In this paper, we suggest a framework for cosmology based on gravitational effective field theories with a negative fundamental cosmological constant, which may exhibit accelerated expansion due to the positive potential energy of rolling scalar fields. The framework postulates an exact time-reversal symmetry of the quantum state (with a time-symmetric big bang / big crunch background cosmology) and an analyticity property that relates cosmological observables to observables in a Euclidean gravitational theory defined with a pair of asymptotically Anti-de Sitter (AdS) planar boundaries. We propose a microscopic definition for this Euclidean theory using holography, so the model is UV complete. While it is not yet clear whether the framework can give realistic predictions, it has the potential to resolve various naturalness puzzles without the need for inflation. This is a shorter version of arXiv:2203.11220, emphasizing the effective field theory point of view.