It started as
a tool for us.

i.  Summer 2025

A summer of late nights.

By August 2025 we'd just come out of the most magical summer of our lives. We didn't live together yet, so every other night was spent on one of our balconies. Other nights it was a lawn in front of the mountains in Hälsingland, or the countryside outside Stockholm.

The nights were late and full of deep conversations: about how we wanted our relationship to be, and about who we wanted to be as individuals.

ii.  The epiphany

Less about “us”.

Somewhere in those conversations we landed on something that felt completely natural. We didn't want to focus too much on “us”. We wanted to power each other to pursue what's important to each of us.

“

Many couples get so stuck on “us” that they forget their own needs, or even compromise them. We firmly believe that isn't necessary, if it's done right.

iii.  A fire to grow

We wanted a tool.

That epiphany, along with plenty of hardships and arguments (every couple has them), lit a fire in us to grow. And we wanted something to help us along the way:

• To remind us of what's important to us.
• To remind us to cherish every moment, big and small.
• To help us through the difficult times and the arguments, so we give each other what we need to feel heard and seen.

iv.  The search

Nothing out there. So we made it.

Alexander went looking online for something diary-like, made for couples. He couldn't find anything, and at first that made him a little sad. It only took a minute or two before the thought hit: we should create it ourselves. Not really for anyone else. Just for us.

Then came the research. We mapped out everything we'd learned from couples therapy, self-help courses and our own past. Pretty soon we realised: if we want this, surely someone else would find it valuable too. That's when Growing Couple was born.

v.  The two of us

Made by the two of us.

We started right away, drafting exercises and sketching our brand. Luckily, it's work we know well.

vi.  Now

Time to build.

We've been shaping the idea ever since. Now the content is close to done, and it's time to build our first product: the mobile app.

Alexander & Emelie