Learn More About Curv

Our Mission

To build movements, support changemakers, and drive action, at scale.

Our Vision

To build a 1 billion strong global community that can fundamentally and systemically change the direction of corporations, governments and cultures to achieve the social, cultural and environmental prosperity our world needs; and all on a safer, healthier platform that eloquently combines purpose with profits.

Our Principles

Everything associated with Curv must align with our Principles. From the content that is posted, to the way we do business.

This is extremely important and we openly want to be held accountable to that statement.

If you have any questions or feedback on what you are about to read, please do share, as it’ll help us refine what each Principle needs to be to create a safer, healthier platform for all.

The Harm Principle

The question to ask yourself – will / does this post cause harm?

What do we mean by Harm? A post or piece of communication that is hateful, bigoted in opinion or encourages violence, of any form.

By Hateful we mean language or content that clearly evokes psychological harm, by Bigoted we mean the sharing of opinions that present unnecessary prejudice against a person or group, and by Violence we mean anything that could or does galvanise physical harm to anyone…

Thanks to this we encourage you to always communicate with emotional intelligence and consider the needs of those listening, as we will, as a general rule of thumb, support the opinion of the respondent, over the instigator.

The Difference between Harm & Discourse –

Whilst it may seem counterintuitive, we are in support of ‘Productive Discord’, in that we encourage people to passionately share their considered opinions, even if others disagree. We believe that there is public value to open and frank discussions, and we insist that such dialogues can, and must happen, but without hateful, bigoted or violent connatations.

We mention this because if someone shares something that you individually, or even as a majority disagree with, this does not necessarily warrant it being considered as harmful. Many valid and important ideas come with very little public backing…

Due to this, personal or popular opinion does not warrant any form of communication to be tagged as either right or wrong, nor does public sway equate to a post or piece of communication being removed.

Instead, we focus solely on the prevention and removal of hateful, bigoted or violent speech, as described above, and give you the right to block certain members if you wish. That is where we draw the line. And if you do the same, then you have the absolute right to be different and share an opinion that others may dislike or disagree with. In fact, we welcome it.

The Inclusivity Principle

The question to ask yourself – will / does this post give rise to prejudice?

In case you didn’t spot this within the Harm Principle, Inclusivity and openness to others different from ourselves is something we see as extremely important and will take a hard line on supporting. Thanks to this, we would like to give further context and highlight its need via this Principle.

What do we mean by Prejudice? A post or piece of communication that includes preconceived, discriminatory opinions, presented obtrusively or subtly, about a person or group.

This Principle is here to specifically target and remove any content that is evidently racist, sexist, homophobic, ableist or any other known form of discriminatory behaviour.

If the content creator unintentionally presents a prejudiced viewpoint, this fact will not have any bearing on how we respond to them or the content itself.

Words Matter –

Words shape culture. Culture shapes prejudice. Prejudice shapes privilege. Thanks to this, we remind you to always post with other community members wellbeing in mind and to be considerate with your choice of words, being sure to stay away from inequitable language.

This extensive, but by no means complete list of racist slurs is just one example of how to educate yourself in communicating in an inclusive and welcoming manner. Over time we will formulate our own list of prohibited words and will trial preventive measures that will help raise awareness and prevent unnecessary prejudice being posted in the first place.

A Note on Raising the Minority –

​​The exponential growth and ubiquity of artificial intelligence today is structurally, systematically and psychologically altering not only local and global society, but what it means to be human. In the midst of concerns around the biases of AI, datasets that create discrimination, as well as the ethical implications surrounding AI, Curv will, as we develop, make active choices to decolonise such mechanisms by putting a diverse range of creators and technicians at the forefront of any future builds or data-led decisions we make. Please also note that we very much intend, as soon as we have the means to do so, to build algorithms that purposefully work against human nature to ‘support our own’, which almost inevitably leads to the minority being left unheard. Instead, we will actively build a system that amplifies such voices. We’ll share more on what this will look like as we develop…

The Honesty Principle

The question to ask yourself – will / does this post present itself with honesty and where appropriate, accountability?

