diff --git a/backend/email/emails/new-endorsement.tsx b/backend/email/emails/new-endorsement.tsx
index c05250a0..cc69f245 100644
--- a/backend/email/emails/new-endorsement.tsx
+++ b/backend/email/emails/new-endorsement.tsx
@@ -1,18 +1,16 @@
 import {
   Body,
   Button,
-  Column,
   Container,
   Head,
   Html,
   Preview,
-  Row,
   Section,
   Text,
 } from '@react-email/components'
 import {DOMAIN} from 'common/envs/constants'
 import {type User} from 'common/user'
-import {button, container, content, Footer, main, paragraph} from 'email/utils'
+import { container, content, Footer, main} from 'email/utils'
 import React from 'react'
 import {createT} from 'shared/locale'
 
@@ -60,36 +58,93 @@ export const NewEndorsementEmail = ({
           {/*</Section>*/}
 
           <Section style={content}>
-            <Text style={paragraph}>
-              {t('email.new_endorsement.greeting', 'Hi {name},', {name})}
-            </Text>
+            <div
+              style={{
+                textAlign: 'center',
+                marginBottom: '32px',
+              }}
+            >
+              <Text
+                style={{
+                  fontSize: '28px',
+                  fontFamily: "'Cormorant Garamond', serif",
+                  fontWeight: '500',
+                  color: '#1e1a14',
+                  marginBottom: '8px',
+                  letterSpacing: '-0.01em',
+                  lineHeight: '1.1',
+                }}
+              >
+                {t('email.new_endorsement.greeting', 'Hi {name},', {name})}
+              </Text>
+            </div>
 
-            <Text style={paragraph}>
+            <Text
+              style={{
+                fontSize: '18px',
+                fontFamily: "'Cormorant Garamond', serif",
+                fontWeight: '500',
+                color: '#1e1a14',
+                marginBottom: '24px',
+                letterSpacing: '0.01em',
+                lineHeight: '1.3',
+                textAlign: 'center',
+              }}
+            >
               {t('email.new_endorsement.message', '{fromUserName} endorsed you!', {
                 fromUserName: fromUser.name,
               })}
             </Text>
 
-            <Section style={endorsementContainer}>
-              <Row>
-                {/*<Column>*/}
-                {/*  <Img*/}
-                {/*    src={fromUser.avatarUrl}*/}
-                {/*    width="50"*/}
-                {/*    height="50"*/}
-                {/*    alt=""*/}
-                {/*    style={avatarImage}*/}
-                {/*  />*/}
-                {/*</Column>*/}
-                <Column>
-                  <Text style={endorsementTextStyle}>"{endorsementText}"</Text>
-                </Column>
-              </Row>
+            <div
+              style={{
+                backgroundColor: '#f7f4ef',
+                border: '1px solid #dee5b2',
+                borderRadius: '14px',
+                padding: '24px',
+                margin: '24px 0',
+                textAlign: 'center',
+              }}
+            >
+              <div
+                style={{
+                  backgroundColor: '#faf3e9',
+                  border: '1px solid #e8c99e',
+                  borderRadius: '12px',
+                  padding: '20px',
+                  marginBottom: '20px',
+                  fontStyle: 'italic',
+                  fontFamily: "'Cormorant Garamond', serif",
+                  fontSize: '17px',
+                  lineHeight: '1.65',
+                  color: '#1e1a14',
+                  position: 'relative',
+                }}
+              >
+                "{endorsementText}"
+              </div>
 
-              <Button href={endorsementUrl} style={button}>
+              <Button
+                href={endorsementUrl}
+                style={{
+                  backgroundColor: '#c17f3e',
+                  borderRadius: '10px',
+                  color: '#ffffff',
+                  fontFamily: "'DM Sans', sans-serif",
+                  fontSize: '15px',
+                  fontWeight: '600',
+                  textDecoration: 'none',
+                  textAlign: 'center' as const,
+                  display: 'inline-block',
+                  padding: '14px 32px',
+                  margin: '0',
+                  border: '1px solid #a6682e',
+                  transition: 'all 0.12s ease',
+                }}
+              >
                 {t('email.new_endorsement.viewButton', 'View endorsement')}
               </Button>
-            </Section>
+            </div>
           </Section>
 
