Turning pain into gain

It all started with a shared frustration—one that anyone who's ever tried to internationalize a website knows all too well. From mismatched locales to endless translation workflows, broken fallback systems, and deeply entangled codebases, the task of making a product multilingual felt less like engineering and more like taming chaos. Each of us on the team had been through it before, in different companies, different roles, across startups and enterprises alike. And every time, it was the same story: internationalization (i18n) was a headache no one looked forward to.

We realized that although i18n is an essential part of any global product, the tools to handle it are either painfully complex, poorly documented, or locked behind enterprise pricing gates. Sure, there are robust solutions out there—but they’re built for companies with big budgets and dedicated localization teams. For everyone else, it's a mess of hacked-together libraries, manual processes, and spreadsheets full of keys and half-translated strings.

That’s when we decided we’d had enough. What started as hallway complaints and war stories slowly evolved into a bigger idea: what if we built the internationalization platform we always wished we had? Something modern, developer-first, fast, and actually enjoyable to use. A tool designed not just to get the job done, but to make the process of launching a multilingual product something that doesn’t make your team groan.

So we came together—engineers, designers, and product thinkers—with a simple goal: make internationalization suck less. We built a product that fits naturally into modern dev workflows, works out of the box, and scales from indie projects to large teams without friction. A tool where translations are easy to manage, errors are easy to catch, and shipping in new languages takes hours, not weeks.

We believe that the ability to make your product accessible to users around the world shouldn't be a luxury. It should be fast, intuitive, and affordable. That’s why we’re here—not just to solve a problem we’ve all suffered through, but to open the door for every product team to speak the world’s languages without losing their minds.

And maybe, just maybe, make internationalization the least painful part of building software.