We eliminate the unnecessary
So you can focus on what matters
Avoidable Apps exists because we believe most people spend too much time on work that doesn't matter. Our mission is simple: identify avoidable work, eliminate it, and help you focus on what's truly important.
Our Mission
Every minute spent on avoidable work is a minute stolen from what really matters
The Problem We're Solving
Modern knowledge workers are drowning in busywork. They context-switch between dozens of apps, lose track of priorities, and spend hours searching for information that should be at their fingertips. The result? Talented people burning out on work that adds little value.
We've seen this pattern everywhere: brilliant minds spending more time managing their tools than using them, teams losing focus because they can't see the forest for the trees, and organizations where finding the right information takes longer than acting on it.
How We Work
Small, agile, and obsessively focused on solving real problems
Lean by Design
We keep our team small and nimble so we can move fast and keep costs low. No bloated organization, no unnecessary meetings, no feature creep. Just a focused team building exactly what you need to eliminate avoidable work.
This lean approach lets us offer powerful AI-driven tools at a fraction of what you'd expect to pay. We pass the savings from our efficient operation directly to you.
Customer-Obsessed
Every feature we build starts with a real problem experienced by real teams. We don't build tools because we can—we build them because you need them.
Our feedback loop is short and direct. When you tell us something isn't working, we fix it fast. When you need a new integration, we prioritize it. Your productivity is our success metric.
Our Values
These principles guide everything we build
Ruthless Focus
Every feature must eliminate avoidable work or surface what's truly important. If it doesn't pass this test, it doesn't ship.
Privacy First
Your data stays yours. We use local-first approaches where possible and never sell your information. Transparency in how we handle your data isn't optional.
Speed of Execution
Time wasted waiting for tools to load is avoidable work too. Everything we build is optimized for speed and reliability.
AI That Helps
We use AI to eliminate repetitive decisions and surface insights, not to replace human judgment. Technology should amplify your intelligence, not replace it.
Works With Everything
We don't force you to change your workflow. Our tools integrate with what you're already using, making them more powerful without the switching cost.
Simple Pricing
No tiers, no feature gates, no surprises. Pay for what you use, get access to everything. Complicated pricing models are avoidable work too.
Why We Built This
The story behind our three-app approach
Three Problems, Three Solutions
We could have built one massive productivity platform, but that would have become part of the problem. Instead, we identified the three biggest sources of avoidable work and built focused solutions for each.
NextUp solves "What should I work on next?" by aggregating tasks and using AI to surface priorities.Atlas solves "Where is that information?" with intelligent search across corporate resources.Reclaim solves "Where does my time actually go?" with local analytics and focus protection.
Use them individually to solve specific pain points, or together for a complete productivity transformation. The choice is yours—we're not in the business of forcing platform lock-in.
What Sets Us Apart
We're not just another productivity company
Built in Australia, Designed for the World
We bring an Australian perspective to global productivity challenges. That means straight talk, practical solutions, and a healthy skepticism of complexity for complexity's sake.
AI That Actually Helps
We use AI to eliminate decisions you shouldn't have to make, not to impress with flashy features. Every AI feature solves a real problem and makes you more focused, not more distracted.
Privacy by Default
Your focus data is sensitive. We process what we can locally, encrypt everything in transit, and never use your information for advertising or training AI models.
Honest About What We Don't Do
We're not trying to replace every tool in your workflow. We integrate with the best tools in each category and make them work better together, rather than forcing you to adopt our entire ecosystem.
Ready to eliminate avoidable work?
Join teams who've stopped accepting busywork as inevitable and started focusing on what really matters.