About Brook

I think the world has misunderstood how to increase generosity.

Not because people don't care.

And not because there isn't enough money.

I think we've spent decades building products for fundraisers instead of building products for givers.

Most giving companies ask:

How do we help nonprofits raise more money?

We started asking a different question:

How do we help ordinary people become more generous?

That distinction has become one of the defining ideas behind the company I'm building.

Recently, I've spent a lot of time around investors.

One concept I hear over and over is the idea of a thesis. A thesis is simply a belief about how the world works. It's the bet you're making. If your understanding of reality is correct, success follows. If it's wrong, it doesn't.

After years of studying generosity, behavioral science, financial technology, and Scripture, I think our thesis is surprisingly simple.

Generosity grows when we remove the barriers that keep people from loving one another.

Everything else follows from that.

The Framework: 5 Barriers to Generosity

Our thesis begins with one conviction.

God already designed how generosity works.

From Genesis to Revelation, God consistently calls His people to love one another. Carry one another's burdens. Care for the poor. Practice hospitality. Walk honestly in the light.

Generosity is not primarily about moving money. It is about loving people.

If that's true, then the obvious question becomes:

Why doesn't generosity happen more often?

As we studied that question, we realized the barriers are surprisingly practical to sharing money with others.

People don't always see the needs around them.

If they do see them, they don't always trust that their generosity will accomplish what they hoped.

Even when it does, they rarely experience the joy of seeing the outcome.

Without that joy, generosity rarely becomes a habit.

And even when all of those barriers are removed, too much generosity is often lost before it reaches the person it was intended to help.

Finally, modern technology has not been applied to solving these problems.

We believe these problems are solvable.

Let's walk through them.

1. Seeing

One of Jesus' most famous stories—the Good Samaritan—begins with a man who notices. He sees someone lying on the side of the road. Then he acts.

He doesn't wait for a fundraiser. He doesn't receive a campaign email. He doesn't need a tax deduction.

I think many people are more generous than we give them credit for.

The problem isn't always willingness. The problem is visibility.

Friends struggling to pay rent. Families navigating unemployment. Teachers needing help with classroom supplies. Parents who can't afford childcare. Someone quietly carrying medical debt.

Most of these needs remain invisible.

We believe generosity grows when people can see real needs before someone has to repeatedly ask for help.

2. Trust

Seeing a need is only the beginning.

The next question every giver asks is:

Will my generosity actually make a difference?

Today, giving often feels like dropping money into a black box. You hope it helps. You hope it reaches the intended purpose. You hope it changes someone's life. But you rarely know.

Trust shouldn't depend on hope. It should be earned.

We believe transparency is one of the greatest ways to build that trust.

When contributors can see how money is used, confidence grows. Stewardship improves. Faithful people earn more support.

Transparency doesn't create trust. It reveals whether trust is deserved.

3. Habit

When trust exists, something beautiful happens. People help other people.

A family pays rent. A child goes to camp. A car gets repaired. A burden is lifted. And the giver experiences something too. Joy.

Behavioral scientists describe habits with a simple loop:

Cue → Routine → Reward

We think generosity has been missing the reward step of the habit loop.

Today the loop often looks like this: Give money → Receive a receipt. The story ends there.

But what if it looked like this instead?

See a need → Share money → See the need taken care of → Experience joy → Notice the next need.

The joy becomes the reward. The reward builds the habit. The habit creates a generous life.

4. Loss

One thing has always bothered us.

Too much generosity disappears before it reaches the person it was intended to help.

Sometimes those layers are necessary.

Churches. Nonprofits. Aid organizations. Financial infrastructure. Many of these organizations create enormous value and solve problems no individual could solve alone.

But there are also countless situations where technology makes something else possible.

Imagine setting aside part of every paycheck to help people. A friend loses a job. A single mom needs childcare. A family faces an unexpected medical bill.

Within minutes, money moves directly from someone who has extra to someone who has need. All of it arrives. Not after multiple organizations each take a percentage. Not after unnecessary friction. Not weeks later. Directly.

We believe the future of generosity should allow more of every dollar to reach the person it was intended to help. The shorter the distance between generosity and the person receiving it, the greater the impact.

5. Technology

None of these ideas were realistic at scale until recently.

Technology allows communities to see needs. Money can move instantly. Spending can be verified. Updates can happen automatically. Artificial intelligence can dramatically reduce the cost of serving people.

Technology isn't the mission. It is simply the infrastructure.

The opportunity isn't to build a better payments product. It's to build better infrastructure for generosity.

Infrastructure that helps people love one another the way God designed.