“Actions are right in proportion as they tend to promote happiness, wrong as they tend to produce the reverse of happiness.”

John Stuart Mill

Big Picture

We aim to do the greatest amount of good possible for all sentient beings, present and future.

We practice conscious capitalism. We’re a Public Benefit Corporation that chooses to put purpose before profit.

We support the United Nations Sustainable Development Goals


We only work with people who intend to use much of their lives in service of others.

We enthusiastically support your ethical goals, whatever they are. Your success is our success. We always try to act in your best interests.

We adhere to humane technology principles. We avoid dark pattern design. 


We are fully transparent about our effectiveness. See our Manifesto and Data. The placebo effect is real, but we try hard not to sell it.

We attempt to determine our counterfactually-adjusted net impact on your life outcomes. 


We do not promote any product or service for our personal gain. If we make a recommendation, we clearly explain our reasoning. We do not take affiliate fees or receive kickbacks. 

We do not promote our friends in the industry simply because they’re our friends.