People first. The clever machines can wait.
Most people talk about "a human in the loop" like it's a box to tick. We think the human is the whole point.
For us, the loop is a pause. A moment before you press go to ask the simple questions: who is this actually for? Is it making their day a little easier, or just ours? If we can't answer honestly, we stop and think again.
Keep that question close and something nice happens — the kindness you started with survives contact with the technology. That's the whole idea behind Purpose In The Loop.
Start with people. Let the tech follow.
We're building a friendly, no-judgement room where people doing social work and people who know their way around technology can sit together and figure things out. No pitches, no jargon — just real problems and honest help.
Nobody has to arrive knowing anything. We learn side by side, swap what's worked, lend a hand when something breaks, and move at whatever pace feels right for your team. The aim is simple: whatever you end up automating still feels like it came from you.
In practice it's pretty ordinary: a monthly coffee chat, the odd Saturday spent building something together, and a gentle walk through setting up your first AI agent. Big hopes, small steps.
A few things we've agreed on
- Ask why before you automate.
- Before we let anything run by itself, we say out loud who it's for and what it makes better. If nobody can answer that in a sentence, it's not ready.
- Speak like a person.
- Drop a buzzword without explaining it and a dollar goes in the coffee jar. It started as a joke. It has quietly become the most useful rule we have.
- Small things you can actually finish.
- No six-month projects, nothing that needs a paid babysitter. If your team can't run it themselves on Monday morning, we haven't finished helping.
- Free, open, and nobody's sales channel.
- Everything we make is open for anyone to take. No kickbacks, no upgrade nudges, no selling your data. Not now, not later.
- Listen before offering answers.
- The tech folks come to hear what the work is really like. The people doing that work decide what's worth fixing. Egos stay by the door with the umbrellas.
A handful of volunteers in Hong Kong who kept having the same conversation until they decided to make it a regular thing. We're leaving our names off for now — we'd rather you came for the room than for anyone in it.
You won't find company logos or polished headshots here, and that's on purpose. When you walk in, you're not speaking for your employer or your board. You're just someone giving a neighbour a hand — and that's a much easier place to ask a beginner's question from.
The people you serve trusted you. We won't be the ones to break it.
Before anyone opens a file or a spreadsheet at one of our sessions, we sort out how your beneficiaries' details stay private and stay put. No shortcuts, no "it'll probably be fine". Ever.
Say hello.
Email is the surest way to find us. We all have day jobs, so give us a couple of days — but we do read every one.
Something on your mind that a Saturday could fix?
If there's a task at your organisation that eats hours every week — or you know somewhere that's struggling with one — just describe it to us in your own words. Who does it now, how long it takes, what you're using today. Rough is fine.
No strings. We'll write back either way.