Reflect (Provo, UT) simplifies journaling through scheduled phone calls, recording entries as audio and text. Gaining traction, The BYU Sandbox SaaS startup offers an nearly effortless way to preserve memories.
A trio of BYU students—Abraham Lamoreaux, Lucas Gandola, and Spencer Hodson—have launched Reflect, a startup born out of BYU’s Sandbox program in January 2025. Based in Provo, Reflect is transforming the journaling experience by allowing users to record journal entries via a simple, scheduled phone call.
“You sign up for calls, and Reflect will call you—it’s that simple,” explained Lamoreaux. “You talk, and it saves your journal for you. Whether you want it to call you or you want to call it yourself, both work. Our goal is to help people store their memories forever.”
Reflect captures journal entries as both an audio recording and a written transcript, giving users the flexibility to reread or relisten to their reflections anytime.
Early Traction and Growth
Lamoreaux is excited about the traction Reflect has gained since launch.
“We just crossed 75 active users and already have hundreds of journal entries on our platform,” he shares. “We’ve even started generating revenue—not a ton yet, but it’s happening.”
The response has been overwhelmingly positive. “The journal 100% works, and people are raving about it,” said Lamoreaux. “We have organic users—people beyond friends and family—who are journaling daily.”
Operating out of an unfinished basement office, Reflect has grown largely through word of mouth. “We’ve done some social media marketing, but honestly, people are just sharing it with their friends and family. That’s been our biggest driver.”
Showcasing at RootsTech
Reflect will be exhibiting at RootsTech, a major genealogy and technology conference taking place at the Salt Palace Convention Center in downtown Salt Lake City March 6th through 8th. The event will provide the Reflect team their first big opportunity to showcase their product and connect with potential users.
User Feedback and Challenges
One enthusiastic user told Lamoreaux, “I love this. I wish I had created it myself. I can’t see myself journaling any other way now.”
As a SaaS (Software as a Service) startup, Reflect is offering a two-week free trial, followed by a subscription-based model for continued use. The biggest challenge so far? Sifting through user feedback.
“Everyone has different ideas about how this should work,” Lamoreaux noted. “It’s tough deciding what to implement, but it’s a great problem to have.”
Acquiring new users is another challenge, but Lamoreaux is optimistic. “Utah is the best place to launch something like this. The network and support system here are incredible.”
Bootstrapping and Future Plans
Reflect is currently bootstrapped, with founders covering costs out of pocket and receiving some angel investment through BYU’s Rollins Center for Entrepreneurship. The biggest expenses? AI transcription and automated calling features.
“We’re paying for everything ourselves because we believe in it,” said Lamoreaux. “As we grow, costs will rise, but we’re confident in our model.”
Reflect’s origin story is deeply personal. “Journaling was my New Year’s resolution,” Lamoreaux shared. “I’ve journaled consistently for most of my life, but college made it harder. Then I thought, ‘What if I could just talk into my phone?’”
Inspired by apps like BeReal, which prompts users to capture moments in real time, Reflect aims to make journaling just as effortless.
A Vision for the Future
“Our mission is simple: Everyone has a story worth telling,” said Lamoreaux. “We want to help people live authentically and document their lives meaningfully. In a world dominated by social media, we hope Reflect becomes a tool that brings people real connection and hope.”
He also credits key team members for their contributions. “Jaden Spotten has been incredible on engineering, and Daniel Mount’s design work is all over our landing page—it’s distinctly him.”
Get Involved
Reflect is looking to expand its reach, particularly in communities like nursing homes where journaling could provide valuable connection.
“If you want to help, just use Reflect,” Lamoreaux offered. “If you have ideas, reach out to me on LinkedIn or email at abelamoreaux@gmail.com. We’re always looking to connect with people who can help us grow.”
Explore Reflect at their RootsTech exhibition this week from March 6th to March 8th and visit Reflect’s website.
Connect Abraham Lamoreaux on LinkedIn here.
