Split-flap, for everyone.

We loved the look and sound of split-flap boards, and hated that a real one costs thousands and weighs 55 pounds. So we built the same flipping magic in software, running on the TVs and streaming sticks people already own.

Today Split-Flap TV runs in cafes, bars, hotels, offices and homes, from independent coffee bars to names like Roc Nation, HBO and the U.S. House of Representatives.

The decision that shaped everything else was to sell software rather than hardware. A mechanical Solari board is a beautiful object and an awkward purchase: thousands of dollars, a fixed size chosen years before you know what you want on it, a two-person install, and thousands of moving parts that eventually jam. Putting the same flip on a screen you already own removes all four problems at once, and it means the board can change shape, color and content as often as you like.

That turns out to matter more than the price. A physical board is a decision you make once. A software board is one you keep making, which is why most of our customers end up using theirs for something they had not thought of when they bought it: a birthday message, a countdown to opening night, a live follower count, a welcome for a candidate arriving at reception.

We keep the product deliberately narrow. It does one thing, it does it on any screen, and it is meant to be running within about five minutes of you deciding to try it. There is a seven day free trial with no card, because a board is the kind of thing you have to see on your own wall before you know whether you want it.

Split-Flap TV is built by INSYNCR, a Belgian company that has been working in digital signage and presentation software for years across several products. This one started as the thing we wanted for our own wall.