Will Love

Fluid Focus is the world’s first app that rewards users for reducing screen time — helping Gen Z and young millennials build better digital habits, improve productivity, and reclaim control of their attention. With smartphone use averaging 4.6 hours per day, the average Gen Z is on track to spend nearly 30 waking years on their phone. Fluid Focus flips that script, using behavioural science and gamification to turn focus into real-world value.

Available on iOS and Android, the app lets users earn coins every time they lock their screen and stay off their phone. These coins can be redeemed for real rewards — from brand discounts and gift cards to donations supporting education-focused charities. Premium users unlock features like guided meditation tools, personalised focus insights, and coin multipliers for faster progress.

Unlike screen-blocking apps that rely on restriction or guilt, Fluid Focus makes focus feel fun, social, and rewarding. Think Duolingo meets Sweatcoin, but for your attention span.

The startup has already gained traction with 5,000+ downloads, a 4.9-star rating, and partnerships with over 40 academic institutions across the UK, Ireland, and the US — including pilots at universities such as Queen Mary, Aston, and Northumbria. A formal research study involving 2,800 students is currently underway in collaboration with a Russell Group university.

Backed by a £640K pre-seed round from 18 investors — including a government-backed VC — and advised by leaders from Sweatcoin, Headspace, and UK Parliament’s Education Select Committee, Fluid Focus is on a mission to build a new attention economy, where focus is finally rewarded.