous items that make me laugh. I bought a series of tiny poseable plastic skeletons from Japan and I pose them in a few potted plants around my house. Are they necessary? Absolutely not! Do they make me smile every time I see them? Yes! Are they worth it? YES!

What's your best money hack?

Honestly, giving myself a monthly allowance has been the most helpful. I basically automate a monthly allowance to a separate account and that is my fun money - shoes or dining out with friends…whatever I want. But it needs to come out of that account. Plus if I sell something or earn anything extra, I put it back into my fun money account.

Katherine's Financial Arrangement

My phone case is my wallet, with a few extras tucked in:

1. Mobile

I have an iPhone; the lock screen is my dear dog Lolly

2. Financial EDC (Every Day Carry)

  • Debit card for joint account with husband
  • Debit card for my personal account
  • Airline loyalty credit card for business expenses
  • (FINE sometimes I put a pair of shoes on them)

  • Drivers license
  • (I really wish I could smile in this photo)

3. $20 bill

I never carry much cash with me but there are times when I need it. about/bioKatherine.html0 is enough to cover most small-sized emergencies (usually tipping)

4. Metrocard and Bus Ticket

Also file under: emergency

5. "Zoltar Speaks" Fortune

From a boardwalk arcade game in Santa Monica. I was with my husband on the boardwalk and tucked it into my wallet. The fortune is not particularly meaningful; in fact it reads like an artificial intelligence program wrote it. Maybe I'm scared to throw it away?

6. Note from Son

Drawn for me when he was six years old. I would tuck notes into his lunchbox and he decided I should have one too. I believe it is a cat from Neko Atsume along with a rhebus message - "I love you infinity"

7. Postage Stamps

Carryover habit from my mom. How many times do you really need a postage stamp? More often than you think you do. Plus, you're an instant hero to your friends and work colleagues.


Sunny Israni

Co-Founder, CEO

Why did you start Clasp?

For me this is personal. When my last company failed, I went from making a lot of money to drowning in business debt in a short amount of time. And that feeling of powerlessness is something I think about a lot as it really clouded my perspective in trying to find a path forward out of what seemed like an impossible situation. Ultimately, I was able to get myself out and redefine my approach to money, an approach that is more self-aware and empowering. My reasons for starting Clasp is to help others redefine their relationship with money in a holistic way that is honest and rooted in emotional self-awareness.

Why did you choose to work with Katherine?

Katherine is one of the most thoughtful women I know. She has this ability to take a problem and deconstruct it to a much deeper level in a way I would have never even thought. When building this company it was so important for me to collaborate with someone who has a deeper perspective on the world and Katherine has just that. I thoroughly enjoy working with her.

What is your money story?

Since my parents were immigrant entrepreneurs, we moved around quite a bit (internationally) and I experienced a lot of income volatility growing up. Because of this, I've always been acutely aware of the relationship between finances and emotional well-being. But after my last company failed pretty badly in 2016, I hit rock bottom financially, and it was at this point I really felt the weight of how money problems can create a tremendous emotional burden. And while I've since recovered both financially and emotionally, I strongly believe that managing your own personal finances is inherently an emotional process. And honoring that link between money and mindset is paramount to redefining financial behavior.

What's your spending style?

My spending style can be summed up in one word, seasonal. If you look at my credit card statements, you'd be convinced that entirely different humans are using my cards during the summer versus the colder months. And that's because generally during the year, I'm a workaholic and when I'm in the zone, I just don't have time to spend money. But during summer, all bets are off and I totally let loose. I'm super inclined to buy that extra round of drinks or that pricey pair of sunglasses because YOLO!

What's your best money hack?

I used to have this terrible habit of spending while I was sad. What took months of disciplined savings would be wiped out in a single evening shopping spree after a bad day. So I promised myself I would kick this habit, I mean it's okay for me to feel sad about a bad day but it's not okay for me to be destructive about it. My solution? I keep a list on the notes app in my phone of ten free things I can do when I'm feeling sad. And I promise myself that whenever I'm feeling sad, I would do at least 5 of the things on the list *before* making any financial purchases. And so far, I've only had one bad shopping spree in the past year!