• Shopify is the tech company behind more than one million ecommerce merchants globally, from buzzy startups like Lively and Allbirds to major corporations like PepsiCo and Heinz.
• Launching a Shopify store can take just seven days, providing an easy solution for the many brands pivoting online during the pandemic.
• Here is a step-by-step guide to setting up your store on Shopify, including how much it will cost and the free tools and resources you have access to that can help grow your business.
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If you've purchased a product online that wasn't on Amazon, it's likely that order was powered by Shopify, the tech company behind more than one million ecommerce merchants globally. 

Founded by Canadian entrepreneur Tobias Lutke in 2006, Shopify now has a market value of $88 billion.

As more brands pivot online during the pandemic, Shopify's stock has nearly doubled since January, Bloomberg reported, and the number of stores started on Shopify's platform between March and April jumped 62%. The company's second-quarter revenue increased by 97%, CNBC reported. 

Companies big and small use the platform, from buzzy startups like Lively and AllBirds to major corporations like PepsiCo and Heinz. The latter of which just launched its first direct-to-consumer store in seven days, Ian Black, Shopify's head of retail previously told Business Insider. 

To help businesses regain sales during shutdowns, Shopify launched a point-of-sale (PoS) system that allows merchants to quickly set up their online businesses and facilitate curb-side pickups. 

Creating an online store on Shopify comes with benefits, whether you're starting a business, making a pivot to online, or upgrading your previous site. As a Shopify client, you can integrate your shop with more than 4,100 apps, use a database of tools to manage and market your business, and you have access to Shopify Capital loans to help scale your business as you make sales. 

Here is a step-by-step guide to setting up your store on Shopify. 

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Step 1: Purchase the plan that best suits your business needs

Shopify offers a 14-day trial to test out its features before officially launching your store. After that, you'll have to pay for a monthly subscription to the service. 

The starter plan "Shopify Basic" costs $29 per month, offers most features, and supports two user accounts and up to four locations. The mid-tier "Shopify" plan costs $79 per month, offers all the basics, plus professional reports, and supports five user accounts and up to five locations. Finally, the top-tier "Advanced Shopify" plan costs $299 per month, offers all basic features, plus advanced reporting, third-party calculated shipping rates, and supports 15 user accounts and up to 8 locations. 

The higher the level of your plan, credit card payment rates decrease and shipping rate discounts increase. All three plans include fraud analysis and Shopify's point-of-sale for in-person transactions.

Step 2: Find your business name and buy your domain

Before you build your shop, you'll need a clever business name and the domain to match. That's where Shopify's name generator can help. Type in one word to describe your business, and the page will return a list of phrases — some are a bit wacky, others are coincidentally clever. 

When you decide on a name, Shopify will tell you whether the domain is available to purchase and gives you alternative options if it's taken.

Step 3: Create a brand logo that will set yourself apart

You'll need a dynamic and unique logo to be the cornerstone of your brand — recognizable to your customer base, but simple enough to translate to a variety of mediums. Shopify's logo maker, Hatchful, gives you tools to create your own or templates to customize.

Step 4: Choose a fresh layout with free and paid website themes

Shopify users can choose from a multitude of website themes, some are free and others can be purchased for a one-time fee which typically starts at $160. These themes help take the work out of designing your site from scratch and provide a template to plug in your products, images, copy, and content. 

Step 5: Free stock images make your site more visually appealing

Shopify-powered site Burst gives entrepreneurs access to royalty-free stock images for their sites. The images are shot by the company's network of independent photographers and are free to use for commercial purposes with no attribution. 

Step 6: Find products to sell if you don't have inventory

So you're starting a store, but have yet to build up your inventory. Or maybe you're looking for fresh products to add to your existing offering. Shopify has yet another solution called Oberlo, the company's dropshipping site that sources products for your shop. It's free to use if you're a Shopify user. When a customer purchases a product from your store, it's processed, packaged, and shipped by Oberlo suppliers. 

Many businesses choose the dropshipping method because it frees up physical space (there's no need to store inventory) and time so you can focus on marketing and customer service.

Step 7: Quick integration to other apps and websites

Integration is a key element to marketing on other sites and social media accounts. Since Shopify is so widely used, there are more than 4,100 apps in its app store to connect to local delivery, sales and discounts, advertising, search engine optimization, emails, and conversion services. 

Some sites like We Buy Black, a directory of Black-owned businesses, are set up so vendors can quickly migrate their stores from Shopify, making it easier to build an omni-channel business. 

The ad industry is racing to save targeted advertising.

Digital advertising has long promised marketers huge scale with targeting through third-party cookies. With moves like the California Consumer Privacy Act and Europe's General Data Protection Regulation clamping down on how marketers collect and use data, Apple, Google and others are planning to phase out those cookies.

At stake is the $332.84 billion that eMarketer expects marketers to spend on digital advertising in 2020.

That's left publishers scrambling for alternative ways to sell ads, while advertisers and agencies rush to collect data directly from consumers. Adtech companies like LiveRamp and The Trade Desk, meanwhile, pitched IDs that they hope the rest of the adtech industry will back. IDs include data about people that's not from a third-party cookie — like what sites they browse or what items they buy — that advertisers use to target and measure ads.

"I would characterize it as 2020 was the year of talking and 2021 will be the year of doing," said Tom Kershaw, chairman of Prebid.org and chief technology officer of Magnite.

But the shift to first-party data and IDs could be a hard pill for scale-loving advertisers to swallow. Ads targeted with first-party data only reach 30% to 40% of the audience reached by third-party cookie-based ads, Acxiom CEO Chad Engelgau said.

And while adtech firms are pitching dozens of fixes for third-party cookies, it's unlikely that the industry will get behind more than 10 solutions.

"There is a lot of confusion in the market on this topic," said Merkle's corporate chief strategy officer John Lee. "This isn't a one ID to rule them all situation."

Business Insider identified 20 people who are working to find new ways of ad targeting. This list is by no means comprehensive, but based on our reporting, these represent the adtech companies, publishers, ad agencies, and brands who are at the forefront of efforts to create new, high-profile approaches to digital advertising.

Here are the 20 people, listed alphabetically by last name.

Projjol Banerjea, founder and chief product officer, Zeotap

What he's doing: Pitching advertisers on first-party data

Banerjea wants to take on LiveRamp with European-based Zeotap, which is starting to make deeper inroads into the US as big marketers focus on first-party data. Zeotap sells a data platform that brands like Red Bull, Unilever, and Nestlé use to target ads using their first-party data.

The company also has its own ID called ID+ that it pitches to marketers as a way to create cookieless audiences for ad targeting. The ID is backed by Accenture, Omnicom's Annalect, and PubMatic.

Banerjea founded Zeotap in 2014 and previously worked in product and marketing roles at Moboqo (which was acquired by Applovin in 2014) and Fybar.

Alysia Borsa, president, Meredith Digital

What she's doing: Helping the publisher prep for cookieless ads

The longtime publishing exec is building Meredith's first-party data across its brands like Allrecipes, Better Homes and Gardens and People, and launched an ID that is made up of 30 million logged-in users.

The publisher rolled out a platform called Meredith Data Studio in 2020 that pulls together Meredith's first-party data that advertisers can use to target ads on Meredith's properties or elsewhere.

As digital advertising moves away from third-party cookies, marketers are increasingly using contextual advertising to target ads by topics like food, sports, or entertainment, and Borsa said Meredith's contextual ad business is growing by double digits this year.

Borsa is also active in groups like the IAB Tech Lab, the Partnership for Responsible Addressable Media, and the World Wide Web Consortium that are working on standards for cookieless ads.

Travis Clinger, SVP of addressability and ecosystem, LiveRamp

What he's doing: Wants to replace third-party cookies with IDs

Adtech giant LiveRamp is selling an ID to advertisers and publishers, and Clinger behind the effort to get other advertising companies to back it.

LiveRamp's ID connects an advertiser's data with a publisher's data, which in theory can help publishers boost their advertising rates and help marketers get the same performance and targeting offered by platforms like Facebook and Google.

In one example he gave, FitBit doubled its return on ad spend and decreased its cost per page view by 34% with LiveRamp's tools compared to cookie-based campaigns for a Father's Day campaign in 2020.

Kerel Cooper, SVP of global marketing, LiveIntent

What he's doing: Wants to replace third-party cookies with email

LiveIntent wants to use its deep inroads with publishers like The New York Times and The Washington Post to move into identity.

The firm has long helped publishers sell ads in email newsletters and is betting on email addresses to get around the loss of third-party cookies.

Cooper leads LiveIntent's marketing team and helped develop an ID that matches customers' data with LiveIntent's identity graph to help advertisers reach wider audiences across multiple web browsers and help publishers sell more data-based ads. 

Cooper previously worked at local publisher Advance Digital.

Ric Elert, president and chief operating officer, Epsilon

What he's doing: Helping publishers drive ad revenue

Publicis-owned Epsilon has long been a data resource for big brands and agencies and more recently, ad sellers.

Longtime Epsilon exec Elert said the loss of third-party cookies means advertisers have to use multiple IDs to plan, buy, and measure ads, and Epsilon's goal is to make an ID that covers all of those areas.

He said more than 5,000 publishers, retailers, and brands use Epsilon's tools to get information about readers to increase ad prices and their performance on their sites. 

"As the walled gardens want to take away the ability to identify anyone due to privacy reasons, we want to create solutions with privacy in mind," he said.

Adtech firms like iSpot and organizations like Prebid.org use Epsilon's data to fine-tune targeting and measurement. The firm is also powering part of Walgreens' recently launched ad business that targets ads across the web and social platforms.

Chad Engelgau, CEO, Acxiom

What he's doing: Doing direct deals with publishers that avoid adtech middlemen

At Acxiom, a part of ad agency Interpublic Group, Engelgau helps set up private marketplaces to let advertisers buy ads programmatically from publishers like Verizon and Roku that don't use adtech middlemen.

He also helps advertisers collect first-party data for ad targeting.

Acxiom also works with The Trade Desk and LiveRamp's ID to match those IDs' data with client and publisher data.

"There's pros and cons to the loss of the third-party cookie, but the marketers that control conversion data will be in a much stronger position because they were already removing their dependency on third-party cookies," Engelgau said.

Engelgau became Acxiom CEO in March 2020 after serving as global chief data strategist and head of client management at IPG's marketing-tech arm Kinesso.

Evan Hanlon, chief product officer, Essence

What he's doing: Creating privacy-friendly ad products for clients

Hanlon heads up technology, innovation and service offerings for WPP's agency Essence's advertising clients.

Under Hanlon, Essence has developed new contextual advertising and metrics tools. One tool called Pegasus uses machine learning to run contextual ads based on the content of an article. Essence client Google used the tool to target ads and churn out thousands of ad creative that ran on The Guardian's website.

Another tool, Prometheus, uses a customer's lifetime value to tweak ad campaigns. Essence claims the approach has improved clients' ad performance by 300% and has helped clients develop long-term goals.

Before joining Essence in 2020, Hanlon held roles at WPP's GroupM and Xaxis.

Sébastien Hernoux, managing director of data and technology transformation, OMD USA

What he's doing: Advising big brands on the post-cookie era

When Google announced its plan to phase out third-party cookies, Hernoux's team swung into action, advising marketers in which tech partners to work with and educating them about how the move would impact their advertising.

"Everybody wants to know what they should do right now," he said. 

The agency analyzes how dependent a brand's business is on third-party cookies and helps clients with things like creating clean rooms, places where brands can securely measure ad performance.

OMD USA also keeps clients up to speed whenever there's news about the future of third-party cookies.

Before joining OMD in 2019, Hernoux worked at Omnicom's data and tech arm Annalect as well as MediaMath and Accenture.

Michelle Hulst, EVP of global data and strategy, The Trade Desk

What she's doing: Building a cookie alternative for the ad industry

The Trade Desk is using its size and clout to create an ID, and Hulst is one of the key people trying to get other industry players to back it.

The Unified ID 2.0 initiative aims to replace third-party cookies with hashed, encrypted email addresses. The free framework also works with other types of IDs.

The Unified ID has been backed by Criteo, Nielsen, and LiveRamp (which also sells a competing ID), and Hulst's goal is to get more companies on board in 2021.

Hulst joined The Trade Desk this year and previously worked at Oracle and Datalogix, where she also oversaw partnerships and business development.

While The Trade Desk has led the effort so far, the plan is to spin it off to another group like a trade organization in 2021, Hulst said. 

"Unless an identity solution gets broad adoption, there isn't going to be a solve that works," she said. 

Tom Kershaw, chairman of Prebid.org and chief technology officer, Magnite

What he's doing: Wants to help publishers pool their first-party data

The longtime advertising and media veteran is chairman of publisher-focused organization Prebid.org, which is trying to help publishers appeal to scale-hungry advertisers by pooling first-party audience data and standardizing how publishers create audiences. Backers include publishers like News Corp. and Business Insider parent Insider Inc. and adtech companies like Criteo and Verizon Media.

Prebid.org has also developed an ID with Epsilon called SharedID that publishers can use to test alternatives to third-party cookies. The idea is that the ID will help publishers share and create similar audiences for advertisers and cap ad frequency so people don't see the same ad repeatedly. SharedID will also let consumers set their advertising preferences and opt-out of receiving ads across publishers.

"If we're going to provide an alternative to Google and make the open web competitive to the walled gardens, we're going to have to federate and standardize," said Kershaw, also an executive at Magnite.

Before joining Rubicon Project (now Magnite) in 2016, he worked in product management and tech roles at Google and Ericsson.

John Lee, corporate chief strategy officer, Merkle

What he's doing: Sellingadtech products independently within an agency holding giant

Lee is responsible for technology and data products at Dentsu Aegis Network's Merkle, where he's worked since 2008 in a variety of roles including chief product and data officer.

Merkle has long helped marketers combine offline info like names and addresses with digital data. In February, Merkle launched a platform called Merkury that helps marketers target and measure ads without cookies. The platform includes an ID to target ads and a data privacy clean room to measure ads. Adtech companies like Index Exchange and MediaMath have used Merkury's ID to target ads. 

Merkle is also positioning Merkury as a standalone service to clients — Lee said that the bulk of its revenue comes from advertisers who have in-housed their advertising.

Merkury also works with publishers like Meredith and Hearst to do direct programmatic deals with clients that use first-party data. Merkury also works with retailers like like CVS to help sell data-based ads both on CVS' website and social and programmatic ads.

Iván Markman, chief business officer, Verizon Media

Verizon's media and advertising ambitions may have died down, but the telecom giant still sits on troves of customer data.

Verizon Media recently rolled out an ID called Verizon Media ConnectID that lets marketers run ads without third-party cookies through its media properties like Yahoo, AOL, and HuffPost (Verizon is in the process of selling HuffPost to BuzzFeed).

The ID includes first-party data about how people use apps, websites, and email and is pitched as a way for marketers to improve ad targeting.

Publishers and adtech firms like Newsweek and Adstra are using Verizon's ID.

Markman joined Verizon last year after working as a special advisor to Comscore's CEO and serving on its board. He also sits on boards for companies like CreatorIQ, Measured, and Twine Data.

"With cookies going away and other identifiers going away, the ecosystem is impacted," said Markman. "Advertisers are at the risk of flying blind, publishers are at risk of seeing their business impacted, and consumers are impacted because some of the free services that they enjoy may no longer be free."

Jordan Mitchell, SVP and head of consumer privacy, identity and data, IAB Tech Lab

What he's doing: Creating standards for advertising without cookies

The IAB Tech Lab was spun off from trade group the Interactive Advertising Bureau six years ago to help marketers tackle the technical problems of digital advertising. Most recently, it's focused on helping marketers deal with the loss of third-party data.

Mitchell is a longtime adtech executive who cofounded DigiTrust, which the IAB Tech Lab acquired in 2018. He leads the IAB Tech Lab's efforts to rebuild cookies for marketers through an initiative called Project Rearc, which is trying to develop standards for how ads are sold in a cookieless world.

"Tech standards are a critical component of our entire industry's approach to solve this," he said. 

Mitchell said that Project Rearc is working with about 400 companies in tech, policy, and business to figure out what the standards should include, with the first proposed standards expected to be announced in the first quarter of 2021.

Allison Murphy, SVP of ad innovation, The New York Times

What she's doing: Helping The New York Times ditch third-party cookies

As publishers try to get away from selling ads using third-party data, The Times was notable in announcing that it plans to ditch them for good by early 2021.

Spearheading this effort is Murphy, who's tasked with developing new ways to sell advertising.

While the publisher makes most of its money from subscriptions, it's retooling its ad business around first-party audiences that advertisers can buy, touting first-party data as 40% more effective than third-party data when it comes to click-throughs and engagement rates. 

"We're a brand that stands for trust and transparency, the world of unconstrained, third-party tracking is not one that felt aligned with that," she said. "There is still an awful lot of effort that is going into alternatives to the cookie. That's not something that we're very interested in at The Times."

The Times plans to have more than 75 audience groups based on characteristics like ages, income, technology enthusiasts, people interested in fashion by the end of 2020. The Times is also working on building out proprietary ad metrics, like time spent on its properties, in 2021.

Todd Parsons, chief product officer, Criteo

What he's doing: Building cookieless ad products

Criteo is most known for its retargeting tools that marketers use to track people with targeted ads, but it's expanded into tools that retailers use to sell ads on their websites and apps.

Parsons is responsible for helping Criteo build ad products that incorporate identity and don't use third party data, like a retail media tool that uses shopping data to improve ad targeting.

Parsons joined Criteo in August 2020 after holding top product roles at OpenX, SocialCode, and Acxiom.

He has also led Criteo's efforts to join The Trade Desk's Unified ID 2.0 effort that wants to build a cookieless ID for the ad industry.

Mathieu Roche, CEO, ID5

What he's doing: Building the tech to do cookieless targeting

ID5 is a London-based company that sells an ID to publishers and adtech companies, a competitor to LiveRamp, The Trade Desk, and the the IAB Tech Lab's Digitrust (which announced that it is shutting down this year).

Roche said his firm wants to act as a neutral player, meaning ID5 doesn't buy or sell ads itself. The company claims to reach 400 million daily devices on 50,000 websites.

The ID's goal is do things like cap ad frequency so people aren't bombarded by the same ads.

ID5 licenses its ID to adtech companies like Amobee, OpenX, and PubMatic and gives it away to publishers such as Discovery and Dennis Publishing that use it to sell targeted ads.

Justin Schuh, director of Chrome engineering, Google

What he's doing: Helping marketers target ads as Google phases out third-party cookies

Schuh is one of the people at Google who's responsible for explaining its changes to marketers.

The longtime Googler became Chrome's first full-time security engineer in 2009 and is a key exec working on the privacy overhaul of Chrome, whose phase-out of third-party cookies has big implications for publishers and advertisers. Google estimates that the costs of ads without third-party cookies could fall 57%.

Schuh was named as one of Business Insider's 100 people transforming business in 2020 for his work balancing Chrome's push towards privacy with advertisers' need to use data. He works with adtech companies to help them find other ways of targeting and is involved with initiatives like Privacy Sandbox, Google's project that promises to create privacy-friendly standards for things like online advertising measurement.

Megan Sullivan, senior manager of marketing data strategy, Molson Coors

What she's doing: Testing cookieless ads 

CPG brands that are sold in retailers often rely heavily on third-party cookies to target ads. Sullivan is working to change that at Molson Coors, maker of beers like Blue Moon, Coors, and Miller, working with adtech companies Amobee and LiveRamp to test cookieless ad campaigns and collecting first-party data.

LiveRamp pulls together a pool of logged-in users across publishers, and Amobee's technology buys and measures the ads aimed at those users.

One challenge for Molson Coors is that IDs like LiveRamp's publisher tool is not widely adopted by marketers, she said.

"We're hoping that in the next 12 months before [third-party cookies] completely deplete that we see a really big uptick in adoption so that we can see a larger impact and make sure that we're pressure-testing all of our solutions."

 Sullivan has worked at Molson Coors since 2018 and previously worked at ad agency Starcom in digital media and search roles. 

Bill Tucker, group EVP, ANA and executive director, Partnership for Responsible Addressable Media

What he's doing: Helping advertisers prepare for cookieless ads

Tucker joined ad trade group the Association of National Advertisers in 2017 and has built out data, analytics, and measurement practices for its ad agency and brand members. 

In August of 2020, Tucker formed the Partnership for Responsible Addressable Media (or PRAM) to help marketers create standards and practices for ad targeting and measuring in a privacy-centric world. PRAM includes meme brs from trade orgs, agencies like Interpublic Group and Publicis Media, and advertisers including Unilever and Ford.

"The vision is to ensure consumers and businesses can connect responsibly and get the benefits of digital in a safe and addressable way," Tucker said. "Our mission is to develop proxy principles, standards and infrastructure."

He previously worked at ad agencies including Starcom and MediaVest and also worked at agency-focused trade group the 4A's

Amy Yeung, chief privacy officer and general counsel, Lotame

What she's doing: Wants to replace cookies with its ID

Yeung oversees privacy efforts at Lotame, a data-management platform that's pitching an ID to marketers as an alternative to third-party cookies.

Yeung said its ID, Panorama, replicates people-based targeting using customer and publicly available data from publishers.

For example, the ID can find people who visit, say, ESPN's website before going to a news site to infer information about that person. Lotame says the ID includes data from 180 sources to help advertisers match data across devices to target and measure ads. 

"The goal of marketers is to target individuals in certain spaces," she said. "You don't need things like a Social Security number to achieve that goal."

Yeung previously worked in counsel and legal roles at Comscore, Dataminr, and Personal BlackBox Company. 

Fintech has been booming during the coronavirus pandemic as consumers shift to digital options. 

Founded in January 2020, San Francisco-based digital banking startup Oxygen hopes to take advantage of this trend. The fintech, which provides consumer and small business accounts with no minimum balance or monthly fees, has raised $17 million in Series A funding. 

Since launching, Oxygen claims to have brought in 125,000 customers. "In many ways the pandemic has accelerated digital adoption to the point where many industries are leapfrogging ahead of traditional adoption cycles," Hussein Ahmed, CEO and founder of Oxygen told Business Insider. "Many have now come to the realization that the bank branch is an anachronism. We're obviously biased but we think 2021 will be a major inflection point in digital banking." 

Oxygen's accounts are insured by the Federal Deposit Insurance Corporation via the startup's partnership with The Bancorp Bank.

Funding was led by Runa Capital, with participation from S7V, 1984.vc, EFG Hermes, Rucker Park, and Inventures.

A number of angel investors joined the round including Deutsche Bank's global CEO for private and commercial banking, Frank Strauss, Plaid's cofounder William Hockey, and NFL wide receiver Larry Fitzgerald.

Almost all of the fundraising took place over Zoom. The fintech offers a Visa debit card that includes cashback rewards on selected everyday spending categories and merchants. 

We are hyper-focused on creating the best digital banking experience for both our consumer and small business users - to bring banking into the 21st century!" Ahmed added. "We've got some exciting things in store for 2021."

Check out Oxygen's pitch deck below: 

SEE ALSO: Profits still elude fast-growing challenger banks. Here's why execs and investors say 'rebundling' services will be the major theme in 2021.

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Startups were told to "brace for turbulence" in the spring when the pandemic hit, and yet, many landed safely on the other side.

Tech companies found new ways of working. They raised venture funding even when they didn't need it to survive. They made big hires and even bigger acquisitions. And their investors just kept raising mega-funds to disperse.

There's always some risk in taking a job at a startup, but we think now may be the best time ever to make the leap.

For this list, we chose "growth" startups, which we've defined as ones that have a private valuation of less than $1 billion and have fewer than 500 employees. Our goal was to spotlight companies where new hires can have an outsize impact.

We looked at a broad range of attributes including the strength of the founding team; the investors and their caliber; valuations, recent and total funding (rounded to the nearest million); and the product or service the startup offers. This year, we also paid close attention to how the business was affected by the pandemic shutdowns. While this list focuses on enterprise and consumer tech startups, you can find our healthcare startup picks here.

