I
Calm over clever.
If a feature would be impressive in a demo but annoying on a Tuesday, we don't ship it. Software should fade into the work.
HEYFILO·About
We're building a
calmer way to publish.
HeyFilo is a small editorial team building software for other small editorial teams. We come from newsrooms, agencies, and startups.
We think the next decade of writing on the internet will be co-written with AI — and that almost everyone is doing it badly. Loud tools. Generic voices. Posts that read like a search-engine optimized hostage note.
We're building the opposite. A small, calm workspace, with a tiny co-pilot who has actually read your last hundred posts. It's allowed to be quiet.
WHAT WE BELIEVE
Six rules that still apply.
II
Voice over volume.
A small post that sounds like you beats a viral post that doesn't. Filo is built around that conviction.
III
Co-pilot, not autopilot.
Filo writes a first pass. You approve it. Nothing publishes without a human pressing the button. We argued about this for months.
IV
Plain English.
Inside the product, in the marketing, in the changelog, in this page. We don't say 'unlock' or 'supercharge.' We say what we mean.
V
Your data is yours.
Your content is never used to train shared models. Voice memory is per-workspace, encrypted at rest, and you can export or delete it anytime.
VI
Editorial first.
We hire writers and editors as often as we hire engineers. Half of our team has shipped a newsletter or a podcast. Half of us still does.
THE TEAM
Eight people. Five time zones.
AM
Anya Marchetti
Co-founder, CEO
KR
Kit Robinson
Co-founder, CTO
MR
Maya Rivera
Editor-in-Chief
JL
Jordan Lee
Head of Craft
SK
Sasha Kim
Design
AT
Avi Tran
Engineering
NS
Nadia Sokolov
Customer Success
DT
Dominic Tate
Growth
We're hiring. Editors, engineers, and one designer.
See open roles A SHORT HISTORY
The first two years.
- SPRING 2024Anya and Kit start sketching HeyFilo on hotel notepads."What if the AI tool didn't make me feel like I was being yelled at?"
- AUTUMN 2024First Filo prototype. Voice memory, three channels, no calendar.It writes badly, but in the right voice. We keep going.
- WINTER 2025We join the Wanddy Family.A small group of independent product studios that ship under a shared umbrella.
- SPRING 2025Closed beta with ten teams. The calendar lands.Three of the ten still use HeyFilo every day. Their feedback wrote a third of the product.
- AUTUMN 2025Public beta opens. Pro plan ships.First paying customer is a four-person agency we used to admire in Tweetdeck.
- NOWYou are here. Studio plan, multi-brand voices, the inbox.Ten teams shipping, two hundred and forty editors on the waitlist, one mascot.
PART OF THE WANDDY FAMILY
A small family of independent products.
We share infrastructure, hiring, and a code of conduct with seven sibling products — and ship under our own banner.
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