What do we mean by Honesty? A post, profile or piece of communication that is free of deceit or purposeful negligence of the truth.

In effect, we will actively fight against content, or profiles, that, in our opinion, purposefully uses Curv as part of a Disinformation Campaign or as a corporate tool for ‘Curv-Washing’. More on this below.

What do we mean by Accountability? The appropriate backing up of any facts, stats or polarising statements by presenting, via the Source Feature, where the relevant information has come from. (see more on this in the Source Feature section below).

With this in mind – if you see any form of content (including questionable profiles or impersonation), that you believe does not present itself with honesty, or where appropriate, accountability, we implore you to report it, ready to be fact-checked by our team.

The Fight Against Curv Washing –

Curv Washing is the purposeful attempt by a brand or corporation to use Curv as a means to share socially and/or environmentally friendly messages that are then not backed up by real-life, operational action.

We do not support brands that use one-off ranges / product lines to present a certain ‘people & planet friendly’ persona, and will therefore always judge a brand or corporation by its overarching intentions and actions.

Having said this, we do take the line that if a brand is showing a genuine desire to change its practices, across the entire company, we believe it is right to support their work, because without such organisations moving forward, the world cannot move forward…

If you see a brand purposefully Curv Washing, we encourage you to report them and/or their content, ready for review by our team. Please note that we are a small team and therefore ask for your patience as this process may take time, but please know we will do all we can to fight Curv Washing as quickly as we are able.

The Fight Against Impersonation –

We do not support and will remove any profile that purposefully impersonates a person, community, brand or corporation. Where appropriate and possible, details of the impersonator will be passed on to local authorities, alongside any evidence we can gather.

And whilst verification (to the levels we aspire too) will not be in place from day one – it is worth noting that once it is, this will enable a swift and where necessary, permanent removal of anyone misusing our platform for this reason.

If you suspect an account of impersonation, we encourage you to report that profile as soon as possible.

The Fight Against Misinformation (Further Tools Coming Soon) –

Alongside the Source Feature (read more below), it’s worth noting that we are considering a model in which, if X% (figure to be tested) of those that view a post report it as false, the system will automatically include a note attached to the content stating – ‘potentially including misleading information’. Simultaneously our algorithmic structure will prevent this content from reaching a mass audience (or indeed, anyone at all) until it has been reviewed by Curv, or, once possible, an external, independent moderation team. This same technique may be introduced to prevent Curv-Washing as well.

A Note on Originality –

We encourage all our members to share and create original content, far more so than reposting other peoples work. We do this to promote personal creativity and prevent impersonation and/or any form of plagiarism.

Instead, if you are inspired by something or someone, we encourage you to create something yourself, and then, if appropriate, to take advantage of the Source and/or Act features to highlight another persons work.

Where we draw the line on this will change depending on the content and context, but as a general rule of thumb, video / image based content from official and/or verified news-led organisations WILL be accepted, thanks to their important role in sharing valid information. We do ask though that the appropriate source is always linked (we may remove your post if it is not).

Regarding screenshots, we ask that you try and find more creative means to share your message where possible.

And lastly – we know this line on Originality will be a difficult guideline to police, therefore, we will focus our attention on those who persistently break this rule and/or those who are highlighted for doing so by other community members.

Go get creative! 🙂

Our Feature Guidelines

Introducing Movements

We will soon introduce the Movements feature to Curv, enabling you to build a shared community, focused on a shared passion. The designs and vision are built to encourage collaboration and action, enabling a global audience to come together unlike any other social platform.

The Movements feature will be released in phases over the coming weeks and months, so watch this space.

Whilst it’s also worth noting that all Movements will need go through a check-in process before going live, helping keep Curv a safe, healthy and morally aligned hub of action and progress.

Exciting times ahead.

