Become part of their everyday.

The brands people love already have a place in their day. We find the moment your customers already live, then build the product that belongs in it.

06:40WakeOuraa sleep score before getting upStardustchecking where they are in their cycle before planning the dayApothékarya tea before the phone
07:30MorningFunction Healtha quick blood draw to check in on this season’s focus, like lowering cholesterolDexcom Steloa glucose sensor that shows how breakfast landedHims & Hersa weekly check-in on their GLP-1 plan
12:15MiddayApple Watchclosing the move ring on a walkPelotona twenty-minute ride between meetingsSweetgreenlunch, ordered aheadYour brand hereWe position you in a moment like this one, and meet your customers where they already are with the product we build.Let’s talk
17:45EveningState Farma safe drive home, rewardedOlipopa prebiotic soda with dinnerCoplay Clubunwinding with the kids over a game
21:20Wind downMavena quick question for the family’s care team after bedtimePlungetwenty minutes in the saunaHeadspaceten minutes before the lights go out
22:00SleepEight Sleepthe bed cools for deep sleep

This is what we do. We help brands like yours become part of people’s everyday lives. Here are a few examples.

Products people make room for.

We help founders build and grow their companies. We build and invest in our own too, so what we bring you is already tested.

Paid ads, with GenAI in the loop

01Study top performers
02Generate first passes
03Polish on-brand
04Live, finding buyers

Early customer discovery

Nov 2025Build the first versionA working web product that could take payment within a week.
Jan 2026Talk to our networkTexts, Discord, and coffee chats with parents we know.
Feb 2026First paying membersEight founding members, about two in five parents we talked with.
Sep 2026Strangers start payingOur first paid ad test: seven buyers in five days, against a goal of three to five.

19:30 · After dinner

Coplay Club

Play as a force for good at home: scripts, game guides, and a community that help parents connect with their kids through play.

It’s our own company, and we run it the way we’d run yours. Agents do the heavy lifting: on-brand illustrations and ad creative, offer tests with real buyers, every visit read in analytics. That leaves our days for the few decisions that matter, and our evenings for our kids. Our first cold ad test brought in paying parents in its first week.

AI-Native Product
Growth & Paid
SEO & GEO
Digital Experience

Kasane

Model upgrade checkSame prompt · 20 personas

Should Kasane’s coach move to Sonnet 5?

Opus 4.8 · currentSonnet 5 · candidate

Personas completed20/2020/20

Output tokens30.5k78.5k

Hidden reasoning047.9k

Average response22 s43 s

RecommendationStay. On the same 20 personas, Sonnet 5 wrote 2.6× as much and took twice as long. It wasn’t worth it for this call.

Predict → run → compare → keep or drop

06:45 · Morning routine

Kasane

The place for your family’s health. Kasane reads your health data and finds the habits that matter most right now, three at a time.

Every change to its AI coach goes through the same loop: predict what it will do, run it against 20 test personas (from a new member with only their age to one with full labs and a week of Apple Health data), then keep it or drop it. The evals retired an architecture change before we built it, and caught a fix that would have done nothing.

AI-Native Product
Digital Experience
Insights & Strategy

A Territory meal, open, with its new label

18:30 · Dinner

Territory Foods

A brand agency delivered a compelling new identity. The product had to catch up.

The rebrand spoke to busy professionals, while the product still talked macros, keto, and paleo. We carried the new brand through ordering, language, and a design system, on a deadline, while testing growth campaigns and keeping existing customers. The aim: make a healthy dinner the easy choice on a busy weeknight.

Paul was Head of Product through the rebrand, from $1.5M to about $23M ARR, and came back as product advisor through the leap to $48M.

Insights & Strategy
Digital Experience
Growth & Paid
Coaching & Advisory

Apothékary quiz results recommending a product set

21:30 · Wind down

Apothékary

A more personal path to purchase for a plant-based wellness brand.

We started with customer discovery, then designed a personalized product quiz and a results page that recommends a daily ritual, from winding down for sleep to easier digestion, fed by tailored ads and organic social. Experiments showed what helped people find the right fit for their health.

Quiz takers were about four times as likely to buy as visitors who skipped it.

