Micro Sites with Macro Impact
We are rebuilding the internet's infrastructure for niche b2b and b2c loan products and formally complicated subject matters like commercial real estate finance. Our core focus is creating well organized, educational, responsive, niche digital assets with easy-to-digest, palatable information - a new platform for consumers and business owners to tap all of their options and not just a few... creating true access to capital markets and more.
The internet feels pretty fractured. More so in some places than others. So we are starting with the most desolate, archaic spaces (think things like FHA multifamily financing for $20,000,000+ construction loans) and starting there. By leveraging the gift of new TLDs we can build incredibly niche websites and deep-diving how-to guides in a responsive, user-friendly format to provide all the information and guidance necessary for each individual product, process or service, in one place. Then we can add even deeper value by providing ancillary support via ruthlessly vetted industry partners (in this case lenders that share the same values but have the depth of infrastructure to execute on the highest levels). So, to the why? Because there is a clear opportunity to create impact and add value. We can empower everyone we interact with and that's pretty cool. Secondary and tertiary whys? There's pretty limited competition and a whole bunch of upside and we're building a TLD moat while we're creating. Also, making useful stuff is fun!
Creators Not Destroyers
We aren't disrupting, we are creating. It's a shift. A nudge perhaps. Forget about the former .com website where you have all the information about everything financial (or some other product) in one place, fractured throughout the site, with ads being shoved down your throat at every corner. Let's get away from lead aggregators bombarding users with ads, emails, spam while selling user information to the highest bidder with limited regard for value-add.
Let's ride the coattails of the great minds at Google and everyone solving for machine learning and AI so we can all can create valuable user experience together by leveraging carefully crafted and organized content built solely for the searcher. Each site is an autonomous being with a greater purpose -- to serve its niche market, to answer questions, and to ultimately educate, inform and empower visitors.
Our First Principles
There is an opportunity to improve user experience on the internet. It is "acceptable" in many places and arguably broken in many more. There is an opportunity to create exceptional experiences for users and service providers alike. That's our first princple, and the last.
Quick nod to Ray Dalio (not that we know him, he just crushed it on a Podcast recently and inspired us).