Everything around you is built to hook you.
We build the way out.
We study how people really behave. Then we build what helps them live better.
Scroll to let go
Feeds that never end. Food engineered so you can't stop at one. Apps that know exactly when you're weakest. Making money is fine. Making it by turning people's own biology against them is where we draw the line.
All of us are hooked on something. That's no flaw in you. It's the design.
We've been stuck too, in habits, in doubt, in doing things the way everyone said they had to be done. Quick fixes never lasted, so we went looking for answers that would. We found them in behavioural science: change the belief, and the behaviour follows. It changed how we live, how we work and how we lead. Everything we build starts there.
Willpower fights the same battle every day. Belief ends it.
Arcodia was started in 2020 by Rachael Abraham and Jay Sharma. Today we build with our creative head, Adwait Garde, and we use everything we make.
Behind every reach for the phone, every craving and every "I can't" sits a story someone taught you to believe. Change the story, and the habit loses the reason it exists. The phone stays. The feed stays. What changes is who decides.
If something is going to have a hold on you, let it be the thing that makes you better.
Separate companies and products, each made for its own people. One thing ties them together: they're built on how people really behave.
Marketing
A behavioural science marketing agency for brands ready to scale. We study how your buyers really think, then build marketing that moves them. We only market what we believe in.
Meet 1&OFreedom
· for anyone stuck in a habit they want out of
It was never your fault. FreeFrom takes apart the belief behind a habit, so the urge loses its grip. FreeFrom Porn comes first. FreeFrom Hunger, for compulsive eating and sugar cravings, is next.
Join the waitlistMindset
delusional · for business owners and leaders
Rachael's book on the mindset behind growth: six steps to building what everyone said was impossible.
About the bookHabits
Wildflower · for women
Health and fitness habits: food, training, your cycle and your hormones.
Possible · for everyone
Break the beliefs that hold you back. Build the ones that move you forward.
Tools
Lock In · for everyone
Lock the app that keeps pulling you back, and the trigger loses its power.
Pocket · for everyone
Asks which pocket every expense comes from, so no part of your money runs dry by surprise.
Behavioural science is powerful. That's exactly why we're careful who we use it for. We choose our clients, and we've walked away from work we couldn't stand behind.
For established brands and funded companies
A behavioural science marketing agency for brands ready to scale. We study how your buyers really think, then build marketing that moves them. We only market what we believe in.
Meet 1&OFor anyone stuck in a habit they want out of
It was never your fault. FreeFrom takes apart the belief behind a habit, so the urge loses its grip. FreeFrom Porn comes first. FreeFrom Hunger, for compulsive eating and sugar cravings, is next.
Join the waitlistFor women
WILDFLOWER
Health and fitness habits: food, training, your cycle and your hormones.
Learn moreFor everyone
Break the beliefs that hold you back. Build the ones that move you forward.
Get early accessFor everyone
Useful tools
Simple tools, each built to do one thing well.
For business owners and leaders
delusional
Rachael's book on the mindset behind growth: six steps to building what everyone said was impossible.
About the bookEvery life we touch, we mean to leave better than we found it.
Where would you like to start?
I want to grow my business1&O → I want to break free from porn or compulsive eatingFreeFrom → I want the mindset to grow as a leaderDelusional → I'm a woman who wants to get fit and healthyWildflower → I want to stop believing I can'tPossible → I want simple tools to stay on trackLock In, Pocket →
