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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that highlights Arlington-based startups, founders, and local tech news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn. 

Autumn is upon us and a local cookie company is hoping to mint some pumpkin spiced profits with new seasonal flavors.

MOLTN, a late-night cookie shop operating from a ghost kitchen in Arlington’s Dominion Hills neighborhood, is jumping on the fall flavor hay wagon as it seeks to continue its warm and gooey growth path.

“Regardless of where you fall on the PSL [Pumpkin Spice Latte] debate, we’re pretty sure you’ll love our pumpkin white chocolate pecan cookie, which we just added to the menu this week,” co-owner Neal Miglani said.

The company — which operates from Allspice Catering at 6017 Wilson Blvd — is finalizing recipes for other seasonal menu items, as well as vegan chocolate chip and peanut butter cookies.

The pumpkin white chocolate pecan cookie from MOLTN (via Toast)

He said he will soon be announcing a “top secret” vegan flavor, while year-round ice cream lovers should be able to enjoy shakes and sundaes by October. Ice cream-based desserts items were advertised when the company launched in the spring, but have yet to go on sale.

“We haven’t been able to add the ice cream items to the menu yet because our freezer is still on backorder due to supply chain issues,” the co-owner said. “We’ve got everything ready to go as soon as it gets here, which we hope will happen within the coming weeks.”

Miglani reported that local businesses and the county government have been sweet on MOLTN’s catering arm.

“We… recently delivered 1,000 cookies to 22 of the Arlington County government buildings for their Employee Appreciation Day, which may have been the most fun we’ve had yet with catering orders,” he said.

But the most loyal sweet tooth customer base remains those trolling delivery apps for a comforting late night treat.

“While we see that late-night cookie cravings know no age or gender boundaries, the largest share of our customers are Millennial and Gen Z women,” he said.

And the company’s most popular flavors are the Reese’s peanut butter, s’mores and red velvet varieties.

A 12-pack of MOLTN cookies and its red velvet flavor (courtesy of MOLTN)

To give employees a break, the co-owner did roll back MOLTN’s night-time hours from 2 a.m. on weekends to 1 a.m.

“To be honest, we did this primarily for our team,” Miglani said. “Demand usually starts to drop after the midnight to 1 a.m. window, and we didn’t want to ask people to stay so late when the sales were coming in sporadically.”

Despite one fewer hour of operation, MOLTN has been baking more than 2,000 pounds of cookie dough every month “right out of the gate,” he said.

“We’re really lucky to be a part of the amazing community in Arlington, from the customers who have been so supportive since we opened to our all-star team of employees who make the job fun and easy,” Miglani said.

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn.

A Rosslyn-based online interior design startup is celebrating one year and more than 100 projects.

Deazly, launched in July 2021, brings professional design to homeowners in an online design studio. The company matches homeowners looking to renovate their kitchen or bathrooms with professional designers, who work with them to create 3D concepts of the space for a flat fee.

Homeowners can then see how their room will look before committing to a project.

“For most homeowners, hiring an interior designer can feel intimidating,” CEO and Founder Ketan Doiphode, a licensed architect, said in a news release. “It is a difficult process to navigate.”

So, he said he built Deazly to bridge the knowledge gap on the homeowner side and technological gap on the design side. His goal is to provide affordable, hassle-free design services. And for designers, it’s an opportunity to work 100% remotely.

Deazly clients tend to be 30 to 45 years old, tech-savvy and want good design completed at a fast pace, Doiphode said. And 60% of the company’s work comes directly from contractor partners and remodeling companies, the release said.

Contractors have a competitive advantage by having a design partner.

“The Deazly process provides the consultation needed to work through style preferences and functional requirements,” Doiphode said. “Highly realistic 3D designs and a product list ensure the homeowner and contractor can work together to make the design of these high-use spaces a reality.”

Ketan Doiphode, founder of Deazly (courtesy of Deazly)

While there are other e-design businesses, Deazly specializes in kitchens and bathrooms — both generally complex renovation projects that greatly contribute to resale value of homes. When the startup first launched, it offered just bathroom design but in January, the company added kitchen design services, as well.

