Adam and his brother were eyeing an email marketing and customer review management tool. After it shutdown, they met witht the founder, who shared his secret sauce in how to collect data – specifically email addresses – from anonymous website traffic. They took this and ran with it inside of their email marketing tool. After some time, they realized email marketing is a tough space to compete in… so they switched to an area they were intrigued by, and had already built something to work with.