           <Footer unsubscribeUrl={unsubscribeUrl} email={email ?? name} locale={locale} />
@@ -108,18 +163,18 @@ NewEndorsementEmail.PreviewProps = {
   email: 'someone@gmail.com',
 } as NewEndorsementEmailProps
 
-const endorsementContainer = {
-  margin: '20px 0',
-  padding: '15px',
-  backgroundColor: '#f9f9f9',
-  borderRadius: '8px',
-}
-
-const endorsementTextStyle = {
-  fontSize: '16px',
-  lineHeight: '22px',
-  fontStyle: 'italic',
-  color: '#333333',
-}
+// const endorsementContainer = {
+//   margin: '20px 0',
+//   padding: '15px',
+//   backgroundColor: '#f9f9f9',
+//   borderRadius: '8px',
+// }
+//
+// const endorsementTextStyle = {
+//   fontSize: '16px',
+//   lineHeight: '22px',
+//   fontStyle: 'italic',
+//   color: '#333333',
+// }
 
 export default NewEndorsementEmail
diff --git a/backend/email/emails/new-message.tsx b/backend/email/emails/new-message.tsx
index 8953ce97..f2a293f5 100644
--- a/backend/email/emails/new-message.tsx
+++ b/backend/email/emails/new-message.tsx
@@ -13,7 +13,7 @@ import {ANDROID_APP_URL} from 'common/constants'
 import {DOMAIN} from 'common/envs/constants'
 import {type ProfileRow} from 'common/profiles/profile'
 import {type User} from 'common/user'
-import {button, container, content, Footer, imageContainer, main, paragraph} from 'email/utils'
+import { container, content, Footer, main} from 'email/utils'
 import React from 'react'
 import {createT} from 'shared/locale'
 
@@ -62,29 +62,82 @@ export const NewMessageEmail = ({
           {/*</Section>*/}
 
           <Section style={content}>
-            <Text style={paragraph}>{t('email.new_message.greeting', 'Hi {name},', {name})}</Text>
+            <div
+              style={{
+                textAlign: 'center',
+                marginBottom: '32px',
+              }}
+            >
+              <Text
+                style={{
+                  fontSize: '28px',
+                  fontFamily: "'Cormorant Garamond', serif",
+                  fontWeight: '500',
+                  color: '#1e1a14',
+                  marginBottom: '8px',
+                  letterSpacing: '-0.01em',
+                  lineHeight: '1.1',
+                }}
+              >
+                {t('email.new_message.greeting', 'Hi {name},', {name})}
+              </Text>
+            </div>
 
-            <Text style={paragraph}>
-              {t('email.new_message.message', '{creatorName} just messaged you!', {creatorName})}
-            </Text>
+            <div
+              style={{
+                backgroundColor: '#f7f4ef',
+                border: '1px solid #dee5b2',
+                borderRadius: '14px',
+                padding: '24px',
+                margin: '24px 0',
+                textAlign: 'center',
+              }}
+            >
+              <Text
+                style={{
+                  fontSize: '18px',
+                  fontFamily: "'Cormorant Garamond', serif",
+                  fontWeight: '500',
+                  color: '#1e1a14',
+                  marginBottom: '20px',
+                  letterSpacing: '0.01em',
+                  lineHeight: '1.3',
+                }}
+              >
+                {t('email.new_message.message', '{creatorName} just messaged you!', {creatorName})}
+              </Text>
 
-            <Section style={imageContainer}>
-              {/*<Link href={messagesUrl}>*/}
-              {/*  <Img*/}
-              {/*    src={userImgSrc}*/}
-              {/*    width="375"*/}
-              {/*    height="200"*/}
-              {/*    alt={`${creatorName}'s profile`}*/}
-              {/*    style={profileImage}*/}
-              {/*  />*/}
-              {/*</Link>*/}
-
-              <Button href={messagesUrl} style={button}>
+              <Button
+                href={messagesUrl}
+                style={{
+                  backgroundColor: '#c17f3e',
+                  borderRadius: '10px',
+                  color: '#ffffff',
+                  fontFamily: "'DM Sans', sans-serif",
+                  fontSize: '15px',
+                  fontWeight: '600',
+                  textDecoration: 'none',
+                  textAlign: 'center' as const,
+                  display: 'inline-block',
+                  padding: '14px 32px',
+                  margin: '0',
+                  border: '1px solid #a6682e',
+                  transition: 'all 0.12s ease',
+                }}
+              >
                 {t('email.new_message.viewButton', 'View message')}
               </Button>
-            </Section>
+            </div>
 