Deazly’s flat fee structure, listed on its website as a range between $700 to $2,300 based on the extent of services, is something the company says sets it apart from traditional designers’ fees.

The Deazly team has seven U.S.-based interior designers and eight support team members in India, the release said.

“I see Deazly as an example of the modern workforce,” says Doiphode. “Designers often work long hours at firms and the conceptual, more creative part of the design process is led by directors and principals. At Deazly, the designers are involved in the visual and creative aspects. The 100% virtual team structure allows designers to create a flexible schedule. I can match homeowners with the right designer based on the designer’s availability.”

Doiphode was inspired to start the company from his 18 years of architecture and project management experience. He worked for the brand design team at Marriott International, where he worked on lifestyle brands that included Delta Hotels, Sheraton, Marriott Hotels, Aloft, and AC hotels. He has also worked as an interior architect for the firms SOM and Forrest Perkins.

Doiphode hopes to grow the Deazly design team and is working on a new version of the website that will add detailed project milestones and a two-way communication platform for homeowners’ remodeling and renovation process.

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn. 

Dozens of tech startups in the D.C. region were named “Red Hot Companies” at an event in Rosslyn last week.

During the two-hour DCA Live event, representatives from 41 startups nominated by the tech community as companies on the rise mingled with potential investors from banks, venture capital firms, nonprofits and others while enjoying drinks and various refreshments. The event was held at the Sands Capital office at 1000 Wilson Blvd.

DCA Live founder Doug Anderson gave each of the companies honored a framed certificate during a short award ceremony.

“This region has incredible talent, entrepreneurship and innovation, and I love how Doug is starting to galvanize it post-Covid,” said Scott Frederick, the managing partner of Sands Capital, in a speech. “It’s enormously important what he’s doing.”

Companies on the “Red Hot Companies” list in a group photo at the DCA Live event (staff photo by Mavis Chan)

Participants at the event said they enjoyed the networking opportunities it offered. Jeannie Plew, of SemaConnect, said she hoped to rub elbows with industry and technology leaders to learn best practices.

SemaConnect is a Maryland-based electric vehicle charging company that was recently acquired by Blink Charging for $200 million in February. This is the startup’s first time being on the Red Hot Companies list.

“I think it’s exciting because we are a red hot company, we’ve experienced high growth in the past 13 months,” Plew said.

Jennifer O’Daniel, a senior director at the nonprofit seed and early-stage investment fund Virginia Venture Partners of the Commonwealth’s Virginia Innovation Partnership Corporation, believed the event was “a great place to meet entrepreneurs.” She was a member of the host committee for the event.

Meanwhile, her organization has also invested in three of this year’s Red Hot Companies — the Ballston-based food catering service HUNGRY, the Ballston-based restaurant management software company MarginEdge and Crystal City-based customer service management software ChurnZero. Her organization specializes in investing in technology, life science and cleantech companies.

O’Daniel characterized the three startups as “tentpole companies,” which she described as companies that could “create wealth amongst its employees” and “start additional startups.”

People who went to work for startups at an early stage might later have the means, desire and managerial know-how to start their own venture, O’Daniel noted, thus helping to spur on “the next generation of startup companies.”

The event also attracted non-technology startups. Michael Gavin, co-founder of a new D.C.-based advertisement agency Uniic Marketing Solutions, said he was there for the networking opportunities.

Gavin said his company works with startups that, despite being technology-forward, often find out about the agency through decidedly old-fashioned (but effective) means: personal connections.

“Most of our clients so far — we have five within the year — they’ve all come from word of mouth,” he said. “If we can just carry that on, then we’re pretty much set.”

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn. 

Dozens of technology startups from the D.C. region are set to participate in a networking event for “Red Hot Companies” on Wednesday (July 20).

This is the seventh year that DCA Live, an events company, is holding “Red Hot Companies,” recognizing fast-growing startups. It is set to be held at the rooftop of Sands Capital Management, at 1000 Wilson Blvd in Rosslyn.

