Press kit

Everything here is free to use, with no need to ask first. If something you need is missing, write to me and I’ll do my best to get it to you.

In one sentence

Loma is the habit builder that replaces the “all-or-nothing” streak with a resilient, floor-based system designed to keep you moving forward, even when life gets in the way.

In a hundred words

Ever get so annoyed by losing a habit streak over one bad day that you just deleted the app? Loma was built for you.

Loma turns habit building into a climb. Unlike traditional trackers that reset your progress to zero, creating a punishing “cliff” effect, Loma uses a resilient, floor-based system. Each repetition builds your climb, and while you might slide back, you never lose your footing.

Wrapped in an immersive, beautifully designed interface that evolves with the time of day, Loma transforms habit tracking from a chore into a pleasant ritual. It is a rebellion against subscription fatigue: a one-time purchase designed to build habits that last.

The argument

Picking a habit back up after a pause is far easier than starting from scratch. Streak counters ignore that. Loma is built on it.

When University College London researchers tracked real habits forming, automaticity took a median of 66 days, with individuals ranging from 18 to 254.¹ On a climb that long, one missed day is noise.

“Missing one opportunity to perform the behaviour did not materially affect the habit formation process.”

Lally et al. (2010), European Journal of Social Psychology.

Separately, Marissa Sharif at Wharton and Suzanne Shu have found that goals with built-in slack keep people going longer than rigid ones, and that the gap is widest right after a missed day.² A miss that does not erase your progress does not erase your commitment.

Loma builds that slack in twice. A skip is a decision that keeps your progress because you showed up, and a camp is a floor, so a miss can slip you back but never below it. Neither is the reserve Sharif and Shu tested, which is an allowance you spend down, but both aim to protect what it protects.

The facts

• Name: Loma Habits
• Platform: iPhone & Apple Watch, iOS 26 or later
• Price: free to start, $9.99 once to unlock everything, or the equivalent where you are
• Business model: one-time purchase. No subscription, no trial, no advertising.
• Developer: Yalin Solmaz, London, United Kingdom
• Privacy: no account, no analytics in the app, and no Loma server. Habit data stays on your device unless you switch on iCloud Drive backup, which puts a copy in your own iCloud Drive

Brand assets

I’ve prepared a brand assets kit, which includes:

• App icon: light and dark modes, 1024×1024 PNG
• Hero image: the app’s main screen showing the live sky at four hours: dawn, noon, dusk, and night
• Screenshots: device-framed PNGs
• Video: on YouTube, 51 seconds, vertical, free to embed
• Wordmark: “Loma Habits” as SVG + PNG, in dark ink and in white, on transparent
• Brand colours: background, primary and text colours in hex and RGB values
• Typeface: Hanken Grotesk

Download the kit (ZIP, 15 MB).

About the developer

Loma was born from a personal frustration: existing habit trackers felt like a constant test I was destined to fail. All it took was one bad day to lose it all. As a non-developer, I didn’t set out to build a startup, but rather the tool I actually wanted to use.

My approach is simple: software should be beautiful, private, and yours to keep forever: no subscriptions, no data lock-in, and a good blend of functionality and joy. I built Loma to be a resilient companion that motivates. You can read more about my design philosophy and the reasoning behind a one-time purchase model in my Loma Manifesto.

Contact

yalin@lomahabits.com. I answer everything.

¹ Lally, van Jaarsveld, Potts & Wardle (2010), How are habits formed: Modelling habit formation in the real world, European Journal of Social Psychology.

² Sharif & Shu (2019), Nudging persistence after failure through emergency reserves, Organizational Behavior and Human Decision Processes; and Sharif & Shu (2017), The Benefits of Emergency Reserves: Greater Preference and Persistence for Goals that Have Slack with a Cost, Journal of Marketing Research.