From doflo to Glow: A New Name to Illuminate Our Purpose

We are thrilled to announce a significant evolution in our journey. Our name is changing from doflo to glow. This isn't just a cosmetic update; it's a strategic move to a name that truly embodies our purpose and lights the way for our future.

Our journey began with a name rooted in the mechanics of our product: "doflo" was linked to the concept of "workflow." It spoke to the processes, the automation, and the efficiency we build. But we felt this undersold what we truly do. By having a brand name linked to a function, we weren’t conveying our purpose and the emotional response that many of our early users’ expressed by being a part of our journey.  While "workflow" is what we do, it doesn't capture why we do it.

We do it for the individual. For the distinctly human outcome. And that’s where glow comes in.

Think of a person who is truly "glowing." They are the best version of themselves- radiating positivity, happiness, and a deep sense of fulfilment. They light up a room. It’s a state of enlightenment and transcendence, where you are not simply  productive, but vibrantly alive and fully yourself. This feeling is the ultimate goal of our work. We help people free their focus so that they can concentrate on matters most to them.

From Process to People

A brand name is a powerful asset that should evolve as a company's vision crystallizes. Moving from "doflo" to "glow" is a deliberate choice to shift our focus from the process to the person. It’s a move from a technical term to a human experience. We believe this choice of language better reflects our  core values and commitment to centre what makes us and our users’ “powerfully human”

Our Purpose, Illuminated by 'glow'

Our core principles have always been about human empowerment, and our new name aligns to this better than ever before:

• Our Purpose: We aim to help our users  "feel more like their best self." A person who feels their best, is one who glows from within. They aren't only managing tasks; they are thriving.

• Brand Vision: We envision a world where "automation and AI help people reclaim their time and headspace." This reclaimed energy is what fuels a person's inner glow, allowing them to pursue their passions and live more fully. We see a future where AI is embraced as a tool for personal progress, helping individuals to shine.

• Product Excellence: Our products are designed to be easy to use, reliable, accurate, fast, and scalable. By removing the friction and frustration of complex workflows, we create the space for you to find your focus and, ultimately, to glow.

• Designed for the Many, Not the Few: We believe everyone deserves to feel empowered. "Glow" is a universal, inclusive concept. It’s not about exclusivity; it’s about unlocking the unique potential within each individual.

• Our Guiding Principles:

  • Efficiency: By cutting out wasted time, we help you focus on high-impact work that makes you feel accomplished and radiant.

  • Empathy: We seek to understand and remove the friction that stops you from feeling  your best. We clear the path for you to shine.

  • Excellence: Our commitment to the highest standards provides tools you can trust, allowing you to optimise your time and exude confidence.

  • Innovation: Our drive to solve real problems fosters a culture of creativity that sparks new ideas and lights the way forward for our users.

The Future is Bright

A name change is a significant step, reflecting a new strategic vision. For us, "glow" is a commitment to our purpose of helping you shine. It’s about building a future where technology empowers everyone to be the most brilliant, energized, and fulfilled version of themselves.

This is more than a new name. It's a promise.

This is how we operate. This is glow.