People, not devices.

Two answers, both wrong

Find My answers a narrow question well: where is this phone. It was built for lost hardware, not for relationships, and it treats you accordingly, as a location attached to a device, with no room for saying "not right now" to one person without saying it to everyone else who can see that phone. Life360 goes the opposite direction: it turns a family into a standing, surveillance-flavored network, everyone watching everyone, with the social pressure of a shared roster that makes turning off feel like a confession. Neither one is really about people. One is about hardware. The other is about a network.

A relationship problem

Naisho starts from a different premise: location sharing is a relationship problem, not a logistics problem. Each owner decides what another person sees. Groups organize audiences, and a shared group can create a bilateral connection when a member opts into Auto-connect. Selected Profile material can open to a wider audience without granting anyone live location. Every Profile layer begins on Only me. Sharing with your partner does not mean sharing on your parent's terms, or your best friend's, or anyone else's.

That is what "for people, not devices" means as a tagline. It names what all of this is actually for: not finding a phone, not running a household surveillance network, but location sharing that serves the people inside it. Ordinary sharing stays owner-controlled: you decide how far each part of your location life travels. Secret Mode is the intimate proof. Two people establish the possibility and its terms together, its use is bounded in time, and an honest record remains afterward.

Where this comes from

The instinct behind it comes from something concrete, not a marketing exercise. Naisho's founding moment is one small afternoon where a location check quietly cost a birthday surprise: nobody did anything wrong, and the technology just made a small good thing impossible (the full story is worth reading on its own). Healthy relationships have always included small private moments: a gift kept secret for a few hours, an errand nobody needs to narrate in real time. Constant, always-on location sharing did not set out to erase those moments. It just did, as a side effect of being total instead of specific, a network instead of an agreement.

The bet

Naisho's bet is that people do not actually want a surveillance product, even the well-meaning kind. They want the person they trust most to know where they are, generally and reliably, and they want the small human latitude that trust is supposed to include. Devices do not need that latitude. People do. A phone does not mind being tracked continuously. A person minds, even when they would never say so, even when nothing is wrong.

Location sharing for people, not devices is not a rejection of sharing. It is the argument that sharing only works, over years, when it is built around the relationship instead of the hardware. Naisho gives the life inside your location data back to you, privately and socially: the people, trips, places, memories, and relationships that make it worth sharing.

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Read why Naisho exists

Naisho is coming September 2026. Join early access.