Principles

Seven things we hold to.

Written for ourselves first. They decide what gets built and, more often, what doesn’t.

  1. 01

    Proactive, not passive

    The job is to bring you things, not to store what you filed. Anything that only answers when spoken to is a tool. We are trying to build the other thing.

  2. 02

    No upkeep

    Context gets gathered, not entered. Anything that asks you to sort, tag and file is a filing cabinet with extra steps, and it decays the moment you stop tending it. Software should earn what it knows from what you were doing anyway.

  3. 03

    Privacy first

    We are not interested in your data. Where something can run on your device, it runs on your device. Where it genuinely can’t, it goes encrypted and nothing is kept — no logs, no retention, nothing held back to train on. What you put into our software is yours, and we do not read it.

  4. 04

    You can always see why

    Anything we surface traces back to something you actually said, and correcting it costs one tap. Software that knows things about you has to be able to show its working.

  5. 05

    Calm over flashy

    No streaks, no badges, no notification that hasn’t earned your attention. It succeeds by fading into your day. If we ever measure ourselves by how long you look at it, something has gone wrong.

  6. 06

    Native, not novel

    Built from the platform, not on top of it. A thing that looks like it belongs on your device is easier to trust than one that looks like it came from somewhere else.

  7. 07

    We never say “AI”

    We’ll tell you what it does for you. How it’s built is our problem. Naming the mechanism is what you do when the outcome isn’t interesting enough on its own.