-            <Text style={{...paragraph, fontSize: '12px', color: '#888', marginTop: '32px'}}>
+            <Text
+              style={{
+                fontSize: '13px',
+                lineHeight: '1.75',
+                color: '#8c8070',
+                marginTop: '32px',
+                textAlign: 'center',
+              }}
+            >
               {t(
                 'email.new_message.daily_limit',
                 "To avoid overloading your inbox, you'll receive at most one email per day per conversation. If {creatorName} sends more messages today, you won't be notified by email.",
@@ -94,7 +147,14 @@ export const NewMessageEmail = ({
                 'email.new_message.app_prompt',
                 'Want real-time notifications? Download the Compass app for Android:',
               )}{' '}
-              <Link href={ANDROID_APP_URL} style={{color: '#2563eb', textDecoration: 'none'}}>
+              <Link
+                href={ANDROID_APP_URL}
+                style={{
+                  color: '#c17f3e',
+                  textDecoration: 'none',
+                  fontWeight: '500',
+                }}
+              >
                 {t('email.new_message.app_link', 'Get the app')}
               </Link>
               {'.'}
diff --git a/backend/email/emails/new-search_alerts.tsx b/backend/email/emails/new-search_alerts.tsx
index 27dadf83..b29bad26 100644
--- a/backend/email/emails/new-search_alerts.tsx
+++ b/backend/email/emails/new-search_alerts.tsx
@@ -51,29 +51,65 @@ export const NewSearchAlertsEmail = ({
 
             {(matches || []).map((match) => (
               <Section key={match.id} style={{marginBottom: '20px'}}>
-                <Text style={{fontWeight: 'bold', marginBottom: '5px'}}>
-                  {formatFilters(
-                    match.description.filters as Partial<FilterFields>,
-                    match.description.location as locationType,
-                    optionIdsToLabels,
-                    measurementSystem,
-                    t,
-                  )?.join(' • ')}
-                </Text>
-                <Text style={{margin: 0}}>
-                  {match.matches.map((p, i) => (
-                    <span key={p.username}>
-                      {p.name} (
-                      <Link
-                        href={`https://${DOMAIN}/${p.username}`}
-                        style={{color: '#2563eb', textDecoration: 'none'}}
+                <div
+                  style={{
+                    backgroundColor: '#f7f4ef',
+                    border: '1px solid #dee5b2',
+                    borderRadius: '14px',
+                    padding: '0px 20px 10px 20px',
+                    width: '100%',
+                    boxSizing: 'border-box',
+                  }}
+                >
+                  <Text
+                    style={{
+                      fontWeight: '600',
+                      marginBottom: '14px',
+                      color: '#1e1a14',
+                      fontFamily: "'Cormorant Garamond', serif",
+                      fontSize: '18px',
+                      letterSpacing: '0.01em',
+                      lineHeight: '1.3',
+                    }}
+                  >
+                    {formatFilters(
+                      match.description.filters as Partial<FilterFields>,
+                      match.description.location as locationType,
+                      optionIdsToLabels,
+                      measurementSystem,
+                      t,
+                    )?.join(' • ')}
+                  </Text>
+                  <div style={{display: 'flex', flexWrap: 'wrap', gap: '8px'}}>
+                    {match.matches.map((p) => (
+                      <div
+                        key={p.username}
+                        style={{
+                          display: 'inline-flex',
+                          alignItems: 'center',
+                          gap: '6px',
+                          padding: '6px 12px',
+                          backgroundColor: '#faf3e9',
+                          border: '1px solid #e8c99e',
+                          borderRadius: '100px',
+                          fontSize: '13px',
+                        }}
                       >
-                        @{p.username}
-                      </Link>
-                      ){i < match.matches.length - 1 && ', '}
-                    </span>
-                  ))}
-                </Text>
+                        <span style={{color: '#1e1a14', fontWeight: '500'}}>{p.name}</span>
+                        <Link
+                          href={`https://${DOMAIN}/${p.username}`}
+                          style={{
+                            color: '#c17f3e',
+                            textDecoration: 'none',
+                            fontSize: '12px',
+                          }}
+                        >
+                          @{p.username}
+                        </Link>
+                      </div>
+                    ))}
+                  </div>
+                </div>
               </Section>
             ))}
 
