Often referred to as the "highest form of love" we chose PHILIA as it encapsulates our purpose and drive of starting this inclusive business model. Also referred to “friendship love”, PHILIA is a business that is anchored on "care" to a friend you love, a "brother's keeper". Like what you do to a friend you love who is in need, you help because you care. This is our clarion call, and we are responding through friendship love, PHILIA.


We believe that the way for an inclusive recovery and to progress is through an “economics of caring” where we collaborate, support each other and where the benefit can be equitably shared, and no one is left behind. We are committed to caring for our community partners not just because it is business but because they are also our friends.