# Carry — Share the Mental Load

> The iOS app for households sharing the mental load: the invisible work of remembering what needs doing at home. Tasks, shopping and events synced in real time for up to six people.

## Overview

Carry makes the mental load of running a home visible and shared. Couples are where most
households start, but a Carry household holds up to six people — families, flatmates,
whoever you live with. It also works solo, for people whose household isn't on board yet.
One subscription covers everyone in the household. iOS only; Android is planned.

## Mental Load Score

Carry opens with a three-question check that produces a Mental Load Score — the share of a
household's remembering that lives in one person's head. The web version at
https://www.carryapp.co/score asks those same three questions plus four more (noticing,
delegating, who the outside world contacts, and whether the list ever switches off), so
people can take it before installing. The extra four adjust the result by at most a few
points either way; the app's three still decide it.

## Key Features

- **Shared Home Feed**: Real-time sync across the household for all tasks, shopping items, and events
- **Voice Capture**: Hands-free capture with AI parsing (tasks, shopping, events)
- **Aging Urgency System**: Items visibly age — Fresh (0–2 days), Warming (3–5), Warm (6–9), Urgent (10+)
- **Shopping List**: Auto-grouped by aisle category (Dairy, Produce, Bakery, etc.) with recurring item support
- **Compliments**: Send a personalized message when someone completes something (4 tones: Sweet, Funny, Flirty, Simple)
- **Weekly Wrap**: A weekly recap of what the household got through
- **Household Pairing**: Secure 6-character invite code, up to 6 members
- **Activity History**: Full log plus per-member stats

## Pricing

- **Free tier**: 10 open items, 5 shopping items, 2 household members, 5 voice captures
- **Carry Plus monthly**: $7.99/month
- **Carry Plus annual**: $29.99/year (that's $2.50/mo — 69% less than monthly)
- **Free trial**: 7 days, no payment upfront
- **One subscription per household**: the people who join never pay and never see a paywall
- There is no lifetime plan.

## Target Audience

Households where one person carries most of the mental load — most often, though not only,
mothers and partners in couples. People who want to:
- Split the invisible work of running a home
- Stop being the only one who remembers
- Replace nagging with a shared, visible list
- Manage shopping, tasks and events together

## Brand Identity

- **Colors**: Cream background (#F5F0E8), purple accent (#7C3AED), amber highlights (#D97706)
- **Tone**: Warm, calm, human, supportive — never corporate, never shaming anyone in the household
- **Design**: Minimal, paper-like aesthetic with warm shadows
- **Font**: Plus Jakarta Sans

## Technology Stack

- **Platform**: iOS (App Store)
- **Website**: Next.js 14 (App Router), TypeScript, Tailwind CSS, Framer Motion
- **Payment**: Apple In-App Purchase (managed by App Store)

## Contact

- **Email**: hello@carryapp.co
- **Website**: https://www.carryapp.co
- **Social**: Instagram, TikTok (@carryapp)

## Differentiators

- Built around the mental load, not generic to-do management
- A Mental Load Score that names the problem before selling the fix
- One subscription for the whole household (up to six people)
- Voice-first capture
- Aging urgency system — visible pressure without nagging
- Compliments — acknowledgment built into the flow

## SEO Keywords

mental load, mental load app, share the mental load, invisible labor, household management app,
shared household tasks, couples app, family organization app, shopping list app, iOS household app

## Pages

- **Home** (`/`): Mental-load hero, Mental Load Score, features, setup, download
- **Score** (`/score`): The seven-question Mental Load Score quiz and shareable result
- **Pricing** (`/pricing`): Carry Plus monthly/annual, free-tier limits, FAQ
- **Blog** (`/blog`): Writing on the mental load; each post has its own URL at `/blog/<slug>`
- **About** (`/about`): Story, values, contact
- **Support** (`/support`): Setup guides, pairing instructions, help
- **Privacy** (`/privacy`) and **Terms** (`/terms`)

## Blog

The blog is at https://www.carryapp.co/blog, with one URL per post
(`/blog/<slug>`) and an RSS feed at https://www.carryapp.co/blog/rss.xml. Current posts:

- **What is the mental load? A plain-English explanation** — `/blog/what-is-the-mental-load`
- **How to split the mental load with your partner** — `/blog/how-to-split-the-mental-load-with-your-partner`
- **9 signs you are carrying the mental load at home** — `/blog/signs-you-are-carrying-the-mental-load`