about

the word
was never
the point.

"I kept ending up in arguments I couldn't explain, conversations that went sideways, moments where I knew something was wrong but couldn't say what. Turns out I just didn't have the words."

Naming what you're feeling changes how you handle it. That sounds obvious until you're the one holding a feelings wheel with no idea where to point.

I came to this through years of caregiving and chaplaincy — rooms where naming emotions is supposedly the whole job. Even there, the language was its own dialect: clinical, master's-level, insider. I remember being handed a feelings wheel, asked how I felt, and staring at it thinking: why is this so hard?

What changed things for me was small. Learning that anxiety and excitement can feel almost identical in the body — same racing heart, same restlessness — and that the difference is mostly the word you give it. I'd spent years calling things anxiety that were closer to excitement. The word wasn't just a label. It changed the experience.

Once I could see it in myself, I couldn't stop seeing the gap in everyone else. In the people I worked with. In men's groups. In conversation after conversation where someone clearly had the experience but not the words for it. Most of us are running on a tiny vocabulary for a huge part of being human — and no one ever handed us more.

the point

the words aren't the destination.

Here's the part that matters most to me. The word isn't the finish line — it's how you get back to a person. The whole reason to name what you feel is to be able to say it: to a friend, a partner, a sponsor, a group, whoever you'd trust with it.

No BS isn't built to sit between you and the people in your life. It's built to point you back toward them with something you can actually say. Find the word, then go have the conversation. That's the whole design.

"The gap wasn't in the therapy space. It was in the conversation space — the moments before anyone calls something a problem."
Most emotional vocabulary tools are designed for clinical settings. No BS is designed for Tuesday afternoon when you're in a meeting and you don't know why you're irritated.
what this isn't

a few things
we're not
trying to be.

The wellness space is crowded. Most of it isn't trying to do what No BS does. That's intentional.

✕
Not a mood tracker
We don't log, chart, or score your emotional state. There's no graph of your week.
✕
Not a meditation app
No breathing exercises, no guided sessions, no ambient soundscapes.
✕
Not a therapy replacement
If you need clinical support, please get it. This app doesn't diagnose, treat, or guide. It gives you the word.
✕
Not a wellness platform
No streaks, no badges, no affirmations, no "you've got this." We take emotional clarity seriously enough to skip the cheerleading.
♥
Just a tool. A good one.
Use it when you need it, put it down, and go talk to someone. That's the whole idea.
what it is

plain language
for real feelings.

No BS Feelings Finder is a phrase-first emotion lookup tool for iOS. You tap a phrase that fits — "seeing red," "I'm spiraling," "just off somehow" — and the app returns the specific emotion name, a plain definition, what it feels like in your body, and what to do with it. No typing required. Phrases are organized by category and intensity, and the Find tab helps you get there if nothing immediately clicks.

No jargon. No hedging. No coaching. Just the word you were looking for, enough context to understand it, and a built-in journal to work through it — before you take it to someone.

It covers 90+ colloquial phrases across nine emotion categories, with responses matched to the intensity of what you're feeling. There's a full journal built in, a dedicated Crisis tab that's never behind a paywall, and — if you want it — optional sync with Apple Health that you turn on yourself.

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"I can't shake this feeling"
Anxiety
that low-grade dread that won't sit still
what it is
Your nervous system flagging something unresolved. It's not irrational — it's your brain trying to protect you from something it can't see clearly yet.
in your body
Chest tight. Slightly restless. Hard to focus. The feeling of waiting for something you can't name.
sometimes confused with
Sadness (which settles), intuition (which points at something specific). Anxiety loops. Those are different things.
yours to keep

what you feel stays yours.

In chaplaincy, what's said in the room stays in the room. This app is built the same way. The company behind it collects nothing about you — no account, no analytics, no tracking, no profile. What the app touches, you decide: your journal lives on your device and your own iCloud, and if you ever sync with Apple Health, that's a switch you flip, not us. Nothing leaves unless you choose to send it.

the idea

one simple premise.

The premise is old and simple: the more precisely you can name what you feel, the better you can work with it. That's the whole foundation. No BS doesn't claim to be therapy or clinical science — it's a plain-language tool built on that one idea, in words a person can actually use.

We'd like to see it studied properly. If you research emotional literacy, emotional granularity, or language and affect — and you're curious whether a tool like this actually helps — we're genuinely open. Reach out.

launching on iOS
in 2026.

Join the waitlist for a single notification when it's live. Or see how the app actually works before you decide.

join the waitlist how it works