The kind index
A new benchmark for human sustainability in tech.
Technology doesn’t just shape behaviour - it shapes trust, emotion, cognition, and culture. But while systems are evolving fast, the way we measure their effect on people hasn’t kept up.
The KIND Index is a next-generation benchmark and certification system for organisations building the future. It helps you track what matters, earn trust, and lead with integrity - across product design, governance, emotional sustainability and agency.
Because companies who lead with integrity will be the ones we trust to shape the future.
Designed to help organisations measure what matters, certify responsible practices, and build technology that earns trust - with the people using it.
The KIND Index offers a rigorous, multidimensional framework to benchmark and improve the human impact of digital innovation - including but not limited to:
what it measures
Can people understand how your product works and believe in the intent behind it?
Trust & Transparency
The KIND Index assesses whether platforms are clear about their data use, algorithms, and decision-making logic. We look at the accessibility of policies, explainability of systems, and the consistency between words and actions.
User Agency & Autonomy
Do people have meaningful control over how they engage with your technology?
We measure how much freedom users have to shape their experience — from consent and notification settings to data portability and algorithmic choice. Design should empower, not manipulate.
Attention Integrity
Is your product respecting people’s time - or hijacking it?
The Index evaluates whether platforms are built to sustain attention or exploit it. We examine features like break reminders, infinite scroll patterns, and how the product impacts users’ cognitive bandwidth over time.
emotional sustainability
What emotional experience does your product create - and who carries the cost?
We assess emotional tone, resilience design, and psychological impact across users, teams, and communities. This includes how products handle conflict, support wellbeing, and mitigate harm in the long term.
digital governance & foresight
We evaluate how ethics and accountability are embedded across teams, policies, and workflows — from product reviews to leadership KPIs. This includes how values are operationalised, how ethical tensions are surfaced and resolved, and whether governance structures evolve as the stakes change.
Is integrity built into how your organisation makes decisions?
plus additional indicators tied to design, wellbeing, and workplace culture.
Each product is assessed across these dimensions to generate a Kind Score - paired with a certification badge, public trust label, and tailored guidance for improvement.
it’s powerful. but is it kind?
Designed for the next era of innovation - where digital systems act, decide, and influence - the KIND Index provides a structured path to:
Help ethical companies demonstrate integrity - not just intent
Because credibility builds brand, loyalty, and long-term value.
Help product teams and founders embed values into real decisions
Because the best time to design responsibly is before scale - when architecture and trust can still be built right.
Help users, employees, and civil society make informed choices
Because people deserve to know how the tools they use affect their time, wellbeing, agency, and attention.
Help investors and accelerators identify responsible innovators
Because resilience, trust, and human impact are fast becoming core differentiators and indicators of risk and return.
Help shape a shared language for responsible innovation
Because as expectations rise, we need clarity and consensus on what "good" actually looks like - across sectors, borders, and priorities.
Finally, the Right KIND of Metrics…
The KIND That Guides
A north star for teams building fast - and responsibly.
The KIND That Learns
Backed by evidence, built to evolve. A framework that adapts with the world it measures.
The KIND You Can See
From boards to users, we make trust visible - with public-facing, plain-language labels.
The KIND You Can Build With
Designed for impact - from product decisions to boardroom accountability.
how it works
strategic integration
Diagnostic feedback that supports internal governance, OKRs, product reviews, and board-level reporting - translating ethical ambition into operational clarity.
responsible roadmap
A multidimensional score that translates human impact into strategic insight. Teams complete an in-depth diagnostic - covering product, design, governance, and internal culture.
KIND Scoring
kind certification
Tiered recognition that signals responsibility to regulators, investors, and the public.
Actionable recommendations for improving systems, not just optics, tailored to your team’s maturity and priorities.
public kind label
A transparent, public-facing trust label that makes responsible innovation visible.
Want to shape the future of technology?
We're partnering with a select group of companies, researchers, and ecosystem builders to shape the future of responsible innovation.
Whether you're an impact-driven founder, a values-led platform, or an investor searching for better signals — the KIND Index offers a new way forward.
Join us as a Founding Partner >
Sign up for the Beta Cohort >