About
A small studio, one app, no sidelines
Groovy Inc Ltd is an independent studio based in London. We make one thing: a lifestyle app that helps people keep the small promises they make to themselves.
Why we built it
We kept failing at habit apps
Groovy started as an internal tool. We had tried the leaderboard apps, the streak-flame apps, the ones that buzz at you like a personal trainer with a point to prove. Each worked for a fortnight and then curdled — the red badges, the broken chains, the quiet shame of a dashboard gone dark. We wanted software that treated a missed Tuesday as weather, not verdict.
So we built the version we wanted: anchors instead of alarms, fallbacks written in advance, a ledger honest enough to trust, and exactly one nudge. Friends asked to try it; the friends told other friends; in March 2026 it shipped publicly as v1.0. The spine of that first release — routines, never-miss-twice, honest dots, the one-change review — is unchanged.
How we work
Small on purpose
A deliberately small team of designers and engineers, most of whom use the app daily and several of whom broke it personally before you did. Feature ideas come from support conversations, not growth decks.
Tested on real weeks
Every ritual and feature is tested with a private beta group of households across the UK and Ireland — real school runs, real night shifts, real delayed trains. If it only works on a calm Sunday, it doesn't ship.
Paid by subscribers
No advertising, no data brokering, no growth-hacking sidebar. Subscriptions pay the bills, which keeps our incentives boringly aligned with yours: make the app useful enough that people keep paying for it.
Deletion is a feature
We measure success partly by what we remove. Nine of the twelve beta features died before v1.0 and the changelog of deletions is the one we're proudest of.
The name
Why "Groovy"
Because a routine, kept long enough, develops a groove — the worn path that makes the next repetition easier than the first. The sunrise mark on our logo is the first groove of the day: the arc of a morning that starts on purpose. We pronounce it the British way, we are aware of the 1970s connotations, and yes, the internal Slack channel is called feel the rhythm.
The company details: Groovy Inc Ltd, registered in England & Wales, based in London. During the demo phase of this website we don't print the registration number; the entity's public details will be added once finalised. In the meantime, write to us — a human answers.
Come see what the fuss is
Free to start. Two minutes to set up. Delete it in a week if it's not for you.
