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Boilerplate 01

## The description, verbatim.

Short

Maslow is a software and systems company building shared digital infrastructure for member-owned financial institutions — credit unions, cooperatives, and mutuals — worldwide. Rather than competing with these institutions, Maslow connects them, providing the shared technology, coordination standards, and governance that no single institution can build alone. The two halves of the work are deliberately separated: Maslow Holdings builds the infrastructure; the HAPPI Foundation, a not-for-profit, holds it — so the network can never be captured or sold out from under its members. Returns to investors are bounded by design — investors underwrite the build, not the perpetual operation.

Extended

Finance shapes how societies function at every scale — who gets capital, who keeps it, where it flows, and who benefits. 88,000 member-owned credit unions, cooperatives, and mutuals are operating globally, structurally designed to keep capital in the communities it comes from. They represent the only financial infrastructure in the world built to build wealth for communities rather than from them. And they are losing ground — not because they lack purpose, but because they lack a shared and values-aligned operating layer.

That is what Maslow builds: infrastructure, not products. The work runs through two entities, built in parallel and designed to invert: Maslow, the commercial, time-bound build entity, and the HAPPI Foundation, which holds the Covenant from day one. Participating institutions retain their licences, their boards, and their community relationships. Maslow is structured to exit into steward ownership: once capped investor returns are met, ownership of the Company transitions to the HAPPI Foundation.

Fact sheet 02

## The essentials.

Entity
Maslow Holdings Pty Ltd · ACN 672 433 519 · Melbourne, Australia.
Founded
Founded in Melbourne in 2020, building on the lessons of a previous fintech, and re-incorporated in 2023 to capitalise its post-pandemic strategy as the city emerged from the world's longest COVID-19 lockdown. The company's consumer phase was backed by A$409,676 from 288 aligned investors in a 2024 crowd-sourced funding round — raised with virtually no digital advertising spend.
The fieldwork
The coordination failure thesis that defines what Maslow builds was produced through 57 days of global fieldwork. Three banking partnerships failed during Maslow's first phase — none through Maslow's execution. Volt Bank and in1bank each handed back their banking licences after proving unable to raise capital. A joint-venture partnership with a credit union ended after Maslow reported concerns about the conduct of one of that organisation's executives. The failures were diagnostic: they revealed a structural truth no amount of planning could have surfaced — that mission-critical financial infrastructure cannot be built on the ongoing viability of third-party licences. The thesis was not researched at a distance; it was paid for in the field.
Status
Post-fieldwork, pre-build: the thesis is complete, the Constitution — including the return cap — was adopted 10 April 2024, and the current raise capitalises the build. The HAPPI Covenant is held by HAPPI's four originating Stewards and kept under annual review. At raise close, the HAPPI Foundation registers and the MVP scope is locked with the founding cohort, with a functioning product targeted roughly eighteen months from raise close.
Structure
Capped-return, structured to exit into steward ownership. Investor returns are capped under the Company's Constitution (Rule 35, adopted 10 April 2024), with the cap stepping down at each successive raise. Once capped returns are met, ownership of the Company transitions to the HAPPI Foundation, the not-for-profit that holds the infrastructure as a global commons.
What it builds
Infrastructure, not products. Four layers, one federated system: a shared interface institutions can deploy without dismantling what they have; interoperability standards so they can plug in without bespoke integration; shared financial utilities — pooled liquidity, shared risk frameworks, and capital products beyond any single institution's reach; and a governance architecture that keeps power distributed and prevents capture by any one actor.
Commitments
Maslow takes nothing that belongs to the institution — no equity, no deposits, no lending decisions. The infrastructure is shared. The institution remains the institution.
Founders
Kane Jackson
Co-Founder & CEO
Pioneered Australia's first actively managed app-based derivative fund at his first fintech in 2015; a 2025 Byron Fellow; led the five-country fieldwork producing Maslow's coordination failure thesis.
Mina Calvert
Co-Founder & CTO
Previously Digital Banking Platform Lead at Westpac and Head of Development at Constantinople; technical architect of Maslow's shared interface layer, interoperability standards, and integration frameworks.
Caitlin Robinson
Co-Founder & COO
Previously Operations Manager at Ambulance Victoria, coordinating 500+ personnel and state-wide emergency healthcare resources.
The sector
88,000
Community-owned financial institutions worldwide
3 million
Cooperatives operating across every sector
1 billion
Members of a cooperative or mutual

Credit-union numbers fell roughly 10% globally in 2024, the steepest annual decline in years. Sector figures draw on the World Council of Credit Unions and the International Co-operative Alliance; a full source list is available on request.

Quotes for use 03

## Attributed to Kane Jackson.

“Extracting from communities has ruined the world. Wealth, resources, and decisions have been stripped from the places that need them by mega corporations and billionaires who decide our fate without experiencing it. It's made life hard for most, less hopeful for many, and what's left is dividing us all.

“The solution to that extraction is cooperation, which division makes impossible to build. Luckily, we don't have to build it. It already exists, in the biggest unconnected system on earth: 88,000 community-owned financial institutions, 3 million cooperatives, a billion members, each keeping wealth where it's made, serving the people and places that depend on it — circulating it, improving with it, and using it to enhance life. Maslow exists to connect that system, and put community, and life, at the heart of the global economy.”

Kane Jackson · Co-Founder & CEO
For technology & business press

“Enshittification is what happens when users don't own anything. The future isn't a better platform — it's community ownership, community decisions, and community governance. The technology is the easy part.”

Kane Jackson · Co-Founder & CEO
The name 04

## Named with a tension we sit with honestly.

The company is named after Abraham Maslow. That naming carries a history it is responsible for acknowledging. Much of what is associated with Maslow's “hierarchy of needs” has direct antecedents in Blackfoot teachings, in which self-actualisation is the foundation on which community actualisation, and then cultural perpetuity, are built — not the apex.

The company's two-word slogan — Together. Thriving. — was chosen in direct contradiction to the hierarchy attributed to Maslow: that human flourishing is collective, that the collective is the foundation, not the summit. The full statement and Acknowledgement of Country are on the Acknowledgement page.

Brand assets 05

## Logos, social cards & imagery.

Please don't alter the wordmark's proportions or recolour the pink full stop. The complete kit — vector wordmarks, icons, social cards, editorial imagery, motion loops, and the printable sheets — lives in the brand kit.

Wordmark
Off-white + pink
SVG · dark grounds
Charcoal lockup
PNG 2400 · social treatment
Navy + pink
SVG · light grounds
Icon / Avatar
Navy gradient
PNG 1024 · social avatar
Navy-gradient m — transparent
PNG 1024
Navy-gradient m — white
PNG 1024
Social cards
Open Graph
PNG 1200×630
Square
PNG 1080×1080
Story
PNG 1080×1920
Editorial imagery
Federation globe
PNG 3000 · 16:9 & 1:1
Topology map
PNG 3000 · 16:9 & 1:1
Constellation
PNG 3000 · 16:9 & 1:1
Motion loops
Federation globe
Seamless loop · silent
Topology
Seamless loop · silent
Constellation
Seamless loop · silent
Media contact 06

## Every enquiry reaches a person.

Enquiries are read and answered by the founding team — address them to Kane, Mina, or Caitlin. Please include your outlet, the nature of your piece, and any deadline you're working to. Photography and interview availability are provided on request.

Email
Press route
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