ThinkUp is a platform designed to facilitate positive personal development and growth through the use of affirmations. It offers a personalized experience by allowing users to create customized affirmation audio tracks to enhance mindset, focus, and wellbeing. ThinkUp's mobile app enables users to select affirmations from a curated list or create their own, and listen to them on a flexible schedule to help build a positive mental routine. The app integrates techniques such as mindfulness and positive psychology to support users in achieving their personal and professional goals.