At Sam, our mission is to transform lives through an ecosystem of support.

And we believe that everyone deserves a Renaissance.

Sam is Bold. Vulnerable. Disciplined. Courageous. Honest. Trustworthy.

Sam is Bold. Vulnerable. Disciplined. Courageous. Honest. Trustworthy.

Sam’s Inspiration

Sam is an acronym for Semper ad Meliora which is Latin for “always toward better”.

Inspired by the myth of Venus, Sam was founded on principles of transformation, personal growth, and the art of starting anew. Much like the goddess herself, who rose from the sea to symbolize beauty and beginnings, Sam introduces a fresh chapter in personal development. Through customized coaching, concierge support, and a unique community platform, all within one app, Sam offers a modern approach to self-improvement and connection. This nod to Venus not only underlines our dedication to individual progress but also to building significant relationships. Sam isn't just an app—it's a gateway to a personal journey of development, drawing from Venus's enduring symbol of regeneration.

  • Abby Nydam

    FOUNDER AND CEO

    Abby Nydam is at the heart of Sam, a company that’s redefining the self-improvement and tech space with a mantra that’s both a personal mantra and a business strategy: "always toward better” as is the driving force behind Sam’s commitment to facilitating genuine, impactful change in people’s lives. Her career took off in New York City's marketing scene, evolved through a year of travel and exploration, and deepened with work at an international development organization, where she championed projects to uplift those living on less than $2 a day. This work, combined with a meaningful tenure at the White House working on domestic policy, underscored her commitment to creating positive change. The launch of Sam—a platform for self-improvement—marks Abby's latest step in a journey of helping others and herself towards betterment. Beyond her professional achievements, Abby’s life and work abroad, her partnership with her husband Carlos, and her role as a daughter, sister, stepmother, and friend shape her perspective and approach. Abby's commitment to blending innovation with genuine service marks her as a visionary leader, dedicated to propelling individuals and communities toward a better tomorrow.