These are the tech startups we think you'd be smart to work for in 2021, listed alphabetically.

SEE ALSO: Meet the 7 most important execs who left Google in 2020 – and 13 new power players who came aboard

Appify

City: Campbell, California

Year founded: 2017

Total funding: $11 million

Valuation: $37 million

What it does: Appify is a platform that allows people to develop apps for their companies without having to write code.

Why it's a good bet: Appify, formerly known as Turbo Systems, announced $3.45 million in Series A extension funding in July. Its CEO Jen Grant was formerly the CMO of Looker, which has since been acquired by Google Cloud. Its no-code software is also part of a larger trend of businesses increasingly needing to allow anyone to build the custom apps they need for their work.

Arcus

City: New York

Year founded: 2013

Total funding: $19 million

Valuation: $75 million

What it does: Arcus makes it easy for businesses to embed fintech features into their own apps and websites by providing payments, digital wallet, and other financial services.

Why it's a good bet: The fintech startup Arcus simplifies the ability of companies to offer financial data and bill payments for consumers. Already, it's won over customers like Walmart, 7-Eleven, and Santander Bank. Arcus launched in the hot Silicon Valley startup incubator Y Combinator, and it raised two rounds this year. It's now backed by firms like IGNIA, Andreessen Horowitz, Winklevoss Capital Management, HOF Capital, and Y Combinator.

Ayar Labs

City: Santa Clara, California

Year founded: 2015

Total funding: $65.5 million

Valuation: $170 million

What it does: Ayar Labs offers an optical chip for applications that need high bandwidth and low latency.

Why it's a good bet: Just November, Ayar Labs raised $35 million from investors led by Downing Ventures and BlueSky Capital. While companies like Intel have long dominated the chip landscape, the rise of cloud computing and artificial intelligence has sparked the need for even more powerful and efficient processors – and Ayar Labs is taking on that challenge head-on. It uses light to transmit massive amounts of data from chip to chip faster than through traditional methods.

BlockFi

City: Jersey City, New Jersey

Year founded: 2017

Total funding: $154 million

Valuation: Undisclosed

What it does: BlockFi allows users to manage their crypto assets, trade bitcoin, and secure digital payments.

Why it's a good bet: In August, the cryptocurrency lender BlockFi announced it closed a $50 million Series C round led by Morgan Creek Digital. It has reportedly set its sights on becoming a publicly-traded company in the next two years, and it might even consider tapping the public markets via a special purpose vehicle (SPAC). There's also a major opportunity in a time when bitcoin is at an all-time high.

Brooklinen

City: Brooklyn

Year founded: 2014

Total funding: $60 million

Valuation: Undisclosed

What it does: Inspired by the perfect set of sheets during a hotel stay, the husband and wife founders created Brooklinen as a direct-to-consumer seller of bedding and other home goods.

Why it's a good bet: The online retailer raised $50 million in funding in March to grow its brick-and-mortar business and expand internationally. And even though it walked back plans to open two stores during the pandemic, Brooklinen, which said it was profitable in March, is fortunate to be selling loungewear and other creature comforts as more people stay home.

Bunch

City: New York

Year founded: 2017

Total funding: $23 million

Valuation: Undisclosed

What it does: Bunch is a video chat app built exclusively for multiplayer mobile games.

Why it's a good bet: The video game industry got a lift from lockdowns, as people trapped inside spent more of their time and budget on software and devices that let them escape to other worlds. Investors took note, and Bunch pocketed $20 million in funding in September. The startup told Forbes it plans to use the money to pay for servers and lots of new hires.

Cameo

City: Fully remote

Year founded: 2017

Total funding: $65 million

Valuation: $300 million

What it does: Cameo lets everyday people hire actors, athletes, artists, and celebrities of all types to create personalized video messages for any occasion, for a nominal fee.

Why it's a good bet: The mobile app recorded a spike in activity as more people acclimated to social distancing and quarantining in their homes. Plus, Cameo chief Steven Galanis made the decision to relinquish the Chicago and Los Angeles offices in favor of a fully distributed workforce, which gives the company an edge in hiring the best candidates wherever they are.

Chief

City: New York

Year founded: 2019

Total funding: $40 million

Valuation: Undisclosed

What it does: Chief is a private social network for female business leaders.

Why it's a good bet: A good mentor is hard to find when you're not going into an office. That could explain the spike in waitlist sign-ups for Chief, which connects women in executive roles through workshops, fireside chats with industry leaders, and small group discussions. Chief's existing investors plugged another $15 million into the startup last spring to fuel its expansion.

Chowbus

City: Chicago

Year founded: 2015

Total funding: $77 million

Valuation: $230 million

What it does: Chowbus is a food-delivery app for local Asian restaurants and groceries.

Why it's a good bet: The extended lockdowns have been an accelerant for lots of food-delivery companies, but Chowbus is doing "especially well," one insider said, "because of their flawless customer service and dish-centric search functionality." Investors, impressed by how much it had scaled with just $4 million in funding, infused another $33 million into the company in July.

Citizen

City: New York

Year founded: 2017

Total funding: $60 million

Valuation: Undisclosed

What it does: Citizen is a crime-tracker that culls incident reports from police scanners and lets nearby users broadcast live video and alert their friends on the app that they're OK.

Why it's a good bet: Investors were not deterred by a controversy that got an early version of the app booted from Apple's App Store, and in March, Goodwater Capital shelled out $20 million for the crime-tracker. The company said it will use the funds to build new features, such as a contact-tracing functionality, called SafePass, to stem the spread of the coronavirus.

The company told Insider that it doubled sign-ups in 2020 to nearly 6 million users.

Clearbanc

City: Toronto

Year founded: 2015

Total funding: $370 million

Valuation: Undisclosed

What it does: Clearbanc provides funding from $10,000 to $10 million to companies in exchange for a share of their revenue until the funding is paid back with a 6% fee.

Why it's a good bet: Clearbanc is an investment firm that offers an alternative route to traditional venture capital. The Toronto-based startup loans money to other startups for a fee and a share of their revenue. This year, its business has increased more than 100% as companies rushed to stash on cash during the pandemic. It has already added over 1,400 customers this year. In October, it brought on Curt Sigfstead, a 22-year veteran from JP Morgan, as its new CFO, who is responsible for raising capital from investors to fund startups.

Coda

City: Mountain View, California

Year founded: 2014

Total funding: $140 million

Valuation: $636 million

What it does: Coda offers cloud software that helps teams work together and collaborate on documents online. 

Why it's a good bet: Coda just announced it raised $80 million in a round led by Kleiner Perkins this year, bringing its valuation to $636 million. As the ongoing pandemic pushes people to work remotely, this trend will likely continue even after the pandemic is over. Coda jumps right into that future of work trend led by Zoom, Microsoft, and Google by allowing people to collaborate on documents wherever they are.

Couchbase

City: Santa Clara, California

Year founded: 2009

Total funding: $294 million

Valuation: $580 million

What it does: Couchbase offers a type of database that is ideal for applications that live in the cloud. 

Why it's a good bet: The database startup Couchbase has become an upstart rival to Oracle and Microsoft. In May, it closed a massive $105 million round led by GPI Capital. And Couchbase has been winning over large enterprise customers, including names like GE, Comcast, Wells Fargo, United and Marriott. Couchbase said that customers have been signing larger contracts, and it had nearly $100 million in annual recurring revenue under contract.

Deel

City: San Francisco

Year founded: 2018

Total funding: $48.5 million

Valuation: Undisclosed

What it does: Deel builds offers payroll software for businesses working with global remote contractors. It can handle contracts, payments, and taxes, as well as comply with rules and regulations.

Why it's a good bet: In September, Deel announced it raised a $30 million round led by Spark Capital. This is just six months after it raised a $14 million Series A round led by Andreessen Horowitz. There's good reason for so much VC interest. Thanks to the remote work boom, Deel makes it easy for companies to handle payroll and compliance.

Deliverr

City: San Francisco

Year founded: 2017

Total funding: $70.1 million

Valuation: $210 million

What it does: Deliverr offers AI software and access to a network of warehouses that helps businesses fulfill orders, offer fast-shipping options and decide which warehouse to store goods.

Why it's a good bet: Deliverr announced in February that it raised $40 million led by Activant Capital. E-commerce is booming now during the coronavirus pandemic. And now, Deliverr is challenging Amazon by using AI to offer a faster and more efficient way for companies to ship their products and give small businesses an alternative option.

Domino Data Lab

City: San Francisco

Year founded: 2013

Total funding: $123 million

Valuation: $342 million

What it does: Domino Data Lab develops offers data science software that allows users to use and analyze data in their projects, whether it's developing medicines, building cars, or more.

Why it's a good bet: In June, Domino Data Lab raised $43 million in Series E funding from Highland Capital Partners, Dell Technologies Capital, Sequoia Capital, and Coatue Management, among other investors. As businesses increasingly use AI, Domino Data Lab helps them manage all their collection of AI tools. Companies use AI and machine learning for performing tasks faster and more efficiently, but they're becoming increasingly complex. That's where Domino Data Lab comes in.

Drop

City: Toronto

Year founded: 2015

Total funding: $71 million

Valuation: Undisclosed

What it does: Drop is a consumer loyalty app that lets users collect points when they shop at more than 500 brands like Amazon, Uber, Postmates, and Starbucks, and earn gift cards.

Why it's a good bet: Plenty of people will continue to shop online even after stores reopen, which is good news for a loyalty app that partners with mostly online stores and services.

Drop was No. 2 on LinkedIn's list of the top Canadian startups to work for in 2020, and it's looking for candidates who align with its values of passion, grit, humility, and hustle, the company said. The engineering team has the most openings right now as it scales its app.

Dutchie

City: Bend, Oregon

Year founded: 2017

Total funding: $53 million

Valuation: $205 million

What it does: Dutchie uses software to connect cannabis consumers — who can order from the comfort of their own homes — to local dispensaries in their area.

Why it's a good bet: Dutchie said earlier this year that 10% of all legal cannabis in the world is bought through its software. That was enough to convince mainstream funds, like Josh Kushner's Thrive Capital and Kevin Durant's Thirty Five Ventures, as well as Howard Schultz, the billionaire Starbucks founder, to participate in a $35 million funding round in August.

Edlyft

City: San Francisco

Year founded: 2019

Total funding: $1 million

Valuation: Undisclosed

What it does: Edlyft is a tutoring service for computer science courses. College students pay a monthly fee to access a small group led by a student who has passed the class before.

Why it's a good bet: The founding duo knows exactly what are the pain points for its users. The studied computer science at Yale and Stanford before engineering at Silicon Valley giants. In October, the pair became two of the youngest black women ever to raise over a million in venture after Edlyft closed $1.4 million from Y Combinator, Kleiner Perkins, and other funds.

Fast

City: San Francisco

Year founded: 2019

Total funding: $22 million

Valuation: $180 million

What it does: Fast allows companies to build secure shopping apps by providing online login and checkout features. 

Why it's a good bet: Fast is a relatively new fintech player on the horizon, and in March, Stripe backed Fast in a $20 million round. Now, it's reportedly raising another round just months later at a $1 billion valuation. This is Fast's third financing in 12 months. Since the company builds tools for online shopping and allows customers to check out with one click, its online payments business has been booming as customers shop online from the comfort of their homes.

Finix

City: San Francisco

Year founded: 2015

Total funding: $94.5 million

Valuation: Undisclosed

What it does: Finix builds a payment processing platform for businesses that can track transactions and allow banks and companies to send money.

Why it's a good bet: Finix announced in August that it closed a $30 million extension round led by Lightspeed Venture Partners, which included involvement from first-time investor American Express Ventures. As companies move their businesses online, building payment systems can be complicated. Finix allows software companies to easily add payment features without having to build it themselves.

Forethought

City: San Francisco

Year founded: 2017

Total funding: $36 million

Valuation: $103 million

What it does: Forethought uses AI to provide information to customers in their work and solve repetitive tasks, allowing employees to be more productive and speeding up the time it takes to resolve an issue.

Why it's a good bet: Forethought is backed by high-profile VC firms, executives and celebrities for its work in building AI tools that allow workers to automate routine tasks and better serve their customers. It also built a customer service chatbot to answer support tickets. The company has closed more than 500,000 support tickets for customers like Carta, Gusto, and Thumbtack. In its Series B round, it has raised $17 million from Kutcher and Guy Oseary's Sound Ventures, NEA, Operator Collective, and others, alongside Sean "Diddy" Combs, LL Cool J, and Qualtrics CEO Ryan Smith.

Ginger

City: San Francisco

Year founded: 2011

Total funding: $136 million

Valuation: $200 million

What it does: Ginger builds a platform that provides virtual mental health support, including chat support with behavioral health coaches and video calls with therapists and psychiatrists.

Why it's a good bet: The ongoing coronavirus pandemic has taken a mental health toll on people worldwide, and Ginger helps people access these mental health benefits remotely, providing services like virtual psychiatry visits, teletherapy, and coaching. Ginger raised $50 million in Series D funding led by Advance Venture Partners and Bessemer Venture Partners in August.

Hipcamp

City: San Francisco

Year founded: 2013

Total funding: $41 million

Valuation: $127 million

What it does: Hipcamp is a database that connects travelers with private landowners who can earn a side hustle letting people stay on their farms, ranches, campsites, and RV parks.

Why it's a good bet: Social distancing has accelerated the business of outdoor experiences, making Hipcamp — the "Airbnb of the outdoors"— especially popular with consumers. The company told Insider that users were only willing to go short distances during the pandemic, and still, the Hipcamp site logged more than twice the web traffic in 2020 as it did in 2019.

Interos

City: Arlington, Virginia

Year founded: 2005

Total funding: $25 million

Valuation: $117 million

What it does: Interos helps businesses analyze and respond to risks in their supply chain by identifying patterns in business operations and the financial markets. 

Why it's a good bet: The coronavirus pandemic has caused jolts in many companies' supply chain systems as customers stock up on goods and increasingly rely on e-commerce. Interos addresses those challenges by using AI to help businesses respond to any major changes in their supply chains. In March, the company announced it closed $17.5 million from investors such as Kleiner Perkins.

Jellyfish

City: Boston

Year founded: 2017

Total funding: $12 million

Valuation: Undisclosed

What it does: Jellyfish offers engineering management software that helps teams stay productive and helps companies track projects.

Why it's a good bet: Jellyfish provides tools for helping managers ensure that engineering teams are maintaining productivity by gathering data on how teams are performing and how they're using development tools. This has only become more crucial during the coronavirus pandemic when engineering teams are working remotely. The founding team, which met at the Oracle-owned Endeca, led the company in a $12 million series A funding led by Accel and Wing Venture Partners, which it announced in May.

Knowledgehook

City: Toronto

Year founded: 2016

Total funding: $21 million

Valuation: $175 million

What it does: Knowledgehook's software helps math teachers track how well their students grasp the material, and gives parents practice quizzes to support their kids' learning at home.

Why it's a good bet: The company said now more than ever, parents have a big job to do in helping children learn. That's part of the pitch that led Knowledgehook, built by an ex-program manager at Microsoft, to raise $20 million in a funding round that was announced in October. The startup wants to use the funds to grow its user base to 50 million students in 2021, it said.

League

City: Toronto

Year founded: 2014

Total funding: $110.78 million

Valuation: Undisclosed

What it does: League builds a health benefits platform to help companies simplify health enrollment and keep costs down.

Why it's a good bet: League was named by LinkedIn as one of the top Canadian startups on the rise this year. It's backed by firms like Telus Ventures and Omers Ventures. As remote work explodes, League also gives its own employees the option of permanent remote work and shifted its catered lunches to UberEats credits.

Lendtable

City: San Francisco

Year founded: 2020

Total funding: $4.5 million

Valuation: Undisclosed

What it does: Lendtable offers cash loans to customers to invest in their retirement savings.

Why it's a good bet: The company was among the first batch to receive venture funding from SoftBank's $100 million Opportunity Fund, dedicated to startups led by Black, Latinx, and Native American founders. One of the youngest startups on this list, Lendtable is a recent graduate of Y Combinator, and it plans to use its new seed funding to hire a world-class team. 

Loom

City: San Francisco

Year founded: 2015

Total funding: $68.48 million

Valuation: $350 million

What it does: Loom builds a tool that allows people to send messages to each other by capturing, recording, and sharing videos. 

Why it's a good bet: Loom was named one of LinkedIn's top 50 U.S. startups on the rise. In late May, it doubled its valuation this year from a previous fundraise when it announced a $28.75 million second Series B led by Sequoia Capital and Coatue. It's making remote work much easier for users by letting them create and share video recordings and hold meetings asynchronously.

Modern Health

City: San Francisco

Year founded: 2017

Total funding: $96.07 million

Valuation: $750 million

What it does: Modern Health develops a mental wellness platform to help companies manage employee health benefits and also provides resources like well-being assessments and a network of certified coaches and licensed therapists.

Why it's a good bet: Modern Health saw an eventful year that pushed its former CEO Alyson Friedensohn out. However, its mission of selling mental health services as an employee benefits still resonates with customers and VCs as the ongoing pandemic has taken a toll on many people's mental health. The company raised twice this year: a $31 million round in January led by Founders Fund and a $51 million round in December led by Battery Ventures.

Mos

City: San Francisco

Year founded: 2017

Total funding: $17 million

Valuation: $48 million

What it does: Mos helps college students apply for and manage financial aid.

Why it's a good bet: Before the pandemic, Mos gave college students a "one-stop shop" for searching and applying for government-backed financial aid. But with many students and their families out of work due to the shutdowns, Mos is now also helping users appeal financial aid decisions. The company raised $13 million in a funding round led by Sequoia Capital in May.

Netlify

City: San Francisco

Year founded: 2014

Total funding: $97 million

Valuation: $593 million

What it does: Netlify offers a web development tool for users to build, design, launch, and host websites that are fast and secure. 

Why it's a good bet: In March, Netlify announced a $53 million Series C funding led by EQT Ventures Fund, with participation from Andreessen Horowitz, Kleiner Perkins, and GitHub cofounder Tom Preston-Werner. Its product helps developers easily build websites without having to manage web servers. It builds with Jamstack, a hot new web architecture for developing and hosting websites. Today, Netlify's products are used by over 800,000 developers and businesses, including Facebook, Google, Loblaw, Unilever, and Popeyes parent Restaurant Brands International.

OpenSpace

City: San Francisco

Year founded: 2017

Total funding: $32 million

Valuation: $75 million

What it does: OpenSpace builds an AI product that can create photo representations of construction sites and map them against a site plan, making it easier for companies to document sites.

Why it's a good bet: OpenSpace announced in July that it raised $15 million in a Series B round led by Menlo Ventures. In the past year, construction companies have been ramping up their tech investments so that workers can supervise sites remotely. OpenSpace provides the tools for that by allowing workers to navigate construction sites and maps virtually.

Players' Lounge

City: Brooklyn

Year founded: 2014

Total funding: $3 million

Valuation: Undisclosed

What it does: A wagering service for video-gamers, Players' Lounge pits users against each other in console and PC games and lets them place bets on matches they're playing.

Why it's a good bet: The startup said both revenue and monthly active users grew by 100% between March and June, thanks to pandemic tailwinds in gaming. And as casual players look for new ways to gain value from the time they spend gaming, its momentum should continue.

Propel

City: Brooklyn

Year founded: 2014

Total funding: $18 million

Valuation: Undisclosed

What it does: Propel helps customers better manage their food stamps. In addition to checking their food stamps balance, users can clip coupons and explore job posts. 

Why it's a good bet: For Propel, food stamps are just the start. The company wants to build all kinds of software for low-income users, overlooked by most consumer finance companies. It's backed by highly respected funds such as Andreessen Horowitz, Kleiner Perkins, and Max Levchin's SciFi VC, as well as celebrity investors like Kevin Durant and Serena Williams.

Nuvia

City: Santa Clara, California

Year founded: 2019

Total funding: $296 million

Valuation: $539 million

What it does: Nuvia designs semiconductors that are high-performing, energy-efficient, scalable, and work with applications on the cloud.

Why it's a good bet: The semiconductor startup Nuvia announced in September that it raised a massive $240 million round from investors led by Mithril Capital, Sehat Sutardja and Weili Dai, founders of Marvell Technology Group. It's competing against legacy giants like Intel, AMD, Nvidia. As these Goliaths battle it out, Nuvia has emerged, specializing in designing semiconductors that are geared towards cloud data centers and data-intensive AI technologies. It also has an all-star founding team with veterans of Apple and Google.

Rockset

City: San Mateo, California

Year founded: 2016

Total funding: $61.67 million

Valuation: Undisclosed

What it does: Rockset develops a search and analytics engine that can help companies handle large amounts of data in their apps.

Why it's a good bet: Founded by former Facebook engineers, Rockset builds an engine for real-time data processing. It competes with the data warehousing firm Snowflake and the search company Elastic, but it says it stands out in its capabilities to process vast amounts of data in milliseconds. In October, Rockset announced a $40 million Series B funding round led by Sequoia Capital.

Run the World

City: Mountain View, California

Year founded: 2019

Total funding: $15 million

Valuation: $62 million

What it does: Run the World builds a platform for creating, promoting, and hosting online events, as well as selling tickets and inviting speakers. 

Why it's a good bet: Founded by former Facebook employees, Run the World launched out of stealth in March and is backed by Andreessen Horowitz. Since large in-person events and conferences have faded away this year due to the coronavirus pandemic, Run the World fills that need by allowing people to run those events online – whether it's a lecture, conference, or festival. What's more, on Run the World, the audience can interact with the speaker and other attendees.

PlayVS

City: Los Angeles

Year founded: 2017

Total funding: $107 million

Valuation: Undisclosed

What it does: A sports league for e-sports, PlayVS is a software startup that organizes video-game competitions for more than 13,000 high schools and colleges across the country.

Why it's a good bet: The pandemic forced many school sports programs to cancel their seasons, but e-sports has always been an extracurricular activity that can be done remotely. In 2020, PlayVS added key partners so it could create tournaments for Fortnite, Overwatch, and League of Legends players, and it scored $60.5 million in venture over two funding rounds.

Secfi

City: San Francisco

Year founded: 2017

Total funding: $557 million

Valuation: Undisclosed

What it does: Secfi offers free services that helps startup employees figure out the stock parts of their compensation.

Why it's a good bet: After the initial public offering market bounced back to pre-pandemic levels, many startup employees turned to Secfi to understand and unlock the value of their stock options before their companies went public. Secfi said in November that it has users from 75% of all US unicorn startups, or companies that are worth more than $1 billion on paper.

Simple Habit

City: San Francisco

Year founded: 2016

Total funding: $12 million

Valuation: $42 million

What it does: Simple Habit offers busy professionals access to quick guided meditations.

Why it's a good bet: Its founder created the app after she found meditation was the only cure for burnout and stress after building her previous company and taking it to its exit. In 2020, remote workers who felt the same struggle turning off their brains turned to Simple Habit, which has more than 2,000 guided meditations for a variety of situations and moods.

Sourcegraph

City: San Francisco

Year founded: 2013

Total funding: $98 million

Valuation: $108 million

What it does: Sourcegraph builds a search engine that allows users to search for code and make programming more efficient.

Why it's a good bet: Sourcegraph makes a company's code searchable, allowing software engineers to efficiently find, analyze, and fix code. In March, it raised $23 million led by Craft Ventures, and investors were so excited that it announced another $5 million in July, this time led by Felicis Ventures. Already, it has an impressive roster of customers, including Amazon, Tinder, Uber, Indeed, Airbnb, and Yelp. 

Spring Health

City: New York

Year founded: 2016

Total funding: $107 million

Valuation: Undisclosed

What it does: Spring Health allows companies to manage employee mental health benefits, match employees with care plans that are personalized to their needs, and provide resources like coaching, therapy, psychiatry, and referrals.

