Our Philosophy

Our product thesis is rather simple, we look for needs in the financial and healthcare industries  that are identified by the following criteria:

1. Complexity: We look for evidence of complexity by the manifestation of frustration and confusion.

2. Simplified by a List: We look for practical situations where a short list of items, names, or details can lead to a better understanding of a complex situation or task, which in turn leads to a decision or an action that improves an outcome for the individual or team.

3. Improved by Communication: In most cases, frustration occurs when we don’t understand something. By improving communication at key moments, understanding can be increased and value can be created.

We seek to provide useful applications that simplify lists and improve communication. We believe this intersection is where significant, outsized value is created for our users, our sponsors, and, as a result, ourselves.

We’re big fans of micro-SaaS. To us it means small, simple initial products that can be designed and built by just a few people in a few months. Similar to prototyping, but one step further, we aim to produce a usable product that solves a single problem or satisfies a single need.

Speed is our friend. It allows us to test multiple hypotheses while gaining the greatest amount of insights. By prioritizing learning and user value, we are able to keep our investments modest and monetizable within the first year.

The truest test of a product happens on the checkout page. This feedback will guide our future investments, either in what we have already built or in the next product experiment.