We believe change should feel calmer, not harder.
Most behaviour change systems rely on willpower (which runs out), guilt (which burns you out), or public accountability (which makes you perform instead of progress). We believe there's a better way: small nudges that respect your energy, anonymous feedback that builds psychological safety, and AI that learns what actually works for you.
"You broke your 47-day streak. Start over."
"You did one small thing today. That counts."
Most systems punish you for being human. We believe there's a better way: calm, adaptive support that respects your energy and celebrates small wins.
What we believe
Self-trust and team trust are the foundations of everything else. People deserve behaviour change systems that respect their humanity—no coercion, no manipulation, no exploitation of vulnerability.
How we do it
Psychology + AI. Small nudges, not big resolutions. Anonymous feedback, not public shaming. Systems that adapt to your life, not the other way around.
What we built
Nudge helps individuals follow through on small commitments. TrustLoop helps leadership teams measure and improve professional trust. Same belief, different scales.
Behavioral Design
Based on BJ Fogg
Motivation is unreliable. Ability is key. We focus on making the right action easier to do, not on pumping you up.
Psychological Safety
Based on Amy Edmondson
Honesty requires safety, not courage. TrustLoop is built to create the conditions where truth can surface without fear.
Self-Compassion
Based on Kristin Neff
Guilt kills consistency. Self-trust builds it. We replaced shame-based streaks with flexible, compassionate tracking.
One engine, two products
Nudge
AI habit coach that helps you follow through on small commitments, even on messy days.
TrustLoop
Leadership trust measurement that turns anonymous signals into specific micro-actions.
Both products use the same AI system. It understands your goals, respects your energy, adjusts its tone, and learns from your reflections—whether you're an individual building habits or a leadership team strengthening trust.
Our values
How we build for you
Respectful
No coercion. No guilt.We believe technology should respect your humanity. No dark patterns, no engagement hacks, no notifications that make you feel small. Just calm, supportive progress.
Private
Zero-knowledge. Always.Your data is yours. Whether it's your personal habits or your team's trust scores, our zero-knowledge architecture means we can't see it even if we wanted to.
Long-term
Built for years, not days.Real change takes time. We don't optimize for daily active users; we optimize for your long-term growth. Six months from now, you should feel calmer, not more stressed.
What we're building (and what we're not)
Our philosophy in action
We won't build
- Leaderboards or public shaming
- Growth hacks or engagement tricks
- Gamification that creates anxiety
- Features that exploit FOMO
We will build
- Better privacy and data protection
- Deeper psychological insights
- Calmer, more adaptive interfaces
- Tools that respect your energy
Trusted by leaders from
Choose your path
I promised I'd start this today, but it feels too big. I'm stuck. đź”’
The start is always the hardest part. Let's make it smaller.
What is one tiny thing you can do in 5 mins just to break the seal?
Ask one personal question before diving into tasks.
Your Intimacy score is lower than your Reliability. This small step builds connection without slowing down execution.
Not ready to commit? Let's stay connected.
I write about behavior change, trust, and building calm systems. No sales pitches—just thoughts on making progress feel lighter.