Complice

What Complice does

Complice is a privately held, for-profit software company founded in 2013 and based in Waterloo, Canada, operating with a team of 1-10 employees. Its sole commercial product is "Intend," a web-based intentionality application positioned as an alternative to conventional to-do list and GTD-style productivity systems. The product's core architectural premise is a daily intentions refresh model — rather than accumulating to-do entries, users receive a fresh list of intentions each day and track progress against explicitly defined goals across daily, weekly, monthly, quarterly, and annual time horizons. Supporting features include reflection prompts with optional email reminders, progress visualization across multiple timeframes, an accountability-buddy feature, and an integration with the quantified-self tool Beeminder for "don't break the chain" accountability tracking.

The business model is a subscription-based, product-led growth (PLG) model distributed exclusively through direct web access; users self-serve an account in minutes without sales interaction, and pricing is not publicly disclosed. The customer base is overwhelmingly individual consumers — career-changers, writers, students pursuing graduate admissions, individuals with executive dysfunction, and a small number of small-business owners — with testimonials representing users in the United States, United Kingdom, Germany, Japan, the Netherlands, and Canada. The single documented external engagement is participation in the InnovX accelerator program in June 2021, with no disclosed dollar capital raised, and there is no evidence of institutional investors, parent companies, M&A activity, board, or management team beyond what a 1-10-person operation implies.

The technology posture is deliberately simple: no AI/ML capabilities, no API, no mobile applications, no SDK, and no disclosed integrations beyond Beeminder. The competitive differentiation rests on a codified philosophical framework ("intentionality, not productivity") expressed through four named principles (choosing & doing over organizing; aliveness over exhaustiveness; goals as fundamental; proactive rather than reactive) and a body of editorial content, rather than on technical sophistication or network effects.

Name

Complice

Legal name

Intend

Website

https://complice.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Complice, a privately held Waterloo-based company founded in 2013, operates Intend, a self-serve, subscription-based web app that replaces to-do lists with daily intentions and multi-timeframe goal tracking for individual consumers and small-business owners globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Waterloo

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Subscription Access: Users create accounts to access the platform's intentionality and goal-setting features. The platform offers account creation with login functionality, suggesting a subscription-based model with registered user accounts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Complice operates Intend, a web-based intentionality application for individuals that generates a fresh list of intentions every day and tracks progress toward user-defined goals across daily, weekly, monthly, quarterly, and annual timeframes. The product emphasizes choosing & doing over organizing, aliveness over exhaustiveness, goals as fundamental rather than tasks, and proactive rather than reactive behavior, replacing stale accumulating to-do lists with daily-fresh intention setting.

Product overview

Intend is a single unified intentionality application that helps users get into purposeful flow by connecting daily actions to their bigger-picture goals. Unlike traditional to-do list apps, Intend focuses on intentionality over productivity, emphasizing choosing & doing over organizing, aliveness over exhaustiveness, goals as fundamental rather than tasks, and proactive rather than reactive approaches. The app generates a fresh list of intentions each day and shows progress toward goals across multiple timeframes. The company also provides educational content through its Philosophy, Articles/Writing, Features, and Pricing sections.

Differentiator

Problem solved

Functional benefit

Products and services

• Intend Intend is a web-based intentionality application for individual users that helps them connect daily actions to bigger-picture personal goals through a daily-fresh intention list, multi-horizon progress visualization (daily/weekly/monthly/quarterly/annual), an in-app reflection text box with optional email reminder, and an accountability-buddy feature, with optional Beeminder integration for chain-based habit tracking.

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Trello: Established task and project management tool from Atlassian. Competes for users seeking structured productivity systems and is often the incumbent Intend alternatives compete against for SMB and individual users.
• Notion: Broad productivity workspace used by individuals for task and goal management. While much wider in scope, Notion's templates and database approach serve many of the same 'connect daily actions to goals' needs Intend targets.

Direct peers

• Todoist: Closest direct competitor — to-do/intentionality app for individuals and teams. Overlaps with Intend on personal task management and goal tracking, with a much larger user base and richer feature set (mobile apps, integrations, team tier).
• TickTick: Cross-platform productivity app combining tasks, habits, calendar, and Pomodoro — directly overlapping with Intend's productivity/intentionality use case and an alternative for the same individual-user segment.
• Beeminder: Goal-tracking and self-commitment platform with the 'don't break the chain' mechanic that Intend integrates with. Comparable customer (self-improvement enthusiasts) and very similar underlying philosophy, though Beeminder is even more narrowly focused on quantified commitments.

Emerging players

• Strides: Goal and habit tracking app across iOS/web with progress charts — competes in the same self-improvement segment with a more traditional tracking UX and stronger mobile presence.
• Exist.io: Personal data aggregator and life-tracking dashboard combining quantified-self metrics (sleep, mood, productivity). Comparable self-improvement audience and goal/intentionality framing, but heavier on data integration.
• Habitica: Gamified habit and task tracker with a strong individual-user community. Competes in the habit/intentionality niche with overlapping use cases (writing, exercise, daily actions) but differentiated via RPG-style gamification.
• Lift (formerly Coach.me): Habit-tracking platform with community coaching. Overlaps with Intend on daily-habit/goal formation but adds social/coaching elements and mobile-first design.

Others

• GoalsWon: Productivity coaching platform built around weekly accountability, targets the same high-achieving individual/professional segment that uses Intend. Adjacent rather than directly competitive, useful for understanding alternative distribution of intentionality coaching.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/372049162951547

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Complice