How to use the Source Feature –

The lines between truth and opinion can be blurry to say the least. We at Curv understand this, so to simplify the conversation, we ask you to consider the following:

Is your post or piece of communication based on fact and/or reality, or a matter of opinion?

  • If based on opinion, stick to the above values and share what you honestly feel.
  • If based on fact and/or reality, share the source you are basing this on to back-up your claims

We ask (and we appreciate this isn’t always easy) to stay savvy with this. If a member of our community presents a stat or fact without a source, you can easily, and kindly request a source by pressing ‘request a source’… And when viewing Sources, be sure to check in on the legitimacy of that page. Is it from a recognisable institution or supplier of information?

Please note – Curv does not accept other social networks as sources to back up a fact and/or stat. Instead, we encourage you to seek and share where precisely that fact and/or stat has come from.

If you wish to highlight or amplify a profile or post from another social network, please use the Act feature instead.

Naturally, we know this topic will bring with it many more grey areas that we will work through, learn from and improve from as we grow, but initially, we ask that you report any sources for which you question their validity.

How to use the Action Feature –

Curv was built to drive action (instead of chasing likes and follows). Thanks to this, The Action Feature plays a fundamental role in the Curv experience.

We define Action as a follow-on interaction or engagement that takes people beyond simply viewing a post. This Action could be as simple as learning more via an article, video or podcast; adding your name to a petition; joining an event; donating to a cause; signing up for a newsletter, and more…

As we learn and grow, we will bring the most popular and impactful Actions used on the platform in-house, making the experience far more intuitive, whilst simultaneously giving us far clearer data to accurately measure from.

Misuse of the Action feature includes anything that goes against our Core Principles, including, but not limited, to:

  • Any form of sexually explicit content
  • Illegal, violent or dangerous activity
  • unnecessary and/or irrelevant spam
  • Purposefully false information and/or scams

What are Themes on Curv? –

Every single post (and soon, Movement) on Curv will be tagged to at least one (and up to three) pre-defined Themes – Hashtags that are curated by CURV internally that enable us to bring content together and (soon enough) encourage collaboration, at scale.

These Themes are designed to help you bring your whole self to the platform, whatever your passion, whilst simultaneously, enabling Curv to amplify important messages.

Our goal is to bring highly engaging content, that covers important topics, to a mass audience. Themes plays a key role in making this possible.

Keeping Curv Safe


You can report any post or profile, directly from the source in question. Simply press, ‘Report’. You can also easily share feedback with us via the hamburger icon on your own Profile.

When doing any form or reporting or feedback sharing, we ask that you pick a Category first, enabling us to manage the process as efficiently as possible. These Categories are different depending on the type of report you are sharing (post, profile or feedback). If no particular Category applies – simply choose ‘Other’.

To keep this platform as safe as possible, we need your help. So please do use this feature whenever you see one of our Principles or Feature Guidelines broken or misused, sharing as much detail as you can.

We will respond and take action on such matters, as quickly as possible.

And whilst striving to create a safer, healthier platform for all is both possible and plausible, we know it won’t come without controversy. You may disagree with our actions. If you do, stick with us – we want to talk. You can appeal a report by emailing the team at hello@joincurv.com and we will come back to you as quickly as we can.

The Mark It Out Model

To align our platform with that of our Principles, we will soon be running a Mark It Out Model. This is how it will work:

Every time someone reports something, one of three things will happen:

  1. The content and/or member is removed from our platform
  2. The associated profile linked to the reported content is given a ‘borderline’ mark, but the content and/or member will not be removed
  3. The report will be acknowledged as not going against our Principles or Feature Guidelines and therefore, no further action will be taken…

Every time the result is either removal (1) or noted as borderline (2), a mark (only known by Curv) is added to the content creators profile in our back-end system.

Every time a piece of content is acknowledged as safe (3), a mark (again, only known by Curv) is added to the reporter (to help eliminate misuse of this feature).