Why it's a good bet: In November, Spring Health raised $76 million in a Series B round led by Tiger Global. As this year led to more people experiencing anxiety, depression, and burnout, Spring Health makes it easy for employees to access both physical and mental health care. This includes digital exercises, coaching, therapy, medication, and more.

Substack

City: San Francisco

Year founded: 2017

Total funding: $21 million

Valuation: $48 million

What it does: Substack lets anyone start an email newsletter that makes money from subscriptions.

Why it's a good bet: The service took off this year as many well-known journalists quit their staff jobs to build their own micro-outlets with Substack newsletters. The company told NPR in December that it now has than 250,000 subscribers who pay to read writers including tech journalist Casey Newton, Bitcoin booster Anthony Pompliano, and culture savant Luke O'Neil.

Superhuman

City: San Francisco

Year founded: 2014

Total funding: $60 million

Valuation: $260 million

What it does: Superhuman is a paid email app that promises a faster email experience. It equips users with keyboard shortcuts and a triage feature to empty their inbox in less time.

Why it's a good bet: The email app, which is still in beta, has captured the hearts and wallets of tech founders and investors — and is on the precipice of reaching a much larger audience. The company said in September it has a waitlist of 350,000 people, and that list will tick up after Superhuman rolls out support for Office 365 users and an Andrid app sometime in 2021.

Symend

City: Calgary, Canada

Year founded: 2016

Total funding: $54 million

Valuation: Undisclosed

What it does: Symend uses artificial intelligence and behavioral science to help businesses such as telecoms and financial institutions identify their customers who might struggle to keep up with payments, so the firms can extend credit or take other measures to support them.

Why it's a good bet: Part of the reason for its growth, the addressable market is getting bigger, the company said. There are lots of subscription services in consumer finance, for example, that didn't exist a decade ago, which means more consumers need their support.

The company raised $52 million in venture funding last May, and it's spending a good chunk of change on its most important asset: talent. Symend hired about 100 employees in 2020.

Tally

City: San Francisco

Year founded: 2015

Total funding: $92 million

Valuation: $285 million

What it does: Tally is a consumer app for managing money and paying off credit-card debt.

Why it's a good bet: Tally's ability to help reduce financial and emotional burdens for consumers is especially useful during this time of economic uncertainty and stress. The fintech raised $25 million in funding from Kleiner Perkins, Cowboy Ventures, and others in October.

Tempo

City: San Francisco

Year founded: 2014

Total funding: $77 million

Valuation: $160 million

What it does: Tempo, a fitness company, makes a weight-lifting machine that's equipped with a screen and sensors so users can watch live digital classes and track their workout.

Why it's a good bet: The startup began taking pre-orders last February and within five months it was on track to surpass $100 million in annual revenue, Tempo said. Like fitness leader Peloton, the company takes in a monthly fee to access classes on top of the cost of the device. And the ongoing lockdowns mean people won't be rushing into gyms anytime soon.

The company raised $60 million from Founders Fund, General Catalyst, and other funds in July, for the purpose of boosting its manufacturing capacity and producing more classes.

Tomo Networks

City: Seattle

Year founded: 2020

Total funding: $40 million

Valuation: $100 million

What it does: Founded by two former Zillow executives, Tomo Networks is building digital products for buying a home. It's starting with digital mortgages, a product that lets consumers apply for a loan, provide the necessary documents, and make payments from one elegant app. 

Why it's a good bet: It's hard to imagine a better time to spin up a "proptech" startup, as houses sold in record numbers in 2020. The real estate industry has also completely reworked the closing process to allow people to get it done virtually, and many states are passing legislation to permit the use of electronic signatures and notarizations during the health crisis.

Tonal

City: San Francisco

Year founded: 2015

Total funding: $200 million

Valuation: Undisclosed

What it does: Tonal is a fitness company selling an at-home weights machine that's like a Peloton for strength training. It offers on-demand coaching and personalized workouts.

Why it's a good bet: Tonal had a banner year as more people traded gym memberships for at-home fitness devices. The company said in September that sales increased 12X in 2020 compared to the previous year, with member engagement ticking up, as well. It also opened store locations in 15 markets so people can book a private appointment to try before they buy.

Top Hat

City: Toronto

Year founded: 2009

Total funding: $98 million

Valuation: Undisclosed

What it does: Top Hat builds a teaching platform to bring education online and allows professors to publish, share, and collaborate on course materials. 

Why it's a good bet: The Canadian EdTech company Top Hat raised a $55 million round in February led by Georgian and Inovia Capital. As universities put their courses online and professors stream their lectures, Top Hat has picked up momentum in making this all possible. It's helping to reinvent the future of education as classrooms adopt tech as a central part of how they function.

Turntide Technologies

City: Sunnyvale, California

Year founded: 2013

Total funding: $100 million

Valuation: Undisclosed

What it does: Turntide Technologies makes the world's first truly sustainable electric motor.

Why it's a good bet: The type of energy-saving motor that Turntide has developed was once thought to be impossible to make. Ten years and 100 patents later, the company now dreams of replacing every motor everywhere with this new, off-the-shelf "switched reluctance motor" that could vanish 2,300 megatons of carbon emissions from the atmosphere, according to Turntide.

Wave

City: Los Angeles

Year founded: 2016

Total funding: $40 million

Valuation: Undisclosed

What it does: Wave partners with music labels and artists to create virtual concerts.

Why it's a good bet: Part-software-startup, part-production-studio, Wave closed on two rounds of venture funding since the pandemic's outbreak, as shut-in concertgoers seek out new experiences. In 2020, it also landed partnerships with Warner Music Group, Jay Z's Roc Nation, and Tencent to produce virtual, interactive concerts with artists signed to their labels.

• High-quality whey protein powders should have a taste you can tolerate, deliver maximum protein with minimal extras, and mix well in both beverages and baked goods.
• For expert consultation on the best whey protein powders, we spoke to Jeb Stuart Johnson, a Brooklyn-based strength coach, and Maryann Walsh, a registered dietitian and owner of the nutrition consulting company, Walsh Nutrition.
• Our top pick, Cellucor's Whey Protein Isolate & Concentrate Blend Powder, mixes smoothly, tastes great, and only costs three cents per gram of protein, offering a great combination of supplements and value. 
• This article was medically reviewed by Samantha Cassetty, MS, RD, nutrition and wellness expert with a private practice based in New York City.

Protein, a macronutrient every cell in your body contains, is essential for your health. If you're an athlete, casual gym-goer, or just want to lose a few pounds, protein also helps you build and retain muscle. Taking whey protein is an effective and inexpensive way to add more of the macronutrient to your diet. 

In short, whey is the liquid leftovers that come from the cheese-making process. This liquid is dried into a powder, which is then sometimes (but not always) mixed with sweeteners while keeping calories, carbohydrates, and fats to a minimum.

But there's more to picking out the right whey protein than just grabbing whatever you find at the store. While some are formulated with different additives, others pack more protein per serving or are designed to keep more of the protein's natural nutrients. At the bottom of this guide, we've included insight into what whey protein is and why it's beneficial, as well as the safety precautions associated with taking whey protein and the best places to purchase it. 

About our expertise

In developing this guide, we tested close to a dozen of the top protein powders available from brands like Cellucor, Optimum Nutrition, and Naked to find the best across a variety of categories. 

The co-author, Andrew Gutman, is a former associate editor at Muscle & Fitness magazine, has competed in a bodybuilding show and two Strongman competitions, and has been lifting weights regularly for more than 10 years. He's tried dozens of different whey protein powders.

Our guide features powders that have a taste you can stomach, a high protein content, and minimal fat, carbs, and calories. Guides Editor, Les Shu, is a former research chief at Men's Fitness who oversaw the fact-checking of the magazine's nutrition and exercise articles.

In addition to our research and experience, we consulted two experts for this guide: Jeb Stuart Johnston, a nutrition coach at Stronger U, and Maryann Walsh, a registered dietician and the owner of Walsh Nutrition. Additionally, we reached out to Samantha Cassetty, MS, RD, and a nutrition and wellness expert with a private practice based in New York City, for additional fact-checking and insight. 

Here are the best whey protein powders:

• Best whey protein powder overall: Cellucor Whey Protein Isolate & Concentrate Blend Powder
• Best sugar-free whey protein powder: Optimum Nutrition Platinum Hydrowhey
• Best-tasting whey protein powder: Optimum Nutrition Gold Standard 100% Whey Protein Powder
• Best additive-free protein powder: Naked Whey Protein
• Best GNC-branded whey protein powder: GNC AMP Wheybolic
• Best fat-free whey protein powder: Myprotein Impact Whey Isolate Protein
• Best digestion-friendly whey protein powder: Dymatize ISO 100 Whey Protein Powder

Updated on 1/1/2021 by Rick Stella: Updated the sections on "Is whey protein safe" and "Where to buy whey protein," added more copy to the best additive-free protein pick after additional testing, checked the availability of each recommended protein powder, and updated the prices where necessary.

Best overall

If you're looking for a powder that mixes easily and tastes great, Cellucor Whey Protein Isolate & Concentrate Blend Powder is one of the best and most affordable options.

Pros: Great taste, affordable, mixes smoothly, 24 grams of protein per serving, excellent for baking, third-party tested

Cons: 130 mg of sodium per serving, contains artificial sweeteners

The Cellucor Whey Protein Isolate & Concentrate Blend Powder not only tastes good and has 24 grams of protein per serving, but it's also the most affordable option in our guide at 71.4 cents per serving and 3 cents per gram of protein. Each serving also only has 1.5 grams of fat, 4 grams of carbs, and 120 calories.

There are seven flavors to choose from, including whipped vanilla, molten chocolate, and cinnamon swirl. Cellucor recommends mixing two scoops with five to six ounces of your preferred beverage, but you can adjust the amount of liquid to fit your tastes. The company also suggests mixing the powder with yogurt, oatmeal, and pancakes. — James Brains, reviewed by Andrew Gutman

Best sugar-free

The Platinum Hydrowhey by Optimum Nutrition may be expensive, but it mixes well and boasts 30 grams of protein per serving with zero grams of sugar.

Pros: 30 grams of protein per serving, third-party tested, superb mixability, no sugar

Cons: Contains high-fructose corn syrup

A single serving of Optimum Nutrition's Platinum Hydrowhey yields 140 calories, 30 grams of protein, one gram of fat, 3 grams of carbs, and no sugar. It's made of hydrolyzed whey protein, which breaks down the protein into smaller pieces for better absorption and easier digestion. 

You can choose from seven flavors: cookies and cream overdrive, chocolate mint, velocity vanilla, chocolate peanut butter, supercharged strawberry, turbo chocolate, and red velvet cake, which was the highest-rated flavor on Bodybuilding.com. I think that turbo chocolate tastes great, too.

Optimum Nutrition uses artificial sweeteners such as sucralose and high-fructose corn syrup (which gets counted as a sugar on food labels).

Optimum Nutrition claims you can easily mix this protein with just a spoon and I can confirm this is true. While this may not seem like a strong selling point, I've forgotten my shaker bottle at home many times and have had to mix my protein with a spoon or knife at work. When I tried this with other brands, I always got clumpy, gross-tasting shakes. — Andrew Gutman

Best-tasting

The Optimum Nutrition Gold Standard 100% Whey Protein Powder packs 24 grams of protein into each serving and is one of the better-tasting powders according to experts and buyers.

Pros: Tastes good, relatively affordable, third-party tested

Cons: Complaints about the formula changing, contains an artificial sweetener

The Optimum Nutrition Gold Standard 100% Whey Protein Powder gets its sweetness from a little bit of sugar (1 gram per serving) and acesulfame potassium, which is an artificial sweetener also known as Ace-K.

Each serving has 120 calories, a gram of fat, three grams of carbs, and most importantly 24 grams of protein. Optimum Nutrition has also curated a number of recipes in which you can use the powder. — James Brains, reviewed by Andrew Gutman

Best additive-free

When Naked Nutrition calls its Naked Whey Protein additive-free, it means it as this protein powder has literally just one ingredient: Whey protein derived from grass-fed cows.

Pros: Contains just whey protein from grass-fed cows, low carbohydrate and fat count per serving, has 5.9 grams of BCAAs per serving

Cons: Not completely devoid of sugar (though there aren't any artificial sweeteners or flavors), hard to mix, and can sometimes be chunky

Many of Naked Nutrition's products live up to the brand's namesake of being literally naked, though perhaps none do it quite as well as its flagship protein powder, Naked Whey. Comprised of a single ingredient (whey protein from grass-fed cows), Naked Whey is a clean, additive-free product that has no artificial sweeteners, no artificial colors, and no artificial flavors. 

From a protein standpoint, one serving of Naked Whey (2 scoops of powder which is roughly 30 grams) delivers 25 grams of protein, 3 grams of carbs, 2 grams of fat, 120 calories, and just 2 grams of sugar. Each serving also has 5.9 grams of a combination of the BCAAs isoleucine, leucine, and valine. BCAAs (branch chain amino acids) may help build protein in muscles and aid in recovery.

A few drawbacks (or, rather, nitpicks) would be the Naked Whey isn't the easiest to mix, and requires quite the shake in a shaker bottle to create a smooth, drinkable combination, though you're likely to still encounter a few clumps. The taste of this is also very plain and almost dairy-like (which makes sense, of course), but Naked does offer the protein in Chocolate, as well as Vanilla and Strawberry in its Less Naked Whey, which has a few more additives. 

Naked Whey comes in either a 5 lb. tub for $90 or a smaller 1 lb. option for $22 — and Naked Nutrition even allows customers to set up recurring monthly deliveries at a discounted rate. 

If an additive-free protein powder is what you seek, Naked Nutrition's Naked Whey, with just the single ingredient of whey protein, is about as simple and straightforward as it gets. -- Rick Stella, health and fitness editor

Best GNC-branded

GNC's AMP Wheybolic protein powder offers 40 grams of protein per two-scoop serving, as well as 6.2 grams of leucine, and works great as either a pre- or post-workout supplement.

Pros: Now comes in popular Girl Scout flavors, packs 40 grams of protein and 6.2 grams of leucine per two-scoop serving

Cons: May be too sweet for some, contains sucralose and other artificial sweeteners

The GNC name is synonymous with workout supplements, and its own branded protein are among its most popular items, specifically its GNC AMP Wheybolic powder. The brand supplied a tub of the powder in the Thin Mints flavor, which is sure to catch the attention of anyone who's a fan of Girl Scout Cookies (it also offers Girl Scout Coconut Carmel aka Samoas and Girl Scout S'mores). 

Each two-scoop serving of the powder offers 40 grams of protein, 6.2 grams of leucine, 210 calories, 7 grams of net carbohydrates, and 2 grams of total sugar. The powder mixes well in water (after about 20 seconds or so of shaking) and never felt chunky or like there were leftover bits that hadn't fully mixed. 

I used this protein primarily as a post-workout drink, though did also test it post-workout and on non-workout days. The Thin Mints flavor is heavy on the chocolate and mint, so if you like sweeter protein powders, this is exactly what that is. I'm not a huge sweet protein powder drinker myself, so would often choose to use this in moderation. 

A single $65 tub of the powder comes with 25 two-scoop servings, which is just shy of enough for a month's worth of use — especially if you prefer to drink it on both workout and non-workout days. 

Our nutrition reviewer, Samantha Cassetty, did point out a few things to be cautious of after we spoke to her during testing. First, is the inclusion of sucralose. As we've mentioned in other protein powders, sucralose is a sweetener that may upset some people's stomachs during ingestion. Cassetty pointed out that the powder also includes the artificial sweetener acesulfame potassium, has artificial flavoring, and contains carrageenan, a somewhat controversial additive that's been studied limitedly.

Best fat-free

The Myprotein Impact Whey Isolate Protein is a great option if you want as much protein packed into each scoop as possible without extra fat, carbs, or calories.

Pros: Excellent product purity, a high concentration of bound protein, fat-free, low in sodium

Cons: Concerns about quality control, contains artificial sweetener, not third-party tested

Depending on the flavor you choose, the Myprotein Impact Whey Isolate Protein fits up to 22 grams of protein into each 25-gram serving.

It does this with little or no fat or sugar and only 90 calories per serving. The sodium content is also low at 25 mg per serving. 

Labdoor independently tests dozens of whey protein powders, and the site recommended the Myprotein Impact Whey Isolate because it scored high in Labdoor's ingredient safety, nutritional value, and product purity tests. The testers found there were 21.9 grams of protein in every 25-gram serving.

There are a few complaints worth mentioning, too. Make sure you buy the whey isolate and not just the whey concentrate (If you follow our links, you should be fine). — James Brains, reviewed by Andrew Gutman

Best digestion-friendly

If you've found protein powders leave your stomach feeling queasy, consider the lactose-free Dymatize ISO 100 Whey Protein Powder.

Pros: Lactose-free, 91% of calories are from protein, less than a gram of sugar and fat, third-party tested

Cons: Complaints of foreign objects found in the powder, contains an artificial sweetener, 160 mg sodium per serving

The Dymatize ISO 100 Whey Protein Powder is the only lactose-free option on our list but it's not the only one that uses hydrolyzed isolate protein—the Optimum Nutrition Platinum Hydrowhey does, too—which is supposed to help with digestion and absorption.

Each serving has 25 grams of protein, less than a gram of fat, 120 calories, and 2 grams of carbs, including less than 1 gram of sugar. There are 13 flavors to choose from, including cinnamon bun, fudge brownie, gourmet chocolate, and chocolate coconut. 

Labdoor recommends the Dymatize ISO 100 as one of the best whey protein powders. In its tests, the powder had high scores for nutritional value and product purity, including less than one part per million of six harmful substances. Around 91% of the calories in this powder come from its protein content. — James Brains, reviewed by Andrew Gutman

What else we considered

Animal Whey

I like Animal because the company doesn't make gimmicky claims or rely on pseudoscience to sell its products. What you see is what you get and what you get is 120 calories, one gram of fat, 2 grams of carbs, and 25 grams of protein per serving. Animal uses whey protein isolate as its primary protein source, it's moderately priced, and it's third-party tested.

This wasn't included, however, because it's no better than any other pick. Compared to Optimum Nutrition or Dymatize or Cellucor, it's slightly more expensive and isn't as lauded by fans. It barely missed the cut. 

Pro Jym Protein Powder

A fan favorite, Pro Jym is comprised of four different proteins: whey protein isolate, micellar casein, egg albumin, and milk protein isolate. According to creator, Dr. Jim Stoppani, Ph.D., this extends the rate of digestion for better protein synthesis. It comes in three flavors: chocolate cookie crunch, cookies and cream, and s'mores, and contains 150 calories, 3 grams of fat, 7 grams of carbs, and 24 grams of protein per serving. 

Pro Jym missed the mark for two reasons:

1. You pay more for three times the amount of fat and carbs as Optimum Nutrition's Platinum Hydrowhey, so it doesn't fit into our minimum fillers criteria.
2. It's not a pure whey protein powder. 

Performix ioWhey

I personally like this protein powder because it tastes great, it's easy on the stomach, and there are minimal extras. One serving of Performix ioWhey is 100 calories, zero grams of fat, 2 grams of carbohydrates, and 22 grams of protein. 

My major issue is that Performix claims ioWhey is absorbed 36% more efficiently than other brands, which is why their protein per serving is low. That sounds great but since the product isn't third-party tested, there's no way to know if this is true or if the company's selling you less protein per serving.

For the price per serving, you're better off buying Optimum Nutrition or Dymatize ISO 100 if you're willing to shell out for a premium protein. — Andrew Gutman

What is whey protein and why is it beneficial?

There are three main types of whey protein:

• Whey protein concentrate (WPC): This is a concentrated protein that keeps more of the nutrients. Most non-isolate proteins are comprised of WPC.
• Whey protein isolate (WPI): This is similar to WPC but most of the carbohydrates, fat, and fat-soluble vitamins have been removed, so the powder has a higher percentage of protein. Typically, isolate is digested more quickly and, therefore, more agreeable for some. For that reason, most trainers and registered dieticians recommend opting for WPI, though it's often more expensive.
• Whey protein hydrolysate (WPH): WPH is considered pre-digested since it breaks down the amino acids — the building blocks of proteins — to help with quicker absorption.

Is whey protein consumption safe?

Before you increase your protein intake significantly, check with your health-care professional since people with certain maladies, such as calcium deficiencies or low blood pressure, could experience adverse effects from whey protein. 

It's also important to note that protein powders aren't regulated by the US Food and Drug Administration (FDA), and some companies dilute their protein with useless fillers, which is why certain brands subject themselves to third-party testing as a way to verify the quality of their product.

To know if a protein is tested, look for a seal from either NSF Certified for Sport or Informed Choice. This doesn't mean that untested proteins are a subpar product but it's good to be aware. You are, after all, putting this stuff into your body. Other than looking for brands that are third-party tested, here are different ways to spot a quality protein:

• Ensure that protein is the first ingredient on the label. "When you look at a label, it's in descending order so the ingredient in the highest amount will be found at the top of the list," Walsh told Business Insider. "Look for labels that have protein at the beginning with fewer ingredients accompanying them."
• Typically, you want a whey powder that contains at least 20 grams of protein per serving. All of our picks do.
• Try to steer clear of excess sugar. As for artificial sweeteners, research on how they affect our weight and health is mixed.

How much should you consume? 

The recommended dietary allowance (RDA) for protein consumption is about a gram for every 3 pounds of body weight. So, if you weigh 180 pounds, that equates to 60 grams of protein per day. Experts suggest that taking up to twice that still produces benefits.

When it comes to fitness-specific goals, like gaining muscle or losing fat, Jeb Stuart Johnston recommends ingesting up to one gram per pound of bodyweight. His claim is backed up via a study by the University of Stirling. 

"For someone who's trying to gain muscle mass and work out, taking in more protein helps speed up protein synthesis [the process in which your muscle fibers utilize protein to repair and grow]," Johnston said. "For a person who's strictly trying to lose weight, taking in more protein helps retain the muscle you already have." 

Based on Johnston's recommendations, a 200-pound man would have to consume 200 grams of protein per day. That's equivalent to 2 pounds of chicken breast. Supplementing with whey protein, he explains, is a convenient way to get more protein without grilling up another piece of bland chicken.

Where to buy whey protein?

When it comes to buying protein, one convenient ordering option is Amazon's "Subscribe & Save" program, since it can save you up to 15%. You're able to cancel your subscription at any time, too. What's great about this program is that it automates ordering products that you replenish regularly.

For instance, if you take a serving of protein powder every day and there are 30 servings in a container, you can have a new tub delivered every month without lifting a finger.

Personally, I like to buy my protein from Bodybuilding.com. I usually try a different brand of protein each time I order more, so Amazon's "Subscribe & Save" program doesn't make sense for me, although it's a smart option for many people. Bodybuilding.com has reliable customer reviews and it routinely offers deals on popular brands. As a bonus, it offers free shipping on orders over $75.

To figure out the cost per serving on your own, take the product's price and divide it by the number of servings in the container. Since the amount of protein per serving varies by brand, it's also useful to look at the cost per gram of protein. This is easy to calculate by dividing the cost per serving (as calculated above) by the number of grams of protein per serving. — Andrew Gutman

• Edelman, already the biggest public-relations firm, has been vying to become the first $1 billion PR agency, a task made more difficult by the pandemic.
• It has poached leaders from advertising giants like Leo Burnett, McCann, and Wunderman Thompson.
• It's also doubling down on services like corporate reputation, crisis communications, employee engagement, and business marketing.
• Business Insider identified Edelman's most powerful 22 executives based on conversations with current and former employees, publicly available information, and other news.
• Visit Business Insider's homepage for more stories.

Edelman, the largest public-relations agency with $892 million in revenue in 2019, is pivoting its business toward creative and other areas to win market share from the advertising industry — a difficult task in the best of times, let alone during a pandemic.

As an independent business, Edelman is an anomaly in an industry dominated by holding companies. The agency credits a lot of its success to its independence, which gave it the ability to invest in digital after the 2008 financial crisis.