Among the 41 participating startups, a number of them are based in Arlington, such as the fitness software company SweatWorks from Ballston, the marketing company for Amazon businesses Amify and the wireless communications company Federated Wireless, according to the event’s webpage.

DCA Live has planned a short program to congratulate the startups in attendance and to thank the co-hosts of the event, then participants are set to network among themselves.

“I have found that almost nobody really wants a program at all, people just want to talk to each other,” Doug Anderson, DCA Live founder, said.

Other organizations and companies co-hosting the event include Arlington Economic Development, Marymount University, the accounting firm KPMG and various venture capital firms. ARLnow is the event’s media partner.

DCA Live chose to host the event in Arlington because Rosslyn is convenient to the “main centers of business life in the region,” including downtown D.C., Tysons and Bethesda. Moreover, the tall buildings in Rosslyn provide a “great setting” for events, Anderson said.

“You just get a great view of D.C. and all the iconic monuments,” he said.

A previous DCA Live ‘Red Hot Companies’ event (courtesy of Doug Anderson)

DCA Live chose the companies based on nominations from the technology community. Some of the companies selected this year are older, like the energy management company GridPoint which was founded in 2003, while others have only a few years under their belts, such as ShiftMed, an app developed in 2019.

Although DCA Live did not give out specific guidelines to nominate companies for the event, it hoped to look for startups that have shown “significant growth, momentum, energy, innovation, new products, new capital, new employees,” Anderson said.

“We really also try to collectively promote the region and celebrate the tech ecosystem here,” he added.

The local startup community as a whole generally caters to other businesses or the government and only a few of them target individual consumers, Anderson noted.

“The one common thing around D.C. high growth companies is they’re solving big problems, whether it’s cybersecurity, whether it’s education, energy, healthcare, health IT,” he said. “They’re not doing [consumer] apps, they’re not doing consumer websites. We’re just not known for that around here.”

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Morning Notes

Rain on a living room window (staff photo by Jay Westcott)

Tech Startup Moving to Ballston — “MarginEdge Co., a local tech startup with a restaurant management platform, is now reserving more headquarters space for itself. The 7-year-old company is shifting its home base from Fairfax County to larger Arlington digs at 4200 Wilson Blvd., MarginEdge co-founder and CEO Bo Davis told us. It’s building out the top floor of the office building, above Ballston Quarter mall, where he said the company will be closer to Metro and a central point to and from the District and suburbs.” [Washington Business Journal]

Update on Construction Projects — From Arlington County: “Multiple projects are in progress or have been completed around Arlington in the first half of 2022, with more on the way! Take a look at the latest edition of Projects to Watch.” [Twitter]

Goldstein Wants to Restore Trust — “Arlington’s new School Board chair for 2022-23 has tacitly acknowledged frayed relations between county leaders and the constituents they serve, and in remarks kicking off his tenure seemed to ask both sides to work toward repairing them. ‘I’ve seen community trust in our governing institutions erode,’ Reid Goldstein said during six minutes’ worth of remarks after being tapped as School Board chair July 1.” [Sun Gazette]

New Names for Ballston Beaver Pond — The Ballston Beaver Pond is being converted into a wetland and the four finalists for its new name were just revealed: Crossroads Wetland Park, Ballston Wetlands, Thaddeus Lowe Park and Wetlands Vista Park. [SurveyMonkey, Patch]

It’s ThursdayUpdated at 7:45 a.m. — Cloudy throughout the day, with chances of showers. High of 81 and low of 74. Sunrise at 5:51 am and sunset at 8:38 pm. [Weather.gov]

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn.

Two companies that help grocers and shoppers get the best deal have reached a deal of their own.

Canadian artificial intelligence company Fobi is set to acquire Basket, an Arlington-based startup’s grocery pricing app that lets users compare in-store and online prices for items, according to a press release.

