We spark playful curiosity and bring a lighthearted intimacy to people’s sex life. Despite rising sex positivity, nearly half of adults remain unsatisfied. Overwhelmed by all the talk and options surrounding sex, they tend to get in their heads and ask themselves the hard hitting questions:
What do I want? Is what I like ok? Am I boring? Am I fulfilling expectations? What does being sex-positive mean for me? What does my partner enjoy? Am I truly having fun?
When overwhelmed, many fall into routine & in-out sex scripts that are super difficult to break—especially in long-term relationships. And despite what the abundance of conversation-sparking card games might suggest, talking is a great first step, but it rarely leads to lasting behavioral change. um:i is here to unscript sex and foster deeper, more playful intimacy between people! We believe sex should be fun, free, and full of curiosity—a lighthearted moment of connection. Our goal? To create a safe, inviting playground where you can explore, experiment, and embrace your desires with confidence and joy.

We are um:i

As systemic coaches, our founders, Nina and Simon focus on strengthening relationships. With um:i, they’ve extended this mission into the realm of intimacy. Years ago, Simon and his sister Lena laid the foundation for our game mechanics, inspiring Lena's Future of Sex study, which deepend our understanding of connection. Motivated by personal experiences, we wanted to create a tool that brings lightness to a topic that can feel heavy — because sometimes, words alone aren't enough to truly open up.

With a clear vision, we set out to bring um:i to life, assembling a kick-ass creative team to make it happen. The result? A brand we’re passionate about—one that reflects our values in an uplifting and visually inspiring way.