Edelman also has been raiding top ad agencies like Leo Burnett, McCann, and Wunderman Thompson to hire execs like Judy John, Lee Maicon, and Yannis Kotziagkiaouridis.

The firm also has longtime agency vets like global chief client officer Lisa Sepulveda, who manages the top 48 client leaders and their businesses, representing 60% of the firm's revenues.

At the same time, Edelman has shoveled resources into corporate work, which includes reputation, employee engagement, and its newly launched business-marketing unit, by hiring prominent fixers like the Chevron vet Dave Samson. Insiders say corporate made up about half of Edelman's revenue in 2020, up from one-third a few years prior.

The pandemic led Edelman to lay off 390 employees. But in a previous interview with Business Insider, CEO Richard Edelman said the agency would rebound by doubling down on its creative business, with one in three employees working in either digital, research, experiential, or creative.

These are the 22 power players at Edelman who are helping the agency make that transition as it weathers a recession.

Business Insider used publicly available information and original reporting to pick these executives based on their seniority at the firm, the accounts they work on, and their level of responsibility. Scroll down to read about them all, listed alphabetically.

Katie Burke, chief strategy officer and global chair of practices and sectors

Edelman is a sprawling PR giant with 6,000 employees, and it falls to Burke to make sure all of its practices and sectors are working toward the same goal.

Since joining Edelman in 2008, Burke has also served as the global public-affairs chair and chief of staff.

She's plugged into the Washington, DC, scene, having served as communications director for Rudy Giuliani's presidential campaign in 2008 and Arnold Schwarzenegger's gubernatorial reelection campaign in 2006. She's also worked for the George W. Bush White House and the Republican National Committee.

Deidre Campbell, global sector chair of financial services

The financial sector isn't immune to disruption or social change, and Campbell leads a 650-member team that helps clients like BNY Mellon and PayPal manage their communications and image.

Historically, financial-services companies were press-shy. Now they're communicating through social media, doing media interviews that feature their executives, and talking about social issues. With Edelman's help, PayPal even launched a podcast with CEO Dan Schulman as the host.

Russell Dubner, US president and CEO

Dubner oversees Edelman's largest market, which generates $554.1 million in annual revenue, according to the firm.

Edelman has built out its data analytics for the US, establishing a 150-person performance-communications division whose goal is to help the firm demonstrate its influence on clients' business. 

The launch of that division coincided with Edelman's partnership with Cision, the largest PR-software company, which gave Edelman exclusive access to data on the Cision platform.

Dubner and Richard Edelman have also hired data-analytics professionals like Yannis Kotziagkiaouridis, the global chief data and analytics officer; Theresa LaMontagne, the US head of data and technology services; and Jacob Loban, the US head of performance marketing.

Dubner has been with the firm since 1992. Before he was named to his current role in 2014, he was president of Edelman New York, an office large enough to be its own PR firm with 800 employees.

Richard Edelman, CEO

For more than two decades, Edelman has set the pace for the communications industry as the visible and vocal leader of the largest PR agency, which his father, Daniel Edelman, founded in 1952.

Under him, the firm produced back-to-back years of double-digit growth after the 2008 financial crisis by focusing on the then emerging areas of social media and digital.

Along the way, the firm rejected work from fossil-fuel and e-cigarette companies, but it has also courted controversy in past years by working with the oil-lobby group American Petroleum Institute and the Geo Group, a contractor that built detention centers along the US-Mexico border.

The CEO's view is that a big independent agency can outcompete holding-company-owned firms.

"The advantage of being independent is you can make these big transitions and not have to worry about immediate acceptance of the idea," Edelman told Ad Age.

Now he's betting on creative and data analytics — and how the firm emerges from the pandemic will serve as a bellwether for the rest of the PR industry.

Kirsty Graham, CEO of global public affairs and global chair of health

Graham oversees a 275-employee business at Edelman and was a key hire in the firm's effort to bulk up its public-affairs wing and make it a semiautonomous entity as brands face more political controversies, Richard Edelman told PRWeek.

Graham joined in February and focuses on policy, health, and public affairs, similar to the work she did at Pfizer, where she rose to senior vice president of corporate affairs for its biopharmaceutical group.

She also brings political experience. She served at the New Zealand Foreign Service for 16 years, working on diplomatic assignments like supporting Foreign Minister Don McKinnon and serving as New Zealand's deputy ambassador to the United Nations.

Matthew Harrington, global president and chief operating officer

There are few people Richard Edelman trusts with helping manage his firm. On that short list is Harrington.

For the better half of a decade, Harrington has served as Edelman's right-hand man. Harrington manages digital, advisory, talent, the client portfolio management committee, and the company's five regions: the US, Asia-Pacific, Latin America, Canada, and Europe, the Middle East, and Africa.

After the 2008 financial crisis, Harrington revived growth at the agency as US CEO, helping clients leverage the then new area of social media. He was promoted to global president in October.

Judy John, global chief creative officer

John is spearheading Edelman's push into creative as the PR firm tries to wrest market share from advertising.

John, the former chief creative officer for Leo Burnett North America, was hired in 2019 in part for her work on campaigns like Always' #LikeAGirl, which encompassed the social, newsworthiness, and corporate social-responsibility elements Edelman aims to have in its consumer campaigns. She oversees about 600 staffers.

An insider said John helped recruit advertising vets like John Flannery, the chief creative officer in Chicago, and Maicon, the global chief innovation and strategy officer.

Stephen Kehoe, president and CEO of Asia-Pacific

Kehoe has been overseeing Asia-Pacific, Edelman's third-largest market by revenue, since 2019.

The region had regular turnover after David Brian left the agency in 2017 but has rebounded under Kehoe, becoming the agency's strongest-performing region in 2019 with 4.3% year-over-year revenue growth.

He previously served as global practice head of reputation and global chair of practices and sectors.

Lisa Kimmel, chair and CEO, Canada and Latin America

Kimmel oversees two of Edelman's five regional markets — Canada and Latin America — which represented $48.6 million in revenue in 2019.

The longtime employee earned the respect of her peers early on by winning work in Canada from clients like Unilever, Labatt, Kraft, and Johnson & Johnson.

Kimmel was promoted to her current position in 2015. Earlier, she oversaw the Toronto office from 2009 to 2015, where profits doubled and revenue grew by more than 65% during that time.

Yannis Kotziagkiaouridis, global chief data and analytics officer

Richard Edelman courted Kotziagkiaouridis for two years before poaching the Wunderman Thompson vet in 2019 as the first global chief data and analytics officer, according to PRWeek— speaking to the importance the firm has placed on data analytics. If ideas provided by its creative arm will drive growth for the next decade, then data analytics will prove their effectiveness.

Kotziagkiaouridis quickly built out a data and analytics offering across each of Edelman's divisions and, with Dubner, hired LaMontagne as the US head of data and technology services and Loban as US head of performance marketing.

Kotziagkiaouridis also oversees Edelman Intelligence, a 210-person subsidiary of Edelman's parent company, Daniel J. Edelman, that specializes in research and analytics.

Deirdre Latour, president of New York office

Latour was tapped in June to oversee Edelman's New York office, its largest worldwide, with more than 800 employees. She's scheduled to join the firm after Labor Day.

She returns to Edelman, where she worked for six years earlier in her career, as it reckons with the economic impact of the pandemic. The company also recently lost Samsung's $20 million digital-marketing account, which was handled out of the New York office, according to Provoke.

Before her return to Edelman, Latour served as chief communications officer for General Electric, a longstanding Edelman client, and chief corporate-affairs officer of Pearson.

Lee Maicon, global chief innovation and strategy officer

Maicon joined Edelman as its first chief innovation and strategy officer in 2020 to accelerate its strategy and planning business, which has worked on accounts like Asics, Heineken, Axe, and Playtex.

Richard Edelman has said Maicon's hire was the culmination of his agency's goal to become a modern PR firm that approaches creative work from an earned media perspective.

Maicon reports to John, the chief creative officer.

Sanjay Nair, global chair of the technology sector

Nair manages more than 700 employees in Edelman's tech sector, which is the agency's most profitable.

Tech has been a key area of revenue growth for the agency, up 8% year over year in 2019, with clients including HPI, Adobe, Microsoft, Samsung, and PayPal.

Earlier, Nair served as the chief operating officer for China and in other senior-level positions, like head of Edelman's technology practice for the Asia-Pacific region.

Jim O'Leary, global corporate chair

O'Leary oversees more than 1,000 employees in Edelman's corporate branch that helps manage clients' reputations and accounts for about half of the firm's revenue.

Most recently, O'Leary has been helping build Edelman's business-marketing offering, a new unit directed at helping business-to-business clients drive sales. Since its launch in 2020, the business-marketing unit has won accounts with Mitsubishi Heavy Industries, Shell, Hewlett Packard Enterprise, and Businessolver.

O'Leary is also working on releasing better PR technology products with Samson, the vice chair of corporate affairs.

During his 13-year career at Edelman, O'Leary has worked with big-name clients like Bombardier, GE, Hewlett-Packard, and PayPal.

Lisa Ross, US chief operating officer

Ross, already one of the PR industry's highest-profile Black executives, gained prominence after Black Lives Matter protests erupted across the country.

Ross has consulted with more than 200 current and prospective clients seeking advice on whether to take a stance on race relations in the US, an insider said.

In addition to serving under Dubner as US chief operating officer, Ross also oversees the Washington office, which she's grown using her political connections from her time in the Clinton administration.

The agency has credited Ross with winning clients in areas such as public affairs, crisis, brand, digital, and multicultural work.

Tristan Roy, global chair of digital

Roy runs one of Edelman's most reliable growth engines, its digital practice encompassing social strategy, performance marketing, e-commerce, and more.

He oversees a team of more than 700 staffers and more than $200 million in annual revenue for Edelman. Roy is focused on integrating digital into the rest of its services, instead of leaving it as a separate offering.

His remit is to steady the division after a string of high-profile exits in the past couple years, like its former digital executives Kevin King and Thomas Crampton, and make the practice work closer to the North American creative team.

Dave Samson, vice chairman of corporate affairs

Corporate affairs is Edelman's fastest-growing business unit, and it hired Samson, who rose to prominence as former general manager of public affairs at Chevron, to strengthen that offering.

Having that caliber of talent is critical at a firm where even Richard Edelman works on accounts, and like his boss, Samson works directly with the firm's largest accounts on corporate communications and crisis.

He's also working with Global Corporate Chair O'Leary on new technology products to boost its business-marketing offering.

Megan Van Someren, global chair of brand and chair of food and beverage

Along with John, Van Someren is one of Edelman's high-profile poaches from the ad industry. Van Someren oversees the more than 1,000 employees in the brand practice and helps coordinate the work of creative, digital, and data analytics.

She joined the firm in 2019 and was later promoted to the role that same year. She also serves as the global chair of food and beverage.

Previously, Van Someren had senior roles at J. Walter Thompson, working on accounts like Special K and Nespresso, Leo Burnett, and Wunderman Chicago.

Lex Suvanto, global MD of financial communications and capital markets

Suvanto oversees the financial-communications practice, whose revenue soared 33% year over year in 2019.

With a core business in brand PR, Edelman isn't well-known for financial communications, but it's been hiring top talent to build out this unit, which now has more than 150 finance, investor-relations, communications, journalism, and government-service vets.

The branch worked on 66 mergers and acquisitions in 2019, according to Mergermarket. Collectively, those deals were worth $82.7 billion in value, a 21.5% increase over 2018.

Hugh Taggart, global crisis chair and general manager for corporate affairs in EMEA

Crisis services have been a consistent source of business for the PR industry for the past decade, the result of social movements, political rancor, and, now, the pandemic.

At Edelman, it's led by Taggart, who ascended to global chair of crisis when the agency changed up leadership for its corporate division. His clients include Starbucks, Sky, Ikea, Lagardere, and ABB.

Taggart previously was a managing director and partner at the PR firm Bell Pottinger, which collapsed in the wake of its involvement in the Gupta scandal in South Africa.

Megan Tweed, US head of performance communications

For the past couple years, Tweed has spearheaded Edelman's data-analytics initiatives in the US, a division that's a testing ground for the agency and its clients.

Tweed leads a year-old partnership with Cision, the biggest PR tech firm providing services like measurement, databases, and newswire distribution.

More than 150 analysts, data specialists, and integrators work full time under Tweed on Cision's data, and in a sign of its commitment to the partnership, Edelman is preparing to launch new technology products with Cision, insiders said.

Ed Williams, president and CEO of EMEA

Edelman selected Williams to be president and CEO of EMEA in 2019 after his success leading its business in the Ireland and UK for the past eight years.

During that time, Williams doubled the size of the UK business and made Edelman the largest PR firm in the country, a record Williams told PRWeek he would try to replicate in Europe, the Middle East, and Africa.

In 2019, Edelman's UK business grew 7% to about $87.5 million after winning major accounts like FedEx, Ikea, HSBC, and Mars. The tech practice in the UK jumped 19%. All this happened while the UK business restructured into a single profit and loss statement.

Before joining Edelman, Williams oversaw corporate affairs and communications for the BBC and Reuters.

2021 brings an opportunity for new blood to emerge in terms of leadership in the software sector, Evercore ISI software equity analyst Kirk Materne says.

Software 'winners' that provided returns of 50% or more over a one-year period are unlikely to do the same the following year, according to a December 31 research report from investment bank advisory firm, Evercore ISI.

The firm found that only two companies from Evercore ISI's 2019 'winners' list repeated in 2020.

"We do not believe investors should bail out on strong secular growth franchises, but we do see an opportunity for 2020 'laggards' to catch up in 2021," Materne said.

The Evercore ISI team first highlighted this analysis as part of their wider 2021 outlook for the software sector on December 18.  This outlook listed the teams' top stock picks for 2021, which includes both winners that are still expected to perform well in 2021, as well as laggards that underperformed the broader software sector last year, but are forecast to turn that around in 2021.

The laggards include Workday, Anaplan, Splunk and LiveRamp, Materne said.

The report said secular winners can and should continue to work over a multi-year period. However, investors should temper expectations around the degree of upside after the outperformance the prior year.

Software demand is expected to continue unabated in 2021, with the potential for some acceleration, which will power software demand, Materne said. Though many of these firms now have higher valuations, which reflect these secular trends, and will likely mean some difficult comparisons for some work from home software winners in 2021, Materne said.

The increase in valuations means the main drivers for outperformance could be company-specific catalysts and the ability for names to re-rate, Materne said.

"Given the demand (positive) and valuation (neutral/negative) backdrop, we tend to favor large cap compounders with big moats (i.e. MSFT, ADBE, NOW) and some of the potential 're-rate' names (i.e. WDAY, PLAN, SPLK) as we head into 2021," Materne said.

The firm's favorite software stock picks are broken into three segments to reflect this perspective.

Firstly, there are the core compounder stocks, which are expected to deliver steady revenue and cash flow growth. The stock price increases will be tied to revenue and cash flow growth rather than multiple expansion, Materne said.

Secondly, there are the small and mid cap stock picks, which are expected to show strong growth with estimates that have room to move higher.

And finally there are the stocks expected to re-rate, this is where the firm believes the view of the firm can turn in a more positive direction.

"If we had to pick a slightly smaller sub-set of names from across these groups, we would highlight MSFT, NOW, ADBE, WDAY, PLAN, and RNG as our favorite names for 2021," Materne said.

Business Insider lists the firm's top stock picks across the three categories, which also include the four laggards listed in the December 31 report.

1. Microsoft

Ticker: MSFT

Evercore ISI category: Core compounder

Price target: $250

Key question for 2021: "Can teams be the next major cloud narrative for Microsoft shares? (Bonus: Is Azure Synapse going to open up a new 'data' discussion for Microsoft in '21?)"

Commentary: "The company's base of recurring revenue (70%) and its balance sheet ($71bn in net cash) put Microsoft in an enviable position to continue to take share in its core markets as the shift to the cloud accelerates post-COVID. We believe the company could ultimately use some of its cash stockpile to acquire assets, which can help tap into new pools of spend outside of IT, including the broader enterprise applications and IT mgmt. markets (~$300bn TAM). We see a tremendous investment opportunity for Microsoft in the enterprise market and expect that the company will remain aggressive in investing in areas like business apps, analytics, augmented reality, quantum computing, and AI/ML. As a result, we continue to believe that MSFT is a 'must own' name for software investors and should remain a stock for all seasons given the breadth of its cloud portfolio, its growing annuity revenue base, and its strong balance sheet position."

Source: Evercore ISI

2. ServiceNow

Ticker:NOW

Evercore ISI category: Core compounder

Price target: $630

Key question for 2021: "Is the Platform opportunity about to explode with GSI's as enterprises accelerate the discussion around 'digital workflow'?"

Commentary: "We believe ServiceNow's platform narrative should continue to broaden as the company leverages its leadership position in the ITSM market to drive adoption of HR onboarding, CSM, and SecOps products, as customers find value in automation provided by NOW."

Source: Evercore ISI

3. Adobe

Ticker:ADBE

Evercore ISI category: Core compounder

Price target: $550

Key question for 2021: "Is the Experience Cloud primed for a big rebound in CY21 and what about customer service technology long-term?"

Commentary: "We continue to view Adobe as an attractive risk/reward idea given the company's ability to deliver high teens revenue growth with industry leading op. margins (~43% in FY20). We believe Digital Media growth should continue to be fueled by a combination of user growth, value expansion and pricing following a good deal of upside in FY20 vs the initial guide ($1.9bn Digital Media ARR growth in FY20 vs initial guide of $1.55bn). "

Source: Evercore ISI

4. Salesforce

Ticker: CRM

Evercore ISI category: Core compounder

Price target: $290

Key question for 2021: "How long does Slack's overhang linger and will CRM's new CFO set a parallel OCF/FCF path to correspond with its $50bn revenue target for FY26?"

Commentary: "Despite the macro uncertainty, demand around digital transformation remains strong. We continue to believe that CRM's growing product portfolio and expanding international reach put it in a strong position to deliver on its organic growth outlook through FY26 (~17% y/y). With Slack now working its way into the fold, we believe the investor 'debate' around op. margin expansion will continue to overshadow CRM's longterm growth opportunity. We acknowledge CRM is likely in the penalty box for the near-term due to the timing and price paid for Slack, but we believe that the investor angst around the deal will subside over time and the risk/reward is attractive at current levels when taking a 12 month view."

Source: Evercore ISI

5. RingCentral

Ticker: RNG

Evercore ISI category: Core compounder

Price target: $360

Key question for 2021: "Will Avaya have more meaningful contribution in FY21, and outside of Atos, AT&T, Alcatel, and now Vodafone, who else is lined up?

Commentary: "We believe RNG's cloud based collaborative communications platform will be one of the few SaaS beneficiaries as organizations will need to rethink how to embrace a more mobile and remote workforce. When looking at RNG's fundamental set up, we remain positive on the durability of 30% growth over the longer-term based on a suite of best of breed UC offerings and TAM potential relative to their current revenue run rate."

Source: Evercore ISI

6. WorkDay

Ticker:WDAY

Evercore ISI category: Re-rate idea

Price target: $290

Key question for 2021: "Does demand for core Financials accelerate post COVID (similar to HCM post  GFC) and right at the same time easier compares start to come into play?"

Commentary: "Bottom line, we continue to see a compelling risk/reward at these levels when looking out to CY21 and believe any acceleration in upmarket HR along with an uptick in demand for the Financials suite or interest in some of Workday's newer products, which have been buried by all the COVID headlines (i.e. Workday Cloud Platform, Scout, Prism, etc.) could drive upside to our/Street estimates."

Source: Evercore ISI

7. Splunk

Ticker: SPLK

Evercore ISI category: Re-rate idea

Price target: $230

Key question for 2021: N/A

Commentary:  "We acknowledge that Splunk is more of a 'show me' story in 1H CY21 but the risk/reward at these levels continues to make sense for investors with a 6-12 month horizon."

Source: Evercore ISI

8. Anaplan

Ticker: PLAN

Evercore ISI category: Re-rate idea

Price target: $84

Key question for 2021: "What kind of billings growth could Anaplan put up against easy 4Q and 1H 2021 compares? And what's that do in terms of revenue acceleration from CY21 > CY22"

Commentary: "Based on our valuation framework, we believe that the market opportunity ahead remains robust and seeing PLAN sustaining a 25% - 30% annual growth rate over the next five years is not a high bar. Assuming a long-term EV/sales multiple closer to 13x for PLAN is not a stretch and in our valuation model that equates to a fair value closer to ~$84/share. With compares set to get easier in F4Q/F1Q22, we believe PLAN sets up as one of the best 'reacceleration' stories for CY21."

Source: Evercore ISI

9. 8x8

Ticker: EGHT

Evercore ISI category: Re-rate idea

Price target: $34

Key question for 2021: "With the appointment of Dave Sipes as the new CEO, does this welcome new investors to the story while putting to rest the debate around prior execution missteps?"

Commentary: "With that being said, we acknowledge investor push back (high SMB exposure, prior execution missteps, path towards profitability and margins) but in our opinion, these debates are overdone and believe new leadership at the helm heading into CY21 should help reverse some of these concerns."

Source: Evercore ISI

10. Avalara

Ticker: AVLR

Evercore ISI category: SMID-Cap best ideas

Price target: $205

Key question for 2021: "Is CY21 the year tax compliance gets invited into the C-Suite, and can AVLR capitalize from a COVID-driven digital economy and the trends around e-commerce?

Commentary: "When thinking about which software companies are best positioned to outperform in a post-COVID world, Avalara stands to be the primary beneficiary from 1) a heightened regulatory environment around tax enforcement in a digital world and 2) with state and local governments here in the U.S. and abroad facing fiscal shortfalls due to the ongoing pandemic, we are anticipating a more stringent enforcement of tax laws to help bridge fiscal deficits. While there is nothing exciting about calculating tax liabilities, most do not realize how burdensome transactional tax compliance has become in a digital world that affects every business from the SMB's with five employees to the fortune 50."

Source: Evercore ISI

11. LiveRamp

Ticker:RAMP

Evercore ISI category: SMID-Cap best ideas

Price target: $85

Key question for 2021: "Is 2021 the year RAMP finds product/market fit with ATS, Safe Haven and CTV (not to mention a better macro spending backdrop)?"

Commentary: "We believe the outlook for LiveRamp heading into CY21 remains very upbeat as the opportunities around ATS, Safe Haven, and Connected/Advanced TV remain robust. There is a unique shift happening in the digital advertising landscape whereby the value-proposition to consumers will need to be more clearly communicated so that those consumers are willing to share their 1st party data. As such, LiveRamp has introduced their Authenticated Traffic Solution (ATS) which is now live, as well as their Safe Haven platform that will allow users to extract, encrypt, utilize, and even share customer data with their partners in a secure way. "

Source: Evercore ISI

12. Datto

Ticker: MSP

Evercore ISI category:  SMID-Cap best ideas

Price target: $36

Key question for 2021: "Can new ARR reaccelerate in CY21 as the SMB economy normalizes?"

Commentary:  "We believe that MSP remains well-positioned for CY21 especially if we start to see a broader reopening of the economy. Importantly, ARR improved in the most recent quarter following the dip related to COVID. Obviously there is some macro risk here given the companies' SMB exposure, but believe that if that reopening does occur, our/Street estimates could prove to be conservative."

Source: Evercore ISI

Read more:

• UBS says buy these 20 discounted small-cap and mid-cap stocks expected to take off in 2021 — including one that could rally 60%
• 'It could be a Roaring 20s that will end badly': An equities chief who oversees over $7 billion shares his investing playbook and major predictions for 2021 and beyond
• Buy these 26 stocks poised to surge as China starts to dominate the electric-vehicle landscape, UBS says

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A year full of volatility and chaos ended up going pretty well for many hedge funds. 

The average hedge fund has made more than 13% 2020's first 11 months, after a strong November, according to Preqin — besting the S&P 500's return, of 12.1% over the same period. In 2021, with ample distress opportunities on the horizon and uncertain timelines on vaccine distribution, seems to be much of the same.

