We want technology that makes our lives easier in this increasingly connected world. We also want technology that’s seamlessly integrated into our lives. So, while we live with and use more technology, it’s becoming less visible in the interests of becoming more functional.
Maxwell Forest is a technology business designing products that achieve this goal. “The best technology is that which is totally inconspicuous,” says Phil Webster, head of operations at Maxwell Forest. The company sells the first super-slim credit-card-sized Bluetooth tracker; the first leather-fob Bluetooth key finder; and soon the first leather-fob Bluetooth key finder and wireless recharger. These products are part of a range of tracking and recharging products marketed under the Safedome brand. The products connect to a smartphone via Bluetooth, and the Safedome app sends alerts if your wallet or keys are mislaid or at risk. And like Maxwell Forest, the app is one step ahead of the game, recognising the items are missing before you do.
Matt Denton and Nick O’Halloran founded Maxwell Forest in 2011, designing a pet tracker when Nick’s dog went missing. Having developed the tracking technology, Matt and Nick’s next step was to get into people’s wallets. “You always carry your wallet, keys and phone with you, and you should be able to track those three things,” says Matt, CEO of Maxwell Forest. “The hard thing was to get into the wallet, so we wanted to partner with banks to insert tracking capability or Bluetooth inside a credit card.” They developed the first Bluetooth credit card approved by MasterCard that syncs to a smartphone.
This evolved into the super-slim Safedome Classic card and the leather-fob Safedome Key Finder for tracking wallets, handbags and keys. Add to this the Safedome Recharge Bluetooth Tracker – a rechargeable credit-card-sized tracker – that comes with a wireless Qi charger, which also recharges iPhone, Google Pixel and Samsung devices.
With this natural progress into recharging, Maxwell Forest is working to lead the wireless charging market.“The market has been a slow burn but it’s about to hit the tipping point where all gadgets are wirelessly rechargeable,” says Matt. “We’re ensuring our product is not only the first but that our whole product line has a wireless charging ability.”
To this end, Maxwell Forest is focused on recharging technology and miniaturisation to develop ever-more functional and increasingly less visible products. The company also continues to grow its global business-to-business market, partnering with large telco companies, while expanding into the business-to-consumer market by making its products available on different platforms around the world.
Ever the innovator, Maxwell Forest has a second line of products, Hugmo, designed to support and improve the health and wellbeing of children and parents. This includes speakers with a night light and research-based soundscapes for a better night sleep, and toothbrushes that play music for the recommended length of time for kids to brush their teeth.
Maxwell Forest joined Desk Space in 2016 and has grown to a team of 18 across Sydney, Singapore and Melbourne. The Desk Space office and community provides the team with the opportunity to discuss ideas with like-minded people and to find skilled resources within the building. “The informal collaboration that happens in the kitchen is valuable,” says Matt. “Talking to people in different areas of business keeps it fresh, but also fulfils a point if we need some help either with a sounding board or direct collaboration.”