@@ -88,12 +124,16 @@ export const NewSearchAlertsEmail = ({
                 href={`https://${DOMAIN}/messages`}
                 style={{
                   display: 'inline-block',
-                  backgroundColor: '#2563eb',
+                  backgroundColor: '#c17f3e',
                   color: '#ffffff',
-                  padding: '12px 20px',
-                  borderRadius: '6px',
+                  padding: '14px 24px',
+                  borderRadius: '10px',
                   textDecoration: 'none',
-                  fontWeight: 'bold',
+                  fontWeight: '600',
+                  fontSize: '15px',
+                  fontFamily: "'DM Sans', sans-serif",
+                  border: '1px solid #a6682e',
+                  transition: 'all 0.12s ease',
                 }}
               >
                 {t('email.search_alerts.startConversation', 'Start a Conversation')}
@@ -139,6 +179,7 @@ const matchSamples = [
     description: {
       filters: {
         genders: ['female'],
+        education: ['doctorate'],
         orderBy: 'created_time',
       },
       location: null,
diff --git a/backend/email/emails/utils.tsx b/backend/email/emails/utils.tsx
index 9f9c0bca..d72ac407 100644
--- a/backend/email/emails/utils.tsx
+++ b/backend/email/emails/utils.tsx
@@ -12,72 +12,138 @@ interface Props {
 export const Footer = ({email, unsubscribeUrl, locale}: Props) => {
   const t = createT(locale)
   return (
-    <Section style={footer}>
-      <hr style={{border: 'none', borderTop: '1px solid #e0e0e0', margin: '10px 0'}} />
-      <Row>
-        <Column align="center">
-          <Link href={`${DEPLOYED_WEB_URL}/github`} target="_blank">
-            <Img
-              src={`${DEPLOYED_WEB_URL}/images/github-logo.png`}
-              width="24"
-              height="24"
-              alt="GitHub"
-              style={{display: 'inline-block', margin: '0 8px'}}
-            />
-          </Link>
-          <Link href={`${DEPLOYED_WEB_URL}/discord`} target="_blank">
-            <Img
-              src={`${DEPLOYED_WEB_URL}/images/discord-logo.png`}
-              width="24"
-              height="24"
-              alt="Discord"
-              style={{display: 'inline-block', margin: '0 8px'}}
-            />
-          </Link>
-          <Link href={`${DEPLOYED_WEB_URL}/x`} target="_blank">
-            <Img
-              src={`${DEPLOYED_WEB_URL}/images/x-logo.png`}
-              width="24"
-              height="24"
-              alt="X"
-              style={{display: 'inline-block', margin: '0 8px'}}
-            />
-          </Link>
-          <Link href={`${DEPLOYED_WEB_URL}/patreon`} target="_blank">
-            <Img
-              src={`${DEPLOYED_WEB_URL}/images/patreon-logo.png`}
-              width="24"
-              height="24"
-              alt="Patreon"
-              style={{display: 'inline-block', margin: '0 8px'}}
-            />
-          </Link>
-          <Link href={`${DEPLOYED_WEB_URL}/paypal`} target="_blank">
-            <Img
-              src={`${DEPLOYED_WEB_URL}/images/paypal-logo.png`}
-              width="24"
-              height="24"
-              alt="PayPal"
-              style={{display: 'inline-block', margin: '0 8px'}}
-            />
-          </Link>
-        </Column>
-      </Row>
+    <Section
+      style={{
+        margin: '32px 0 20px 0',
+        textAlign: 'center' as const,
+        padding: '20px 0 0 0',
+      }}
+    >
+      <div
+        style={{
+          borderTop: '1px solid #dee5b2',
+          paddingTop: '24px',
+          marginBottom: '20px',
+        }}
+      >
+        <Row>
+          <Column align="center">
+            <Link href={`${DEPLOYED_WEB_URL}/github`} target="_blank">
+              <Img
+                src={`${DEPLOYED_WEB_URL}/images/github-logo.png`}
+                width="24"
+                height="24"
+                alt="GitHub"
+                style={{
+                  display: 'inline-block',
+                  margin: '0 6px',
+                  opacity: '0.7',
+                  transition: 'opacity 0.12s ease',
+                }}
+              />
+            </Link>
+            <Link href={`${DEPLOYED_WEB_URL}/discord`} target="_blank">
+              <Img
+                src={`${DEPLOYED_WEB_URL}/images/discord-logo.png`}
+                width="24"
+                height="24"
+                alt="Discord"
+                style={{
+                  display: 'inline-block',
+                  margin: '0 6px',
+                  opacity: '0.7',
+                  transition: 'opacity 0.12s ease',
+                }}
+              />
+            </Link>
+            <Link href={`${DEPLOYED_WEB_URL}/x`} target="_blank">
+              <Img
+                src={`${DEPLOYED_WEB_URL}/images/x-logo.png`}
+                width="24"
+                height="24"
+                alt="X"
+                style={{
+                  display: 'inline-block',
+                  margin: '0 6px',
+                  opacity: '0.7',
+                  transition: 'opacity 0.12s ease',
+                }}
+              />
+            </Link>
+            <Link href={`${DEPLOYED_WEB_URL}/patreon`} target="_blank">
+              <Img
+                src={`${DEPLOYED_WEB_URL}/images/patreon-logo.png`}
+                width="24"
+                height="24"
+                alt="Patreon"
+                style={{
+                  display: 'inline-block',
+                  margin: '0 6px',
+                  opacity: '0.7',
+                  transition: 'opacity 0.12s ease',
+                }}
+              />
+            </Link>
+            <Link href={`${DEPLOYED_WEB_URL}/paypal`} target="_blank">
+              <Img
+                src={`${DEPLOYED_WEB_URL}/images/paypal-logo.png`}
+                width="24"
+                height="24"
+                alt="PayPal"
+                style={{
+                  display: 'inline-block',
+                  margin: '0 6px',
+                  opacity: '0.7',
+                  transition: 'opacity 0.12s ease',
+                }}
+              />
+            </Link>
+          </Column>
+        </Row>
 