"It should be a pretty good environment for hedge funds in general," Chris Walvoord, Aon's global head of hedge fund portfolio management and research, said.

See more: Firms like AQR, Blackstone, and Point72 are all leaning into systematic strategies in bond trading, and industry experts expect the quant hiring frenzy to only increase in 2021

Still, 2020's returns have been uneven across different strategy types. Big-name equity managers like Coatue Management and D1 Capital have soared, while some well-known quants Bridgewater and Winton Group have struggled to find their footing. Macro managers have sparked renewed interest from allocators thanks to their resilience during the early days of the pandemic in the US.

While investors spent the first part of last year getting out of their hedge-fund investments — not all of which was driven by manager performance but also fears of a liquidity crunch — the industry saw net inflows in the third quarter, according to Hedge Fund Research. The $13 billion net new money in hedge funds in the third quarter brought the overall industry to just over $3.3 trillion — though the industry has still lost $30 billion more than it has brought in for the year. 

The 12 managers below are a mix of those who have performed well, struggled, or are making a name for themselves. 

SEE ALSO: Billionaire Ray Dalio's Bridgewater is having a really bad year. Inside the layoffs, lawsuits, and double-digit losses at the world's largest hedge fund.

DON'T MISS: Inside the rapid rise and fall of Coatue's quant fund: How a 23-year-old Wharton wunderkind seized power, alienated employees, and blew a $350 million opportunity

NEXT UP: The rise of Dan Sundheim: How a Wharton whiz kid became the LeBron James of investing, launched one of the hottest hedge funds on earth, and minted a billion-dollar fortune in the process

Bridgewater Associates

Bridgewater, the world's largest hedge fund, founded and run by Ray Dalio, is happy to see 2020 to end. 

The $140 billion firm was in a public pay dispute with its former co-CEO Eileen Murray, one of the most well-known women in finance. In the summer, legal filings revealed its arbitration dispute with two former employees where the fund "manufactured false evidence" against the start-up manager. 

And performance has been a drag — down more than 18%  in its flagship fund through October, according to Bloomberg.

See more: Billionaire Ray Dalio's Bridgewater is having a really bad year. Inside the layoffs, lawsuits, and double-digit losses at the world's largest hedge fund.

Coatue Management

Billionaire Philippe Laffont's $25 billion Coatue has blown 2020 out of the water. 

Up more than 50% through November, the massive Tiger Cub has enjoyed successes in its public equity portfolio as well as its private bets, like one-time unicorn Snowflake. 

The year hasn't been all smooth sailing for the New York-based manager, however. As Business Insider reported, the now closed quant fund and the data science team that ran it have been a source of turmoil internally. 

See more: Inside the rapid rise and fall of Coatue's quant fund: How a 23-year-old Wharton wunderkind seized power, alienated employees, and blew a $350 million opportunity

CQS

Less than two years after its CEO said it was hoping to expand in the US with new products, CQS has spent 2020 trying to get back on track and refocus on its core credit strategies. 

The manager, run by Sir Michael Hintze, is in the midst of succession planning but lost its head of global credit Nick Pappas, who is launching his own fund, this month. The multibillion-dollar firm was down big in several funds at the beginning of the year as the coronavirus spread across the US and Europe, and cut 50 jobs over the summer, according to Bloomberg. 

Still, several funds have recovered nearly all of their losses, even though this year was "arguably the most turbulent year in financial markets for a generation," Hintze told investors in a recent letter. Now he's trying to find his replacement after former CEO Xavier Rolet lasted less than a year in the role. 

Verition Fund Management

It's hard to make money in any strategy, much less five, but that's just what Nick Maounis' Verition Fund Management has done this year.

The $2 billion manager is up in the firm's five strategies through October — equity, quant, credit, event-driven, and convertible arbitrage. Through the first ten months of 2020, the firm is up 22.3%, Business Insider previously reported. 

This performance doesn't include November's returns, which many managers were quite happy with. Thanks to vaccine news and certainty around the US presidential election, hedge funds were up, on average, 6.2%, according to Hedge Fund Research — the biggest monthly gain since December 1999.

Tudor Investment Corp.

Billionaire Paul Tudor Jones said people were better off getting their financial advice from TikTok than standard economic models in June after he was humbled by the markets' rebound.

A half-year later, Jones seems to have figured some things. The longtime macro manager was up more than 9% in his BVI Global fund through the end of October, and that number is likely higher now thanks to one of Jones' key portfolio holdings: Bitcoin. 

The cryptocurrency, which Tudor said was "the best inflation trade" in October, is up more than 40% since the end of October — with a single Bitcoin priced at more than $34,000 as of early January. 

Laurion Capital

Founded by former JPMorgan traders more than 15 years ago, New York-based Laurion Capital has had a banner year, according to industry sources.

The $8 billion firm was up more than 31% through November, after returning more than 10% last November, sources say. The manager, run by Benjamin Smith and Sheehan Maduraperuma, closed its macro fund in 2016 to focus on its core strategy.

D1 Capital

Not even a pandemic could slow down Dan Sundheim. 

The billionaire is the founder of D1 Capital, which was up more than 30% through August 2020 on the back of some savvy public and private market bets. The former Viking Global chief investment officer has his hands in nearly every notable private company, including Stripe, Robinhood, SpaceX, and more, and has expanded his personal investment portfolio beyond that. 

His art collection resembles that of a small museum, and he and Melvin Capital founder Gabe Plotkin are minority owners of the NBA's Charlotte Hornets.  

See more: The rise of Dan Sundheim: How a Wharton whiz kid became the LeBron James of investing, launched one of the hottest hedge funds on earth, and minted a billion-dollar fortune in the process

York Capital

Billionaire Jamie Dinan's York Capital made waves in November when the firm announced it was largely backing out of the hedge-fund game.

The firm's European hedge funds and flagship US offering are going to run internal money only after a string of poor performance (the strategies had less than $3 billion when the announcement was made). The firm's Asian hedge fund business is planning to spin off into an entirely new business, and Credit Suisse is going to keep its interest in that new business. 

The Swiss bank though was hit hard by its York investment; Credit Suisse pumped nearly $500 million into York in 2010, and said in November it was planning on taking a $450 impairment for its stake in the hedge fund. 

Emerald Ridge Advisors

With a résumé that includes an executive position at Steve Cohen's SAC Capital, Tom Conheeney sparked a lot of industry chatter when it came out he was starting his own fund. 

Details are still scarce about the firm, named Emerald Ridge Advisors, but two big names have signed on to work at the new fund: Porter Collins and Vinnie Daniels, former Citadel portfolio managers best known for their appearance in "The Big Short." 

Avenue Capital

Billionaire investor Marc Lasry, who just handed Giannis Antetokounmpo the largest contract in NBA history, is gearing up for more than just basketball. 

The distressed debt investor said in during the summer that there could be $1 trillion in opportunities this cycle, largely due to the pandemic, which has accelerated bankruptcies and foreclosures. 

He expects there to be ample opportunities in the Asia and Europe as well, where there's less competition from distress power players with large war-chests. 

Massar Capital

Marwan Younes' Massar Capital had another solid year. 

Up more than 20% through October 2020, the $300 million macro manager has been able to follow up its 23% returns from 2019, despite a drastically different investing environment. Younes did some of his best work when markets were melting down during the spring, making 14% through March. 

If this year was any indication, volatility has returned after several sleepy years. This should be music to the ears of macro managers like Massar, according to JPMorgan. The bank found that the average hedge fund loses money when the VIX — an index that tracks volatility — spikes. 

But macro managers outperform during these periods, and investors have taken notice. 

CastleKnight Management

If macro managers are in-demand, then a new launch from one of the best macro managers of all-time should be able to rake in the cash.

CastleKnight Management was started by Aaron Weitman in 2020 with $100 million, and backed by a serious player: Appaloosa founder and Carolina Panthers owner David Tepper. 

Weitman, who is Tepper's nephew, worked at Appaloosa for 15 years, starting as an intern and leaving as a senior partner. He focused on cyclical industries like housing, chemicals, and industrials, Business Insider reported previously, and his new fund invests across equities and credit.

• Rivian has raised more money than any other EV startup that hasn't gone public.
• Three of Rivian's investors told Business Insider why they're betting on the company to become the next Tesla.
• They highlighted Rivian's EV platform, management team, and its contract to provide 100,000 delivery vans to Amazon.
• Are you a current or former Rivian employee? Do you have an opinion about what it's like to work there? Contact this reporter at mmatousek@businessinsider.com, on Signal at 646-768-4712, or via his encrypted email address mmatousek@protonmail.com.
• Visit Business Insider's homepage for more stories.

After laying low for nearly a decade, the electric-vehicle startup Rivian made waves in 2018 after showing off its debut vehicles at the LA Auto Show. Since then, the company has raised more money than any EV startup that hasn't gone public and signed deals with Amazon and Ford to supply them with delivery trucks and an EV platform, respectively.

Whether Rivian can live up to the hype will become clearer next year when the company starts production of its R1S SUV and R1T pickup truck. In the meantime, managers at three of Rivian's investors — T. Rowe Price, Abdul Latif Jameel, and Soros Fund Management — told Business Insider why they're betting on the company. 

Here's what they said.

Are you a current or former Rivian employee? Do you have an opinion about what it's like to work there? Contact this reporter at mmatousek@businessinsider.com, on Signal at 646-768-4712, or via his encrypted email address mmatousek@protonmail.com.

SEE ALSO: The CEO of EV charging company ChargePoint reveals its plans for expansion after raising $127 million in fresh funding

"They've got every detail dialed in."

An investor in Tesla, T. Rowe Price has been looking for EV companies with similar potential and was impressed by Rivian's technology and management, said Joe Fath, a portfolio manager at the financial-services firm.

"They're keeping their head down, and they're focused on building a real, durable business over time," he said.

The centerpiece of Rivian's tech is its EV platform, which includes its motors, suspension, and battery pack. Rivian says that platform will help the R1S and R1T achieve ranges of up to 400 miles or more between charges, up to 750 horsepower, and the ability to accelerate from 0-60 mph in three seconds. But strong performance is only part of the platform's appeal, Fath said. It's also at the center of Rivian's deals with Amazon and Ford, which plans to use the platform in one of its own vehicles.

That two-sided business model, as well as the company's financial resources and relative maturity, separate Rivian from its startup competitors in the EV industry, Fath said. According to Pitchbook, Rivian has raised $6 billion since it was founded in 2009. That's more than any other EV startup that hasn't gone public.

But Fath said the excitement Rivian has generated in its pre-production stage hasn't inflated the egos of its management team, which is led by CEO RJ Scaringe. Scaringe and Rivian's other executives are thoughtful, humble, and detail-oriented, Fath said; they understand where innovation can give them an edge (vehicle technology) and where it's better to follow the auto industry's best practices (manufacturing). And, Fath said, if you ask them a question about a specific number in their financial projections, they'll be able to explain it in detail, in contrast to the many companies that are less rigorous about their financial modeling.

"They've got every detail dialed in," he said. 

While it remains to be seen if Rivian can handle the challenges of automotive production, Fath believes Rivian and other EV companies could eventually become more profitable than traditional automakers since EVs have fewer components than gas-powered cars, and EV companies don't have the expensive labor commitments some legacy automakers have built up over time.

"Once they reach scale," Fath said, "Tesla, and Rivian coming behind it, will have better margin structures than the traditional OEMs and better returns on invested capital."

"He continues to impress me every day."

The R1T and R1S will fill a hole in an EV market that doesn't yet have many SUVs and pickup trucks, Hassan Jameel, the deputy president and vice chairman of Abdul Latif Jameel's Saudi Arabia division, said in an email. 

Abdul Latif Jameel was one of Rivian's earliest backers, first investing in the company in 2012. It saw in Rivian the possibility of major innovation.

"Taking the time to really understand the automotive manufacturing process allowed us to recognize Rivian's ability to create efficient and agile processes alongside cutting-edge technologies, which we believe have the potential to transform the industry," Jameel said.

Like Fath, Jameel praised Scaringe, citing his deep understanding of the auto and energy industries, long-term perspective, and humility.

"When I first met RJ in 2011, he was a 28-year-old entrepreneur who stood out as extremely knowledgeable and capable," Jameel said. "He continues to impress me every day."

A unique driving experience.

A representative for Soros Fund Management said in an email that while the investment firm believes the EV market will grow large enough to support many companies, Rivian's vehicles offer a unique driving experience. The representative also highlighted Rivian's partnership with Amazon, saying it will demonstrate the financial and environmental advantages of EVs for fleet operators.

• Read more:
• The CEO of EV startup Rivian explains why he thinks it will beat Audi, Mercedes-Benz, and BMW with its first 2 electric vehicles
• Upcoming electric pickups promise everything from bulletproofing to onboard fridges — here's what to expect from Tesla, Rivian, and others
• Investors like Amazon and BlackRock are betting these 10 EV startups have the best chance of becoming the next Tesla
• Tesla, Nikola, Rivian, GM, and more are set for a battle over the huge new demand for electric trucks, buses, and vans

Starting a job at a Wall Street bank or prestigious private-equity firm might have looked different in 2020, but it's not to say what it takes to be successful at those institutions has changed fundamentally.

Getting in is one thing, but standing out in a sea of bright, competitive colleagues while learning about complex markets and products is another.

We asked this year's rising stars of Wall Street to give us their best advice for people just starting out.

Take a look at some of the lessons and insights they've learned along the way.

Read our full list of the rising stars of Wall Street shaking up investing, trading, and dealmaking.

SEE ALSO: Meet 2020's Rising Stars of Wall Street from firms like Goldman Sachs, Blackstone, and Bridgewater shaking up investing, trading, and dealmaking

Alex Tingle of UBS: Play the long game.

For Alex Tingle, a New York-based director at UBS's investment bank, a few pieces of critical career advice stick out to him.

He tells younger employees and people he mentors, "You've got to play the long game."

It doesn't mean each position has to be forever. But "even if you were coming into banking and don't think this is what you want to do for the long term, you should be coming into work every single day asking yourself, 'How is what I'm doing contributing to what I want to do long-term? How am I building that, and getting myself there?'"

He also feels strongly about remembering the importance of reputation — "Wall Street is incredibly people-driven"— and that it's important to have fun along the way.

"Even though I don't get excited about every single task that I do every single day of the week, I do try to approach my job from the standpoint of — I'm building something here, and I'm having a lot of fun along the way," he said.

Alexis Rosenblum of BlackRock: Sit at the table.

The best piece of advice BlackRock's Alexis Rosenblum ever received came from Barbara Novick, vice chairman and co-founder of the firm who formed its public policy group in 2009.

It was, "Sit at the table."

"That was something that she pointed out, that sometimes women tend to be the ones who sit on the side, and don't sit at the table — but that in order to demonstrate leadership, to be taken seriously as a leader, you have to sit at the table," Rosenblum said. "She always would look around to her team and say 'Get over here, you're sitting at the table.'"

Rosenblum, now the firm's first chief sustainability officer, joined the firm in 2010 and has spent most of her time with the firm on its public-policy team.

Alice Leng of Bank of America: Follow your heart.

"I would say, follow your heart. It's very important," Alice Leng, a machine-learning expert that helps give Bank of America's global markets division an edge, said, adding that she found inspiration in the book "The Alchemist" by Paulo Coelho.

Two lines from the book she called out as words to live by, reciting them from memory:

"Remember that wherever your heart is, there you will find your treasure."

"No matter what he does, every person on earth plays a central role in the history of the world. And normally he doesn't know it." 

Leng also emphasized the importance of living in the present, quoting "The Prophet" by Kahlil Gibran: "The timeless in you is aware of life's timelessness. And knows that yesterday is but today's memory and tomorrow is today's dream."

Daniel Costanza of Citigroup: Try to learn something new every day.

Daniel Costanza cited a former boss and mentor of his at Goldman Sachs for his favorite piece of life advice: Never stop learning.

"Every day, try and accumulate a little bit more stuff that you know in your corner, and that will, over the long term, integrate into a really broad set of knowledge," Costanza, the chief data scientist for Citigroup's investment bank, explained.

He added that a recipe for life success is to find a pursuit you enjoy, and surround yourself with "good people" throughout the journey.

"Each day, try to fully accomplish things that build toward the broader goals," he said, "and learn something along the way."

Danielle Cooper of Annaly Capital Management: Make sure that you're a champion to others as you climb.

Annaly Capital Management's Danielle Cooper said that the best piece of advice she ever heard came from famous novelist Toni Morrison:

"I tell my students, 'When you get these jobs that you have been so brilliantly trained for, just remember that your real job is that if you are free, you need to free somebody else. If you have some power, then your job is to empower somebody else. This is not just a grab-bag candy game."

Cooper said that the quote reminds her of the mentors she's had in the life that believed in her before she believed in herself. Now that she's in a position of power as a director in Annaly's corporate development and strategy group the quote reminds her to pass it on.

"First, you have to make sure that you have champions and cheerleaders, and then you have to make sure that you're a champion to others when you climb," Cooper said.

Jay Lipman and Doug of Ethic: Find aspirational characters and pay it forward.

Ethic president Jay Lipman said his best career advice boils down to one crucial act: find mentors who will inspire you. That may not be someone you have worked with directly, but someone who strikes you as an "aspirational character."

"People that you believe have led the path that you would like to live, and then try to understand how they achieve that — that may be a mentorship or relationship that you have with that individual, where you can ask them and get that relationship," or they could be through books and admiring great leaders from afar and learning about their lives, he said.

Doug Scott, the chief executive of Ethic, said he's tried to instill a culture of "paying it forward" at the company, where employees have a sense of helping others as they take on big challenges within the investing community.

"I think that's something that we did in the early innings of Ethic, and tried to continue that spirit throughout, because I think it does create that bond as well — beyond the sort of traditional business interactions with folks," he said.

Lipman and Scott formed Ethic, a New York-based asset-management technology startup that builds values-based investment products for firms and financial advisers, in 2015.

Frederick Baba of Goldman Sachs: Strive for excellence instead of perfection, and own up to your failures.

"Think strategically," said Frederick Baba, a managing director on Goldman Sachs' systematic market making team. "Identify the big, important themes. Be sensitive to nuance without getting bogged down by trivial details."

Character is also important, according to Baba, who has helped grow the SMM team into a standalone business with its own revenue line. "Strive to be calm, low neuroticism," he said. "Strive for excellence instead of perfection, and own up to your failures. Challenge ideas, especially your own."

Baba gained fame earlier this year when he wrote an email that went viral about his experience being Black in the wake of the Minneapolis police's killing of George Floyd. He wrote it as a way to express to the people around him what he was feeling.

To some degree, he was following his own advice: "Be an effective communicator. It's important to be as effective as you are 'right,'" he said. "Many of the problems worth solving in the world are complex, and being able to communicate your ideas allows you to build coalitions around large-scale solutions."

Jennifer Fo Cardillo of Fidelity: Build relationships with people you admire.

Fidelity small-cap fund manager Jennifer Fo Cardillo isn't a big fan of the term "networking"; she prefers to think of connections more as building relationships and friendships.

"One thing that's been really important throughout my career so far has been building relationships with people that I admire," Fo Cardillo said, adding that as a mentor now herself, she recalls what it was like being more junior and taking her own mentor's advice to heart.

"I was very fortunate to have an incredible female mentor who is just a total rock star," she added. "She took me under her wing and has been there to sort of shepherd me along each step of my career."

John Curtius of Tiger Global: Doing something you're passionate about.

Leading tech investor John Curtius believes in doing something you're passionate about. It makes work much easier and gives you staying power in a competitive space, he said.

Before he started his career in finance, he cofounded an investing club at Princeton called the Tiger Trust. After stints at Silver Lake and Elliott Management, Curtius joined Chase Coleman's Tiger Global in 2017, roughly a decade after starting the Tiger Trust in college.

Kelly Wannop of The Blackstone Group: Don't be scared to ask questions.

Private-equity executives have a reputation for thinking they're the smartest people in the room. But Kelly Wannop believes that to find success in the industry, you need to first demonstrate curiosity and be willing to ask questions — even of senior executives who may be a lot more seasoned than you.

"Everyone brings a unique perspective to the table," Wannop said. "I would encourage people to not be afraid."

Lacey Vigmostad Giliberto of Credit Suisse: Make the most of the opportunities in front of you.

Accepting that not every job you hold is going to address every single one of your passions is key to career and life advancement, Lacey Vigmostad Giliberto said, if you can make the most of the opportunity in front of you.

"When I was starting my career, I was asking myself the really big questions," Vigmostad Giliberto, vice president in syndicated loan sales at Credit Suisse, said.

"What am I going to do for the rest of my life? What is my true job passion? What is my long-term career going to be?"

But more important than getting bogged down in those questions is leaning into the experience and seeking guidance from the right group of people.

"It's about finding the right place/home to start your career," she said, "surrounded by the right people who are going to help you learn and challenge you."

Lauren Goodwin of New York Life Investments: Make sure to balance out the information you're taking in and always be yourself.

New York Life Investment economist Lauren Goodwin values taking in "slow reads" alongside the "quick reads" that so often prompt market moves, exercising different muscles that can translate into stronger decision-making about investments and other areas on the job.

"It's really important to read books rather than only reading the news. Too often our industry is driven by flash data and market moves, and we make decisions based on incomplete information and hasty timelines," she said.

Throughout her career, Goodwin has also placed a premium on someone's authenticity in the traditionally staid financial-services business.

"It might sound trite, but I think that being yourself for many people is your superpower in an industry that is still working to broaden its vision and diversify," she said.

Miles Toben of The Carlyle Group: Keep an eye out for opportunities.

The Carlyle Group's Miles Toben has found that building relationships while identifying opportunities is key to success in the investing world.

He raised his hand a few years ago to help Carlyle's credit unit build out its deal coverage with private-equity sponsors. 

As Carlyle's credit division has expanded over the past few years, his role leading its direct-lending group has become more important.

"What's allowed me to progress my career at Carlyle has been a combination of being part of a growing business — with growth comes opportunity. And, I'd say, taking advantage of some of those opportunities that have been presented to me."

Mir Subjally of Deutsche Bank: Be dynamic and flexible.

"The biggest thing is to make sure you work hard. But also to make sure you're dynamic and flexible," Deutsche Bank credit trader Mir Subjally said. "Things change quickly on Wall Street. You have to be really flexible and not too rigid on what you're thinking and doing."

He said that when he was still in college and pondering a career in finance, advice he heard frequently was that you have to have a ton of conviction and stand by it.

"That's all true, but you don't have to be stubborn about it. You also have to recognize that things can change really quickly and you have to be able to move with that as well."

Paul Kamenski and Robert Lam of Man Group's Man Numeric: Learn to code but also learn to be creative.

The two people leading quant efforts in the credit space at Man Group, the world's largest publicly traded hedge-fund manager, are Paul Kamenski and Robert Lam.

Kamenski, who has been with Man Group since he graduated from graduate school, believes that programming is an "incredibly powerful tool."

Data is important to every business, but being able to program and code is a gamechanger, he added. "Get as much programming experience as you can."

As for Lam, his suggestion is to "rely heavily on creativity." The further you go in your career, the more creative you're going to have to be.

Lam, who has done stints at firms like Deutsche Bank and Apollo before joining Man, added: "There's not always going to be a proven solution, and that's part of the process — and part of the fun."

Philip Dobrin, 34, Bridgewater Associates: Build an independent worldview.

Bridgewater's Phil Dobrin believes that beating the market is really about "having views that are divergent from the consensus, and that are more right than wrong."

Dobrin, a part of the strategist team that interfaces with the hedge fund manager's large institutional clients, is all about forcing yourself to have an "independent worldview, and not get caught in groupthink."

"You're going to be wrong, and it's going to be painful, and you're going to be right occasionally, and you have to be humble," he said.

Rachel Dwyer of Apollo Global Management: Pay attention and be ready to act.

Rachel Dwyer has had an active year on the trading desk in Apollo Global Management's credit division. She's found that you need to be flexible when it comes to being a trader at a top investment firm.

