Smart money app Plum is today launching the ‘Naughty Rule’, a brand-new feature to help shoppers stash extra money with the app when they spend in 2023.

Customers can now set up the ‘Naughty Rule’ to automatically set aside money every time the customer buys something ‘naughty’ from a retailer that they consider a guilty pleasure. Then, whenever the customer spends at the retailer with their linked card, they will also save some money into Plum at the same time.

Plum customers can choose from a selection of the 50 most popular retailers used by Plum customers for the ‘Naughty Rule’. The retailers range from fast food outlets to clothing stores. Customers can then set the amount of money that Plum will stash for them for each purchase, ranging from £1 (for those feeling ‘Mildly Mischievous’) to £10 (for those feeling ‘Very Villainous’). Once the ‘Naughty Rule’ has been fully enabled, Plum will make one extra saving per day when the customer spends at the retailer, either online or in-store.

Lia Papageorgiou, product manager at Plum, comments: “Our new ‘Naughty Rule’ is a great example of automation enabling new and intuitive ways of saving more money. Our customers tell us that they spend a lot at the same retailers, so we have decided to give them a smart way of saving while they spend.

“McDonald’s is the second most popular retailer for our customers, for example, with an average of 17 transactions per year per customer. If a customer sets their ‘Naughty Rule’ to £10, that could be an extra £170 stashed away. Or, the ‘Naughty Rule’ could even act as a deterrent to spend in the first place. If saving more is your new year’s resolution, Plum’s smart rules will help you keep it!”

The ‘Naughty Rule’ will be available to UK customers initially on Plum’s Ultra subscription plan, costing £4.99 a month*. It forms part of Ultra’s suite of smart saving tools that are designed to save Plum customers thousands of pounds each year. The ‘Naughty Rule’ is also available to Plum Premium customers.