Edward Wittenberg joined lyf in early 2014 when his private investment company provided the seed capital required for lyf’s development. "I’ve been through some personal struggles and would have loved to have had something like lyf back then. When you’re struggling, just having someone say “I get it” can make a significant difference." In addition to steering lyf towards the personal struggles space, Edward oversees all aspects of the Lyf App business with an emphasis upon UX, cultivating an online community and curating content.
Marty Jonas joined lyf in December 2013. He was strongly drawn to the idea of building a beautiful digital space that supported real people through the highs and lows of everyday life: "We all achieve more and become more when we are supported by others, especially when times get tough". Marty joined lyf with the primary roles of product development, design and branding. Marty previously worked as a primary school teacher and then embarked on a career change into the design industry before co-founding lyf.