Manifesto
We build for the worst eleven minutes of your day.
Not the calm Sunday when you write a budget. The moment at 1am with the tab already open, when every sensible tool you installed has nothing to say.
Every app in this category is built for the version of you that is already regulated. It asks you to log the thing, wait seventy-two hours, and then decide with a clear head. That is excellent advice for someone who does not need the app.
We started from the opposite end: what does the person in the grip of it actually have? About forty seconds of attention, a phone in one hand, and a craving that wants to be resolved right now. Anything that does not fit in that window is decoration.
01
The urge is not asking a question
It is not waiting for evidence, and it will not be argued out of existence. Anything that answers a craving with a spreadsheet is answering the wrong organ.
02
Closure beats patience
People tear up photographs and delete the number because finishing something works. We gave that instinct sixty frames a second and attached it to your money.
03
Price the habit, not the item
The cheapest thing on your list is usually the most expensive line in your life. A €6 coffee, five days a week, outruns almost any single purchase you will ever regret.
04
Shame is not a growth strategy
No streak you can break, no red numbers, no push notification asking why you lapsed. Coming back four times is the system working, not you failing.
05
The data should be impossible to leak
Not carefully guarded — absent. No account, no analytics, and nothing about what you burn ever sent anywhere. If the promise is that your temptations never leave your phone, it has to be architecturally true rather than a paragraph in a policy.
06
The fire has to be real
A cross-fade would have shipped a year earlier and destroyed the entire argument. Some things are the product, and you do not get to approximate them.
Your brain wanted an ending. Give it one.
Burning is the wedge, not the ceiling. Impulse purchases are the first category because they are the easiest to price, but the same craving-shock-burn loop is what people reach for with drinking, smoking, junk food, and the things that have no price tag at all.
What will not change: no accounts, no cloud, no advertising, and no mechanic that works by making you feel worse. If we ever need to break one of those to grow, that will be the answer about whether we should.