“He reinvented our quiz and customer experience for Apothékary, and it’s been game-changing for our conversions and ticket sizes.”
Shizu Okusa · Founder & CEO

Insights & Strategy
Digital Experience
Growth & Paid

Fitt’s platform home: the business of fitness and wellness

Fitt as a partner to the next generation of fitness and wellness companies

09:00 · Workday

Fitt Insider

A better home for a health audience.

We repositioned and redesigned the publication, then built Fitt’s platform (web, newsletter, jobs, and capital) as its media and venture work grew, including the first sponsorship placement in the newsletter. Fitt Jobs grew from We Elevate Others, the job board we built and Fitt acquired in 2021. For hiring managers across health and fitness, it fits into the workday: post a role between meetings, and it reaches the people who already read Fitt Insider. Paul went on to lead product across Fitt for a year.

Insights & Strategy
Digital Experience
Growth & Paid

We build products that help a good life grow.

Health and family show up in nearly everything we’ve made: meals, sauna rituals, safer drives, game night with the kids. Six values guide the work.

Love
Invite people in and earn their trust. Nobody should feel watched, rushed, or ashamed by something meant to help them.
Health
Everyone deserves great health, and most of it lives in small choices people make every day.
Play
Play is how people learn and recover. We design for joy on purpose, with room to try, stumble, and come back.
Purpose
Grow at a pace people can live with, founders included. We work with one client at a time and build for products people still love years from now.
Creativity
We treat constraints as creative fuel, cut scope to ship, and learn from what real people actually do.
Craft
Life is beautiful, and everyone deserves beautiful things. We keep refining until the experience feels right.

What’s standing between you and the product you want to build?

Most founders are carrying ten things at once. Pick the one question that matters most right now, and we’ll help you set the rest down for a while.

Audience to Product

“I built this audience over years of hard work. I’m trying to monetize, and nothing’s landing yet. What should we do first?”

We find the recurring need behind the attention, shape a useful offer, and test willingness to pay before the roadmap gets expensive. It starts with customer research and ends with an offer your audience says yes to.

A big audience, and nothing for them to buy yet.Find the need that keeps coming back, shape an offer, and see who says yes.

After the Rebrand

“The new brand looks great. But customers still hit the same problems when they try to buy.”

We translate the promise into the product itself: flows, language, behavior, and the moments customers repeat. You walk away with a brand-forward next version of the product.

The brand changed. The product didn’t.Carry the promise into every screen customers use.

The Offer Test

“Everyone here likes the idea. I still don’t know if anyone will pay for it.”

We put the proposition in front of real buyers, ask for a real commitment, and let evidence decide what deserves a full build. You come away with real evidence on the offer and the price.

Plenty of likes, and no one has paid yet.A real ask, and the buyers decide what gets built.

Customer Advisory Board

“We have paying customers, and we almost never hear from them. I don’t know what they’d tell us.”

We set up a steady way to hear from the people who already pay you: who to invite, what to ask, and how each round turns into decisions about the product. We run the first rounds with you, then hand over the system so it keeps going.

Customers all around you, and no regular way to hear them.Steady rounds of conversations that turn into product decisions.

The Founding Build

“We raised to build this, and I need something in customers’ hands this quarter. Hiring a whole product team will take months I don’t have.”

Start with a senior product team today. We build the first real version and get it into customers’ hands, ready to learn from, while defining the roles, rituals, and standards your team inherits.

Hiring a full team first runs past the deadline.A senior team from day one, live before the deadline.

Zero to Revenue

“We need experienced help figuring out what to build and getting it into customers’ hands. We can budget for a day or two a week.”

A day or two each week, we work alongside your team from research and positioning through offer tests and the build, until customers are paying. Think of it as ongoing product leadership, sized to your budget.

The idea is ready, and full-time help isn’t in the budget.A day or two a week, week after week, until customers pay.

Embedded Product Team

“The product works and it’s growing. Now I need a team of our own to run it, and I’m not sure who to hire first or how to set them up.”

We help hire and train the in-house team that takes over, and hand them the rituals, standards, and AI-native tools to keep shipping. We work as part of the team that owns the product until they’re ready to run it.

It’s growing, and there’s no team of your own to run it.Hire and train the team that takes over, then step back.

