Our story
Built for the people the digital world keeps leaving behind.
Una was born from a frustration most of us recognise. The people with the most experience, the most to offer, and often the most need for connection are the ones technology keeps ignoring. We think that is worth fixing.
Founder, Una · Business consultant and digital transformation specialist
Luis spent years helping organisations adapt to the digital world. Then he turned his attention to the people those organisations were leaving behind and built Una to do something about it.
In Luis's words
Why I built Una
I watched my parents struggle with things I took for granted. Not because they were incapable, but because the tools were never designed with them in mind. Video calls became a source of stress. Online forms ended in defeat. Services that should have been helpful felt like walls.
What stayed with me most, though, was the loneliness. When the world moves to platforms you cannot navigate, you lose more than convenience. You lose contact. Sons and daughters are busy. Friends drift away. A generation that raised families, built careers, and accumulated real knowledge ends up with nowhere to share any of it.
As a digital transformation consultant, I had spent years on the business side of this shift. And I kept seeing the same blind spot: almost no one was building for older adults in Europe. Everything was aimed at younger users, at US audiences, at growth demographics. Baby Boomers and Gen X were treated as an afterthought by the very industry that was reshaping their lives.
"I wanted to build the thing I wished had existed for my parents. A platform that treats older adults as capable people who deserve proper support, not a simplified version of something made for someone else."
Luis Salas, Founder
In July 2025, I started building Una. It is a bootstrap, built by one person, because I believe the gap is real and worth closing. The knowledge and companionship older generations carry is too valuable to let slip away through neglect.
What we stand for
Mission, vision, and the name.
Our mission
To give Baby Boomers and Gen X across Europe the guides, community, and practical support they need to feel confident and connected in a digital world.
Our vision
A world where no older adult is left behind by technology, cut off from their community, or without someone to turn to when they need help.
What Una means
Una means "one" in Latin. One platform, one community, one place to learn, connect, and get help.
The domain preuna.com stands for prepare with Una, because we believe knowledge and connection are what allow people to face change with confidence.
Our values
The small print, in large print.
Togetherness
Shared knowledge is stronger than going it alone. Everything we build is designed around community.
Empathy
Every guide and interaction is written to be kind, patient, and genuinely useful. We start from respect.
Clarity
No jargon, no unnecessary complexity. If something is hard to understand, we rewrite it until it is not.
Lifelong learning
Curiosity has no age limit. We publish content that challenges, informs, and opens doors.
Trust
What we publish is reviewed. The helpers we connect you with are vetted. Your safety comes first.
European roots
We are built for Europe, with content that reflects how healthcare, finance, and daily life actually work here.
Where we are growing
Three markets, one voice.
Una launched in English, focused on communities where older adults are active online and underserved by existing platforms. We publish country-specific content and are expanding into new languages.
What we are building
Together, we are building a better way to learn, care, and connect.
Guides
Here now · freeEasy-to-read guides on technology, health, finance, home life and family, specific to the UK, Ireland and the Netherlands.
Assistance
Coming · join the listTrusted personal help from vetted helpers for the forms, appointments, and everyday tasks that pile up.
Club
Coming · join the listInterest-based meetups and local communities for Boomers and Gen X. A club with a door, not a forum full of strangers.
Early access
Be part of Una from the beginning.
Join the list for the best new guides, plus first access to Assistance and the Club when the doors open.