Fam, formerly known as FamPay, is India's pioneering payments app designed for users aged 11 and above. Launched in 2019 by IIT Roorkee alumni, Fam aims to empower a financially aware generation by facilitating online and offline payments through UPI and FamCard. With a mission to engage over 250 million young users in India, the company is supported by esteemed investors including Elevation Capital, Y-Combinator, and Sequoia Capital. Fam places a strong emphasis on design as a core element of its brand identity, striving to create visually compelling narratives that resonate with its audience.