Our mission is to help as many people stop smoking as possible. Our goal is make Smoke Free the most effective and the nicest-to-use stop smoking tool on the planet.

For each smoker, our goal is to deliver the stop smoking technique they prefer, in the format that suits them best, precisely when they need it. A very ambitious goal, no doubt. But one that technology makes possible.

To get from here to there we need to engage in a process of constant improvement. We are on a mission to keep learning what helps people quit and to keep sharing that knowledge with people who smoke.

We want to help people develop self-control skills in other areas of life too. Most of us are addicted to something, even if that’s just our mobile phone. What’s needed are better tools to help people change and our mission is to build them.

Put user needs first. Take time to learn what those needs are. Improve continually. Treat quitting as a process. Find ways to boost motivation and increase self-confidence. Keep people going until they succeed.

Only recommend things we genuinely believe will help users succeed.

Be a for-profit business but don’t be solely profit-driven. Be driven by the desire to build a company of lasting value.

Take a long-term, win-win approach to users, staff, suppliers and the world. Believe that the best solutions are mutually beneficial and that such solutions can almost always be found.