Onethird's Strategy
Empower humanity to thrive
To fulfil our mission — to optimise sleep, rest, recovery and well-being for our customers through scientific and innovative technologies and achieve our vision — to perfect sleep for everyone, everywhere and make humanity thrive, we execute the following strategy, which guides our daily operations and resource allocation.
Offer accessible, high-utility consumer technologies that optimise sleep in ubiquitously suboptimal areas.
Use resources we generate to progress and disseminate cutting-edge research to solve complex sleep challenges.
At the same time, drive social, cultural and political changes to remove barriers to optimal sleep.
Areas of focus
These are factors influencing our sleep quality, which we are working to optimise or improve.
Sleep Environment
Health and Medical
Lifestyle and Behaviour
Universal Sleep Optimisation
A core enabler of our strategy is the design, production, and distribution of accessible, high-utility consumer technologies that optimise sleep in ubiquitously suboptimal areas. We target factors that influence sleep quality for everyone but are currently managed with primitive tools and methods which fail to meet biological needs. For example, human preference for factors such as temperature, light, sound, air quality, aroma, and bed comfort varies throughout each and every day and night, yet the means of controlling these factors remain static and unresponsive. These areas are unoptimised not because the science is missing, but because technology has failed to apply it effectively. Optimising these factors is a massive, unaddressed opportunity to improve life for everyone.
Our design principle in these areas is to provide maximum accessibility and high utility to users. We believe getting the best sleep possible should be a fundamental human right. Therefore, our products and solutions must be affordable, reliable, and intuitive. Our goal is to create products that become standard infrastructure in every household, comparable to a microwave in a kitchen or a hair dryer in a bathroom. While standard appliances improve quality of life by automating a task, our technology improves quality of life by empowering users to rest at their best and perform better in every aspect of their lives. Our offerings will strictly be cutting-edge technologies that are rigorously backed by science, move beyond passive tracking or monitoring, achieve high optimisation in one or more areas of focus, and make a tangible, measurable difference in sleep quality.
Our first solution, SOMA, is a sleep-optimising mattress accessory that addresses one of the most pervasive unoptimised factors: temperature. Physiological evidence shows that our temperature preference dynamically shifts and varies every night, yet our sleeping environments remain thermally static, or are adjusted to arbitrary settings. SOMA is the world's first technology to actively assess and optimise thermal comfort during sleep. It combines advanced hardware, SERA AI models, and pioneering research to provide a truly optimised thermal experience, effectively improving sleep quality for anyone at approximately one-third of the price of a best-selling iPhone.
Product development areas of focus:
continuous improvement in temperature optimisation
optimising sound for sleep
optimising all-day lighting for sleep
optimising air quality and aroma for sleep
optimising bed comfort for sleep
Flourishing Sleep Science and Research
We will leverage resources we generate from selling our universal sleep solutions to support the progression and dissemination of cutting-edge research that solves complex sleep challenges. Even in a perfectly optimised environment, sleep quality may remain inadequate due to broader physiological reasons. Health and medical factors—including sleep disorders, underlying medical conditions, medication side effects, and mental health struggles—hinder sleep for diverse groups and populations. To solve these problems effectively, we must look beyond consumer technology and work directly with researchers and health institutions.
Sleep research is drastically underfunded relative to its massive societal impact. Unlike pharmaceuticals or nutrition, there are few large-scale commercial entities dedicated to funding resource-intensive sleep science and innovation. Researchers in this field typically rely on finite, highly competitive government grants. This resource scarcity stalls progress for the millions of people suffering from diverse sleep conditions.Treatments for widespread disorders like Insomnia and Obstructive Sleep Apnea are often over decades-old. Meanwhile, patients with complex or rarer conditions, such as Narcolepsy, Restless Leg Syndrome (RLS), and Circadian Rhythm Disorders, are left with limited or no therapeutic options.
Our strategy will include a mixture of funding, insights and innovation support to sleep and AI research. Funding will be provided through the establishment of the Onethird Foundation. We will channel a portion of profits from our consumer products directly into supporting promising research projects at universities, hospitals, and sleep institutions. Insights includes the provision of data and know-how. As our user base grows, we expect to obtain unprecedented volumes of real-world sleep data and become the company that knows the most about sleep in the world. We can share these data and know-how with researchers to advance the field. Innovation support includes joint development leveraging our specialised capabilities to train new AI models, create applications and combining hardware and software to build advanced solutions ranging from universal sleep optimisation to specialised medical solutions for clinical populations.
Science and research areas of focus:
AI and Sleep
Sleep Disorders
Obstructive Sleep Apnea (Causes & Consequences)
Insomnia Heterogeneity
Circadian Disruption & Shift Work
Mathematical Modelling of the Circadian Clock
Narcolepsy & Autoimmunity
Medical Conditions
Sleep and Neurodegeneration (The Glymphatic System)
Sleep and Pain Relationships
Sleep and Cardiovascular Health
Sleep and Metabolic Syndrome
Medication
Sleep and Addiction
The "Hangover Effect" of Sedatives
Long-term Melatonin Safety
Orexin Receptor Antagonists
Mental Health
Translating Sleep Treatment into Mental Healthcare
Sleep in PTSD
Sleep, Circadian Rhythms, Light, and Mood
Student Sleep Health
Sleep and the Bidirectional Trap
REM Sleep & Emotional Processing
Sleep and Adolescent Brain Development
Systemic Frictionless Sleep
At the same time, we will drive social, cultural and political changes to remove barriers to optimal sleep. There is significant friction for individuals to achieve their best sleep possible in the modern-day environment. Social media and digital content platforms are incentivised to maximise user engagement, employing sophisticated algorithms that capture attention and induce state of hyper-arousal well into the night. Industrial, processed diet frequently incorporates high levels of sugar, additives, and hidden caffeine, which are known to disrupt energy levels and circadian regulation. Professional norms often treat sleep deprivation as a badge of honour, and social habits often disrupts a regular sleep schedule.
To solve these challenges, we will work across all levels of society—partnering with governments, policymakers, key opinion leaders, the scientific community, and various organisations—to ensure that scientific knowledge, resources, and tools for getting the best sleep possible are available to everyone, particularly those suffering most from inadequate sleep.
Social, cultural and political strategic focus:
Awareness and Encouragement: Collaborating with key opinion leaders to reposition sleep as a sign of discipline and a requirement for high performance.
Policy and Advocacy: Lobbying for structural changes, such as later school start times to match adolescent biology and "Right to Disconnect" laws that protect personal time from professional intrusion.
Scientific and Organisational Collaboration: Researching safer rostering for shift workers and developing evidence-based tools to help individuals manage stressors like screen time.
Resource Accessibility: Providing clinical-grade knowledge to the public to ensure those in high-stress or underserved environments have the means to protect their sleep health.
Onethird's values
We believe a company with great intention, imagination, and execution has the power to change the world. Our values guide our business practices as we work toward fulfilling our mission and achieving our vision. We will always work to create a world where sleep is perfect and everyone is living life to the fullest.
A thriving world needs good sleep. Onethird will empower humanity to thrive.