Everyone is adding more.
More AI. More integrations. More features to justify the next price increase. More complexity that benefits the company, not the customer. The implicit assumption across almost every industry right now is that more equals better.
We think that’s wrong.
The problem with more
When a business tries to do everything, it ends up doing nothing particularly well. The experience becomes a maze. The mental overhead of just navigating the product starts to outweigh the value it was supposed to deliver.
We’ve all been there — trying to cancel a subscription and spending twenty minutes on hold, or opening a bill and not understanding a single line item, or realising a service you’ve paid for years has quietly gotten worse.
That’s not software working for you. That’s software working against you.
The question we asked instead
What if we took things away?
What if instead of adding complexity every quarter, we spent that time figuring out what was causing the most friction — and removed it?
What if the measure of quality wasn’t “how much does it do” but “how little do you have to think about it”?
That’s the AKARI thesis. Not that businesses should be simple-minded. But they should make the complexity invisible. Do the hard work behind the scenes so the customer doesn’t have to.
Why now
Incumbents get away with bloat because switching costs are high and habits are hard to break. But people are tired. Every industry has its graveyard of companies that started with a clear purpose and slowly lost it under the weight of growth targets.
We think there’s a real appetite for companies that take a stand. That say: here’s what we do, here’s what we don’t, and we’re not going to compromise either just because it would be more profitable.
That’s what we’re building. We’re early. But we’re building in the right direction.