"In this seat, your job changes every day," Dwyer said. "There are different headlines, different deals."

Dwyer says you need to be able to pivot and adjust quickly.

"Always have your head on a swivel," she said. "You have to have your ears open with everything. Pay attention to what everyone is saying. Form your own opinions."

Rachel Murray of Moelis: The more you put into it, the more you get out of it.

"What you put into it is what you get out of it," Rachel Murray, a VP in Moelis' recapitalization and restructuring group, said.

"The more exposure you get and the more responsibility you take on, the more you'll learn. Instead of sitting on the sidelines and waiting for someone to hold your hand, dive in and take the opportunity to learn and grow along the way."

Rayhaneh Sharif-Askary of Grayscale Investments: Take your time to do things properly.

While Grayscale Investments' Rayhaneh Sharif-Askary has been fortunate to have had her fair share of mentors over the years, one person has given her the best advice: her mother.

Two tips were regularly shared throughout Sharif-Askary's childhood.

"You should always take your time and do things properly in an organized fashion the first time, because it will save you time and the headache later," she said.

"The other one is to understand the reasoning behind something. Always ask why. Why are you being asked to do something? What is the bigger picture?"

Shaan Tehal of Morgan Stanley: Put the same amount of passion into life and work.

Shaan Tehal's best piece of advice for life is to avoid putting your personal life and career into silos. Instead, consider them with equal importance and see them as equal parts of your life — not separate, but complementary.

Tehal, vice president in global technology investment banking at Morgan Stanley, said: "If you care about your clients, you're going to want to get the best outcome for them no matter what, break down doors for them. If you care about your colleagues you're going to care about how they are and you're going to see them as family."

"If you care and you really get passionate about those things," he said, "that will get the best results out of everyone."

Sharo Atmeh of Alyeska Investment Group: Stay open to new ideas.

"Life doesn't always throw you a perfect pitch," said Sharo Atmeh, an analyst on M&A and special situations at Chicago hedge fund Alyeska Investment Group. Atmeh graduated from undergrad in 2007, and the world went through massive changes while he was in grad school.

"Keep a learning-and-growing mentality, and people will present opportunities to you to fit that mindset."

Victor Perez of Wells Fargo: Remember you're in the people business.

Wells Fargo's Victor Perez said it's important for people in finance not to lose sight of what makes the world, and the industry, go round: people.

"Don't forget that this is a people business, and at the end of the day, the most important part is the people," Perez said. "In finance people kind of think, 'Oh, it's always about making money ... and yes, it's a huge part of our business, making money, I won't deny that.

"But the relationships are what lead to making money, and if you're not building those relationships and nurturing those relationships, things are going to fall apart."

Perez also encourages people to get involved in their communities and give back.

"For me, this has been through Veterans on Wall Street, Team Rubicon, Veterans Bridge Home, and Patriot's Path," he said.

Vlad Moshinsky of Miller Buckfire: Pay attention to what makes your superiors successful.

"The No. 1 piece of advice I'd give is to look at the senior partners of whatever firm you join. Take a look at what makes them successful, understand how they interact with clients, and how they go about working within a team dynamic," Miller Buckfire's Vlad Moshinsky, who has been involved in some of the US's largest bankruptcies while with the firm, said.
 
He added: "My approach is to think about it as a career and not to think about it as a job. Even if you have other aspirations to go to another organization or industry, always think about it as a career. The things I do here will stay with me no matter where I go."

Will Boeckman of Citadel Securities: Relationships are your biggest asset.

Will Boeckman, Citadel Securities' US head of electronic sales for fixed-income assets, emphasized the importance of forming and preserving relationships. Relationships are everything, whether it's a manager, a trader, one of your clients, he said.

"Those relationships are your biggest asset. Obviously skills and talents are important, but especially when you're starting off and growing within the industry like I am, the contacts you make as an analyst at the junior level grow with you and become future industry leaders."

As the psychedelics industry grows, companies are attempting to position themselves as leaders of different verticals within the space. 

Some are focusing on drug development for regulatory approval, while others are choosing to build out networks of clinics that will be able to deliver those medications to patients. Still others are attaining licenses to import and distribute substances while a handful are running "psychedelics retreats" in jurisdictions where such programs are legal.

Novamind, a Toronto-based company with operations in the US and Europe, is trying to do a little bit everything.

The company is focused on building out an infrastructure that offers a "spectrum of services," Novamind CEO and cofounder Yaron Conforti told Business Insider. Novamind currently has clinics in Utah that are set up to administer ketamine-based treatments to patients for mental health conditions. The company also says it oversees clinical trials of existing compounds and runs psilocybin retreats in Europe and South America.

Read more: See the pitch deck a psychedelics startup just used to raise $18.6 million to develop new treatments derived from the Sonoran Desert toad

Novamind is the latest psychedelics startup looking to list publicly on a Canadian exchange. The company follows in the footsteps of at least a dozen others that have listed publicly in the past few months. 

Most companies have gone public on Canadian exchanges like the Canadian Securities Exchange (CSE). Compass Pathways, the only psychedelics company to list on the NASDAQ, went public in September and currently has a market value of more than $1.7 billion. Compass is developing psilocybin-based medications to treat mental health illnesses.

Read more: Oregon made history by becoming the first state to legalize a therapeutic psilocybin program, but psychedelics companies like ATAI and MindMed say they don't plan to jump in anytime soon

Oregon recently became the first state to legalize a regulated psilocybin program, but Novamind's CEO Yaron Conforti told Business Insider that the company is currently focused on first expanding its operations in Utah, where it already has clinics and research operations.

Read more:A major psychedelics company just landed a record sum of cash from VCs. The CEO told us how he raised the mega-round and why it's a sign psychedelics are going mainstream.

Conforti said the expansion of Novamind's clinics will be focused on North America first and added that the company is in "active discussions" in Oregon as well as a few other states. 

Novamind recently raised 10 million Canadian dollars ($7.8 million) in a private placement in preparation to go public. In total, the company says it's raised around C$15 million.

Reid Robinson, Novamind's chief medical officer, said that the company is setting up the groundwork for when psychedelic medications will be regulated and more widely available.

Read more: Investors are pouring millions into startups that are developing magic mushrooms as medications for conditions like depression and PTSD

Pointing to different offerings Novamind provides — from its clinics to retreats to trials — Conforti added that "treating people today is different than proposing to establish infrastructure for the future." 

In other words, while Novamind is focused on positioning itself for more widely available psychedelic medications down the line, it is also taking steps to ensure that its business model makes sense today, that its current patients have access to the treatments that are available today.

"The expectation is when MDMA is legalized, when psilocybin is a legal prescription, we will have the infrastructure to bring those treatments online, but until then, until we can operate in legal jurisdictions with those compounds, we'll provide the spectrum of services and keep waiting it towards waiting," he continued.

This article has been corrected to show that Novamind runs clinical trials on existing compounds.

Take a look at Novamind's pitch deck below:

Novamind says it's close to going public through a reverse takeover on the Canadian Securities Exchange.

The company will trade under the ticker symbol NM.

Novamind currently has operations in North America, Europe, and South America.

The company says it's preparing to support a regulated psychedelics industry in the future.

Currently, it's focused on ketamine treatments in the US and psychedelics retreats in the Netherlands and Costa Rica. It also participates in research on psychedelics-based treatments.

This map shows the company's operations in the Netherlands, Costa Rica, Utah, and Toronto.

This slide outlines the changing attitudes and policies surrounding substances like MDMA, psilocybin, and LSD throughout history.

Novamind says "a mental healthcare revolution has begun," and emphasizes the changing policies and scientific discoveries related to psychedelics.

Patients in the US spend billions on mental health services every year. This slide implies that medications like ketamine, Spravato, MDMA, and psilocybin have the potential to disrupt the multi-billion-dollar market.

Novamind's clinics, based in Utah, administer ketamine-based treatments to patients with mental health illnesses.

Novamind says Cedar Clinical Research, Novamind's research arm, has experience with research studies around psychedelic substances. This slide outlines Cedar's involvement in trials in collaboration with Janssen Pharmaceuticals and MAPS.

EF-KAP, or emotion-focused ketamine-assisted psychotherapy, targets "emotion processing," according to the company, which is investigating the method to treat anorexia nervosa and major depressive disorder.

Cedar has been involved in various research collaborations, including with leading research groups like MAPS and Imperial College.

Novamind will have psychedelic retreat programs in Costa Rica (which is not yet active) and the Netherlands (active since 2018). Psychedelic retreats are currently not legal in the US.

A look at the company's executive team, which includes CEO Yaron Conforti, who has a background in investment and banking, and CMO Reid Robinson, who was coordinating investor for MAPS' study of MDMA targeting eating disorders.

Novamind's scientific advisory board includes individuals from Yale University School of Medicine and Columbia University Medical Center/New York-Presbyterian Hospital.

The company's board of directors includes Canadian cannabis giant Canopy Growth's founder Chuck Rifici among other names.

A look at who Novamind considers to be competitors in the space. The list includes companies building out networks of clinics as well as those developing drugs for regulatory approval.

The company's four values include compassion, innovation, stewardship, and respect, according to this slide.

The last slide of Novamind's pitch deck.

The now-ubiquitous Patagonia vest with a company logo is the classic corporate gift in the world of tech and finance, but in 2020, over 1,000 companies sent their remote workers gifts through Snappy Gifts, an enterprise gifting platform.

Based in San Francisco, Snappy has been able to lure in some of tech's biggest names as customers, including Salesforce, Uber, and Microsoft.

"Given the general feel of 2020, employees were pleasantly surprised and were gracious of a gift. The best part, it allowed the option of personally selecting a gift that suits them best," said Shilpa Chamoli, onboarding coordinator at Microsoft who used Snappy to send holiday gifts to employees in 2020.

The business model is simple: Enterprise customers log onto the app, choose a price range, and select from a curated collection of gifts. (Some of the most popular items this holiday season were air fryers, Amazon Fire tablets, and projectors.)

After the gift is selected, the recipient receives a virtual scratch card. Once the gift is "revealed," it can be accepted or swapped. The gift-giver is then notified to pay, and Snappy handles the shipment.

With Snappy, gift recipients can get exactly what they want, and companies can avoid sending generic gifts that will likely be unused or returned. "There's actually a national returns day where $100 billion worth of merchandise goes wasted," Hani Goldstein, CEO of Snappy, said in reference to January 2, the busiest day of the year for holiday returns in the US, according to UPS.

The pandemic has also helped propel the business forward. Snappy's gift platform grew over 600% from 2019 to 2020 as companies come up with creative ways to commemorate employee milestones like anniversaries and promotions. In previous years, Snappy's average growth rate was closer to 400%.

Celebrations that normally happen in an office are not happening anymore, Goldstein said, and with employees all over the place working remotely, it's an "insane process" to collect home addresses for an entire team at a large company like Microsoft or Salesforce.

"I couldn't have thought of a better way to show our gratitude to every individual residing in different regions all over the world," said Stephanie Yaplee, an executive assistant at Salesforce.

Goldstein, 35, is an unconventional founder by Silicon Valley standards. She's a trained lawyer who previously worked for the Israeli Department of Justice, representing the state in criminal and security cases. In 2015, she packed up her life and bought a one way ticket to San Francisco to become a first-time founder with no prior contacts or relationships in Silicon Valley. Her co-founder, Dvir Cohen, is also from Isreal.

In an interview with Business Insider, she describes her first six months as an entrepreneur sleeping in cheap hotel rooms and meeting strangers at tech meetup events to grow her network. "I honestly didn't know anyone in all of California, but I figured there are some people that do these kinds of things here and I can learn something from them," she said.

At those meetups, she would share early mockups of her startup idea to whomever was willing to listen. The plan worked. Goldstein has been able to raise a total of $35 million in just five years.

Snappy's most recent, $25 million funding round closed in June 2020 but was not previously announced until now. That Series B round was led by Saban Ventures with participation from existing investors 83North, Hearst Ventures, and GGV. Its previous round of funding closed in October 2018.

Here are some of the early mockup slides Goldstein used to raise money for Snappy Gifts:

These are the first mockups of the Snappy app

And how it's changed over the years.

David Perdue is currently the only ex-Fortune 500 CEO serving in the United States Senate. 

The former businessman has served as a Senator for Georgia since 2015. Before that, Perdue was a top executive at a number of high profile companies, including Reebok and Dollar General. As a result of his time in the private sector, Perdue is one of the wealthiest members of congress. In 2018, the Center for Responsive Politics estimated that Perdue was worth over $25 million.

"During his over 40 year career in business, Senator Perdue created thousands of American jobs while taking companies like Reebok and Dollar General to new heights," a spokesperson from Perdue's 2020 senatorial campaign told Business Insider. "His leadership helped countless families find new economic opportunities that allowed them to achieve the American dream."

Nowadays, the Georgia Republican has also proved to be a controversial figure in national politics, owing to his unflagging support for President Donald Trump, allegations of anti-Semitism in his current Senatorial race, and the intensity of the Senate runoff elections in Georgia. Perdue will face off against Jon Ossoff on January 5.

Here's a look at Perdue's career in business and politics:

SEE ALSO: Republican senator David Perdue deletes campaign ad that enlarged Jewish opponent's nose amid charges of anti-Semitism

Perdue was raised by two educators in Georgia

Perdue is a Georgia native. He was born in Macon, and grew up in the city of Warner Robins.

His parents both worked in public education. Perdue's mother was a teacher, and his father became the superintendent of the school system in Georgia's Houston County. The Atlanta Constitution reported in 1964 that Perdue's father led the county through a voluntary racial desegregation process.

Perdue himself attended Lindsey Elementary School, where he met his future wife Bonnie Dunn.

The senator told Business Insider in 2018 that his father gave him crucial advice that shaped his entire career in both business and politics: "Take care of the job you got and everything else will take care of itself."

After securing an engineering degree, Perdue spent much of his career working with apparel companies

Perdue attended the Georgia Institute of Technology, where he received a bachelor's degree in industrial engineering and a master's degree in operations research. The senator has said he punctuated his studies with "warehouse and construction jobs."

After he graduated from Georgia Tech in 1972, Perdue married Dunn. Today, they have two sons and three grandchildren.

Perdue's first post-college job was with Kurt Salmon Associates. In 2014, Politico reported on a 2005 deposition in which Perdue spoke about his 12 years at the  management consulting company.

Perdue said that "... some of my experience there was helping footwear companies develop the ability to import shoes from Asia, specifically Taiwan, Korea, China, Indonesia, Malaysia." The deposition focused on Perdue's career, at times singling out his role in helping outsource jobs overseas. 

Perdue also said in the 2005 deposition that he became a partner at Kurt Salmon after four years. After that, he moved to Professional Planning Associates and then became president of Westar Holding Company. 

After that, Perdue pivoted to running different companies' operations in Asia. He went to work for Gitano in Singapore and then the Sara Lee Corporation in Hong Kong. At Sara Lee, he became senior vice president of operations by 1992. In 1994, Perdue was recruited by Dallas-based Haggar Clothing as a senior vice president of operations.

Reebok was where Perdue first entered the C-suite

In 1998, Perdue went to work for a company he'd eventually lead: Reebok. He entered the shoe business as an SVP in 1998. By 2001, he was CEO.

Perdue's experience at Gitano and Sara Lee rendered him a good fit for the shoe-maker. In a 2005 deposition, Perdue said that nearly all of Reebok's production was sourced from Asia. 

By 2000, Time reported that Perdue was running the company's "main lines of business, sneakers, and apparel," with an eye toward making the brand more relevant to women and children.

According to the Atlanta Journal-Constitution, Perdue also spearheaded a shoe contract with the National Football League that fellow executives lauded as "revolutionary." The AJC also reported that the former CEO's legacy at the shoe brand was marked with his penchant for "signing on top athletes and musicians to hawk Reebok sneakers."

In July 2002, Perdue's stint at Reebok came to an end. The next phase of his career would prove controversial after he entered the political realm.

The senator spent nine months at a textile company that went under

Fresh off his success at Reebok, Perdue took on the top job at a textile manufacturing firm called Pillowtex. Perdue's critics and opponents would later hold up his stint at the Kannapolis, North Carolina-based company for extra scrutiny.

The Atlanta Constitution-Journal reported that Perdue characterized his career in business as having been spent "running toward burning buildings." Pillowtex was a company on shaky ground, mired by debt and a major pension shortfall. By the time Perdue took the helm, it had already filed for bankruptcy protection and laid off hundreds of employees.

"I've taken risks," Perdue told the AJC. "They haven't all been five-star successes."

After nine months running Pillowtex, Perdue departed the role of CEO. According to the Atlanta Constitution-Journal, Perdue earned $1.3 million for his work. 

Pillowtex ended up filing Chapter 11 bankruptcy shortly after Perdue left. Over 7,000 workers lost their jobs. As of 2003, it was the single largest job loss event in North Carolina history, according to the Greensboro News & Record.

In 2014, Politifact rated the claim that Perdue ran Pillotex into the ground was "mostly false," given the company's immense struggles prior to his arrival.

Perdue moved on to lead Dollar General through a massive overhaul

But Perdue quickly rebounded after the implosion of Pillowtex. 

On April 3, 2003, Dollar General announced that Perdue was set to take over the role of CEO from acting CEO Donald Shaffer. In the statements, Dollar General's board chairman Cal Turner touted Perdue's "proven record of making things happen." Perdue was the first person outside the Turner family to run the dollar store chain. 

"Dollar General is a great company with clear mission and purpose — making life better for its customers," Perdue said in the statement. "I look forward to working with the board and management in building on the previous success of this great company."

According to a report by the Atlanta Journal-Constitution, Perdue grew the chain from a fleet of 5,900 stores to 8,500 stores, and eventually paved the way for a buyout by private equity firm KKR in 2007. Perdue moved on from Dollar General that same year.

The sale has left Dollar General as one of the most powerful names in the dollar store business. But it was not without controversy. AJC reported that Dollar General had to settle a series of lawsuits with a $42 million payout in 2009 after accusations arose that Perdue and other executives undervalued the KKR deal. 

In 2014, Perdue began to pivot from business to politics

Before he began his political career in full, Perdue served on the board of the Georgia Ports Authority at the behest of his cousin, former Georgia Governor Sonny Perdue, according to the Atlanta Journal-Constitution. The two cousins also founded a company together in 2011: Perdue Partners. Sonny Perdue is currently the Secretary of Agriculture.

Three years later, Perdue launched his bid for Georgia's open Senate seat. The former CEO campaigned heavily on his business record, although opponents criticized his role in outsourcing jobs and shuttering Pillowtex.

Perdue ultimately won over Democratic candidate Michelle Nunn. The Georgia politician quickly became aligned with the "bear Den," a group of Republicans who were elected to the Senate in 2014.

Perdue has become one of President Donald Trump's close allies in the Senate

In the Senate, Perdue has emerged as one of Trump's staunchest allies, aligning with the president on nearly all issues. The senator was one of the few Republicans to actively support Trump throughout his "Access Hollywood" scandal before the 2016 election.

Perdue has argued for the elimination of the Environmental Protection Agency, called on the president to drop out of the Paris Agreement, and co-sponsored a bill allowing states to pass legislation that would require contractors to pledge to never boycott goods from Israel.

Trump's signature Tax Cuts and Jobs Act also received a vote from Perdue in 2017.

Perdue was present when Trump reportedly referred to a group of African countries as "s---hole nations," along with a number of other members of Congress. Perdue said he did not remember the words the president used and then told the press that the president did not use those words.

In April 2020, Trump appointed Perdue to his bi-partisan Congressional Economic Task Force, which is tasked with getting the economy back on track during the coronavirus pandemic.

On a personal level, Business Insider reported in 2018 that Perdue and Trump have bonded over games of golf and their experience in the private sector. Perdue said that Trump would frequently call him to discuss ideas early in the morning.

"As a business guy, we have a point in commonality," Perdue told Business Insider in 2018. "Number one, all we want is results."

The senator is up against Jon Ossoff in a closely-watched Senate election, and his campaign has incurred allegations of anti-Semitism

Six years after he initially secured his Senate seat, Perdue is facing a serious challenge for his Georgia Senate seat. And the senator has also faced a recent controversy over his campaign.

Perdue's campaign ran a Facebook ad in July showing his opponent Jon Ossoff — who is Jewish — with an enlarged nose. The Republican's campaign cited a photo-editing mistake, while Ossoff accused the incumbent of relying on an anti-Semitic trope.

"In light of an unfortunate and inadvertent error involving one of our Facebook advertisements produced and placed by an outside vendor, our campaign will be making a change to a new digital fundraising company," Perdue for Senate Campaign Manager Ben Fry said in a statement sent to Business Insider. "Senator Perdue did not know about nor see the ad before it ran, and he is committed to ensuring future mistakes of this kind do not occur."   

A Perdue for Senate spokesperson added that Perdue has a "strong and consistent record of standing firmly against anti-Semitism and all forms of hate."

With both a private sector reputation and a senatorial record behind him, Perdue still plans to run on his career as a successful businessman in 2020.

A spokesperson for Perdue's campaign reiterated the senator's status as the creator of thousands of jobs at Dollar General. They listed his current priorities as being Georgia's response to COVID-19 — namely securing federal aid and funds for healthcare workers — and reforming, not defunding, police agencies.

Trump has stressed the importance of re-electing Perdue

Meanwhile, Perdue and his fellow Republican Georgia Sen. Kelly Loeffler, who is also up for reelection, have attracted much attention from the GOP as it strives to hang onto its Senate majority.

The Georgia race was thrust further into the spotlight after The Washington Post published a leaked call between Trump and Georgia Secretary of State Brad Raffensperger. During the call, the president stressed the importance of the "big election coming up" for Perdue and Loeffler.

Andrew Weissmann, a former prosecutor on Robert Mueller's Russia investigation, tweeted that Trump's call — which featured the president pushing Raffensperger to "find" him enough votes to win in Georgia — proved to be a clear indication of criminal intent. But, on Fox News, Perdue simply said it was "disgusting" that the controversial tape was leaked at all.

Perdue has seen some major setbacks in his latest race

Currently, the race between Perdue and Ossoff is extremely close. As of January 4, Ossoff leads Perdue by 1.4 points, according to FiveThirtyEight. If Ossoff and fellow Democratic candidate Rev. Raphael Warnock prevail over Perdue and Loeffler, then Democrats will control both the legislative and executive branches of government.

But even with such high political stakes on the line, Perdue has been forced to pull back from his campaign in the days leading up to the election. 

The senator was forced to go into quarantine after coming in contact with a person who tested positive for COVID-19. "Both Senator Perdue and his wife tested negative today, but following his doctor's recommendations and in accordance with CDC guidelines, they will quarantine," a spokesperson for the campaign told Business Insider.

Google is going after the healthcare industry with renewed intensity.

Starting when Dr. David Feinberg joined the company in 2019, the tech giant is consolidating many of its health efforts onto a single team.

Called "Google Health," it's got more than 500 managers, scientists, clinicians, engineers, and product experts right now – and plans to only get bigger.

Read more:Google's secretive healthcare business wants to organize the world's health information, but insiders describe how turf wars and trust issues are hamstringing the operation

A past iteration of the team, which tried to offer online personal health records, never took off. The company shut it down nearly 10 years ago, citing a lack of widespread adoption.

But the new group is an ambitious, self-described "product area" within Google that's hoping to transform the way everyday people get care, and how the system delivers it.

Inside Google, Google Health oversees artificial intelligence projects and work with Verily, YouTube, and search teams. It's also known to be a kind of medical voice and advisor to higher ups like CEO Sundar Pichai.

Read more:As Verily looks to IPO, CEO Andrew Conrad says an inter-Alphabet 'sibling rivalry' with Google's own health team is hurting both companies.

Externally, the team has ongoing projects with public health officials, academic medical centers, and health systems like Ascension.

Business Insider identified 16 of the top leaders steering this still-developing part of Google's strategy into the future. 

