Using behavioral psychology to promote positive financial decisions

I recently came across this app that I've been fascinated with. Basically they are using insights from behavioral psychology to try to encourage people to make smart financial decisions. So for every $25 you save you get a weekly lottery ticket with 7 numbers. Each night at 9pm EST they draw a new number and if you match all 7 in a week you win the $10 million jackpot. You can also win small prizes from a few cents all the way up to a Tesla.

I think this idea of gamifying activities that are otherwise totally boring, such as saving money, is really powerful because it's fundamentally different from so many of the popular apps that exploit psychology to get people to take actions that are beneficial to the company instead of the user.

The company also is somehow able to offer a very competitive APY (currently I think it's 20 basis points) without even factoring in the potential games from prizes.

I'm very curious to know what people think of this concept. What am I missing that could make this company fail? I'd also love to know if you can think of any other companies that are similar. I do know the insurance company Lemonade has used a bunch of behavioral economics principles to flip the insurance model on its head (they don't make more money by denying claims). I think this model could be used for many different types of products.

Not here to push this app on anyone, but if you are interested in trying it you can use my referral code SEAN5 and we both get 100 tickets.

Hope people find this interesting!