London, UK – 27 January 2026: Popsa, the AI-powered memory curation platform transforming personal photos into meaningful life stories, has appointed Element Communications as its corporate PR partner to help build understanding of this emerging category.
Element’s work will focus on building awareness of Popsa’s mission to help people process, understand and share their memories at a time when billions of photos are captured each year but rarely revisited or reflected upon.
As digital photo storage has become effortless, the challenge has shifted from saving memories to making sense of them. Popsa addresses this shift by using AI to curate private photo libraries into coherent life narratives that capture not only milestone moments, but the everyday experiences that shape identity, relationships and personal legacy.
Through a sustained corporate media relations and thought leadership programme, Element Communications will work with Popsa to help lead the conversation around memory curation, highlighting how Popsa transforms photo data into authentic stories, while placing privacy, trust and permission at the centre of its model.
“People are documenting more of their lives than ever before, yet very little of that data actually helps them understand or reflect on who they are,” said Liam Houghton, CEO and Founder at Popsa. “We see memory curation as a fundamental shift from passive storage to helping people step back, see patterns in their lives, and better understand what has shaped them. As we scale, it’s critical that the market understands Popsa as an AI-powered app built around memories and data, not simply a photobook retailer. Element’s experience in shaping new categories and building credibility for fast-growth tech brands made them the right partner for us.”
Popsa has experienced strong international growth, generating $58 million in revenue last year, shipping to 48 countries, and reaching a milestone of $1 million in revenue in a single day in 2025. Customers across the US, UK and mainland Europe use the app to transform fragmented photo libraries into curated, private collections that can be revisited, shared with close family, and preserved as a lasting personal legacy.
Bekki Bushnell, Director of Growth at Element Communications, added: “Memory curation is a powerful idea with long-term emotional and commercial relevance. We’re excited to work with the Popsa team to define this category, lead the narrative around AI and privacy, and establish Popsa as the brand synonymous with turning moments into meaning.”