From members of former President Barack Obama's administration to scientists on the cutting edge of machine learning, it's a star-studded lineup given the difficult task of executing Google's overall health mission: "improving the lives of as many people as possible."

Here's a rare look at the power players at Google Health, according to Google and other sources, listed alphabetically: 

This article was initially published in August and has been updated to reflect the departures of Dr. Dominic King and Michael Macdonnell from the Google Health team. 

Anurag Agarwal – VP, Engineering

Anurag Agarwal is another Google veteran, having been with the company for more than 14 years. He was previously an engineer on Google ads before transitioning to the new Health group, where he's lead work on Google's clinical tools.

In 2021, he'll be expanding his scope considerably. Business Insider has learned that Google Health engineering lead Shashidhar Thakur is leaving Health to join Google's commerce team, leaving Agarwal to lead all of Health's engineering efforts across both consumer and clinical parts of the business. He'll report to David Feinberg.

Afia Asamoah – Head of Legal

Afia Asamoah has a long history with health initiatives within Alphabet: She was the first lawyer to support Google's health project back in 2014 when it was called Google Life Sciences.

Her early work included the licensing of Google patents for a partnership with Alcon on a smart contact lens. When Life Sciences became Verily in 2015, Asamoah remained as the group's senior counsel, and becoming Verily's first trust and compliance officer.

In 2019, she moved back over to the mothership and joined Google Health as their new head of legal.

Dr. Robert Califf – Advisor, Clinical Policy and Strategy

As the former head of the US Food and Drug Administration under Obama, Dr. Robert Califf is one of Google Health's highest-profile hire for regulatory work. 

Starting in the fall of 2019, he's been leading clinical policy and strategy for Verily while also advising Google Health.

In fact, his work with Verily, which centered on provider-friendly tech, began before he joined Alphabet full-time. 

"My hope is that Silicon Valley and entrepreneurs nationwide will collaborate on building an environment capable of linking the more than 300 million people in the U.S. to information that helps them live healthy, productive lives," Califf wrote in 2017. 

A cardiologist and researcher, he's still an adjunct professor at Duke University, where he helped create the Duke Clinical Research Institute, the largest academic clinical research organization, and Duke Forge, a center for health science data, according to Duke.

Greg Corrado – Distinguished Scientist

A Google "Distinguished Scientist," Greg Corrado is one Google's brainiest brains. 

Armed with a PhD in neuroscience and master's degree in computer science from Stanford University, he heads Google Health's research and innovations division. 

Lately, Corrado is focusing on machine learning in healthcare, overseeing research in genomics, clinical predictions, medical image interpretation, and novel signals research, according to Google.

Prior to that, he cofounded the Google Brain team, which is laser focused on artificial intelligence. And before Google, he modeled human neural networks for a variety of applications at IBM.

Jeff Dean — Senior Fellow, SVP of Google AI

Jeff Dean has been at Google since 1999 and is something of a legend in the ranks. He was one of the earliest members of the Google Brain team, an autonomous research group, and now leads Google's entire AI division.

Health has always been close to Dean's heart. In the 90s, he worked on statistical modeling for the World Health Organization before joining the tech giant – and he now oversees Google Health group as part of his duties.

Dean has worked on research in using deep learning for electronic health records, and overseen the rollout of projects including a joint venture with Verily to use AI to screen for diabetic eye disease.

Feinberg reports to Jeff Dean, who is one of Google CEO Sundar Pichai's small handful of direct reports.

Dr. Karen DeSalvo – Chief Health Officer

Dr. Karen DeSalvo is Google Health's Chief Health Officer and the broader company's "go-to medical expert," according to Google. She's meant to bring a holistic view of health to Google's products and services, as she said in a recent Google interview. 

Lately, DeSalvo, as one of Google's most prominent voices in public health more broadly, is leading a lot of the tech giant's response to coronavirus outbreaks. One such project includes getting Google's search results to prioritize credible information about the pandemic. 

DeSalvo is on the advisory board for Google's sister company Verily Life Sciences, as well as the board of directors at Welltower, a real estate investment trust, according to her resume. She also served on Humana's board until 2019. 

Prior to joining Google, DeSalvo helped re-engineer healthcare in Louisiana after Hurricane Katrina. At the US Department of Health and Human Services, she facilitated upgrades to the US health system's sluggish IT.

A physician and professor, much of her work and research has focused on barriers to care.

Read more: One of Google's top doctors explains how its coronavirus response is feeding into its long-term plans to reinvent how people get health information

Dr. David Feinberg — VP and Head

When Dr. David Feinberg became the head of Google Health in January 2019, he took charge of a newly-formed organization made up of the Google Research health team, DeepMind Health, and one of Google's hardware teams.

It was a major new effort to align Google's thinking about health under one roof, and a big signal that Google was taking health seriously.

The health organization spans a range of consumer product and research projects, and insiders say Feinberg has spent a lot of his early term trying to determine what Google's role in healthcare should be. Not to mention how the company's various initiatives, including the life sciences arm Verily, should work together.

Feinberg started as a child psychiatrist at UCLA, helping patients with mental health needs. He later went on to become CEO of Geisinger Health, overseeing a community of more than 3 million patients.

Although David Feinberg leads Google Health, he reports to Jeff Dean – Google's head of all things artificial intelligence – a signal of how important AI is to the company's healthcare efforts.

Read more:We just got our first look at what Google's grand plans are for healthcare after it brought in a top doctor to lead its health team

Kristen Gill — COO, VP of BizOps, Business Finance Officer

Kristen Gil has been directing business operations inside Google since 2007, working with leaders across the company on strategies to grow and monetize.

Gil now oversees Google Health as part of her role – with one of the busiest job titles in the organization.

She's helped Google to continually re-architect its structure as the company has grown, and can occasionally be seen at conferences offering a glimpse into the inner-workings of the tech behemoth.

"I think [process] can both be a real way to unlock innovation and it can also be a real way to suck the life blood out of innovation,"Gil told an audience at a re:Work event in 2016.

Dr. Michael Howell – Chief Clinical Strategist

As Google's chief clinical strategist, Dr. Michael Howell is focused on various applications of the company's technology within the healthcare system at large. 

Much of his work at Google and elsewhere is about improving and studying the actual delivery of care — like using data from electronic health records to figure out how people get infections in hospitals, according to the company.

Before Google, he was chief quality officer at the University of Chicago Medicine. 

Alan Karthikesalingam – Research Lead, UK

Dr. Alan Karthikesalingam is the head of Google Health's machine learning research group in London. A surgeon, he's a key figure in Google's work to aid medical diagnoses. 

Prior to joining Google Health, he led DeepMind and Google's teams through landmark studies about breast cancer screening, blinding eye diseases, and patient deterioration with the US' Veterans Affairs, all of which tested various applications of AI, according to the company. 

Now, Karthikesalingam's work is largely focused on Google's development of products for clinical care, AI safety, and algorithmic bias, according to Google.

With a PhD in vascular surgery, master's in advanced surgical practice, and a medical degree, Karthikesalingam is still a practicing surgeon and lecturer at the Imperial College in London.

Matt Klainer – VP, Business Development

Matt Klainer leads up business development on Google Health, putting him in charge of all efforts to commercialize the business and form key partnerships.

Klainer joined the Google Health team in January and replaced Virginia McFerran, previously of UnitedHealth Group, who was at Google Health for just seven months.

Klainer reports to Donald Harrison, Google's president of global partnerships and corporate development, who's a direct report of Chief Business Officer Philipp Schindler.

Klainer's tenure at Google spans back to 2008 and has seen him working on areas such as Android and consumer communications products.

Paul Muret – VP, Product and Engineering

A company veteran, Paul Muret joined Google in 2005 when it acquired his web analytics startup, Urchin. He then led the Google Analytics for several years, later adding Display, Video and Apps to his title responsibilities.

In 2018, Muret moved over to a new VP role in AI and health, and CNBC reported that he advocated for the idea of forming the Google Health organization before Google named Feinberg CEO.

Now, he leads Google Health's entire product division.

Mike Pearson – Chief of Staff

As Google Health's chief of staff, Mike Pearson is responsible for the execution of the health team's various projects.

Pearson, who has previously worked on business development across Android and Google Life Sciences (before it was renamed Verily), reports directly to Feinberg at Google Health.

Prior to joining Google's health wing, he helped erect CapitalG, Alphabet's private equity investment vehicle, led development of Android stores, and worked on strategy for apps.

Dr. Lily Peng – Product Manager, Research

Dr. Lily Peng leads the product management team for the medical imaging and diagnostics team at Google Health, which is one of the busiest in the organization. 

Her team works with deep learning, with the goal of making healthcare more accurate, according to Google. Their recent projects tap AI to detect diseases, predict cardiovascular health factors, classify skin diseases, and more. 

In fact, Peng's team recently made an algorithm that identifies diabetic retinopathy. It's already being used by doctors in India, Thailand, and Europe, according to Google.

Before Google, Peng worked at Doximity, an online networking platform for medical professionals, and cofounded Nano Precision Medical, a medical device startup. 

Read more:Meet the 37-year-old leading Google Health's biggest bet so far. Her work hints at what could be ahead for the secretive healthcare business.

Linda Peters – VP, Quality and Regulatory

Linda Peters started working at Google in the fall of 2019.

She's tasked with making sure that Google's portfolio of health products — which includes cancer screening, image processing tools, and far more — lands regulatory approvals and otherwise complies with the law. 

Prior to Google, Peters worked for medical device giant Becton Dickinson, where she reported directly to the CEO and oversaw areas including FDA approval of drugs and software. 

Dr. Alvin Rajkomar – Research Scientist

A researcher for Google Brain and product manager, Dr. Alvin Rajkomar is focused on a huge subset of Google Health's work: provider-facing tech tools. 

He spends a lot of time combing through big clinical databases with deep learning. The goal is to find ways of improving care based on information from the masses.  

Rajkomar is also a key leader in Google's oft-reported work with Ascension, which aims to create search tools for clinicians that call up patients' information from health records, among other things.

His team of researchers, meanwhile, is similarly focused on tech that unifies patient information, from lab results to diagnoses, into one place for clinicians, according to Google.

Outside of Google, Rajkomar is also a practicing physician at the University of California, San Francisco, and holds an adjunct faculty position. 

Read more: Google is working with a massive health system to gather data on millions of patients. Here's an inside look at the tools they're developing.

• As the pandemic persists, many are turning to domestic private vacation rentals since experts say they're safer than hotels.
• Bookworms can find an escape in more ways than one at these US Airbnbs that feature gorgeous, in-home libraries.
• We've rounded up top-rated Airbnbs with libraries across the US, ranging from $95 to $328 per night to start.
• Read more: Are Airbnbs safe? We spoke to experts, a company representative, and an Airbnb host on everything you should know before booking someone's home

If you're a serious bookworm like me, you've probably daydreamed of one day boasting a library as extravagant as the one in "Beauty and the Beast" or as magical as the one in Hogwarts. Dare I say you may have been more impressed by the Jedi Archive than the lightsabers while watching "Star Wars," and more enthralled by the Citadel than the dragons during "Game of Thrones?"

While I can't promise you anything quite as elaborate as those fictional libraries, I can assure you there are plenty of book lovers' retreats awaiting you across the US, well-prepped to accommodate the needs of voracious readers.

The novel coronavirus has disrupted travel for months now, and people have been finding new ways to fend off their ever-amplifying cabin fever. I, probably along with many others, have found solace escaping into the fictitious worlds of books via my imagination. Others are turning to private vacation rentals across the US to catalyze a change of pace, especially since experts have noted that private rentals are currently a safer option than hotels.

So why not combine these two methods of entertainment and rent a home that's an idyllic reader's sanctuary or writer's retreat? An Airbnb with a beautiful in-home library will provide an escape in two ways since you can lose yourself in the beauty of a new environment and also in a new (or classic) storyline.

However, keep in mind that there's still no guarantee of safety when it comes to travel right now. While vaccines have started to roll out and there's hope on the horizon, it's vital to continue to follow guidelines from the CDC, practice safe social distancing, wear masks in public spaces, and wash hands frequently.

We've selected some of the best Airbnbs with libraries based on the following criteria:

1. 1. We only included listings for entire homes or separate guesthouses with private entrances, per current expert recommendations.
   2. Every listing is in high standing with a 4.7 rating or higher.
   3. All homes participate in Airbnb's Enhanced Clean Program for extra peace of mind.
   4. We've stayed cost-conscious, but chose rentals at various price points from $95 to $328 per night to start to suit a range of budgets.
   5. All options have unique and exceptional amenities or designs that truly set them apart and make them an alluring place to spend time reading.
   6. Of course, all have plenty of books!

Here are 11 of the best Airbnbs with libraries, sorted from price low to high:

A tree house retreat in Eugene, Oregon, $95

Book this tree house retreat starting at $95 per night

With floor-to-ceiling, well-stocked bookshelves complete with a library ladder, this treehouse is the manifestation of all your bookish dreams. Tucked high away among the trees, the tranquility and seclusion found here are ideal for getting lost in a page-turning plotline.

This home offers plenty of places to sit both indoors and out, so you can read while swaying in a hammock and relishing the surrounding nature or while snuggled up in a chair by the fireplace. There's also an outdoor hot tub to take your relaxation to the next level.

Muted earth tones and classic furniture items like wingback chairs mingle with deep red and lime green walls, making this home reminiscent of a room on a Clue game board or out of a Sherlock Holmes tale. It creates the perfect ambiance for bunkering down to read a new mystery novel. Be aware that while this tree house has is a separate guest house with its own private entrance, the owner's home is on the same property.

This treehouse is available for booking throughout January and beyond.

Rating: 4.88

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

See more of the best tree house rentals here

A mellow bungalow in Kansas City, Missouri, $98

Book this mellow bungalow starting at $98 per night

This home's towering, rustic bookshelf built around a doorway is a showstopper sure to catch any book lover's eye. Quite literally, books are the centerpiece of this over-a-century-year-old abode. The otherwise down-to-earth, traditional decor helps the book display properly steal the spotlight.

Design details like olive green walls, a red velvet sofa, an all-white kitchen, and quiet bedroom with a Queen-size bed make this home a lovely hub of comfort. However, if you do decide to take your nose out of your book to explore for a bit, 39th Street and its boutique shops, international restaurants, and lively bars are just around the corner. 

This bungalow has plenty of available for 2021 bookings starting in January.

Rating: 4.96

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

A reader's hideaway above a bookstore in Cherokee, Iowa, $125

Book this hideaway above a bookstore starting at $125 per night

If a simple library won't cut it and you prefer an entire bookstore's worth of reads to choose from, then this place is unrivaled. You only need to walk downstairs to find yourself at The Book Vine, an independent shop which sells wine in addition to works by local authors. With its book-packed shelves intermingling with its stock of fun and unique gifts, the ability to easily access this charming bookstore will define your stay. 

The bookstore isn't the only place you'll find reading material though. This loft comes with an open layout featuring numerous bookshelves. Plus, tall windows guarantee ample natural lighting for your reading pursuits. The high, tin ceilings and string lights are also working hard to give the home a cozy industrial vibe.

The home has plenty of available dates for 2021 starting in January.

Rating: 5.0

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

A literary oasis in Palo Alto, California, $128

Book this literary oasis starting at $128 per night

Books are omnipresent in this home, dominating the space to make it a gorgeous sanctuary for literature aficionados. Various jam-packed bookcases can be found in the living room, and the enchanting window nook is not only encased by books, but also sits atop books. Plus, all four walls in the main bedroom boast an impressive literature display.

There are so many books in this home, they're able to dually serve as optimal decor details, their unique bindings adding beautiful bursts of color throughout the home. Light, bright, and airy, this home sleeps two guests and includes a fireplace, antique furnishings, and a small kitchen with a mini-fridge/freezer, microwave, and coffee maker. 

This home has wide open availability from mid-January on.

Rating: 4.95

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

A cabin with an old-school academic aesthetic in Loon Lake, New York, $129

Book this academic cabin starting at $129 per night

With stained glass windows and dark wood bookcases, there are hints of gothic architecture inside this cabin that give it an intriguing dark academia aesthetic. Not to mention how the cabin radiates the same energy as a classic professor's office thanks to the remarkable way the bookshelves wrap around the room. This is the ideal place to hunker down and crack open a Brontë novel. 

The moody interiors are juxtaposed by its natural outdoor setting. During reading breaks you can go for a walk among the surrounding trees, swim in the nearby lake, fish, and more.

This popular home is unavailable in the earlier months of 2021, but it is available for booking starting in May.

Rating: 4.96

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

A historic church turned scholarly cottage in Waterford, Virginia, $199

Book this church turned scholarly cottage starting at $199 per night

With an epic bookshelf that needs its own ladder to help you reach all the sky-high reads, it's no surprise why this is an ideal lodging for bookworms. Housed in what was once an old church, the renovated and spacious open layout is complemented by subtle blue and white hues, adding to the home's airiness.

Impressive literary collection aside, the long wooden dining table, grand piano, potbelly stove, and writer's desk all make this spot great for research-mode reading or writing. The home is begging you to flip open your copy of that latest biography, social theory text, or poetry collection and get to annotating.

This once-upon-a-time church is available for booking starting in April.

Rating: 4.93

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

Southwestern home with an eye-catching study in Santa Fe, New Mexico, $236

Book this Southwestern home starting at $236 per night

A gorgeous study encompassed by shelves teeming with books of all types make this a captivating homestead for anyone who loves to work with words, whether you are a reader, a writer, or both. The floor-to-ceiling windows right beside the study give the area an exquisite glow, creating a pleasant setting to decompress. You'll also find plenty of bookcases in other rooms as well, ensuring you are surrounded by books throughout your stay.

Beyond the books, neutral tones intermingle with soft pastels and colorful accent rugs and pillows, emulating New Mexico's rich landscapes found right outside your door. Settle in for a read at the study's long wooden desk, curled up next to one of the multiple fireplaces, or outside on the private patio.

This home has limited availability for 2021 booking in January and February, with more consistent availability starting in April. This is an Airbnb Plus listing, meaning it has been recognized for its outstanding quality, design, upkeep, and overall character.

Rating: 4.98

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

An eco-modern haven in the desert of Yucca Valley, California, $250

Book this eco-modern haven starting at $250 per night

Nestled away in the desert, this home is exceptionally serene. I recommend bringing a book that echoes the arid landscape, such as "The Alchemist" or "Dune," to create an engrossing reading experience.

Inside the home, there are lovely floating shelves holding an abundance of books, as well as books scattered throughout on various tables and nightstands. The bathtub is made complete with a bath tray so you can even read and take notes while soaking. The home features cooling blue accents and an 80-foot-long pool with a jacuzzi for taking a break from the heat.

This home is available for 2021 booking starting in January.

Rating: 4.94

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

An immersive stay for Harry Potter fans in Kissimmee, Florida, $252

Book this immersive fantasy stay starting at $252 per night

For fantasy readers who dream of living inside the books they love, this home offers a close alternative to satiate your imagination. Harry Potter fans especially will feel like they've stepped into the halls of Hogwarts. Well-thought-out design features include bedrooms themed after the different houses, a medieval-style dining room, and a wall of portraits.

An abundance of books are tucked away in all the nooks and crannies of this home, along with bigger bookshelves in some of the bedrooms. While reading a Harry Potter book is the most on-the-nose option while staying here, this is an ideal place to get lost in any fantasy fiction novel of your choice. This wizards' den also has a pool table, an assortment of board games, and a variety of video games to keep you entertained when you're not reading.

This themed home has plenty of dates available in January and throughout the rest of the year.

Rating: 4.83

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

A fairytale cottage in Los Angeles, California, $287

Book this fairytale cottage starting at $287 per night

With window grilles, an irregular stone patio, and verdant foliage surrounding it, this home looks like it was pulled straight out of a fable and dropped into the middle of Los Angeles. Being set in a city, this cottage is a great spot for those in search of a quiet and quaint reading escape that still gives them plenty of access to the hustle and bustle of a major city.

There is a sizable bookcase accented with house plants in the main living area, but the book supply spills over onto the marble coffee table and a long, dark table behind the leather couch.  Whether you are reading in the tranquil outdoor hammock or cozied up in the lofted bedroom under the pitched roof, you're sure to feel like the main character in a fairytale while lodging here.

This home is available for 2021 booking starting in March. This is an Airbnb Plus listing, meaning it has been recognized for its outstanding quality, design, upkeep, and overall character.

Rating: 4.96

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

A book-filled mansion in Chicago, Illinois, $328

Book this book-filled mansion starting at $328 per night

This historical mansion was originally built by the famous architect Andrew Rebori in 1938. Fully renovated, the modern and innovative home features plenty of unique details like a koi pond, soaring ceilings, and glass block windows. But the pièce de résistance for voracious readers is the two large bookshelves flanking the oversized fireplace.

Just as important to a bookworm as having a lot of reading options is having a lot of options for where to read those books. If there's one thing this home doesn't lack, it's a variety of seating. There are lounge chairs across from the fireplace, a large circular ottoman, built-in benches with cushions, a modular couch, and more traditional chairs and couches scattered throughout the house. The home also features a large outdoor patio complete with stone dining table and chairs, a grill, and a brick wall with a fountain.

This home is available nearly every day from January on.

Rating: 4.71

COVID-19 cleaning procedure: This home participates in Airbnb's Enhanced Clean program, meaning the host is committed to a rigorous cleaning protocol developed with leading health and hospitality experts.

The e-commerce sector notched astronomical growth in 2020 as the COVID-19 pandemic led many consumers to do more of their shopping online. 

But along with the rise in online shopping comes another kind of surge: returns. 

Retail experts are expecting returns to pick up in the coming weeks as shoppers get rid of unwanted holiday purchases. Optoro, a startup helping retailers to streamline their returns processes and reduce associated costs, is predicting that $115 billion of goods will be returned between Thanksgiving and the end of January. 

Read more: 'Buy online and pick up in store' has emerged as an important strategy for retailers looking to avoid last-mile delivery headaches amid the pandemic

A handful of startups have emerged to help retailers navigate a busy period in the most cost-efficient and sustainable way. Several of them are helping retailers to establish in-store processes for returns in order to encourage shoppers to avoid sending back packages via an already overflowing mail system. 

Here's who the startups are, what they do, and how much venture capital they have raised so far: 

SEE ALSO: With over $10 billion in VC funding, these are the 7 startups retailers like Walmart, Target, and Kroger have tapped to solve their last-mile delivery headaches

Narvar works with retailers to improve transparency around their shipping and returns processes.

Founded in 2012, Narvar currently partners with more than 800 retailers, including Levi's, Home Depot, Sephora, and Patagonia.

It also recently partnered with Simon Property Group to create return drop-off centers at a select group of malls. Consumers can use the centers to drop off return packages for about two dozen participating brands, no packing label required. 

Narvar offers a suite of services aimed to streamline the returns process, though it doesn't do the shipping itself. 

Founder and CEO Amit Sharma says the company aims to show partners the value of doing returns well. 

"We have seen, when we do the analysis, that the repeat purchase goes up, if you offer a better [returns] experience,"Sharma said in a recent interview with Business Insider.

Narvar has raised $64 million in venture funding from investors including Accel and Battery Ventures. 

Happy Returns works with brands like Untuckit, Everlane, Revolve, and Rothy's to streamline their returns.

Happy Returns offers partner retailers a number of solutions to make the most of returns, including encouraging shoppers to exchange goods rather than return them altogether and creating drop-off locations for returns to be made without using mail services. 

The company was founded by David Sobie and Mark Gellar, two HauteLook alumni who helped develop the capability for shoppers to return HauteLook orders to Nordstrom Rack stores, after the flash-sale site was acquired by the department store. 

The company now has more than 700 Return Bars where shoppers can make a return without needing a box or label. It also sets up returns kiosks inside retailers' stores, in an area away from where shoppers' make their purchases. 

To help shoppers making returns by mail, Happy Returns offers retailers the ability to efficiently route packages to its regional hubs. 

Happy Returns has raised $25 million in venture capital from investors including Upfront Ventures and PayPal Ventures. 