Our back-end system will highlight those that are persistently marked (1,2 or 3), with Warnings sent out where appropriate. If behaviour doesn’t change, those who are persistently marked will be removed from the platform.

The ability to prevent this person from resurfacing on the app will depend on where we are on the verification journey, but we will, by all accounts, make every effort possible to block this person from returning, and even, where appropriate, report them directly to their local authority.

How we will respond

In the most extreme cases, where the content is particularly aggressive, dangerous or unacceptable, the instigators profile will be removed instantaneously, along with a message to their email as to why. As mentioned, the ability to prevent this person from resurfacing on the app again will be determined by where we are regarding the verification structure, but, where and when possible, and appropriate, we will report them directly to their local authority.

If a piece of content (according to the views of our community team) clearly breaks our Principles and/or Feature Guidelines, but not to the same degree as above, the post / content will be removed and an email sent to the content creators profile, telling them this has happened. Alongside this, a ‘level 1 mark’ will be added to their profile.

If the reported content is deemed (by our community team) as ‘borderline’, the post / content will not be removed, but a ‘level 2’ mark will be added to their profile.

If a report is deemed as not breaking any guidelines, the reporter’s profile will be given a ‘level 3 mark’.

As aforementioned – persistent marking will lead to warnings and/or eventual removal to help keep our platform as safe as possible.

How to Appeal

This is a learning curv. We will get it wrong. Therefore, we are always willing to reconsider and challenge our own decisions. Therefore, if you would like to appeal against a decision made by Curv to remove yours (not anothers) content, or if you yourself have been removed from the platform in a potentially unfair manner, then we ask you to reach out to hello@joincurv.com and we will come back to you as soon as we are able.


Curv will, when we are able, proudly verify all our users before they are allowed to post content. Why? We do not need another dangerous platform that fails to keep it’s users safe and allow misuse or even illegal activity to flourish.

Twitter alone has over 48 million fake accounts, whilst iSAFE report that 1 in 3 are affected by cyberbullying. Such stats present how prevalent such accounts are. Meanwhile, for the most part, they are left to post abusive or racist content, incite violence, drive mis/disinformation, abuse, groom and/or traffic children at scale, creating false representation of influence, and many other major societal issues…

This needs to stop. A vision echoed by lawyer Yair Cohen, from Cohen Davis Solicitors, who told the BBC that the key to managing anti-social behaviour was for victims to be able to “unmask their abusers”.
“Knowing that their identity could be easily unravelled would deter 90% of online abusers, most of whom are otherwise normative individuals,” he said.

How powerful then to create a platform that doesn’t work against the government, as if they are the enemy, but instead, one that can work with them whilst securely and practically reporting key information to the authorities where appropriate, dramatically minimising the amount of abuses felt by so many when using other platforms.

The verification process is one that we will continue to work on and improve upon. Where we are now, is not where we will be by the end of the year for example, and we will keep you updated as this side of the platform progresses.

Looking After Your Data

What Data Do We Take?

To understand this fully we recommend checking out our Privacy Policy here. Below are the highlights.

Curv securely stores the following data on you:

Your Full Name, Email Address and Mobile Number. This is what we will need to set up your Profile. If you are willing, you can also share your Pronouns and Ethnicity as part of the onboarding process, which enables us to track how diverse our community and experience is. More on this below.

Alongside this, we will also track the following data, data we will only present outwardly in a quantitive manner (X% of the Curv community selected she/her as their pronouns for example). Data points include –

  • When you were last active
  • The number of times you have posted
  • When you have responded or messaged
  • When you have pressed the Source or Action icon
  • Which Themes you have selected
  • Your individual reach
  • Whether you have been reported by another user

These data points are only used internally, and are tracked to help us learn what works most (and least) effectively on Curv. They will also play an integral role in our algorithm (and therefore, overall experience) in helping us boost the right posts and voices, out of nowhere, that are showing great potential to drive action, at scale.

