We’ve all been on hold before.

Rescheduling a dinner reservation, updating a flight, requesting early check in at a hotel, calling a pharmacy, or navigating a customer support line. Together, these everyday moments add up to a surprising amount of time spent listening to hold music, working through phone trees, or repeating the word “representative” while hoping a human picks up. It is background friction that quietly steals time and attention, often at the exact moment when patience is already running thin.

Mitra fixes this. It allows you to make calls even when you are not there, while keeping you fully in control. Mitra waits on hold for you, handles the conversation, and keeps you informed so you can focus on what matters. Instead of scheduling your day around a phone call, the call adapts to you. Whether you are in a meeting, commuting, or simply trying to get through your to do list, Mitra works in the background on your behalf.

This fall, Iverson partnered with Sai and his team to build the brand identity, website, and product experience for Mitra. The work focused on clarity, trust, and approachability, helping advanced technology feel simple, reliable, and human. From naming and visual language to interaction design and storytelling, every detail was shaped to support ease and confidence across every touchpoint.

We are beyond excited with how the work turned out, and even more excited about what it unlocks. Ordering pizza, booking hotels, managing appointments, and handling everyday logistics without waiting on hold is just the start. Mitra is designed to give people back time, reduce friction, and remove one of the most universal frustrations of modern life.