Pro-social software grounded in behavioural science.
Most tools optimise for first-order effects: more clicks, longer sessions, higher engagement. The interesting questions live a level deeper. Second-order effects change identity, systems, and trajectories.
It's the difference between feeling productive and actually identifying as someone who always shows up.
What regularity and quality of interactions does it take to form a habit? How long does a habit need to hold before you see yourself that way? How do systems gain or lose trust from people, and how does that change their behaviour?
How do the nuances of pricing models influence the long term relationship between a product and its user?
We start from behavioural science — not the kind that nudges people toward someone else's goals, but the kind that helps people understand their own patterns and build systems that actually work for them.
We don't build for engagement. We build for progress — and progress often means opening an app less, not more. Our tools are designed to be genuinely useful and then get out of the way.
No streak guilt. No manufactured urgency. No variable rewards disguised as features. We use behavioural principles to support autonomy, not to undermine it. If something works, we tell you plainly. If it doesn't, we help you adjust without shame.
We think the best software feels like a well-designed instrument: precise, reliable, and respectful of the person holding it.
A goal-support app for people who care deeply about one meaningful goal. Daily check-ins grounded in behavioural science, honest progress tracking, and a system that respects your time and autonomy.
We're a small, focused team. If you're interested in what we're building — whether as a potential user, a behavioural scientist, or someone who shares these values — we'd like to hear from you.