What we bring

01Insights & Strategy

Customer development your team can keep running: a repeatable way to find the right people, ask better questions, and turn every conversation into a decision. Positioning, the offer, and pricing come straight out of what you hear.

Customer interviews
Customer advisory boards
Positioning
Offer design
Pricing tests

02Digital Experience

We design it and we engineer it ourselves, from the first sketch to the App Store release. Our specialty is native iOS: SwiftUI apps built on what Apple just shipped, like Apple Health, home-screen widgets, Siri shortcuts, and on-device AI, so your product lives on the phone people reach for all day. Behind it is production engineering we write ourselves: web platforms, payments, analytics, and the tests that keep it steady as you grow. We prototype fast with real people, then build it to last, so it feels intentional, useful, and unmistakably yours.

Native iOS & SwiftUI
Full-stack engineering
Experiment-driven prototyping
e-Commerce & payments
Design systems
Web experiences

03AI-Native Product

Products that use AI where it helps the person. We start from the goal, engineer the context the model sees, and run evaluations before anything ships. It’s how we work ourselves, too: agents help with our research, design, and code every day, so we spend our time on fewer, better things. We set your team up to work the same way.

Goals & guardrails
Context engineering
Evaluations
Agentic workflows
iOS & web

04Growth & Paid

We start small: a handful of real ads, a modest daily budget, and a clear read on who buys. Agents study the ads already winning in your category and draft first passes, then we polish them until they’re unmistakably yours. Every purchase flows back to the ad platform and into your analytics, so each round spends smarter than the last. We’re exploring newer channels like ChatGPT ads early, so you hear what works before it gets crowded.

Meta & Instagram
AI ad creative
ChatGPT ads
Attribution
Partnerships

05SEO & GEO

People now ask ChatGPT and Google’s AI answers the questions they used to type into a search bar. We find the questions your customers are already asking, then write the clearest, most useful answer on the web, in your voice. Each piece is built so search engines and answer engines can read it, cite it, and send people back to you. Then we watch what gets found and keep tending what works.

Keyword research
Content strategy
Answer-engine visibility
Search Console

06Coaching & Advisory

Between us, we’ve founded six companies, advised more than 50 founders, and led product and design teams from early startups to Microsoft. We meet you where you are: a weekly session, one hard decision, or the first hires who’ll carry the product. We help set up the rituals that keep a small team calm and focused, including how to work alongside agents day to day. The goal is a team that runs well without us.

Founder coaching
Team rituals
Hiring
AI-native teams

The playbook behind the everyday.

Three ideas we build every product around, from years of making health and wellness products part of people’s days.

Read the full playbook

Behavior happens when motivation, ability, and a prompt meet.

06:40 · Signal“You usually walk now. Want to start?” The step is already easy, so the job is timing.
12:15 · Facilitator“Short on time? Here’s the ten-minute version.” Motivation is low, so we make it easier.
18:30 · Spark“Your labs are in. One lever this week: protein at breakfast.” Motivation spikes, so we ride it.

The flexible loop

Small loops, repeated, become part of the day.

SeeSense passively and offer one clean summary that changes a decision.
ReflectGiven who they’re becoming, pick the lever that matters next.
ActThe smallest believable step, sized to today.
See againShow what compounded, then offer one next move.

SeeReflectActAgain

Identity-based habits · after James Clear

Small today, compounding tomorrow.

Tiny actions are evidence. We design products that help people collect it, with room for an honest down-shift on a hard day.

“I’m trying to sleep better.”“I’m someone who sleeps well.”

A small step A down-shift, still counts

Our team

Paul and Brittany work directly with founders and operators, from the first customer question through the team handoff. Agents help with our research, design, and code every day, so the two of us move like a bigger team and still close our laptops for dinner.

We’re married, raising two kids in the SF Bay Area, and we’ve been building companies together for years. Family and health are home for us, so they show up in the work.

Paul Mederos — **Paul**Product + Engineering
Founding engineer at Power Supply, where he built the first digital product, took it to national scale, and led product through its strategic rebrand to Territory Foods. Since then: safe-driving behavior products at Quanata (State Farm), Fitt’s platform, and Kasane, the place for your family’s health. He still builds every day. This year: native iOS apps with on-device AI, a Rails platform with payments, and the eval harness that keeps Kasane’s AI coach honest.