Why Sharing Your Pronouns, Location & Ethnicity Is Important

We must create a fair, ethical and diverse experience for all. One that means wherever you come from or whatever you look like, you can be seen and heard on Curv. For us to do this effectively, we must first understand where we are and what is happening on the platform, which is where these key data points comes in.

Beyond giving us a far better understanding, they also enable us to maintain a fairer and more ethical algorithm, in that we will know if certain demographics are being lost and not heard, and in return, purposefully work against such challenges and actively promote such voices as we go, based on real, live data.

Will We Share Your Data?

We will not share your personal data with any third party or organisation, beyond technical suppliers that enable us to run the platform successfully, for which, even then, we are extremely stringent in what information we share.

Internally, there will be very few people with access to this information, whilst the majority of data analytics we do will focus on broader, holistic stats (as opposed to personal information) such as number of active users, number of Actions taken etc.

Once we bring in a revenue model, in which corporations and brands might be interested in using your data for their advertising efforts, we will only ever share the same, holistic details attached to Movements / Communities (not you personally). Really, we will never be in the business of selling your personal data.

How the Curv Algorithm Works

How does it work?

Today, the algorithm is simple – everyone on the platform sees the same thing, in order of when it was posted.

As we grow, this will change.

Our plans are, once we hit thousands of posts landing per day, to build an algorithm, centred around what we are calling the Curv Impact Ratio – the relative rate in which someone chooses to Act (and more), compared to the number of people that have viewed that post.

For example, if a post is acted upon 100 times, and seen by 1,000 people, this would have an impact ratio of 1 in 10. If another post has been acted on 1000 times, but has been seen by 1 Million people, this would have an impact ratio of 1 in 1,000; meaning, whilst the number of actions taken is far higher, the Impact Ratio is actually far lower. And whilst other factors are taken into account (such as the economy of scale and how long ago it was posted, for example), the Curv Algorithm will always amplify the content with the highest Impact Ratio, above all else.

This enables content creators to drive action, at scale, from nothing. It creates a level playing field (though more on this below) in which anyone has the opportunity to reach a mass audience, at any point, regardless of who they are or what they have done before.

To break this down further, below is a list of ‘trigger points’ for the algorithm, listed in order of importance. In Layman’s Terms, the more people (relatively speaking) do one or more of the below, off the back of your post, the greater your reach will be…

    1. Pressed the Act link from your post (has a far higher impact than the rest)
    2. Amplified / Shared your post (has a far higher impact than the rest)
    3. Enabled a conversation to flow
    4. Used the Source feature succesfully
    5. It was posted recently
    6. They checked out your profile, from the post
    7. They tapped the post, to reveal the caption and more

It’s also worth noting that the following would have a negative impact on your posts reach:

    1. Your post has been reported
    2. It was not posted recently

This will change again once the Movements feature, Content Challenges are up and running. Furthermore, Themes will also play an integral role as we create both a diverse and meaningful experience for you (making sure you discover content from a broad landscape of interest areas, with a particular focus on social and environmental content that is excelling).

How do we enable fair & ethical representation?

We want to create a level playing field, where anyone has the opportunity to be heard, regardless of gender, skin colour, location and more…

To kickstart this complex and layered issue, we will first track, through the data points shared above, what is actually happening on the platform, naturally. Once we have a better understanding we will make informed decisions on how best to achieve our goals…

We are anticipating that the unconscious bias of you, our community, will have an impact. It is human nature to support people we (consciously or subconsciously) view as ‘like us’. If this leads to minority voices being lost in the algorithm, we will positively discriminate content by boosting particular minority groups (of all types) that the data is telling us are not being received as well as they should / could be.

This is important because, for us, Curv must be The Anti Echo Chamber. A platform that actively introduces you to a broad range of themes, from a wealth of different voices and perspectives, but all the while, presenting engaging content with real potential to drive action, at scale.

