Every industry has friction — unnecessary steps, hidden costs, or outdated practices that persist because that's how it's always been done. We've built our entire investment thesis around finding and eliminating it.
When customers accept friction, it's usually because they believe there's no alternative. The moment someone offers a frictionless option at a comparable price, adoption is rapid. We've seen this across every venture in our portfolio.
We walk through the customer journey of any product or service from start to finish. At each step, we ask: is this step necessary for the customer, or does it exist for the company's benefit? Steps that serve the company — retention calls, forced appointments, opaque pricing — are friction we can remove.
Transparency itself is a form of friction removal. When customers don't wonder about hidden fees or navigate deceptive cancellation processes, trust increases dramatically. Our food delivery venture achieves 52% retention — 2.5 times industry average — largely because customers know exactly what they're paying.
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