6companies founded, from a parkour academy to a home sauna
**50+**founders advised, one call at a time
**Angel + LP**in Adventure Fund, which backed Junction (formerly Vital) at seed

Brittany Mederos — **Brittany**Research + Design
From zero to millions: financial tools at the Consumer Financial Protection Bureau, real-time global logistics at Elementum, then over a decade of Microsoft products used by hundreds of millions. She helped pitch and bring Microsoft Designer to market, shipped its AI editor, and brought it into Copilot.

**10+ years**of Microsoft products used by hundreds of millions
**Designer**from the first pitch to the AI editor and into Copilot
**0 → millions**at the CFPB and Elementum

It’s not just us.

We’ve spent a long time building in consumer health, and we love connecting people. Work with us and you get our network too.

Investor networkAngels and funds who know consumer health, plus our own angel investing, sometimes in the companies we work with
Distribution partnersChannels and communities that can put your product in front of the right people
Brand & marketingIdentity, creative direction, content, and PR partners we’ve worked alongside
Hiring & talentYears of hiring product, design, and engineering teams, and the recruiters we trust
Tech infrastructureThe platforms, vendors, and builders behind a product that holds up as it grows
Executive coachingCoaches and advisors for founders and the leaders they hire

Heard in the work.

“He reinvented our quiz and customer experience for Apothékary, and it’s been game-changing for our conversions and ticket sizes.”

Shizu OkusaFounder & CEO · Apothékary

“Working with Paul has been one of the most impactful experiences in my career. He brings a rare ability to zoom out and drive strategic clarity while staying grounded in the day-to-day execution that makes teams thrive.”

Deepthi SasikumarPlatform Product Manager · Quanata

“Brittany’s energy and enthusiasm lifted our design team to new levels. Her fingerprints are all over the most-used app at Elementum. It’s the unexpected micro-interactions in the products we use that bring us joy without even knowing it.”

Judy PhilipDesign Leader · YouTube

“Paul is an in-the-trenches leader with an unmatched work ethic. His ability to listen, absorb and synthesize lets him cut to the heart of issues quickly, and come up with great solutions.”

Chris SalvatoEngineering Leader · Block · ex-Coinbase & Shopify

“Brittany is a very strong designer, especially when it comes to distilling a problem down to its roots. She constantly brought in new ideas to improve the experience while always keeping the user’s needs in mind. Truly an amazing teammate.”

Gloria LinPrincipal Designer · ex-Meta

“Paul is one of the few people who can take a project from conception to launch, delivering great results while keeping clients in the loop, but without needing constant oversight. I try to work with Paul every chance I get.”

Teague HopkinsSenior Director of Product · Quanata

“Brittany is the kind of UX designer who convinces you that people should always be at the center of the work, not through words but through actions. She wins you over with sheer ability and confidence.”

Desiree GarciaDirector of Product Design · Medium

“Paul is, simply put, the best designer I’ve ever had the privilege to work with. Besides being a leader in design and an outstanding team lead, he’s a very accomplished programmer, and one of the very best maker-of-things I have ever met.”

Kevin BeddingfieldSenior Software Engineer · ex-Mercedes-Benz USA

“Paul stands out for his ability to connect product vision with both customer needs and engineering realities. He approaches engineering as a creative partner, not just an implementation team.”

Bennett SmithSoftware Architect · Quanata

“Paul is one of the rare folks who are just an absolute joy to work with. Always a thoughtful and sincere presence in the room, he brings a great deal of holistic thinking to problems.”

Aram AndersonSenior Developer · Shopify

“Paul is a software triple-threat with the ability to execute on product strategy, UX + design, and development.”

Jordan LaCountHead of Product · Shortcut

“Paul is one of those rare people who are extremely knowledgeable, yet humble and amazingly helpful. What I love most about working with Paul is that he is a great educator.”

Gulnara MirzakarimovaSenior Software Engineer · Netflix

“Paul has become one of the most valued assets to my business. More than once he has bailed me out of impossible deadlines, and he has proved himself invaluable in many ways. If you can get him on board, you should do so immediately.”

Borzou AzabdaftariFounder & Creative Director · NickelBronx