Basket, which was developed by Grocery Shopping Labs, provides its data to product manufacturers and retailers so they can understand shopping trends, such as how often shoppers search for products at different stores and what drives purchasing decisions. Fobi, based in Vancouver, provides insights from retail, sports, entertainment and tourism data to its clients, which include large companies across the globe.

“Basket has always been about taking the blindfold off shoppers to help them save money and time, and simultaneously providing shopper insights to some of the top [consumer packaged goods] CPG brands and retailers,” Grocery Shopping Labs CEO Neil Kataria said in the release. “Now, together with Fobi we can significantly grow our audience, delivering more value for shoppers and more value for the CPG brands we work with.”

Tech startup Basket co-founder Andy Ellwood talks at an event marking its move to Arlington in 2016 (file photo)

Basket was started in 2014 in D.C. and moved to Clarendon in 2016. The company raised $12 million in capital and has had hundreds of thousands of users.

Basket allows people to scan barcodes for their favorite products to create smart shopping lists that compares prices for products across various local stores, online shops and delivery companies, as well as the cost of the entire list across all of the stores. Basket’s data combined with Qples by Fobi Grocery Coupon Network app will give users a better experience and optimize cost savings for the brands, the release says.

“Shoppers can simply scan the product barcode and see if there are any coupons available for that product from Qples by Fobi, and if there are, they can be applied automatically at checkout,” according to the release.

The idea for Basket came to Kataria when he was a child, clipping coupons with his family and comparing his grocery list across five stores near him, he previously told ARLnow. As an adult, he realized the amount of money he was wasting by not comparing prices and began to aggregate data generated by shoppers.

The app built a community of shoppers who shared prices from grocery stores across the U.S.

“I’m excited by the opportunity we have together with Fobi to transform the grocery business with pricing visibility and shopper data, but I’m also excited about taking this transformation to other industries next,” Kataria said in the release.

The acquisition of Basket is well-timed, as inflation rises and manufacturers and consumers are even more interested in saving money, Fobi CEO Rob Anson said in the release.

“This deal immediately grows our revenue streams and immediately grows our addressable audience and the amount of shopper data that we have access to,” he said. “Our combined AI & Big Data capabilities will now enable a new era of personalized marketing at scale with unprecedented data analytics, and valuable insights as to campaign performance and measurement for the retail ecosystem.”

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Morning Notes

Ballston Quarter at twilight (staff photo by Jay Westcott)

Poll: D.C. Residents Prefer Alexandria — A poll on Twitter with more than 1,000 respondents shows D.C. residents saying they’re prefer to live in Alexandria over Arlington, if they had to choose, by a ratio of nearly 2:1. [Twitter]

ACPD Lays Wreaths at Memorial — “Following the Observance of Peace Officers Memorial Day, ACPD’s Honor Guard laid wreaths at the National Law Enforcement Officers Memorial in recognition of Arlington’s seven heroic officers who have died in the line of duty. The memorial features the names of more than 22,000 federal, tribal, state and local law enforcement officers who have made the ultimate sacrifice for the safety and protection of our nation. We are committed to never forgetting their sacrifices in service to their communities.” [Facebook]

Roads in Rosslyn Closing for Police 5K — “The 2022 National Police Week 5k will take place on Saturday, May 14, 2022.  The Arlington County Police Department will conduct the following road closures to accommodate the event.” [ACPD]

Reminder: Expect Police Motorcades — “Police Week is scheduled from Wednesday, May 11 through Tuesday, May 17. Most of the scheduled activities will take place Thursday through Sunday, though the arrival of families of fallen officers on Wednesday and Thursday will prompt many of the motorcades and rolling road closures.” [ARLnow]

Dems Honor Longtime Volunteer — “The recipient of the Arlington County Democratic Committee’s highest accolade for longtime service says she is pleased that the party continues to expand in both size and scope. ‘With more people doing more things, our organization is more complex than ever,’ Inta Malis said during a May 10 online event sponsored by Arlington Senior Democrats.” [Sun Gazette]

