TRU LUV is healing our relationship with technology

  • TRU LUV (yes, we spell it in all caps!) makes digital rituals and emotionally conscious AI companions.
    Find out more about our emanant organization (EO).
  • TRU LUV was founded by emotion AI expert Brie Code who has 20 years of experience in the interactive space (Child of Light, Assassin’s Creed).
  • We are headquartered in Toronto, Canada with ecosystem partners around the globe. We are advised by game design expert Jane McGonigal and humanistic AI expert and Siri co-creator Tom Gruber.
    Find out more about our team.
  • We center marginalized creators whose voices have been drastically underrepresented in the tech industry.
    Explore employment opportunities.
  • TRU LUV’s first experimental app #SelfCare has no score or winning and offers soothing rituals such as laundry, tarot cards and a familiar cat.
    Explore #SelfCare.
  • #SelfCare has been featured in outlets including the Guardian, BBC, WIRED, Globe & Mail and Bustle. It surpassed 2M downloads in late 2019 with no advertising and was an Apple Best of 2018 Trend of the Year selection.
    Explore headlines.
  • In #SelfCare, we’ve proven our completely new interaction model of deepening care and compassion as a beautiful alternative to the gamification model of rising challenge, fear, shock or FOMO. Our model has implications for our relationships with our phones, our communities and each other.
    Find out more about our model.
  • TRU LUV became the first Canadian team invited to Apple Entrepreneur Camp in early 2020.
  • The global health and wellness industry is currently valued at $4.2 trillion.1 The US meditation industry is set to be worth over $2 billion by 2022.2
  • Our mission-aligned investors include conscious and impact investors Real Ventures, Evolve Ventures and Bridge Builders Collaborative, and interactive media specialists Aldeon and Everblue Management.
    Find out more about our ecosystem partners.