We’re on a Mission to Spread Gratitude and Human Connection in the World: Andrew Horn of Tribute

Andrew Horn didn’t plan to start a business. At least, not one that would change how people express appreciation. But when his girlfriend surprised him with a video on his 27th birthday—dozens of short clips from friends and family, stitched together into something honest and emotional—he saw something bigger than a gift. He saw a missed opportunity most people never correct: waiting until a funeral to say how we feel.

That experience became the foundation for Tribute, a platform that allows users to compile video messages from friends, family, and colleagues to honor someone they care about. The idea is simple—say what needs to be said, while the person can still hear it. Andrew and co-founder Rory Petty built the product to make that process easy. No editing skills required, no special equipment needed. Just a prompt, a link, and a few kind words recorded with a phone.

A Platform Built for Meaning

Tribute started in 2014, bootstrapped and personal. It was never designed to go viral. It was built to matter. In its early form, the company focused on birthdays and anniversaries, moments where emotion was already part of the occasion. But users found new ways to apply it. People started sending tributes to coworkers, mentors, coaches, even hospital patients. The message was always the same: I see you, and you’ve made a difference.

As word spread, so did usage. Tribute grew through recommendations, not advertising. One person would receive a video, feel its weight, and then start one of their own. The team built tools to make it easier. A dashboard for organizing invites. A timeline to track uploads. Templates to guide people on what to say. The result was a process that took less time than shopping for a gift—and left more impact.

Designed for the Everyday and the Extraordinary

Tribute isn’t limited to grand events. People use it for everything from retirement sendoffs to new baby celebrations. Teachers get tributes from students at year-end. Leaders receive them from their teams. Friends gather video messages for weddings or cancer recoveries. And when someone passes away, Tribute becomes a quiet vessel for remembrance, created not out of obligation, but out of care.

The product is flexible because life is. Andrew and his team made sure it could scale. Whether it’s a three-person compilation or a video with 100 contributors, the system handles it the same way. Users get editing help if they want it, or they can send the finished video as-is. There’s no pressure to perfect it. Just intention.

A Business Rooted in Gratitude

Tribute’s growth was deliberate. Andrew didn’t chase celebrity partnerships or splashy brand deals. He focused on the emotional value users experienced. That attention to meaning, not metrics, set the tone. Tribute expanded to serve corporate customers and nonprofits, but without diluting what made it matter.

Companies began using it to boost morale and celebrate team wins. HR departments sent tribute videos to retiring employees. Leaders used it to connect with remote teams. In each case, the video format encouraged sincerity. It wasn’t about performance. It was about presence.

Andrew brought lessons from his nonprofit background into the business. Before Tribute, he worked with children with disabilities, organizing programs that focused on confidence and inclusion. That experience sharpened his belief that technology should strengthen relationships, not replace them.

Not Just a Product, a Movement

Tribute has now helped create millions of videos. But Andrew measures success in something else: tears. Over 80 percent of recipients cry when they watch a tribute. Not because it’s sad—but because it catches them off guard. It shows them what they often forget. That they’re appreciated, remembered, and loved.

To reinforce that mission, the company started giving videos away. For every tribute sold, one is donated to a hospital or care center. Nurses, social workers, and patient advocates use them to lift spirits. The team has seen parents send videos to their kids in recovery. Families send messages across borders. Even end-of-life care teams now use the product to support grieving.

This isn’t about making people emotional for the sake of it. It’s about reminding people of their worth while it still counts. Tribute doesn’t frame this as a service. It’s closer to a ritual. A new kind of ceremony for a digital age, one that bridges distance and deepens connection.

Making It Easy to Say What’s Hard

Part of what makes Tribute work is how little it asks of users. You don’t need to be a great speaker or video editor. You just answer a few questions. What do you admire about this person? What moment stands out? Why are they important to you?

Those prompts create better videos. More specific, more memorable. Andrew believes that vague compliments don’t land the same way. So the platform guides people to be real. Not to perform. Just to show up.

The result is something that stays with the recipient long after they press play. Many say they rewatch their tributes. Not just on birthdays, but on bad days. When they doubt themselves. When they’re lonely. That’s the difference between a gift and a keepsake.

Staying Focused, Growing with Purpose

Tribute hasn’t raised massive rounds or launched dozens of features at once. The team has kept the product tight, focused on what matters. The company is profitable. It has grown through word-of-mouth and repeat users. And Andrew is careful to protect that path.

The roadmap ahead includes improvements to user experience—faster uploads, smarter prompts, more flexible delivery. But the core won’t change. The heart of Tribute is the reminder that gratitude is strongest when it’s spoken aloud. When it’s shared in the moment. When it’s real.

A Simple Offer with Lasting Impact

The company isn’t trying to compete with social platforms or productivity tools. It doesn’t promise connection through clicks or followers. It gives people a way to pause, reflect, and say what they might otherwise leave unsaid.

That’s why Tribute has become a quiet success story. Not because of how flashy it is, but because of what it helps people do. It’s not a tech company in the traditional sense. It’s a gratitude company. A business built around a human need that has nothing to do with profit—and everything to do with presence.

Andrew saw it early on. That we wait too long to tell people they matter. And that maybe, with the right nudge, we don’t have to.

Andrew Horn, Co-Founder & CEO, Tribute

We got the eulogy wrong. Why do we wait until the end of someone’s life to say what they meant to us?