TV Station Honors Arlington Nurses — “As 7News celebrates the third day of Nurses Week, we salute the men and women of VHC Health in Northern Virginia. The community hospital in Arlington is a member of the Mayo Clinic Care Network and is a designated Magnet hospital, one of the highest group honors for a hospital.” [WJLA]

Startup Founder Helping Refugees — “As the clock struck 11 p.m. on March 19, Yulia Yaani gathered a group of Ukrainian refugees at the Polish border. She stepped onto the bus that night, alongside roughly 50 women and children, and they traveled to Denmark for the next 17 hours — to escape the war with Russia… Yaani is co-founder and CEO of Arlington fintech [company] RealAtom, a 5-year-old startup.” [Washington Business Journal]

Kiwanis Donate to Ukraine Efforts — “The Kiwanis Club of Arlington has donated $5,000 to the World Central Kitchen (WCK) to assist with relief efforts in Ukraine. Proceeds from the club’s fund-raising activities, including its annual blueberry sale, are being used to support the WCK with their meals programs on the ground in Ukraine and in surrounding countries.” [Sun Gazette]

It’s Thursday — Mostly cloudy and cool throughout the day, with a slight chance of rain. High of 68 and low of 58. Sunrise at 6:00 am and sunset at 8:12 pm. [Weather.gov]

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn.

HUNGRY still has an appetite for growth.

The Ballston-based food tech startup acquired its third company in as many years.

HUNGRY offers an online catering marketplace connecting companies with local chefs. Last week, it announced the acquisition of California-based healthy snacks company NatureBox, which delivers its products to homes and offices, and has its own private-label bulk snacks.

“NatureBox’s healthy snacks will be an outstanding complement to HUNGRY’s business-catering solutions, creating a game-changing combination of exceptional quality and service,” HUNGRY co-founder and CEO Jeff Grass said in a statement. “Companies right now are looking for one partner to handle all of their in-office food, snacking, and beverage needs, and now more than ever, HUNGRY is that complete partner for them.”

Hungry founders Eman Pahlavani, Shy Pahlevani and Jeff Grass (courtesy photo)

NatureBox, which has served over 3.5 million consumers and thousands of corporate clients, previously raised nearly $60 million in funding, a press release said.

“We’re proud to join forces with HUNGRY, and we’re excited that now even more people will be able to enjoy our amazing, healthy snacks all over the country,” NatureBox CEO John Occhipinti said in a statement. “We’re grateful to Jeff and the whole HUNGRY team for believing in what we’ve built and taking it to the next level.”

The acquisition furthers HUNGRY’s national reach and increases its healthy options.

The startup launched in late 2016,  and has since expanded to more than 10 markets across the U.S., and acquired companies LocalStove in Philadelphia and Ripe Catering in New York City.

Outside of the D.C. area, HUNGRY is available in Philadelphia, Atlanta, Boston, New York City, Austin, Dallas, Los Angeles, Nashville and San Francisco.

It has added food truck options and Virtual Xperiences, where groups can purchase online cooking classes with name-brand chefs and supplies sent directly to participants’ homes.

During the pandemic, it brought Nationals Park fan favorites to customers’ doors when the stadium was closed. It has since ended that partnership as fans are able to return to cheer the baseball team on in person.

HUNGRY has grown quickly over the last two years, earning a spot on the Deloitte Technology Fast 500 and debuting at No. 434 on the Inc. 5000 list of fastest-growing companies in 2021. It also was named one of Fast Company’s Most Innovative Companies and Best Workplaces for Innovators.

Last year, it raised $21 million in a star-studded funding round, bringing on board actress Issa Rae, “America’s Got Talent” host Terry Crews, NFL player DeAndre Hopkins, NBA player Lonzo Ball and boxer Deontay Wilder.

Previous HUNGRY investors include Jay-Z’s Marcy Venture Partners, Kevin Hart, Usher, Todd Gurley, Bobby Wagner, Ndamukong Suh, and celebrity chefs Tom Colicchio and Ming Tsai.

