Hey, we’re Matt and Sophie.

The husband-and-wife team behind ick.

After years of working in marketing, we kept running into the same problem: messaging that says a lot without really saying anything.

Words and phrases like “disruptive,” “next-generation,” and “actionable” seem to be everywhere, from landing pages to social posts – and they’re just the well-known culprits.

We’ll admit, we’ve been guilty of writing copy like this.

But over time, we realised this kind of copy doesn’t help anyone. It makes content more complicated to understand and less relatable.

So we decided to do something about it.

That’s why we created ick, a writing app for marketers, founders, agencies, and business owners to create clear, human, and fluff-free B2B content.

We’re not here to ban words or tell you how to write. Our goal is to help you spot potential issues and offer suggestions to make your ideas clearer and more effective.

With ick, we set out to create something slightly different: a space where you can sit with your words, reflect on them, and decide if they express exactly what you mean. A simple, distraction-free plain text editor designed for peaceful, focused editing.

But where’s the AI?

ick isn’t AI-powered or supercharged! Humans (with decades of professional experience) have carefully and thoughtfully curated every word, phrase, suggestion, and pearl of wisdom.

Proudly Bootstrapped

We’ve built ick without outside funding. Being bootstrapped means we can focus entirely on making the app useful for you, rather than chasing investor targets or growth-at-all-costs strategies.