HEY is “a beautiful rethinking of everything wrong with email,” according to my friend Kevin Rose. It’s a premium email service for people who are tired of having an inbox overflowing with things they don’t care about and who value their privacy and online security.

For almost two decades, email has remained unchanged, soulless, chaotic, and borderline abusive, with inboxes packed with emails from people that you don’t care about, full of intrusive trackers, and all framed by a multitude of ads that watch your every move. That’s why HEY made the Imbox (where Important things go). With HEY, emails never land in your Imbox by default. You get to screen senders the first time they email you and decide if you want to hear from them or not.