Preserving Memories in a Clouded World with the Founder and CEO of Picturli, Haleh Shoa

In this week’s episode, we chat with Haleh Shoa, Founder and CEO of Picturli, to explore the complicated world of digital memory. Haleh shares how her own family’s experiences inspired her to create a service that turns photo chaos into order, curating, organizing, and preserving personal archives for the long haul.

We discuss what it really means to “own” your photos in an age where most of us rely on platforms like Google or iCloud. Who controls your images once they’re uploaded? Do people even realize what they’re giving up for convenience? 

From data privacy and facial recognition to emotional overload and the value of legacy, we dig into why your photos deserve more thought than a quick swipe. Laura shares the story of a woman who won $10,000 just for reading the fine print, reminding us how often we overlook the details that matter most. We also touch on the rising idea of digital inheritance and the need to designate a legacy contact, the habit of constant documenting, and the risks of losing meaningful memories in a flood of selfies and screenshots. For families who’ve experienced war, migration, or loss, preserving visual history can mean everything. Haleh brings a thoughtful and practical perspective on the tools, habits, and mindset we need to protect our memories and why now is the time to start.

Haleh Shoa is the Founder and CEO of Picturli: a photo organization, curation, archiving, and design studio that helps families, individuals, and businesses transform their chaotic mess of photos into one clear and cohesive digital library. Haleh and her team meticulously organize their clients’ photo collections into a searchable, secure, and easily sharable photo archive.