We're a team of creators and innovators

At Ohana, we are on a mission to enable purpose-driven brands with the tools, resources and the network needed to accelerate sustainable growth through scalable brand partnerships.

People working looking at a PC

The challenge

Today, it is easier than ever to start a brand - yet increasingly difficult to scale it. The low barriers of entry and highly fragmented demand have caused the direct-to-consumer space to boom - but with more and more brands fighting to acquire the same customers individually, the price of advertising on big tech platforms has blown up making the customer acquisition math increasingly challenging. This has a massive impact on the chances at success of 1,000s of ambitious purpose-driven brands.

Our solution

Imagine the collective power of a community of brands with customers that share their values on sustainability and ecological purpose.

Imagine for a moment, if all the purpose driven small and large businesses and all the startups came together to support each other?

They kind of already do, we see everyday, brands giving each other organic reciprocal shoutouts on instagram and facebook, and doing giveaways.

But they don’t really work that well do they? Hard to track reach, hard to track and attribute value, for often quite a lot of effort.

Now imagine that every time a customer buys something on your Shopify site they get a recommendation for another brand that reflects your values.

Imagine your brand getting the same in return on your partners sites in the community.

Now imagine that being free (we might charge commision on sales generated in the distant future)

Wouldn’t we all be Better Together?

How we envision the future

The direct-to-consumer space is ripe for change leveraging the scale of the DTC community through partnership. we aim to drive down the costs of accessing new quality customers, without losing each brands individuality and direct relationship with the customer.

We believe this will be driven by:

  • Community-led growth. We are creating a self-sustained ecosystem, a network fuelled by the brands themselves. A network where the brands own their channels and their customer data, where they are  rewarded for building the network, and the more your recommend other brands the more recommendations you get in return.
  • Auction-based advertising platforms are placing brands to compete against each other (e.g. Facebook, Instagram, Google). These solutions created unprecedented accessibility for DTC brands to boost growth a decade ago, yet are a lot less viable at scale today (average CPC for lead generating campaigns increased +700% since June 2020 alone).
  • Collective reciprocity partnering with like-minded brands can vastly improve these metrics. It allows brands to drive awareness, access new high-intent customers, and build a relevant network to elevate their brand and bigger purpose. Collective reciprocity also opens the path to enable meaningful collaborations independently of a brands' size, as the value exchange shifts from one-to-one to many-to-many.
  • Network-wide insights. We leverage network-wide connections and insights to generate recommendations, drive content and identify opportunities that strengthen the ecosystem. In contrast to big tech platforms, we focus entirely on 1P data - and only use the network-wide insights for the benefit of the community.

This is what we're building at Ohana - an community that helps purpose-driven brands build mutually reinforcing brand partnerships at scale.

We exist to create a world in which purpose-driven brands leverage each other's individuality to drive collective growth and betterment.

We're an early-stage startup entering Founders Factory's accelerator program in London, and are working with some really exciting brands in the DTC space. If you're ambitious and excited about our mission, we'd love to hear from you.

Who we are

David Henry
Founder & CEO
Companies will increasingly be viewed as either part of the solution or part of the problem. We have chosen to work exclusively with companies that "make the world a little better than they found it".I began the journey of building Ohana, because I had direct experience of the challenges a lot of purpose driven brands have with gaining visibility and traction with sales.I have over 20 years of marketing and ecommerce experience with leading international brands and startups.I am an avid walker with my Dog, gardening mostly tackling weeds or watching my son play football on a really good day riding my bike.
Barna Tóth
Co Founder & CTO
After over 12 years of developing software used by millions of users and leading engineering organizations at enterprise Saas companies, I decided to change gears and join Ohana on our mission to make the world a better place by supporting purpose-driven brands with awesome new tools.In my free time, I spend time with my family and expand my ever-growing list of hobbies: Playing the guitar, board games, baking pizza, woodworking, brewing coffee, sous vide, and the list goes on :)

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