I'm Ozzie, co-founder at Monarch. I've written a few HN posts before about our philosophy, both of which made the front page here and generated some interesting discussion:

1) "Disrespectful Design – Users aren’t stupid or lazy": We respect our users and treat them like motivated, intelligent adults -> https://news.ycombinator.com/item?id=24461365

2)"Is revenue model more important than culture?": we've chosen an aligned business model so we don't have to show you ads for credit cards, etc: https://news.ycombinator.com/item?id=24543510