About us

All That Matters was created to make moments meaningful - in a world that often moves too fast to notice them. What started as a personal need to capture and protect the things that matter most has grown into something bigger.

This is the story behind the app, the purpose driving it and why we believe no moment that matters should ever be forgotten.

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As a child, I held onto things - a best friend’s necklace at six, birthday cards I couldn’t throw away, home videos my dad filmed before it was the norm. Now, it’s a camera roll full of small, everyday photos and notes on my phone, moments I know I’ll want to revisit one day. Memories have always mattered to me. Not just the big ones - the in-between bits too.

I then became a Mummy and it was no longer just about the memories I wanted to keep - it was about the ones I wanted our boys to have. The ones I’d leave behind. The proof of how deeply they are treasured.

The sudden passing of two friends, leaving behind young children; diagnoses of chronic urticaria, a bowel infection and asthma (including a moment where I genuinely feared I might not see my eldest start school); and then witnessing a fatal car accident which remains with me - all brought into sharp focus how precious life is and how short it can be.

And all that really matters to me is that our boys know how loved they are. Not just in the everyday chaos - but in a way that lasts. I had the best intentions to make this happen - through completing childhood books, writing notes on big events and birthdays, recording the practical details of life for them just in case - but I never seemed to have the time. Everything ended up scattered or unwritten. I think we all think the same - I’ll get around to it. And then life gets busy.

When maternity leave ended, I felt a pull. A strong sense that I needed to do something different and not someday, but now. I wanted to feel calm, organised and confident that the important things were captured. And I knew I couldn’t be the only one. I spoke with friends and other parents and kept hearing the same thing - notes everywhere, things half-started, nothing in one place. No one quite getting around to it, because it all felt like too much.

That’s when it clicked. This wasn’t just me. And I didn’t just want this for my family - I needed to build it for others too. So I pivoted. I stepped away from a career helping big businesses be a force for good and poured that energy into something more personal and purposeful.

All That Matters is a space to capture your life, your love and your values - simply, in your own time. Something in your pocket you can dip in and out of.

I hope you find it helpful. For capturing life as it happens, for living more intentionally and for those quiet reassurances, just in case. Because life is busy and it’s easy to put this off. But the things that matter most? They’re worth making time for.

So instead of waiting for “one day”… what could you start today?

Love,Katie x

PS – You can’t take the corporate girlie out of me, so if you’re interested, there’s more below about the kind of business I’m building…

All That Matters is a space to capture your life, your love and your values - simply, in your own time. Something in your pocket you can dip in and out of.

So instead of waiting for “one day”… what could you start today?

Love,Katie x

PS – You can’t take the corporate girlie out of me, so if you’re interested, there’s more below about the kind of business I’m building…

Why we’re here

In today’s world, people are craving meaning, connection, and calm – but modern life often pulls us in the opposite direction. Here's our take on what's happening:

We're overwhelmed by noise

Your memories, all in one place. A safe, organised timeline for life’s everyday stories - to treasure, revisit, or gift to someone you love.

We're losing the habit of reflection

In the rush to keep up, we rarely slow down to process life’s big (and small) moments. Without reflection, values fade, memories blur, and important lessons are forgotten.

Connection is fraying

Despite being more digitally connected than ever, loneliness and disconnection are rising. Families struggle to stay emotionally close across distances, generations, or even within daily routines.

Mental health is in decline

Anxiety and burnout are at record levels. But simple, thoughtful practices - like gratitude, storytelling, and intentional time with loved ones - are proven to support emotional wellbeing.

We’re not preserving what matters

People want to pass on their values, love, and life stories - but few have a system to do it. The wisdom of one generation is at risk of being lost to the next.

Why we’re here

In today’s world, people are craving meaning, connection, and calm – but modern life often pulls us in the opposite direction. Here's our take on what's happening:

We're overwhelmed by noise

Your memories, all in one place. A safe, organised timeline for life’s everyday stories - to treasure, revisit, or gift to someone you love.

We're losing the habit of reflection

In the rush to keep up, we rarely slow down to process life’s big (and small) moments. Without reflection, values fade, memories blur, and important lessons are forgotten.

Connection is fraying

Despite being more digitally connected than ever, loneliness and disconnection are rising. Families struggle to stay emotionally close across distances, generations, or even within daily routines.

Mental health is in decline

Anxiety and burnout are at record levels. But simple, thoughtful practices - like gratitude, storytelling, and intentional time with loved ones - are proven to support emotional wellbeing.

We’re not preserving what matters

People want to pass on their values, love, and life stories - but few have a system to do it. The wisdom of one generation is at risk of being lost to the next.

What we’re here to change

A cultural shift toward love, thoughtfulness, and meaningful connection – with memory-keeping seen as a form of everyday care.

Less guilt, stress, and overwhelm – through tools that help families stay organized, plan ahead, and connect across generations.

Greater happiness and emotional wellbeing – by helping people reflect, feel seen, and live aligned with what matters most.

Our purpose

Curating a more thoughtful world.

In a world that’s fast, distracted, and sometimes disconnected, we risk losing the stories, values, and messages that shape who we are.

All That Matters exists to help families pause, reflect, and live with intention – by thoughtfully capturing and curating what’s most important before it’s forgotten. From documenting your values and traditions, to sharing life lessons and love, we help you live and connect more deeply.

Thoughtfulness isn’t just a virtue – it’s the foundation of stronger families, emotional wellbeing, and a legacy worth sharing.

Our purpose

Curating a more thoughtful world.

In a world that’s fast, distracted, and sometimes disconnected, we risk losing the stories, values, and messages that shape who we are.

Thoughtfulness isn’t just a virtue – it’s the foundation of stronger families, emotional wellbeing, and a legacy worth sharing.

Our purpose in action

Intentional living

Empowering people to live with clarity and care - by thoughtfully capturing their values, lessons, memories, and milestones.

Meaningful connection

Deepening bonds with loved ones - through shared reflections, legacy messages, and gifts that show “you matter.”

Wellbeing & reflection

Promoting peace of mind - through organised memories, daily gratitude, and reflective tools that bring purpose to everyday life.

Legacy & impact

Preserving what matters - for you, your family, and future generations so that life’s wisdom, stories, and values are never lost.

Our values

Our values form the backbone of our biz and Thoughtful Tribe community - we’re sharing so you can get a feel for the company behind the app. Oh, and the strength of feeling is just as important as the noun in our value.

Unapologetically thoughtful

Bold care with zero hesitation. We don’t just show up, we
go all-in with intention, crafting moments that are meaningful, not just memorable.

Insatiable joy

Relentlessly positive. We’re here to create joy that sticks, sparking happiness that spreads like wildfire and makes life a little brighter.

Tuned in

Always listening, always learning. We keep our finger on the pulse of what matters, creating experiences that truly connect with what people need.

Radical gratitude

Deep, unapologetic appreciation. We turn gratitude into action, constantly acknowledging and amplifying the good in every moment.

Fiercely loving

Love, no holding back. Passionate, unwavering commitment to showing up for the people and moments that count without hesitation.

Caring courageously

Daring to show up with kindness, even when it’s hard. We choose courage over comfort and prioritise others, no matter the fear.

Generously sentimental

Turning sentiment into something cool. It’s about creating powerful emotional connections and gifting meaning that lasts, making memories that matter.

Intentional simplicity

Less clutter, more meaning. We strip away the excess to focus on what truly matters - clean, focused and clear design that speaks louder than noise.