Loftie is expanding beyond bedside alarm clocks with a new subscription service and it’s basically designed to stop you from doomscrolling at 1AM.
Called Loftie+, the new platform mixes app blocking, focus tools, and screen-time challenges. The company describes it as a “habit system” rather than another data-heavy wellness app. Instead of obsessing over sleep scores and productivity graphs, Loftie’s pitch is much simpler. It aims to help people put their phones down more often.
The timing makes sense. Screen-time anxiety has become its own tech category lately. However, most apps still rely on the same phone habits they’re trying to fix. Loftie clearly wants to distance itself from that approach.
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The service costs $9.99 per month or $59.99 annually. Unlike Loftie’s existing alarm clocks and lamps, it doesn’t require dedicated hardware to work. That said, the company is still leaning heavily into physical gadgets.
One of the more interesting additions is the Loftie Card, a credit card-sized NFC tag that activates Focus Mode with a tap. The idea is that users keep it in their wallet and tap their phone before work, meetings, or even family time to reduce distractions instantly. It’s a surprisingly low-tech solution for a product all about managing digital habits.
At night, Loftie+ automatically shifts through three different modes — Relax, Sleep, and Rise — which gradually block selected apps during wind-down and sleep hours. There’s also a minimalist launcher called Flip. It strips your home screen down to text-only shortcuts instead of colourful app icons constantly fighting for attention.
Existing Loftie hardware owners get an extra feature called Loftie Drift, which might be the cleverest part of the whole system. If you walk into your bedroom carrying your phone, a Loftie Clock or Lamp can automatically trigger app restrictions via Bluetooth. This happens without needing any manual input.
Importantly, Loftie isn’t really trying to compete with fitness trackers or smartwatches here. In fact, the company seems almost openly tired of apps constantly measuring every aspect of your life.
Loftie+ is available now on iOS and Android, while the browser extension and Flip launcher are both free to use.
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