Philosophy
How we think about building software, and why it matters.
What ethical SaaS means
Ethical software isn't a marketing angle. It's a commitment to building products that genuinely serve users—not exploit them, manipulate them, or extract value at their expense.
This means making decisions that sometimes cost us short-term growth. It means saying no to features that would increase engagement at the cost of user wellbeing. It means being honest about what our products can and cannot do.
Why clarity matters
Complexity is often a sign of unclear thinking. When a product is genuinely useful, it doesn't need to hide behind features or jargon.
We build tools that are immediately understandable. Clarity respects your intelligence and your time.
Why trust matters
Trust is built through consistency, transparency, and restraint. It's about doing what you say you'll do.
We don't use urgency tactics. We don't manufacture scarcity. These techniques erode genuine relationships.
Why long-term thinking matters
Most software companies optimize for the next quarter. We optimize for the next decade.
Long-term thinking means building sustainable businesses, not growth-at-all-costs rockets.
What we intentionally avoid
- — Dark patterns that trick users into actions they didn't intend
- — Artificial urgency and manufactured scarcity
- — Guilt-based upgrade prompts and manipulative pricing
- — Endless feature expansion that dilutes core value
- — Growth metrics that optimize for engagement over utility
- — Marketing language that overpromises and underdelivers
The result
Products that feel calm to use. Businesses that feel honest to work with. Software that respects the people who use it.
This isn't about being perfect. It's about being intentional. About making better choices, consistently, over time. About building things we're proud of.