Who’s behind this?

Built by founders who've scaled community-driven brands.

Backed by believers in People > Algorithms.

Founder Amy Krofchick

“I created The NOW Massage because I believed wellness should be accessible, not precious.
I'm building LIF because I believe growth doesn't have to feel extractive.
The data from our 2020 pilot proved it: 70% of people will forward kindness when you make it easy. Not because you gamified it. Because it feels right.
Now we're building the infrastructure to make that scalable.”

Not a gift card company. A movement with a business model.

Want to know more?