Our Story
Yoke is an independent startup founded by Alessia Clusini and Jillian Nalty. They have spent their careers studying human behaviour and how to influence it. Currently in beta, Yoke is being shaped by real couples.
When we first told friends what we wanted to build, most thought it was a completely wild idea.
They had a point. The way couples divide the mental load of running a home is one of the most talked about and least resolved dynamics in modern relationships. It sits underneath countless arguments, and because the load is invisible, it's incredibly hard for a couple to address.
What our research made clear is that imbalance rarely comes from one person not caring. It comes from different thresholds, different upbringings, different definitions of fairness, and a lack of shared visibility into what the home actually requires. Both people are usually trying. They just aren't working from the same perspective.
Research also told us that for both partners to use Yoke, it could never feel like an accusation. With compassion, it had to meet each person where they actually are and help them move forward without anyone feeling called out.
Because Yoke is not about proving a point or keeping score. It's about changing how it feels to share a life with someone.
Yoke helps couples move from keeping score to feeling like a team again.
— Alessia Clusini, Co-founder & CEO
Alessia Clusini
Co-Founder & CEO
Alessia ensures Yoke is grounded in behavioural insight, so that it reflects how people actually live, not how we assume they do.
As the founder of London-based Trybes, she has worked with global brands to decode human behaviour and make sense of modern life.
A TED speaker, she has been recognised as one of the 50 most influential women in Italy and a Data Leader of the Year in the UK.
Jillian Nalty
Co-Founder & CPO
Jillian leads product and experience at Yoke, everything from UX and data logic to branding.
She brings 20 years of global agency experience to that work, including senior roles at Droga5, M&C Saatchi and 180 across APAC, LATAM, the UK and the US.
As a mother of a young boy, she cares deeply about building a culture of positive masculinity. One where men have the tools to show up fully at home.