HoWA connects the thread.
Between people, places and everyday life.
A house changes over time. So do the people who live in it. Rooms get new uses, work gets done, tastes change and possessions move from one home to another. Much of that history lives in someone's head, with the paperwork somewhere else.
We're building HoWA so the details can stay with the place or the person they belong to.
Home is our first product.
HoWA Home brings the property's rooms, systems and history together. The household's preferences sit alongside them, privately. It helps you find a document, check a date, plan work or explain a job to someone coming to do it.
Living will follow the person beyond an address: their interests, taste and plans. Business will handle the reporting and recurring administration of the companies people rely on. Both are coming soon.
Knowing a place means knowing how it is lived in.
We are working towards more detailed knowledge of physical spaces: their layout, contents, condition and use. That could let an assistant refer to the room in front of you, or give a machine the information it needs to work there.
People decide what can be recorded, who can use it and what may happen in their home.
Founder, HoWA
Samuel Collett
A career built around understanding people.
Before HoWA, Samuel built a career across fashion, lifestyle and entertainment, with work spanning BBC Worldwide, Warner Bros., ITV, Mercedes and Fashion Rocks.
His experience in brand communications and customer relationships shaped a lasting interest in what people value: how trust is earned, how taste develops and why some experiences feel right. As co-founder and Group CEO of House of Willow Alexander, he brought that perspective into the design and care of homes and gardens.
The work exposed a bigger challenge. People were spending time joining things up: explaining the same preferences, finding old information and remembering what needed to happen next. His interest in how people live became a question about how technology could help.
Samuel founded HoWA to pursue that question. He leads its vision: bringing human understanding, thoughtful design and AI together to make everyday life easier to manage.
Samuel Collett, Top 100 Influential People honouree, 2025 and 2026.
The experience behind the idea
The House showed us what gets lost.
Samuel co-founded House of Willow Alexander with Alexander Oakley in 2019. What began in garden design grew into a wider understanding of the care, decisions and coordination a home requires.
A visit or a commission was only part of the story. There was a history to understand, a preference to remember, someone to follow up with. Valuable knowledge could disappear between conversations, appointments and different professionals.
HoWA grew from those lessons. It is an independent technology business, with the House as its founding service partner. HoWA develops the intelligence and memory; the House brings practical service experience and a place to put that understanding to work.
Samuel brought together AI specialists to explore that next step. The resulting approach combines knowledge of homes and customers with the technical work of connecting information and making it useful. That combination is the foundation for what we are building.
