Brand essentials

Hey Albert is the place where a family plans its life. Appointments, tasks, drives, meals, school, documents, money, occasions and memories live there together. Alongside sits a family manager who suggests, prepares and never acts alone.

The claim

Hey Albert. Er kümmert sich. Ihr dürft Familie sein.

In English: He takes care of things. You get to be a family. Six words after the name, two sentences. The first says what Albert does. The second says what for. The founder decided this on 4 September 2026.

Why „dürft“. Until then it read „Ihr seid Familie“ (you are a family). „Dürft“ is a permission, not a statement. While Albert carries the organising, you can be what you already are.

What the claim keeps to:

On the website the claim is followed by one explaining sentence: „Er kümmert sich, damit ihr euch um das Schöne kümmern könnt.“ (He takes care of things so you can take care of the good stuff.)

The sentence behind it

We talk to a family about its life — not to „users“ about a tool.

Everything else on this site unfolds from that sentence.

Albert in three sentences, the way we tell it:

Twenty minutes on Sunday evening, and the whole family knows what the week holds. Albert has prepared what is still open: the drive without a driver, the meal without a cook, the deadline in two weeks. He takes care of things so you can take care of the good stuff.

The north star. Twenty minutes on Sunday evening that the family sits down for of its own free will. Afterwards everyone knows what the week holds and what they have to do. Every product decision is measured against that.

What we stand for

Four convictions. They are not adjectives but attitudes. Every sentence comes from them.

1. Unclear responsibility is the real problem. Families rarely fail for lack of time. They fail because nobody knows whose turn it is. Albert makes that visible instead of politely hiding it.
2. Organising is not an end in itself. Albert clears away the clutter around the edges. That leaves room for what matters: eating together, going away, being there.
3. Children belong. A family tool that only parents operate is a parents' tool. Children decide, design and write along.
4. Trust comes from limits. Albert does not read the whole inbox. He sends nothing on his own. The cleaner never sees the property tax. That is exactly why people let him in.

Five promises

Instead of a list starting with „no“: five promises, each with its limit built in.

1. The Family Feed, and only you are in it. It is a social network with a single circle: yours. Reactions are faces and hearts, never numbers.
2. Conversations happen where the thing is. With other families you talk at the carpool, at the list, at the appointment. What is said at the appointment can be found at the appointment.
3. Your money stays yours. Albert collects receipts and adds them up. He has no access to your bank account and transfers nothing.
4. The child presses the button. What a child shares, the child shares. Their space always shows who is looking and why.
5. What shows is what someone has done. There is no completion rate, no ranking and no bar showing who is behind.

One sentence may be a negation, and it is the most important one: We do not build a tool that lets adults watch children without the children knowing.

How we are different

The family calendar market writes the same copy everywhere: „everything in one place“, „never forget anything again“, „more time for your family“. Write like that and you sound like everyone else.

Four tensions

Scene before feature

We tell what happens, not what the app can do. A scene always has a time, a name, a place or a number. Without any of them it is a feature.

Promise, not negation

A negation calls up the thing it negates. Readers keep the noun and forget the „no“. Every limit can be written as a promise, and it gets better for it, because it has to say what happens instead.

The gain, not the pain

Every family already knows what guilt feels like. It does not need an app to remind it.

The test: cut the sentence if it names a problem without a gain next to it.

Who we speak to

The family is always the addressee. In the settings and in the App Store too. It is their life we are talking about, not their business.

Parents decide. That changes the argument, not the tone. The adults buy, set up and pay. On the website we therefore address parents, but we talk about the family. We never talk about the children.

The children read along. On every family device and on the kitchen wall. So a screen a child can see never carries a sentence about that child — unless you would say it to the child's face.

Households and roles

The stage is the family with children, because that is where the strongest scene plays out. But the unit is the household, not the number of children. The same app supports five forms:

• A family with children. This is the default.
• A single parent.
• Separated parents sharing care.
• A couple without children.
• A flat share.

Whatever only families need, such as the Family Feed or the children's space, simply does not appear for the others.

Every household has five roles. The database enforces them, not the interface.

Devices and their roles

The Watch is not a small iPhone. Anything that takes longer than five seconds is wrong on it. Its strength is one question with two answers while your hands are full.

How we never show ourselves

Each line here is an obvious temptation. That is why it is here.

The Sonntag family

Every example, every screenshot and every sample record shows the same family. It is also the account Apple uses to review the app.

If you introduce the family, you may name everyone. If you tell a single scene, two names are enough: one adult, one child. And the person in every family who keeps everything in their head always stays nameless. We never say who that is.