By: Mike Miller

Matt Shields has launched multiple successful businesses before many people finish college.

But his latest venture, IRON, could prove to be especially impactful.

IRON is a social media app designed to help people improve by honoring the promises they make to themselves. Built as a social habit-tracking platform, IRON blends the accountability of community interaction with the structure of goal-setting.

Shields describes it as “Instagram meets productivity” — a concept meant to support users in turning habit tracking into a shared experience.

Unlike platforms that may lead to comparison or distraction, IRON is designed to promote positive change.

“Imagine a social media space where people help each other grow,” Shields says. “That’s the idea behind IRON.”

What IRON Does

The app allows users to track both habits they hope to build and those they’re trying to reduce or quit. Users can follow friends, share progress, and stay aligned with their goals in real time. Whether it’s reading daily, eating healthier, or cutting back on screen time, users can log actions, view their streaks, and recognize milestones with a trusted circle.

IRON is positioned as more than just a productivity app. It’s guided by a broader mission. Shields says the vision is to positively impact a wide number of people over time.

“The mission is to inspire greater confidence in individuals,” he explains.

This concept — using social accountability to encourage self-improvement — is one of the features that differentiates IRON. While many platforms focus on external appearances, IRON is centered on internal development.

A Personal Mission

Shields didn’t arrive at this idea by accident. After leaving public high school in the ninth grade, he immersed himself in online business, launching agencies and working with fitness-related brands.

Despite early financial traction, Shields felt motivated to pursue something with a longer-term purpose. He created IRON in response to a common challenge: staying consistent with the things we intend to do.

“It’s an age-old issue,” he says. “The thing we want to do, we often don’t. The thing we don’t want to do, we sometimes still do.”

Shields often refers to a passage from the Bible that influenced his thinking. “It’s something Paul writes about,” he shares. “This internal conflict — it’s deeply human. IRON is one way to address that struggle.”

Built with Purpose

Though still in development, IRON has gone through beta testing and is preparing for a broader release later this year. Shields says early feedback has been encouraging, and the team is working on refinements.

The app also includes a subtle faith-based component, reflecting Shields’ personal values. “We’re aiming to help people grow spiritually, too — if that aligns with their journey,” he explains. While the app is not religious in structure, it welcomes users who find strength in spiritual awareness alongside habit-building.

A Track Record of Persistence

Shields’ background underscores the importance of discipline and learning through experience. He made zero dollars in his first four months of business. But through experimentation, mentorship, and dedication, he eventually built agencies that earned significant monthly revenue.

Now, he says, the goal is to pass those lessons along — not just for business, but for everyday life.

“If you focus on helping people create meaningful change, the rest can follow,” Shields shares. That idea is central to IRON’s development.

Looking Ahead

With its upcoming launch, IRON has the potential to reshape how some users experience social media. Rather than chasing likes, they may find themselves pursuing personal growth. Instead of scrolling highlight reels, they’ll be logging real efforts.

And ideally, instead of logging off feeling drained, IRON wants users to log off feeling encouraged.

For Shields, this is part of a larger journey. He’s aiming to refine the platform and expand access to those seeking support with their goals.

“Life doesn’t have to be constant struggle,” he says. “If I can figure something out that helps, I’d like to share it with others.”

Published by Stephanie M.