App debuts in four countries, aiming to turn a daily check-in into a lifeline.
EASTON, Pa. — An Easton technology startup this week launched a mobile app designed to alert a user’s friends and family the moment that person says they are struggling, rather than after something has gone wrong.
The app, called “Is it Well?”, was released by Thirty2give LLC in Brazil, Japan, Kenya and Zambia and is available on the Apple App Store and Google Play Store. The company says it targets people of all ages who experience loneliness and social isolation.
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The app asks one question, “Is it Well?”, and offers two buttons: yes or no. A user who taps yes receives an affirming message and a suggestion to do something positive. A user who taps no triggers an immediate notification to a preselected circle of up to five family members or friends, who are encouraged to contact the user directly and offer support.
The idea grew out of a trip to East Asia earlier this year, said David Cain, Founder of Thirty2give. During that trip, he learned about “Are You Dead?”, an app created in China that functions as a dead man’s switch: if a user fails to press a check-in button within 48 hours, the app automatically notifies a list of contacts.
“That question haunted me as I flew home,” Cain said. He said what troubled him was that the app alerts loved ones only after a possible tragedy has already occurred. He returned home determined to build something that would reach people sooner.
“Within seconds to minutes, a support group should be notified and respond before users give in to their worst impulses,” he said, thinking of a solution.
The need is significant. A 2023 advisory from the U.S. Surgeon General reported that about half of American adults say they have experienced loneliness. Health researchers have linked chronic loneliness and stress to elevated cortisol levels, a hormone the body releases during the fight-or-flight response. Prolonged exposure to high cortisol has been associated with a range of health problems.
For Sharon Rush, the app launched too late.
“I wish I had this app a month ago; it might have saved my friend’s life,” Rush said. Her friend died by suicide.
Thirty2give is composed of four middle-aged African American professionals. Company leaders say they hope their work also challenges the assumption that app development is the domain of young, Generation Z technologists.
The app launched in the United States in summer 2026.
If you or someone you know is struggling, call or text 988 to reach the Suicide & Crisis Lifeline in the U.S.