In a niche where the average person's mindset is buy Bitcoin to get-rich-quick (at least for the majority of people around me anyway), the Amber team are all huge advocates for financial literacy, economics, and ultimately - Bitcoin as a way to build long-term-wealth.
The content they publish aligns with their company mission, breaking down technical and conceptual barriers. I admire Amber is more than just a Bitcoin buy-sell app, they're a Bitcoin business.
It took my wife (who has never invested by herself before + not a tech-savvy person) less than 10 mins to set everything up and bought her first fraction of Bitcoin. She also set up AutoDCA with ease.
To me this indicates how intuitive the Amber app is, and that they've achieved what they set out to do - simplifying access to Bitcoin for the wider population.
I'm a fan!