LxmePay, launched by Mumbai-based fintech startup Lxme, is being billed as India’s first UPI platform for women, aiming to do more than payments—it seeks to embed financial health into everyday spending. 

Unlike conventional payment apps that reward users with scratch cards or discounts, LxmePay converts each transaction into increments of digital gold, helping users accumulate real value over time instead of ephemeral perks. The app also offers a category-wise budgeting tool that flags where money is going (for example, food delivery or transport) and nudges users with daily and monthly trends. 

Founders Priti Rathi Gupta and Ridhi Doongursee explain that while over 200 million Indian women use UPI for payments, fewer than one million invest actively. By embedding savings and investment nudges into “where women already are” (i.e., making payments), LxmePay seeks to reduce the gap between spending and wealth-building. Its vision: every woman becomes her own “Lakshmi”.

Key features include:

• Automatic categorisation of expenses (needs, wants, savings) with real-time insights.
• Digital gold rewards for both paying and receiving payments via LxmePay.
• Inclusive design for women of all income levels, from Rs 3–4 lakh starters to higher earners.

With partnerships including NPCI (which supported the launch as the first UPI for ‘her’) and Axis Bank, LxmePay is extending its reach via large merchants and women-centric finanscape.