- Privacy
- We collect the bare minimum a feature needs to work — and nothing more. We don't track you across the web, we don't sell data, and we don't target ads. You can ask what we hold, download it, or have it deleted, at any time.
- No dark patterns
- No manufactured urgency, no confusing opt-outs, no traps to cancel, no pressure mechanics designed to keep you (or your kids) hooked. If something is easy to start, it's easy to stop.
- Fair pricing
- Fair whole numbers, no .99, no hidden tiers, no lock-in. You always know what you're paying and why — and you can take your data and leave whenever you like.
- Accessibility
- Everything is built to WCAG standards: keyboard-navigable, screen-reader friendly, with real focus states and proper contrast. Accessibility is part of the build, not a box ticked at the end.
- Open standards
- We build on open standards and give you your data in formats you can actually use. No proprietary cage, no “export” that gives you a useless blob.
- Ethical AI
- Where we use AI, a human stays in the loop — especially anything a child will see, which is checked by real experts first. AI suggests; people decide. You always confirm before anything changes. This is also, increasingly, the law — the EU AI Act, UK guidance and frameworks worldwide are converging on the same principle. We hold ourselves to it regardless of whether it applies to us yet.
- Fair working practices
- Honest scoping, honest timelines, and honest invoices. We'd rather turn down work than over-promise it — and we treat everyone we work with the way we'd want to be treated.