HoWA Home
The starting point
Our first product starts with the property. The Home Record brings together its rooms, systems, assets, documents, work and history, creating knowledge that can stay with the address as its occupants change.
Our story
Built around the home you actually live in.
Founded and led by Samuel Collett
A useful decision about a home depends on the place and its people: the room’s dimensions, the plant in that border and the work already done. It also depends on the time someone has to look after it.
HoWA brings that understanding into the work. It can help plan a project, coordinate care and follow a job through, learning more about the home as it goes.
Founder, HoWA
Samuel Collett
A career built around understanding people.
Before HoWA, Samuel built a career across fashion, lifestyle and entertainment, with work spanning BBC Worldwide, Warner Bros., ITV, Mercedes and Fashion Rocks.
His experience in brand communications and customer relationships shaped a lasting interest in what people value: how trust is earned, how taste develops and why some experiences feel right. As co-founder and Group CEO of House of Willow Alexander, he brought that perspective into the design and care of homes and gardens.
The work exposed a bigger challenge. People were spending time joining things up: explaining the same preferences, finding old information and remembering what needed to happen next. His interest in how people live became a question about how technology could help.
Samuel founded HoWA to pursue that question. He leads its vision: bringing human understanding, thoughtful design and AI together to make everyday life easier to manage.
Samuel Collett, Top 100 Influential People honouree, 2025 and 2026.
The experience behind the idea
The House showed us what gets lost.
Samuel co-founded House of Willow Alexander with Alexander Oakley in 2019. What began in garden design grew into a wider understanding of the care, decisions and coordination a home requires.
A visit or a commission was only part of the story. There was a history to understand, a preference to remember, someone to follow up with. Valuable knowledge could disappear between conversations, appointments and different professionals.
HoWA grew from those lessons. It is an independent technology business, with the House as its founding service partner. HoWA develops the intelligence and memory; the House brings practical service experience and a place to put that understanding to work.
Samuel brought together AI specialists to explore that next step. The resulting approach combines knowledge of homes and customers with the technical work of connecting information and making it useful. That combination is the foundation for what we are building.
HoWA connects the thread.
Between people, places and everyday life.
HoWA stands for Holistic Orchestration and World Awareness. In practice, that means understanding the place, working out what needs doing and coordinating the people and systems that can help, with the person’s permission.
Home is its first application. The broader ambition is an intelligence that can work with people, digital agents and physical machines, each using the understanding and permissions needed for the job.
Why AI, why now
Technology should help hold the threads together.
Life is spread across messages, documents, apps and people. The hidden work is making the connections: remembering what happened, what matters and what needs to happen next. Too often, that work lives in someone’s head.
AI creates the possibility of carrying that context forward. A repair could connect to its warranty and service history. A plan could reflect the household’s routine. A recommendation could take account of your taste and the decisions you have already made.
That is the direction we are building towards: intelligence that helps organise information, suggests a useful next step and remembers the outcome. Our principle is simple: reduce the effort around a decision while keeping the person in control.
- Understand the context.
- Help with the next step.
- Remember the outcome.
How HoWA fits into life
One intelligence. Different kinds of memory.
HoWA is the intelligence connecting a home with the lives around it. Its value is continuity: making knowledge useful across decisions, people and services, with design and personal taste shaping the experience.
Household Memory
For the people at home
Alongside the property record sits private context for the household: its routines, preferences, responsibilities and priorities. This belongs with the people and moves with them; it is separate from the record passed on with a home.
HoWA Living
Our future direction
Our longer-term ambition reaches beyond any one address: a personal context that understands your taste, style, priorities, relationships and the way you want to live.
Know the home. Understand the life.
Founded by Samuel Collett. Shaped by experience. Built for what comes next.
Explore HoWA Home →