We saw the massive waste in the secondary market for connected devices—and refused to accept it as “just the way things are.” Instead of settling for a broken system, we built Maya to transform the industry for good. Maya keeps devices in use longer, maximizes their value, and makes upgrades sustainable for everyone.

We believe change should help the entire ecosystem—manufacturers, retailers, refurbishers, and consumers—thrive together. Thinking differently isn’t just our style; it’s how we build a future where doing better is the new normal.

Every single person at Eco Toreda is screened for growth mindset. Growth leads to fulfillment, happiness, and success.

We can't do it all at once, but we can change things in small increments. Iteration really matters in growth, through experimenting and testing. The reality is that things change often and it's much better to iterate in small cycles and not over-index on long, drawn-out projects.

Growth happens with progress towards perfection. We hold ourselves back by trying to get it perfect when the fastest growth is incremental. We are not afraid to fail lightly, as long as we learn and don't repeat the same mistakes.

We do believe that perfection is possible. Even if it doesn't feel like perfection is attainable, we should still believe it; but we won't get there overnight.

We believe great relationships—whether with our team, our partners, or our customers—are built on honesty, clarity, and respect. We speak directly, share openly, and assume good intent, because transparency leads to trust.

If something isn’t clear, we go straight to the source and ask for context rather than making assumptions. This keeps communication open, avoids politics, and ensures we focus on what matters most: doing what’s best for people and the planet.

At Eco Toreda, we’re one team with one mission—and we believe that when we work together in the open, everyone wins.

With big goals comes hard work, but time is too precious not to have fun along the way. We're a crew striving for greatness, transparency, respect; we aim to create a safe space to truly show up and be vulnerable, be bold, be daring, agree, disagree, laugh, cry, experiment, and play.

Not everything is urgent. If everything is urgent, then nothing is urgent. Consider our work with "qualified urgency" since everything we do should roll-up to our strategy.

Everyone is responsible for creating a great culture at Eco Toreda. We're all in this together. While not every minute of work can be gleeful, we should generally enjoy what we do and have fun with the people we work with.

We believe a successful company should make the world better—not just for its customers, but for everyone it touches. That’s why a meaningful share of the value we create goes to causes that help people facing unexpected challenges.

We also take care of our own—supporting our team and their families through acts of kindness when times get tough. We don’t do it for recognition; we do it for the ripple effect. Every action, big or small, can spark something good.

Our goal is simple: to be net positive—in our work, in our communities, and in the lives we touch every day.