Its software can also be directly integrated with Shopify. 

Optoro helps retailers like Staples, Best Buy, Ikea, Target, and Bed Bath & Beyond manage their returns sustainably.

Optoro aims to reduce costs associated with returns by steamlining processes and minimizing shipping. 

Optoro allows retail clients to offer shoppers a branded returns portal, instant credit, and contactless drop-offs in-store. 

In October, it announced it would be bringing Express Returns service to more than 1,000 Staples stores across the country. The Staples stores will be able to accept returns from any retailer that currently uses Optoro's platform. Similar to the services offered by Narvar and Happy Returns, Optoro's Express Returns uses a QR code system to process returns. 

Optoro also helps partner retailers to sell returned goods, both on their own websites and on marketplaces like eBay and Amazon, so that excess inventory does not go to waste. 

Optoro has raised more than $244 million in funding from investors including Ikea, UPS Ventures, and Revolution Growth. 

Returnly gives shopping credits back to shoppers even before their returned items are received.

Returnly aims to fully automate the returns process for partner retailers. It extends a refund to customers even before the return is complete, and it automatically suggests a replacement item at the end of the process.

The fintech startup has also partnered with Optoro to develop systems that can reduce complexity and waste in returns. 

Returnly offers integrations with platforms like Zendesk, Shopify, Salesforce, and ShipHero as well as carriers like FedEx, UPS, DHL, and the US Postal Service.

Returnly has raised more than $30 million in venture funding from investors including TheVenture City Fund, SV Angel, and Max Levchin. 

ZigZag Global helps retailers in countries around the world consolidate returns.

Partnering with retailers like Boohoo and Topshop, ZigZag Global allows companies to track returns, make them paperless, and process them both in stores and in warehouses. 

ZigZag grades returned items based on the condition they are in so that they can quickly be put back into the supply chain if possible. It can also refurbish certain items. 

The company additionally offers retailers the ability to consolidate domestic and international returns into fewer packages so that they can save money on shipping. 

ZigZag Global has raised more than $20 million in funding from investors like Maersk Growth and Circularity Capital. 

• Air walkers, also known as air gliders, are exercise machines that provide a great way to get a full-body, calorie-burning, low-impact aerobic workout at home.
• Though they might look a little unorthodox, air walkers offer an easy method for keeping fit, even if you only have 10 to 15 minutes a day for exercise.
• Our top pick, the Sunny Health & Fitness Air Walk Trainer, isn't just the best overall but also our favorite budget model as it delivers smooth movement while also being easy to assemble and compact.

When someone first gave me an air walker for my home gym, I tried it and wondered, how in the world is this exercise? All I'm doing is swinging my feet. After about 10 minutes of nonstop striding, however, I broke a sweat and realized that continuing for another 10 to 20 minutes at a brisk clip would constitute a decent full-body aerobic workout.

Air walkers — especially those with built-in resistance — provide low-impact exercise for your leg, arm, and abdominal muscles. Think of it as an elliptical trainer's low-tech, less glamorous, space- and money-saving cousin.

On an air walker, you keep your legs mostly straight as you move them back and forth (or even side to side on some models) as opposed to bending and straightening them like on an elliptical. Also, air gliders are smaller and more economical, making them convenient and portable pieces of home exercise equipment that don't need electricity to function properly.

To find those worth owning, we've tested air walkers from brands like Gazelle and Sunny Health & Fitness, each of which offered its own unique take on the tried-and-true design. No matter if you want a basic model, something to use outside, or one that comes standard with a variety of workouts (who doesn't want to work out with Tony Little?), the following guide has you covered. 

We've also included some tips on how to shop for an air walker and some insight into the air walker workout, at the end of this guide. As with any health and exercise product, follow the instructions, and practice safe use. If you have any health-related concerns, consult a medical professional before using them.

Here are the best air walkers: 

• Best air walker overall: Sunny Health & Fitness Air Walk Trainer
• Best basic air walker: Gazelle Edge
• Best outdoor air walker: Stamina Outdoor Fitness Strider
• Best deluxe air walker: Gazelle Supreme

Updated on 1/1/2021 by Rick Stella: Updated the slides on how to shop for an air walker and the air walker workout, checked the availability of each recommended model, and updated the prices and links where necessary.

Best overall

The Sunny Health & Fitness Air Walk Trainer is not only top-rated, but it's also the best-priced model for striding your way to cardiorespiratory fitness.

Pros: Smooth operation, compact body, easy assembly, great price

Cons: Only moderately intensive, no resistance, flimsy for some

Believe it or not, the Sunny Health & Fitness Air Walk Trainer is also the lowest priced model on our list of top picks. Use this budget-friendly yet high-performing equipment to tone your muscles and get a full-body, low-impact cardio-aerobic workout. In addition to exercising your legs and arms, this model works your abdominal muscles as you maintain an upright posture while gliding.

Unlike most air walker models, the Sunny Health & Fitness Air Walker Trainer has a vertically adjustable abdominal pad for support and comfort. The pad is able to be removed for more room, allowing you to instead use your abdominals even more for stability and endurance. 

It has a sturdy steel frame, oversized nonslip footpads/pedals, and an LCD monitor that conveniently displays workout information like time, count, total distance, and calories burned. People weighing up to 225 pounds can stretch their calf-, thigh- and gluteal muscles with the 30-inch stride length.

When not being used, the space-saving Sunny Health & Fitness Air Walk Trainer folds down to half its open length (from 29 inches to 15 inches) for a small footprint and easy storage.

This walker offers a smooth, quiet operation, and allows you to start off in a slow walk to warm up before progressing to a faster run — all in one continuous movement. Made for all ages, this model is popular with former runners and people up to their 80s because it's gentle on the ankles, knees, and back.

Best basic air walker

For people who want a no-frills yet effective air walker, the Gazelle Edge is the way to go — dependable, glides smoothly, and provides a good workout.

Pros: Smooth, stable, and durable

Cons: No resistance, squeaks

Although less fancy than the high-end Gazelle Supreme, the Gazelle Edge still does the job. It delivers a cardio-aerobic, total-body workout that burns calories and tones muscles while being easy on the joints — not to mention, fun. This basic model doesn't have any resistance, but it does have a patented, dual-action split suspension that provides a complete range of motion and smooth, fluid movement.

The Gazelle Edge is great for people new to gliders and walkers, yet still accommodates more challenging exercises. It allows users to increase intensity as they please and can handle both interval training workouts and power sprint routines. 

As an owner of a Gazelle Edge owner, I like that it's able to accommodate both quick and light workouts, as well as intense cardio burning sessions. During my time with the Edge, the machine developed a bit of a squeak, however, a little WD-40 helped it get back to gliding along quietly. 

The Gazelle Edge has a durable 1.5-inch rolled steel frame, foam-covered handlebars, extra-wide non-skid foot platforms, and a computer that tracks speed, distance, time, and calories burned. It has a maximum weight capacity of 250 pounds (the more heavy-duty, slightly more expensive model with a maximum weight capacity of 300 pounds is the Gazelle Freestyle). And, this walker folds up for storage.

Best for outdoors

Enjoy a breath of fresh air while exercising alfresco on the durable and smooth Stamina Outdoor Fitness Strider.

Pros: Provides freedom and motivation to exercise outdoors, sturdy, smooth

Cons: No resistance, screws can develop rust

I first tried an outdoor walker in a nearby park, thinking it was a just playground ride. As corny as this sounds, I found myself meditatively gliding while gazing toward a lake and listening to sounds of nature — and then felt the burn when I climbed off after about 10 minutes. So. the Stamina Outdoor Fitness Strider isn't merely a playground toy but a bona fide piece of exercise equipment that delivers a great low-impact, cardio-aerobic workout.

Designed to be set up and used outside, the Stamina Outdoor Fitness Strider has a large, heavy-gauge steel frame covered with a durable paint that protects it from UV rays and resists rust, chipping, and corrosion in non-salt water environments.

The stable Stamina Outdoor Fitness Strider glides smoothly. It has dual-action handlebars so you can tone and strengthen your upper and lower body simultaneously; it also has stationary handgrips to hold while focusing on the lower body only. Its frame is contoured for comfort and it has large textured pedals for different foot sizes. This sturdy 109-pound walker can accommodate users weighing up to 300 pounds and is easy to assemble.

One of the Stamina Outdoor Fitness Strider's best features is the option of exercising outdoors. In fact, mixing up the routine and going outside for fresh air provide more motivation for working out. The paint's vibrant green color fits in well with the outdoors, too.

Although this strider doesn't have any built-in resistance, you can increase its intensity by varying your foot position. 

Best deluxe air walker

The Gazelle Supreme is a well-known, top-of-the-line air walker with hydraulic resistance, versatility, and advanced technology.

Pros: Stable, intense workout with pistons/resistance

Cons: Squeaky, assembly instructions a bit confusing for some

Many people have become familiar with air walkers because of the man in the photo above: Fitness trainer Tony Little. You'd see him pitch Gazelle gliders on TV infomercials in the odd hours. While as-seen-on-TV products tend to be gimmicky, the Gazelle has stood the test of time — and is still going strong.

The most deluxe model in the current Gazelle lineup, the Gazelle Supreme, has many features that enhance workouts. It features hydraulic resistance pistons, a patented dual pivot system for a large range of motion and independent movement of the legs, and Soft Glide technology which makes striding smooth and reduces the impact on joints.

It also has grip pulse monitors and a computer that tracks your heart rate, calories burned, distance, time, and speed, to keep you informed of your progress. This model even comes with three workout DVDs ("Total Body Workout,""Tony Little's Quick Shape Workout," and "Tony Little's Ultimate Body & Mind Workout") with helpful exercise tips and demonstrations from Tony Little, himself. 

You can do 10 different exercises, including variations on gliding (basic, wide, low, high, forward push and power), body positions (leaning forward or leaning back), and arm movements in order to target, tone, and stretch specific muscles. The hydraulic pistons offer a lot of resistance, too. A downside, however, is that you can't adjust the level of resistance — it's either all (pistons engaged) or none (pistons disengaged).

The Gazelle Supreme's stable frame, high-density foam handlebars, and extra-wide non-skid foot platforms with shock-absorbing rubber inserts make people feel secure. Its maximum weight capacity is 300 pounds, yet it folds up for easy storage. Numerous users note that the frame squeaks, but this annoyance is easily remedied with WD-40 lubricant spray.

The air walker workout

An air walker is powered by your body's motion and weight, so you control its speed and your workout's intensity —the faster, harder, and wider (or higher) you stride, the more intense the workout.

The U.S. Department of Health and Human Services recommends adults have "at least 150 minutes a week of moderate-intensity or 75 minutes a week of vigorous-intensity aerobic physical activity." With the air walker, you'll get aerobic and weight-bearing exercise — important for bone density — that's easy on your joints and ears (i.e., quiet enough for watching television, listening to podcasts, etc.).

From experience, I can say that striding on an air walker definitely raises the heart rate, burns calories, tones muscles, stretches legs and hips, engages the core, and tests a person's balance and coordination. Exercising on an air walker consistently helps you lose weight and strengthen muscles without bulking up.

How to shop for an air walker

When shopping for an at-home air walker, there are a few key criteria to keep in mind. Most importantly, consider its size, frame, resistance levels, and versatility. Here's what to look for specifically:

Size: You want one that accommodates your stride length and weight. Many models fold up for easy storage but if you plan on keeping it set up, make sure it fits your allotted open space.

Frame: One that's strong, stable, and durable in build, yet smooth and fluid in motion is ideal.

Resistance levels: Some models come with adjustable levels of resistance while others offer no resistance. My air walker has no built-in resistance but I simply tie TheraBand resistance bands around the moving bars connecting the handles to the pedals in order to create resistance.

Versatility: In addition to moving front to back, the foot pedals of some models move side to side for additional exercises. 

Air walkers are also fairly low-maintenance. Just check for loose screws and oil the joints occasionally to keep them functioning properly. 

• Embark is a dog DNA test that determines your dog's breed and checks for over 170 genetic health conditions and 20 traits among other fun facts.
• Staff veterinarians and customer service representatives are also available to answer questions from pet owners. 
• We used the test to learn more about our rescue dog, Nellie. You can read more about our experience below.

Even if you picked up your puppy from the pound with no information — and you've been guessing or making up breeds to satisfy strangers' curiosity ever since — there is a way to actually know the precise origins of your furry best friend.

Enter the Embark Breed and Health dog DNA test. The test uses 200,000 genetic markers and 100 times more genetic information than its competitors. It checks for over 350 different breed types and 170-plus genetic health conditions — and it has partnered with Cornell University College of Veterinary Medicine (the leading veterinary school in the country) and a pioneer in consumer genetics — Spencer Wells — to combine cutting-edge science and pet care. They're the people who are ecstatic to tell you they recently discovered why some dogs have blue eyes.

Knowing your dog's genetic history is great for the shallow interest of curiosity and dog park small talk, but it can also help you navigate potential health risks, avoid medications they could be sensitive too, and even help you decide how big of a home you're going to need in the future.

Here's how the dog DNA test works

Order the test online, activate it, swab the cheek of your dog, and mail the sample back to the Embark lab in a pre-paid return envelope. In two to four weeks, you'll receive the results. If you're unsure how to swab your dog's cheek correctly, there are video tutorials on the site. 

I tried the Embark dog DNA test on our rescue dog, Nellie, to see how it worked in real life. If you keep scrolling down to the bottom of this article, you can see the exact steps we went through in greater detail. But what I liked best was how digestible the information was for non-scientists, and how many resources were provided if you'd like to do further research. I also loved how obviously passionate about dogs the Embark team seemed to be.

On the site, you can engage as little or as much as you want. It was as succinct as "she's mostly a German Shepherd" and "she's clear of all the health risks we check for" and as granular as links to learn how the process is done and breakdowns of what each genetic condition is as well as which breeds it's commonly found in. There are even linked citations in some sections where research was referred to. 

The Embark dog DNA test is not cheap, but it's information that could improve or extend the life of your dog — and for most owners, that's not a bad price to pay. 

All in all, it's a great tool — and something most dog owners will probably be excited to learn about. Pets are the slobbery, warm-bodied, loving beings that occasionally care more for you than they do for themselves. Figuring out a bit more about how to responsibly return that love and care is an exciting new opportunity. 

If you have multiple dogs and get tests for them, you can "add a dog" to your "my dogs" section in your account to keep your family all in one place.

Keep reading to see our experience and our dog's results below. 

Embark's main point of interest is probably the breed breakdown. You'll see breeds and percentages, as well as other fun tools at the top.

Embark breaks down dog breeds by percentages. If you keep scrolling, Embark highlights the main characteristics of each breed present. 

Embark tests your pup for over 170 genetic health conditions and 20 traits.

We took the Embark DNA test probably just as much for the health results as to satisfy our curiosity, if not more so. Embark screens for over 170 genetic conditions looking for the mutations that can cause them, and Nellie showed up negative for everything. Being able to rule out these mutations also makes it easier for your chosen vet to determine what's wrong quickly and accurately if your dog becomes sick in the future, and to avoid prescribing medications your dog may be sensitive to. To easily share with your vet, click "Vet Report" to input your vet's name and email address. They'll get a copy.

Embark makes the results easy for non-scientists to understand. It showed that she was cleared for the 135 genetic conditions common for Nellie's breed (which the test already provided for us and the lab) and then broke down what those conditions are exactly. You can also view the full disease test in more detail if you wish. 

Embark also breaks your dog's DNA down to make a family tree that goes back to great-grandparents.

Embark's algorithm generates the most likely family tree for your pup, though it's not the only possible one for your dog's mix. 

You can also check out other dogs who have Embark accounts that have similar breed mixes for comparison via the Mix Matches tool. 

The DNA test also tests your dog's traits, making it possible to predict coat color, coat traits (shedding, curly, straight) and body size among other things.

You'll be able to see the genes that make your dog's coat the color, texture, and shedding-heavy mess that it is, as well as your dog's projected body size, along with links to deeper wells of information if you're interested in learning more. 

You can also see your dog's genetic diversity (was there inbreeding?) as well as performance. For instance, we discovered that Nellie has an adaptation that makes her more tolerant of high altitudes. 

Staff veterinarians and customer service reps are also available to answer questions from owners.

The service also encourages users to email research@embarkvet.com if they have a particular health issue or area they're interested in. 

You can also take "Health and Wellness" quizzes to get personalized feedback and contribute to research, making the Embark test even more accurate and extensive for you and others in the future.

These quizzes and feedback mean the service can get smarter and better over time — benefiting both old users and new with more features and ever-more accurate results, just like human DNA tests. If you choose to participate, you could help scientists make new discoveries. 

• The comfort and consistency of rituals bring us back down to earth. 
• They take many different forms, from putting on a favorite record to shaving. 
• Online startups are adept at selling the entire experience of these beloved rituals, and at the center is a product that solves daily problems while providing a respite from the stresses of life. 
• We took a look at startups you already know, like Casper, along with ones that may be unfamiliar, like Vitruvi, to illustrate how companies are using the comfort of rituals as a selling point.
• Read more: These home and kitchen startups want you to stay in more — here's how they're capitalizing on exhaustion

Rituals are an important part of daily life. In the midst of what can often feel like a rollercoaster of work, personal obligations, and life and all its complications, they allow you to hop off for a brief moment, take a breather, and regain a sense of stability. 

Even something as innocuous as brushing your teeth or watering a house plant can improve your mental wellness. It may seem like you're simply going through the motions, but it's exactly those repetitive movements and consistent practices that provide the all-too-needed comforts of familiarity.

Everyone's rituals look different (mine include writing in my journal, winding down every night with music and a book, and going to my favorite bagel shop every Sunday) and take various forms, from skincare routines to cooking certain dishes.

Online startups across a variety of categories are great at tapping into this love for consistency and comfort, selling not a product, but the entire experience of owning it, using it, and making it part of a recurring ritual.

Learn how these 11 startups are selling the experience of a daily ritual.

Sleeping: Casper

Shop mattresses and more at Casper here

Getting ready for bed is a universal ritual enjoyed by all — we've met few people who don't look forward to climbing into bed each night. For the last few years, Casper has been making the process inviting with its supportive, comfortable mattresses, but a more recent product, the Glow Light ($129, currently unavailable), is intended to get you to dreamland even faster. The adjustable light will help your body wind down at night and wake up gently in the morning, while the ambient light sensor turns it into a portable night light. 

Learn more about Casper from Insider Reviews here: 

• The best mattresses
• A comparison of five popular Casper mattresses
• Casper sheets review
• Casper pillow review
• Casper dog bed review
• Casper adjustable bed frame review

Brushing your teeth: Quip

Shop electric toothbrushes at Quip here

We hope you're brushing your teeth twice a day. If the idea doesn't enthuse you, Quip is a startup that might inspire you to concentrate on and enjoy your teeth-brushing habit more. Its sleek, American Dental Association-approved brushes are easy to use, can mount to your wall or mirror, and have replaceable brush heads available through a subscription. They come in a variety of colors and sets so you can get your loved ones in on two minutes of blissful respite at a time. 

Learn more about Quip from Insider Reviews here: 

• Quip toothbrush review
• Best toothbrush subscription comparison: Quip, Goby, Burst, and Boka
• The best electric toothbrushes you can buy

Taking your vitamins: Ritual

Shop multivitamins at Ritual here

This growing vitamin startup has "ritual" right in its name and makes taking your daily multivitamin the most simple it's ever been. The Ritual vitamin contains nine essential nutrients that women most commonly lack in their diets and costs $30 for a month-long supply, encouraging you to clean out your vitamin cabinet for good. 

Learn more about Ritual from Insider Reviews here: 

• The best women's multivitamins
• Ritual vitamin review
• Ritual Essential Prenatal vitamins review

Relaxing through scent: Vitruvi

Shop Vitruvi essential oils and diffusers at Amazon

Fragrance is a highly effective way to set the mood of your surroundings, and startup Vitruvi is the new brand of choice for anyone looking to create a soothing atmosphere. Breathe in its delightful essential oils, which include grapefruit, eucalyptus, and peppermint, and you'll be transported to a place far, far away from your stresses. To fill your entire room with the scent, get its elegant ceramic diffuser, and make a habit of using it often. 

Learn more about Vitruvi from Insider Reviews here:

• The best essential oil diffusers

Staying active: Fitbit

Shop Fitbit fitness trackers at Amazon, Target, and Best Buy here

Running a dozen miles in one go is ultimately less effective and helpful than splitting up that mileage over a period of multiple days. A Fitbit fitness tracker motivates you to get up each day and continue your running streak by recording your activity and sending reminders to keep it up. Even if you're not a runner, it'll tell you to leave your office chair and take a stroll outside. Before long, you'll look forward to these daily walks or runs and see them as a welcome break. 

Learn more about Fitbit fitness trackers from Insider Reviews here:

• The best Fitbit trackers
• FitBit Versa 2 review

Caring for a plant: The Sill

Shop indoor plants at The Sill here

Can't commit to a human being or animal? Plant parenting is on the rise for a number of reasons, but one is that it allows for the satisfaction of caring for a live being — just without the huge cost or commitment. You can shop all types of beautiful, mood-lifting house plants at The Sill, which will ship them to your door and show you how to keep them alive. Checking up on your succulents or snake plant and watching them thrive may just become the highlight of each day. 

Learn more about The Sill from Insider Reviews here: 

• The Sill review
• The Sill's online plant care workshop review
• The best houseplants you can buy online 
• Where to buy plants online

Shaving: Harry's

Shop shaving products at Harry's here

Whether you shave daily, weekly, or monthly, it's a ritual that you don't necessarily enjoy, but it has to be done anyways. Ineffective tools and high costs prevent us from fully embracing this common ritual, but grooming brand Harry's solves both with its super sharp blades and affordable kits. To make sure you're never caught with a dull blade, it also offers subscriptions. On the women's side, its new brand Flamingo sells the same ideals of affordable quality. 

Learn more about Harry's from Insider Reviews here: 

• Harrys men's hair care products review
• Flamingo (Harry's sister company) razor review 

Listening to music: Vnyl

Shop vinyl records and players at Vnyl here

While headphones plugged in during a commute or at work often translate to idle listening, sliding a record out of its sleeve and placing it carefully on the player signals intent and full commitment to the music-listening experience. Vnyl, a record subscription service and maker of the Trntbl smart record player, personalizes the music discovery process by sending you records based on your music profile and preferences. 

Drying off: Weezie

Shop towels at Weezie here

Hair wrapped in a towel as you get ready for a night out. Falling asleep in a large towel post-shower. Wiping off makeup, dirt, and grime after a long day. If you experience any of these scenarios regularly, you'll love the luxe towels from Weezie. You can add custom embroidery (and you have many more stylish options than other custom services) so your rituals feel even more personal and enjoyable, but even by themselves, the towels are wonderfully soft, fluffy, and absorbent. 

Learn more about Weezie from Insider Reviews here: 

• Weezie towels review

Enjoying a meal: Year & Day

Shop dinnerware at Year & Day here

Don't buy nice table settings and save them only for special occasions. Year & Day wants you to use its European ceramics for everything from canapés to greasy diner leftovers — and trust us, these sturdy, simple, and beautiful pieces of dinnerware make a difference in how you enjoy any type of food. The startup shows customers how each bite and sip, no matter the event, matters — and its plates, glasses, serving tools, and utensils will help you appreciate that. 

Learn more about Year & Day from Insider Reviews here: 

• Year and Day ceramic dinnerware review
• Tableware startups changing the way we shop for dishes

Taking your dog for a walk: Wild One

Shop pet accessories at Wild One here

Taking your dog out for a walk every day takes a toll on its leash and collar, so you want ones that are tough and durable, but also comfortable for your dog. Both owner and pet enjoy the walks taken with Wild One's Walk Kit, which contains a collar or harness, leash, and poop bag carrier. They're made from non-toxic materials and importantly, are stain-, odor-, and dirt-resistant, so your pet can continue exploring the great outdoors without being held back.