Our values

Our values

Our mission is to improve the way people think by making the world's best networked-note-taking app. These are our values:


Reflect aims to be an extension of your mind. For that to be possible, any friction between you and your data needs to be at an absolute minimum; Reflect needs to be as fast as possible.

What this means:

  • We will prioritize speed over other features (aside from security & reliability)


Data leaks are widespread and many governments authoritarian. Reflect needs to be secure, otherwise you will self-censor and not use us as a full extension of your mind.

What this means:

  • We will end-to-end encrypt your notes.
  • We will perform an annual security audit and follow security best practices


Your notes must be always accessible wherever you go. This not only means Reflect needs to be as reliable as possible, but also has business model implications (as 100% uptime means nothing if the service doesn't exist).

Too many companies raise traditional venture capital, grow unsustainably, get acquired, and ultimately shut down. Not us. We simply want to build a sustainable long-term business.

What this means:

  • Reflect needs to work offline
  • We will use reliability best practices (like release testing)
  • We will focus on growing our business sustainably and profitably
  • We will always let you export your data

Less is more

Our goal is to take networked note-taking mainstream. This necessities a degree of simplicity, and also means that we may not be the tool for people with advanced or esoteric use-cases.

What this means:

  • We will focus on the 80% of features everyone uses.
  • We will value simplicity and a beautiful user-experience
  • Rather than provide every feature, we'll provide an API