Give with confidence.
Choose with dignity.

Hug&Soul is building trusted infrastructure designed to help Hugs give directly to verified Souls, while Souls retain meaningful choice over the everyday essentials they need.

Join the waitlist See how it works

What brings you to Hug&Soul?

I want to help — Hug

Give directly to a verified Soul, with confidence that your support stays within safe boundaries — while they decide what they need most.

Verified through trusted organisationsOur pilot will test verification with partners working to Hug&Soul standards.

Support everyday essentialsFunds are intended for essentials while clearly inappropriate or high-risk categories are restricted.

Let Souls chooseSouls decide which permitted essentials meet their needs.

Build confidence in givingKnow the recipient is verified and support operates within defined protections.

How it works

1. A Soul is verified through a trusted partner

Our pilot will work with trusted organisations to help verify people who can participate as Souls.

2. A Hug supports a verified Soul

The pilot will test a simple digital way for Hugs to give directly to verified Souls.

3. Support stays within safe boundaries

The pilot will test spending protections designed to restrict clearly inappropriate or high-risk categories while allowing access to everyday essentials.

4. The Soul chooses what they need

Within those boundaries, each Soul retains autonomy over their permitted everyday purchases.

Donor trust. Recipient autonomy.

Designed for dignity

Choice, privacy and respect shape the model from the start.

Safe spending boundaries

Support is intended for essentials, with inappropriate or high-risk categories restricted.

Confidence without control

Hugs gain assurance without directing or monitoring individual purchases.

Recipient autonomy

Souls choose which permitted everyday essentials they need.

The Hug&Soul principle

Trusted giving without taking choice away.

Hug&Soul is being designed to reduce uncertainty in digital giving without taking decisions away from the person receiving support. The pilot will test a model built around verified participation, safe spending boundaries and autonomous access to essentials.

Trusted participation Appropriate checks and safeguarding would support confidence for everyone involved.Autonomous access to essentials Souls choose what they need within safe spending boundaries.Start simple and prove what works Rewards, marketplaces and other features may be explored only after the core model is proven.

Hug&Soul is designed to complement, not replace, the work of charities, outreach teams and support organisations.

Support the pilot

Join the movement

Help us build giving around trust and dignity.

Join the waitlist for pilot updates, research invitations and opportunities to help us learn what trustworthy, dignity-led giving should look like.

Join the waitlist

Give with confidence.Choose with dignity.