create joy
together
Tap "&" on anything that resonates with you. By simply "&"ing what you love or are interested in, you're building your unique perspective on joy. As those begin combining in new and interesting ways, 8 billion of us will rewire the world for joy.
How & works for you
Claim
A name for everywhere. Claim a universal handle called an &tag ("and tag"). It's not an email or @handle that belongs to a company, or a phone number that's a bunch of digits - it's a real name, that's yours for life, everywhere.
Collect
& anything that resonates - likes/loves, interests, people, goals. As you & things, your &tag collects them, organizes them, and begins to create your personal lens on joy.
Blend
Blend with anyone or anything - &you&me&her&that. Find a spot you'll all love. Make a playlist for the night. See what you have in common. Keep it or don't, nbd. Each blend is a unique lens on joy that you can reuse everywhere.
What you can do with your &tag
Influence Joy
When you & your friend, a brand or your favorite artist, you begin to subtly influence each other. This is incredibly powerful. You're not just watching what others do - you're helping shape the shared culture around everything you care about, just by &ing things.
As that happens, you move from doom-scrolling one-way broadcasts to actively curating what creates joy for you, along with everyone else.
Take It Everywhere
Your &tag works across apps, services, and platforms - like a private, portable you. It travels with you, but you control what each service sees.
New app needs to know your music taste? Share it. Shopping site wants your shoe size and style? Share that, and how you like them to fit. You decide what to reveal. One &tag, infinitely useful.
So you can get that pair of running shoes in your style, size and budget - not the ones that make someone else the most $$$.
Flip the Script
Instead of your preferences and details getting stuck in thousands of apps and services, &tag helps you take control of that info - so you can take it anywhere.
&tags are already starting to work in Google search and popular chatbots. As your &tag is recognized in more and more places, it'll actively learn to work on your behalf as it keeps track of your preferences and details - so you have a rich, full version of yourself you can bring into any platform or real place.
We believe...
You Own and Control It
This is the exact opposite of the chatbots, social apps and Big Tech tools you're used to. We believe freewill and privacy are fundamental for people - so we will continually move our product toward those. At its core, your &tag will become a self-sovereign digital identity. Don't know what that means? No worries. It just means it's being designed to work on your behalf - not some company's.
Privacy by Design
It's why your &tag stores and encrypts your data in layers - things that are public, only for connections, or private to you alone. It automatically chooses and applies one for each piece of data, and you can instantly adjust it if you want.
Reinvesting in People
At The & Company, we're committed to reinvesting in people who create joy. That starts with us - each of our employees gets a stipend, above and beyond salary, that they can direct to any non-profit improving well-being for others. And we'll continue to reinvest to ensure &tags create joy for you and an increasing number of people across a rapidly growing number of touchpoints throughout the world.
A Radical Approach
The standard approach - rage-filled, ad-based, profit-driven - is failing people. That's why & focuses on joy, has no ads, and is For Purpose. We make money from a) selling &tags, and b) charging businesses when people plug them in. That's it. We even reimagined the company structure - we're a public benefit corporation with a singular purpose - "move the world toward joy".
&tags Work Together
&tags can team up for group decisions or personalized experiences — enabling everything from planning with friends to buying something from a new site. Each person maintains their privacy while their &tags coordinate intelligently. And since &tags are universal handles, they work with your favorite tools.
&beth.fine&wholefoods
Recommend a meal kit Beth will like.
&rivian&toyota
What's your best offer for an SUV that fits my budget?
&mikey&sara.low&tony
Find us something interesting this weekend.
&rob.hartman&apple
Do I need a new phone this year?
&dj.chole&yasmin&spotify
Recommend a classical electronica playlist.
&pam.taylor&yosemite
10 mile hike I'd love.
Open by design
& isn't another platform competing for your attention. It's infrastructure, like DNS or email, designed to work everywhere and last forever. Open protocols mean anyone can build, and you're never locked in.
For Developers
Build on open protocols and integrate &tags into your applications. Our APIs and MCP server make identity, data exchange, and agent coordination straightforward — so you can focus on creating value, not rebuilding infrastructure.
For Brands and Agencies
Create direct relationships with your community. Deeply understand your fans without invasive tracking. Deliver personalized experiences while respecting privacy. Early partners shape how this technology develops.
For Everyone
We're working to ensure your &tag works everywhere - and that no company can shut it down, no acquisition can change the terms, no pivot can devalue your investment. We believe it's yours, permanently.
&® is a registered trademark of The & Company, a Delaware public benefit corporation. As such, &tags are protected by numerous trademarks in the U.S. and throughout the world. The & Company distributes that power to each &tag's owner, ensuring they truly own it, and that it represents them everywhere.