← All posts · thoughtfulness · September 29, 2020
Why I Built y:MT
It started with a terrible card that said 'At least we don't kill each other.' The origin story of y:MT — a free app for people who want to be more thoughtful without the stress.
Many years ago I was in a relationship that was, let's say, far from perfect. This fact was magnified on those special occasions — Valentine's Day, anniversaries, Mother's Day.
The card aisle was daunting to me, and it didn't help that I had a habit of postponing my card selection and gift purchases until the day of the occasion.
Not only was I one of those inconsiderate guys standing there on Valentine's Day Eve — I was also faced with finding a card that wasn't overly loving, mushy, or romantic. So along with the ransacked selection, my options were not great.
After grabbing the least romantic card I could find — the one that said "At least we don't kill each other" — I'd grab some chocolate and a bottle of wine and be done with the whole embarrassing process. Defeated, I'd drive home knowing my procrastination had put me in this situation again. I wouldn't be winning any thoughtfulness awards this year.
The Idea
The next day I was struck with a thought: what if someone made this whole process easier for me?
- What if someone could help me be more thoughtful?
- What if I never had to visit the greeting card aisle again?
- What if I could be more thoughtful and spend less time and effort on it?
For the next several years, I toyed with the idea of a service that could pull this off. Something that would make being thoughtful feel effortless instead of stressful. Something that would remember the dates I kept forgetting. Something that would know my partner well enough to suggest the right gift and help me say the right thing.
Eventually I stopped toying and started building. And y:MT was born.
Where Things Are Now
Years later, the app is real and it's live — and it's free. No subscription. No card pack to buy. No monthly fee.
y:MT now:
- Remembers every birthday, anniversary, and holiday for everyone you care about
- Keeps a living profile of what each person actually likes (built up one question at a time so you never have to fill out a long form)
- Writes heartfelt messages for you in any tone — romantic, funny, short-and-sweet — in under a minute
- Suggests curated gift ideas that actually match your person
- Tracks a readiness checklist for every upcoming occasion so nothing sneaks up on you
It's the app I wish I had that night in the card aisle. If you've ever stood there at 9 PM the night before Valentine's Day staring at slim pickings — this was built for you.
Curious? Try y:MT — free → Five minutes to set up. Then stop worrying about the card aisle forever.
Related reading: What Does It Really Mean to Be a Thoughtful Person?
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Does Being Thoughtful Actually Make You Happier?
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What Does It Really Mean to Be a Thoughtful Person?
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What Do Men Want in a Relationship?
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