-      <Row>
-        <Text style={{fontSize: '12px', color: '#888', marginTop: '12px'}}>
-          © {new Date().getFullYear()} Compass
-        </Text>
+        <Row>
+          <Column align="center">
+            <Text
+              style={{
+                fontSize: '12px',
+                color: '#beaea2',
+                marginTop: '20px',
+                fontFamily: "'DM Sans', sans-serif",
+                fontWeight: '400',
+              }}
+            >
+              © {new Date().getFullYear()} Compass
+            </Text>
 
-        <Text style={{fontSize: '10px', color: '#888', marginTop: '12px'}}>
-          {t(
-            'email.footer.sent_to',
-            'The email was sent to {email}. To no longer receive these emails, unsubscribe',
-            {email},
-          )}{' '}
-          <Link href={unsubscribeUrl}>{t('email.footer.unsubscribe_link', 'here')}</Link>.
-        </Text>
-      </Row>
+            <Text
+              style={{
+                fontSize: '11px',
+                color: '#beaea2',
+                marginTop: '8px',
+                lineHeight: '1.6',
+                fontFamily: "'DM Sans', sans-serif",
+              }}
+            >
+              {t(
+                'email.footer.sent_to',
+                'The email was sent to {email}. To no longer receive these emails, unsubscribe',
+                {email},
+              )}{' '}
+              <Link
+                href={unsubscribeUrl}
+                style={{
+                  color: '#c17f3e',
+                  textDecoration: 'none',
+                  fontWeight: '500',
+                }}
+              >
+                {t('email.footer.unsubscribe_link', 'here')}
+              </Link>
+              .
+            </Text>
+          </Column>
+        </Row>
+      </div>
     </Section>
   )
 }
diff --git a/backend/email/emails/welcome.tsx b/backend/email/emails/welcome.tsx
index 242568cd..140cf084 100644
--- a/backend/email/emails/welcome.tsx
+++ b/backend/email/emails/welcome.tsx
@@ -1,6 +1,6 @@
 import {Body, Button, Container, Head, Html, Preview, Section, Text} from '@react-email/components'
 import {type User} from 'common/user'
-import {button, container, content, Footer, main, paragraph} from 'email/utils'
+import { container, content, Footer, main, paragraph} from 'email/utils'
 import React from 'react'
 import {createT} from 'shared/locale'
 