Achieving this we hope will enable you, our community, to see the world (both online and in life) more holistically and inclusively. And thanks to the data our algorithm will be working from, we will genuinely be able to achieve this experience, if all goes well, within just a few months…

How Curv Will Make Money

Our Purpose x Profit Commitment

Nearly every major social media platform relies almost solely on advertising to generate income. This has led to the rise of social feed addiction and late night scrolling, thanks to experiences that are designed to hook you in, so you can watch more ads.

Alongside this, the content creators are often not rewarded for this exercise and therefore must turn to paid partnerships themselves, thus creating an even stronger consumerist culture. This scenario also focuses the influencer’s mind on chasing likes and chasing followers, in that the more you have of each, the more potential income you can make. A cycle that can perpetuate into low self-esteem, controversy for the sake of controversy, and a narcissistic outlook on what these platforms are actually for.

The point – if you get the revenue model wrong. You get the entire vision wrong.

We have to do better. Furthemore, we have to right some of their wrongs. Our goal is to create a revenue model that genuinely combines purpose with profit, in that the more money we make, the better the outcome is for society and the planet. The two must co-exist.

And whilst for some this may sound fantastical. For us, it is and must be possible.

Below are our current plans for generating income. A plan that can and likely will shift as we grow and learn.

Introducing Curv Coins

Curv Coins will be a subscription feature that’ll enable you to financially support the movements and content creators you love. From £1 to £1k per month, you’ll get to select who you support, and how much you give, as you go, thus creating a centralised, giving experience that connects you to the grassroots movements worthy of your support.

The result? You can financially back initiatives you connect with in a manner that feels manageable and accessible; whilst the creator and/or movement builder is motivated to keep going, and rewarded for the work they are doing.

99% of proceeds will go directly to the community, whilst Curv will take a 1% commission.

Explore Page Promotions

Our upcoming Explore Page will include poster-like opportunities for brands and organisations that align with our principles and actively place people and planet on par with profits. This will enable you, as the community, to find trusted, ethical businesses, far easier.

As we grow, we know this process will become more and more complex and controversial, but we will always be guided by leaders within the ‘business for good’ space, and you, the community, throughout.

We see a great opportunity in taking this route –

If we have global influence as a brand whilst also only accepting brands that pass an ethical check-in process, we could genuinely and systematically change the way businesses work, on a major scale.

Furthermore, brand exposure will take place on the Explore Screen, not in the feed, which is a subtle, but important distinction. Why? If brands lived in the social feed, we would be financially rewarded by you becoming addicted to your feeds. But when brands are presented via Explore, or via Movements (as will be described below), we are financially rewarded by your engagement, and levels of interest in finding and participating in principled movements and communities. This is productive. Scrolling endlessly, is not.

Movement Sponsorships

We will soon introduce Movements onto Curv – a major feature that’ll enable you to build a shared community, driven by action. Once such Movements are thriving on the platform, we will introduce Movement Sponsorships, in which brands can visually reach their target audience by financially supporting the communities that align with their values.

This model will also come with a revenue split in place (50% going toward the running of Curv, 40% to the Movement Builder & 10% to an appropriate Charitable Partner), thus creating a win-win-win-win scenario:

The Brand wins because they can financially support a movement they believe in, whilst simultaneously reaching their target audience with click-through capability.

The Movement Builder wins because they do not need to create ads but can still be financially supported by a brand that matches both theirs and Curv’s ethical standards.

Curv’s stakeholders win, because they/we are financially rewarded for enabling the whole scenario to take place.

And our selected Charitable Partners, from around the world win thanks to the consistent financial backing they will receive via the platform

An Ethical Marketplace

Once we are a fully established global brand, we will introduce an ethical marketplace that’ll directly connect you, the community, to the products and brands that are socially and environmentally conscious. Purchases may happen on the platform directly, with Curv taking a small commission from each sale. What this looks like is very much up in the air, but the potential to further support such brands seems an obvious route to take.