Finch, a gamified self-care app launched in 2021, has helped users maintain mental health habits through virtual pet care. The app encourages completing goals like drinking water or meditating, rewarding users with Rainbow Stones and adventures for their 'birb' pet. Unlike early digital pets, Finch's creatures never die to avoid anxiety, making it accessible for those struggling with consistency.
One user, a mother of two, tested Finch alongside other apps like Habitica and Pokémon Sleep. She found the colourful interface overstimulating and the constant notifications added pressure. Despite initial enthusiasm, she stopped using Finch after a week, feeling it became another chore rather than a helpful tool.
Gamification expert Kimba Cooper-Martin explains that such apps tap into psychological motivators like achievements and rewards. The global self-care app market, valued at $3bn in 2024, is projected to reach $14bn by 2033, reflecting growing demand for digital mental health support.
Finch's approach, however, may not suit everyone. The app's emphasis on daily check-ins and virtual rewards can feel burdensome for those already overwhelmed. Yet for many, maintaining a 500-day streak has been life-changing, proving that gamification can foster lasting habits when aligned with personal needs.
