The best way to find the rotten apple—in a world where there are infinite rotten apples—may simply be to figure out who isn’t rotten.

When Eli and Alex co-founded Footprint they knew that to turn the category on its head code alone wouldn't suffice – it was clear from day 1 that design was just as important.

Footprint’s mission is to bring trust back to the internet, and the first step is building your trust in us and our core security architecture.

If you are running a consumer-facing company, your north star metric will likely be geared around conversion of sign-ups. Typically, the way to boost conversion has been by spending more on marketing.

I personally like the ability to customize my iPhone home screen. As a company, it is nice to insert fun emojis and create custom documents in our Notion. But I missed the memo when KYC became a fun, choose-your-own-adventure novel.

Given our mission is to bring trust (and transparency) back to the internet, it was a no-brainer for us to publish our pricing on our website. But it is actually a pretty radical idea for companies that touch KYC.

We are coming out of stealth today, after a lot of hard work, many years of thought, and a vision for a new paradigm to bring trust back to the internet.