roots
A privacy-focused family platform designed to preserve shared memories and make family history useful across generations.
- 1,000+ beta users
- $30K+ non-dilutive funding
- 3M+ partner reach
Overview
roots began with a simple problem: family memories are scattered across devices, feeds, and group chats, then become harder to recover as time passes.
The problem
Most family products optimize for immediate sharing. roots is designed around continuity: capturing everyday moments, preserving context, and making those memories useful to future generations without turning the family into another public feed.
My role
I led product definition, customer discovery, technical architecture, fundraising, partnerships, and go-to-market. The product was built as a cross-platform Flutter application backed by Firebase services and privacy-focused communication patterns.
The operating approach
The team worked in short product cycles, pairing direct family feedback with analytics and reliability work. Distribution experiments focused on trusted communities and media partnerships rather than expensive broad acquisition.
Outcomes
- Shipped the MVP to more than 1,000 beta users.
- Secured more than $30K in non-dilutive funding.
- Negotiated partnerships reaching more than 3M people cumulatively.
How this was built
roots is a multi-repository Flutter and Firebase system with agent instructions checked into each repository, so the same conventions govern the work whether a person or an agent is writing it.
- Stack
- Flutter, Firebase
- Application repository
- 790 Dart files, roughly 245,000 lines
- Commits
- 1,127 between February 2025 and July 2026
- Infrastructure
- A separate repository with 371 commits
- Agent instructions
- CLAUDE.md and AGENTS.md checked into four repositories