Those moments stripped everything back. At the end of the day, all that matters is that my boys know just how much they are loved – every day and just in case the worst should happen.
When maternity leave ended and I considered returning to my career in Corporate Responsibility and Sustainability, I felt a strong pull in a different direction. I wanted my “ducks in a row” for my own family. And I realised there must be countless other parents and partners who feel the same — a quiet guilt about not having written things down, or not having prepared for the what-ifs.
So I pivoted. I stepped away from a career helping big businesses be a force for good and poured that energy into something personal, purposeful and people-first.
With my background in corporate communications, I knew one of the most powerful tools we have is how we share our words, our values, our stories. And I wanted to make that easier for families everywhere.
01
A cultural shift toward love, thoughtfulness, and meaningful connection – with memory-keeping seen as a form of everyday care.
02
Less guilt, stress, and overwhelm – through tools that help families stay organized, plan ahead, and connect across generations.
03
Greater happiness and emotional wellbeing – by helping people reflect, feel seen, and live aligned with what matters most.
Intentional living
Empowering people to live with clarity and care - by thoughtfully capturing their values, lessons, memories, and milestones.
Meaningful connection
Deepening bonds with loved ones - through shared reflections, legacy messages, and gifts that show “you matter.”
Wellbeing & reflection
Promoting peace of mind - through organised memories, daily gratitude, and reflective tools that bring purpose to everyday life.
Legacy & impact
Preserving what matters - for you, your family, and future generations so that life’s wisdom, stories, and values are never lost.
Our values
Our values form the backbone of our biz and Thoughtful Tribe community - we’re sharing so you can get a feel for the company behind the app. Oh, and the strength of feeling is just as important as the noun in our value.
Unapologetically thoughtful
Bold care with zero hesitation. We don’t just show up, we
go all-in with intention, crafting moments that are meaningful, not just memorable.
Insatiable joy
Relentlessly positive. We’re here to create joy that sticks, sparking happiness that spreads like wildfire and makes life a little brighter.
Tuned in
Always listening, always learning. We keep our finger on the pulse of what matters, creating experiences that truly connect with what people need.
Radical gratitude
Deep, unapologetic appreciation. We turn gratitude into action, constantly acknowledging and amplifying the good in every moment.
Fiercely loving
Love, no holding back. Passionate, unwavering commitment to showing up for the people and moments that count without hesitation.
Caring courageously
Daring to show up with kindness, even when it’s hard. We choose courage over comfort and prioritise others, no matter the fear.
Generously sentimental
Turning sentiment into something cool. It’s about creating powerful emotional connections and gifting meaning that lasts, making memories that matter.
Intentional simplicity
Less clutter, more meaning. We strip away the excess to focus on what truly matters - clean, focused and clear design that speaks louder than noise.