@@ -33,34 +33,121 @@ export const WelcomeEmail = ({
       <Body style={main}>
         <Container style={container}>
           <Section style={content}>
-            <Text style={paragraph}>
-              {t('email.welcome.title', 'Welcome to Compass, {name}!', {name})}
-            </Text>
+            <div
+              style={{
+                textAlign: 'center',
+                marginBottom: '32px',
+              }}
+            >
+              <Text
+                style={{
+                  fontSize: '32px',
+                  fontFamily: "'Cormorant Garamond', serif",
+                  fontWeight: '500',
+                  color: '#1e1a14',
+                  marginBottom: '8px',
+                  letterSpacing: '-0.01em',
+                  lineHeight: '1.1',
+                }}
+              >
+                {t('email.welcome.title', 'Welcome to Compass, {name}!', {name})}
+              </Text>
+            </div>
 
-            <Text style={paragraph}>
+            <Text
+              style={{
+                ...paragraph,
+                fontSize: '15px',
+                lineHeight: '1.75',
+                color: '#8c8070',
+                marginBottom: '24px',
+              }}
+            >
               {t(
                 'email.welcome.intro',
                 'Compass is a free, community-owned platform built to help people form deep, meaningful connections — platonic, romantic, or collaborative. There are no ads, no hidden algorithms, and no subscriptions — just a transparent, open-source space shaped by people like you.',
               )}
             </Text>
 
-            <Text style={paragraph}>
-              {t(
-                'email.welcome.confirmation',
-                'To finish creating your account and start exploring Compass, please confirm your email below:',
-              )}
-            </Text>
+            <div
+              style={{
+                backgroundColor: '#f7f4ef',
+                border: '1px solid #dee5b2',
+                borderRadius: '14px',
+                padding: '24px',
+                margin: '24px 0',
+                textAlign: 'center',
+              }}
+            >
+              <Text
+                style={{
+                  fontSize: '16px',
+                  fontWeight: '500',
+                  color: '#1e1a14',
+                  marginBottom: '16px',
+                  fontFamily: "'DM Sans', sans-serif",
+                }}
+              >
+                {t(
+                  'email.welcome.confirmation',
+                  'To finish creating your account and start exploring Compass, please confirm your email below:',
+                )}
+              </Text>
 
-            <Button style={button} href={verificationLink}>
-              {t('email.welcome.confirmButton', 'Confirm My Email')}
-            </Button>
+              <Button
+                href={verificationLink}
+                style={{
+                  backgroundColor: '#c17f3e',
+                  borderRadius: '10px',
+                  color: '#ffffff',
+                  fontFamily: "'DM Sans', sans-serif",
+                  fontSize: '15px',
+                  fontWeight: '600',
+                  textDecoration: 'none',
+                  textAlign: 'center' as const,
+                  display: 'inline-block',
+                  padding: '14px 32px',
+                  margin: '0',
+                  border: '1px solid #a6682e',
+                  transition: 'all 0.12s ease',
+                }}
+              >
+                {t('email.welcome.confirmButton', 'Confirm My Email')}
+              </Button>
+            </div>
 
-            <Text style={{marginTop: '40px', fontSize: '10px', color: '#555'}}>
+            <Text
+              style={{
+                marginTop: '32px',
+                fontSize: '12px',
+                color: '#beaea2',
+                textAlign: 'center',
+                lineHeight: '1.6',
+              }}
+            >
               {t('email.welcome.copyLink', 'Or copy and paste this link into your browser:')} <br />
-              <a href={verificationLink}>{verificationLink}</a>
+              <a
+                href={verificationLink}
+                style={{
+                  color: '#c17f3e',
+                  textDecoration: 'none',
+                  wordBreak: 'break-all',
+                }}
+              >
+                {verificationLink}
+              </a>
             </Text>
 
-            <Text style={{marginTop: '40px', fontSize: '12px', color: '#555'}}>
+            <Text
+              style={{
+                marginTop: '40px',
+                fontSize: '13px',
+                color: '#8c8070',
+                lineHeight: '1.75',
+                fontStyle: 'italic',
+                fontFamily: "'Cormorant Garamond', serif",
+              }}
+            >
               {t(
                 'email.welcome.thanks',
                 'Your presence and participation are what make Compass possible. Thank you for helping us build an internet space that prioritizes depth, trust, and community over monetization.',