What we're trying to achieve

We think the digital world has gone a bit crazy. Every company in the world is trying to collect as much personal data as they can, so ‘we can know customers better.’  Unfortunately, this actually means ‘so we can make customers do what we want them to do.’

You see it everywhere. From Facebook advertising that pops up when Facebook knows you’re vulnerable to the tricks of the booking sites: “Only 3 left at this price.”  “54 people looking at this deal right now.” We’re being manipulated into making poor buying decisions all the time. And this creates a lack of trust between customers and companies, a feeling of them and us.

We think that’s a bit sad, because it should be joyful, buying stuff. So we want to recode the relationship you have with brands, to make it more meaningful and satisfying again. To help you find great brands you’ll love for the long term, and to help great brands find loyal customers who they can invest in for the long term.