How Two Sydney Sisters Built the $100m Savings App Blossom
A casual kitchen table conversation led to a savings app with $100 million in funds under management.
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Three years ago, sisters Gaby and Ali Rosenberg launched Blossom, a savings app designed to help Aussies grow their money without the headaches, roadblocks or confusing jargon of traditional finance tools.
Fast forward to now, and Blossom has smashed through $100 million in funds under management (FUM). So, what’s driving their success, and how are they making saving cool again?
The Blossom App
HOW BLOSSOM WENT FROM $10 TO $100M
In just three years, a steadily growing customer base has propelled Sydney sisters Ali, 32, and Gaby, 28, into running a business with $100 million in FUM.
“I was reflecting on this milestone a couple of days ago,” Gaby tells news.com.au checkout. “I remember when we first set up the Blossom bank accounts, and at the time, I wondered if we were even going to get $10 through those accounts.
“Fast forward to December 2024, and we reached our $100 million target a few days early. Blossom is our first foray into running our own business, and the growth since we launched has been incredible.”
So, what’s the secret sauce? According to Gaby, it’s about keeping things simple and smart. Blossom offers two investment options, with 5.95 per cent and 7 per cent annual targeted returns, plus handy features including automated payments and roundups that make saving a no-brainer.
Launching a fintech start-up in the middle of a cost-of-living crisis could be considered bold, but Blossom has thrived, thanks to its steady returns and daily earnings updates.
“We post earnings daily so users can see their savings grow in real time,” Gaby explains. “It’s helped us build trust in a competitive market.”
REAL PEOPLE, REAL WINS
For the Rosenberg sisters and their small team of six, Blossom isn’t just about numbers - it’s about helping people hit big financial goals.
One standout story? A Sydney couple who couldn’t afford a home in the city used Blossom to save for land in Tasmania, where they’re now building their dream home. Another? A single mum in Queensland who saved enough for a family home, then started using Blossom again to fund renovations.
“Stories like these keep us motivated,” says Gaby. “It’s amazing to know we’re making a real difference.”
Listening to users has been key to the app’s growth. “Our community wanted higher returns, so we launched BlossomPlus, which offers a 7% target return with a three-month lockup,” she says. Next up? Joint accounts and Blossom for Kids, both inspired by user feedback.
Gaby believes Blossom’s three-pronged approach - a pared-back product offering, prioritising user feedback, and setting clear targets - has been key to its success.
“We set very clear targets for Blossom from the outset,” she says. “We aimed for $25 million FUM in the first year, $50 million by the end of 2023, and $100 million by the end of 2024 - and I’m very grateful we’ve been able to hit those goals. Our next huge milestone is $500 million in FUM within the next five years, and I’m confident we’ll get there.”
THE POWER OF SISTERHOOD
Working with family might not be the first choice for many start-ups, but for Gaby and Ali, it’s been key to their success. “Ali is great at building relationships and spreading the word about Blossom,” says Gaby. “I’m more of a behind-the-scenes person, focused on strategy and execution.”
Alongside balance, their close relationship fosters trust. “We know where each other’s long-term interests lie. Knowing we’re both 100 per cent committed to the success of the business allows us to make confident decisions. It also saves a lot of mistrust or heartache, and honestly, there’s enough of that in business.”
Clear boundaries help maintain a healthy work-life balance. “No business talk on Sundays - that’s my one rule,” Gaby says. “Unless the app is down and I absolutely need to know about it, everything else can wait 24 hours. It gives me one day to recharge.”
WHAT’S NEXT?
Blossom is gearing up to expand further into New Zealand and aims to hit $175 million in FUM by the end of 2025. They’re also planning a third investment product for users willing to lock up funds for longer periods and higher returns.
Education is another big focus. Through podcasts, columns, and partnerships, Gaby and Ali are on a mission to boost financial literacy. “We want to make finance less intimidating and more accessible,” Gaby says.
Their advice for aspiring entrepreneurs? Patience. “Everything takes longer than you think,” says Gaby. “If you’re not in it for at least 10 years, don’t bother. And don’t sweat the small stuff - most problems aren’t the end of the world.”
She also advises blocking out the noise. “At first, people didn’t take us seriously - we were two young women with $5000 in the fund. But we stayed focused, did the work, and let the results speak for themselves.”
SMART SAVING TIPS
Gaby and Ali’s top saving strategy for Aussies in 2025? Treat your savings like an expense. “Save at the start of your pay cycle, not at the end,” says Gaby. “And keep your savings separate from your spending money so you’re not tempted to dip into it.”
With a clear vision, smart solutions, and a commitment to their users, Gaby and Ali Rosenberg are proving that savvy saving isn’t just possible - it’s achievable for everyday Australians.
Gaby and Ali Rosenberg are the co-founders of Blossom, a Sydney-based savings app launched in 2021. Their mission is to democratise access to fixed-income investments for everyday Australians, offering targeted returns and user-friendly features. Under their leadership, Blossom has surpassed $100 million in funds under management.
Beyond their professional endeavours, the Rosenberg sisters advocate for financial literacy and empowerment, regularly sharing insights to help individuals achieve financial wellbeing.
For more information about Blossom and the Rosenberg sisters’ work, visit Blossom’s official website.
Louise Conville is a journalist, copywriter, ultra runner and aspiring triathlete with a flair for storytelling and a habit of taking scenic detours—both in life and out in the wild. When she’s not creating engaging content on fashion, beauty, health and fitness, you’ll find her running trails—occasionally off course but always guided by a strong inner homing beacon. For honest tales of adventure, mishaps, and the occasional triumph, find her on Instagram at @louise_conville.
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