"I'm tired of complicated financial apps that take more time to enter data than to plan. What do you use that is simple, fast, and focuses on the essentials? Or does everyone suffer from Excel?" Why is this the best? Simple: Readable in a flash. Asks, not intrusive: People love to express their opinions about what's wrong. Common denominator: "Suffering from Excel" is a very strong, common pain point that is easy to identify with.