Many years ago
Apple told us: there was "an app for that". And for a while, it felt like there was. Social media. Games. Creation tools. Utilities. The App Store felt boundless.
But year after year, our home screens remain largely the same. Visions of a rich, diverse marketplace gave way to a new bundle. A dozen apps produced by a handful of mega- corporations.
And so, we pick our clothes. Our tunes. Our furniture. But our apps? They're still one-size-fits-all. Made for billions. Not for us.
When software is oriented around you… It's freed from the incentives that create dark patterns. Freed from the ads and unnecessary features that get in the way. And freed from disruptive notifications you can't control.
We believe software has a greater purpose: to help each of us live our lives, our way.