Our principles guide everything we do, ensuring families and young people thrive in a balanced digital world. As a Public Benefit Corporation, we're legally bound to our mission.
Safety and Trust
Everything we do—products, services, privacy, and culture—is built on safety and trust. These are essential for people, especially youth, to thrive, providing the foundation for positive learning and growth.
Co-Creation
We believe youth challenges can’t be solved top-down. The best ideas come from co-creating with experts, families, communities, and children, using Human-Centered Design to uncover needs and ensure every voice is heard.
Purpose, Identity, and Belonging
We envision a world where families, schools, and communities help youth find purpose, which protects mental health, strengthens identity, and fosters belonging.
Contextual Diversity
Every family is unique in situation, culture, values, and children’s maturity. We want them to feel understood and supported while keeping full autonomy to make informed choices.
Right-Relationship to Tech
We see technology as a vital part of modern life and value its benefits. We help youth and families use it as a tool, without letting it take control.
Magic and Ritual
We believe magic and play spark curiosity beyond screens. Rituals and initiation journeys, open to all beliefs, deepen identity and build positive habits.
By fostering trust, purpose, and connection, we empower families to navigate the digital world with confidence.