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Morning Notes

Squirrel defeating a bird feeder (Flickr pool photo by Kevin Wolf)

Planning for Fmr. Inner Ear Site — “Arlington Cultural Affairs is working with public art and placemaking firm Graham Projects to design a future arts space at 2700 S. Nelson Street/2701 S. Oakland Street in Green Valley, and we are looking for your inspiration and input. A flexible, outdoor open space is planned for the site, which will be designed following the planned demolition of the existing building this fall. In the meantime, we want YOUR thoughts and ideas!” [Arlington County]

Big Money for Growing Local Company — “Arlington’s Federated Wireless Inc. has raised an additional $14 million in a second closing of its latest round of funding — bringing the raise’s total to $72 million — as it looks to augment the private wireless market.” [Washington Business Journal]

Refugee Wins Reprieve in Court — “In a brief ruling from the bench that surprised both sides with its speed, Circuit Court Judge William T. Newman Jr. in December declared Khoy’s plea vacated. Khoy reached for her lawyer’s arm in disbelief. Was the nightmare really over?” [Washington Post]

Events to Mark Civic Association Anniversary — “The John M. Langston Citizens Association will celebrate the 85th Anniversary of the organization with a series of events during the weekend of May 13th through 15th. The Opening Program on Friday, May 13th at the Langston-Brown Community Center will feature recognition of the 28 plaintiffs from the Thompson v. Arlington School Board 1958 court case who were denied entrance to white schools, when the Stratford Four… were admitted on February 2, 1959.” [HallsHill.com]

SoberRide for Cinco de Mayo — “Offered by the nonprofit Washington Regional Alcohol Program (WRAP), the 2022 Cinco de Mayo SoberRide® program will be in operation beginning at 4:00 p.m. on Thursday, May 5th (Cinco de Mayo) and operate until 4:00 a.m. on Friday, May 6th as a way to keep local roads safe from impaired drivers during this traditionally high-risk period.” [WRAP]

Circulator Strike Planned — “Fed up with a lack of progress in contract talks and unfair labor practices, the bus drivers for the DC Circulator, employed by RATP Dev, will be on strike tomorrow morning, Tuesday, May 3rd and will stay out until an agreement is reached.” [ATU Local 689]

It’s Tuesday — Partly sunny during the day, then a chance of showers and thunderstorms, mainly after 8 p.m. High of 75 and low of 56. Sunrise at 6:09 am and sunset at 8:04 pm. [Weather.gov]

Flickr pool photo by Kevin Wolf

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn.

Caitlin Iseler had great benefits in her executive search job, but nothing that supported her as a working parent.

She loved working at consulting firm Korn Ferry and wanted to be exceptional in her career but also wanted to do the best she could as a mom.

“I was like these (benefits) are great but this isn’t really solving my challenge of wanting to be a great mom and really wanting to be present and having those health wins outside of work,” she said. “I became really passionate about this concept of how do you support people in their time outside of work so they can be great at work.”

Happyly Founder Caitlin Iseler and her family (courtesy of Caitlin Iseler)

So, in 2019, she and co-founders Liz Regard and Randi Banks started Happyly, a platform companies can offer employees that provides activity plans and ways to give back to the community. Twenty corporations, including Navy Federal, her former employer Korn Ferry and Appian, offer Happyly’s service to their employees.

“It shouldn’t take a lot of time or money to do great things with your family and to really live your best life outside of work,” Iseler said. “So our platform is designed to support those experiences for real connection and again it all ties back to, for employers to ‘take care of people and they’ll take care of your company.'”

Last week, the Arlington-based company launched a new website and this week will roll out a new version of its app.

“There’s a lot coming down the pike in terms of our product evolution and around this give back component,” Iseler said.

The Virginia Innovation Partnership Corporation is a Happyly investor, and the company recently received a grant from the Commonwealth Commercialization Fund. The startup also participated in the 757 Accelerate program and has several other investors from Virginia and the University of Virginia, Iseler’s alma mater.

