WhereNow?

Our Story

The WhereNow founders

Uncertain about where we want to live, something that each of our parents instilled in us from a young age is the importance of exploring different cultures internationally.

Testament to this outlook, at ages 26 (Orestis Nicolas Psaroudis), 25 (Harry Nedeljkovic), and 25 (Ollie Brown) we have collectively visited 150+ cities, lived in three different continents, and at one stage during our research process, there were four of us coordinating across London, Beijing, Melbourne, and Mexico City.

In August 2025, Ned returned to London from University in Milan and met with Ollie to catch up, eat great food (which London has), and unavoidably... discuss job applications. Despite our best efforts to frame things positively, there was a shared recognition that:

  1. The UK job market is bleak;
  2. London is expensive;
  3. Real wages in the UK have been stagnating for the last 15 years;
  4. An aging demographic and weak productivity levels mean that the tax burden on young people is only going to weigh heavier in years to come.

Effectively, no single economic policy is going to resolve things short-term. Thinking about how to navigate this constructively raised the questions: Are these problems UK specific? How would life compare elsewhere? If so, WhereNow?TM

This dilemma spurred the idea to develop a single reference point to help young people, like ourselves, decide where to live, conscious of how valuable international life experience has been for us, and grounded in the principle that life is about meeting new people, experiencing new cultures, and taking big leaps.

With no shortage of ideas, Ollie, Ned, and Nic – who also has an MSc in Economics – began working. Aligned in outlook and values, we set out to build the first (and most sophisticated) city ranking system designed specifically for young people: WhereNow?TM City Index

Several months and many late nights later, we are proud to say that we have developed a customizable tool inspired by principles that we embody, relatable, actionable, and insulated from any commercial bias – those in industry understand the rarity of this.

Most importantly, it has given us more confidence and clarity to decide where we want to live. Our ambition is that for all users it can do the same.