“So for us, it’s just such a good place to be, and that has a lot to do with how we’ve been embraced by the state in terms of trying to bring this idea to life,” she said. “And I was in the D.C. area for 15 years after college… it’s home in so many ways.”

Over the next year, Happyly looks to add 30 to 50 more corporate clients and to double its roster of eight full-time employees and 120 ambassadors, which create content across the U.S. They’re hiring across many different categories, Iseler said.

“At the end of the day, building a business and being an entrepreneur is challenging and humbling because I get to live my purpose,” Iseler said. “I’m really proud of the team that we built and being able to bring together people who have such different experiences but are united by this purpose.”

Happyly co-founders Randi Banks, Caitlin Iseler and Liz Regard (courtesy of Caitlin Iseler)

But it is difficult to create a new category.

“You have to find the right companies at the right stage to introduce something so different,” she said, noting after launch only about a quarter of the companies really “got it.”

“But those are the ones we need to focus on, right, because we don’t need every single company in the world, we need the ones that really care and get it,” she said. “And we hope that in a couple years that this new category will be something that every company is thinking about.”

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Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn.

There are two “waves” one Arlington analytics company is riding: the health care industry’s inefficient use of data and the need for the U.S. to get a handle on health care costs.

Virginia Square-based CareJourney was founded in 2014 and uses data analytics to help organizations understand their customers and efficiently grow as the industry focuses more on keeping people healthy rather than just treating ailments.

CareJourney started as a service advisory business, so it was providing management consulting to the first few customers, CEO Dan Ross said.

“Pretty soon we figured out that we were sending some of the same things to each customer and so it was kind of a hint that we were on to something that could be repeatable software,” he said. “And so one of the first things we did, you know, in about three, two years in, was to start to pivot into a software business.”

The CareJourney team (courtesy of CareJourney)

CareJourney has about 120 customers, including health care organizations and providers. Ross said the company’s growth has been fast, adding about 10 to 15 customers every quarter since it began focusing on software in 2017.

And last year, CareJourney began partnering with other companies as well. It recently announced a new partnership with Credo Health, which automates digital medical record retrieval. The partnership allows clients to grow more efficiently and manage care for an increasing number of patients.

“When you put the two pieces of technology together, in our case, our data with their software, it just allows their end customers to do more than they would have been able to do just with the Credo software,” Ross said.

CareJourney has about five partners similarly incorporating the CareJourney data into their services.

Ross attributes the company’s success to its hyper-focus on solving customers’ problems, and its hiring, developing and coaching employees, as well as building a good culture. He said it has about 100 full-time employees, mostly in the D.C. area.

When CareJourney was started, its founders — Ross, Aneesh Chopra and Sanju Bansal — lived locally and had already started other businesses in the area, so Arlington was a natural choice to locate the new company.

“We expected to be hiring a lot of tech-oriented people… Arlington is like one of the hotbeds locally of places to start and have a tech business,” Ross said. “So it’s kind of an easy choice, nearby and sensible.”

Ross said to start a high growth business, a company needs to be in an important and large space and “riding some waves.”

“The adoption of analytics, technology in health care, and also this like screaming need for more efficiency are two big waves that we ride,” he said.

As the health care industry increasingly transitions to focus on incentivizing health systems to keep people healthy — called value-based care — versus treating them for illness and ailments, the need for data analytics is also growing.

“The whole point of value-based care is not to pay for when someone’s sick, whatever that is, but instead to flip the incentives around and incent the health care delivery system to take care of patients, whether or not they are sick,” Ross said.

One example is when using CareJourney’s data, one of its clients noticed a high number of hospital admissions over a month or two stemming from a similar condition.

“And so using our data, they were able to go back and look and say ‘oh, well, people who hadn’t seen a urologist — as this is in the senior population — had this, like, unusually high rate of hospital admissions from UTIs,'” Ross said.

So the client implemented a urologist screening, and the data showed that it prevented hospital admissions.

“When you keep somebody out of the hospital, that’s just a huge win in health care,” Ross said. “That’s probably the number one thing we can do, is just, in general, keep people out of the hospital.”

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