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Diversity at Indiegogo: Our 2021 D+I Report




Here at Indiegogo, we believe that every business has a responsibility to address racial and gender inequality head on. In the US, about one-third of the population is Black or Latinx, yet only about 20% of businesses are Black- or Latinx-owned. And while whites make up about 60% of the population, white-owned businesses account for about 80% of total revenue throughout the economy. Stark disparities exist for women entrepreneurs as well, with only 4.2% of total revenues economy-wide coming from female-owned businesses.

We take pride knowing that crowdfunding as a sector addresses these issues by giving BIPOC and female-identifying entrepreneurs a way to raise money beyond venture capital and bank loans, two common funding sources that overwhelmingly favor white, male business owners. We’re also proud to elevate BIPOC and female voices across our platform to ensure they get the attention they deserve.

Of course, this isn’t enough. Our anti-racist and anti-sexist work also demands that we assess our own team to understand what we can do better.

How diversity has evolved at Indiegogo

If you’re a regular reader of the Indiegogo blog, you’ll know that every year we publish a Diversity and Inclusion (D+I) report to offer a snapshot of the makeup of the Indiegogo team. (You can find our 2020, 2019, and 2018 reports here.) The crowdfunding community is diverse, and we want to make sure our team represents the voices and backgrounds of the community that we serve. And if we’re not doing a good enough job, we want the wider community to know about it.

Here’s a quick summary of what this year’s numbers reveal:

  • Our numbers in most categories were flat year-over-year, despite steady progress over the last five years. This plateau is due to a company-wide hiring freeze at the height of the pandemic. 
  • Indiegogo remains roughly evenly split by gender, and the share of women in technical roles has doubled in the last 12 months, from 8% to 17%.
  • Ethnic diversity overall has increased over the last three years; representation from Asian employees has increased by ten percentage points, though representation from Black and Latinx employees has stayed largely flat.
  • Our leadership team has become more ethnically diverse over the last four years, but we have progress to make with regards to Black and Latinx representation on our leadership team.

What we’re doing for diversity going forward

The pandemic in general — and a company-wide hiring freeze in particular — made it difficult to make significant progress toward our diversity goals over the last year. As we look forward, however, we’re taking concrete steps to put ourselves in a strong position over the next 12 months. 

Our biggest initiative on this front is a permanent transition to remote-friendly hiring. Starting in 2021, we’ll no longer be requiring new hires to reside in the San Francisco metropolitan area. This will allow us to cast a wider net and find candidates of more diverse backgrounds who also meet the needs of our team.

We also plan to partner with a Black- or Latinx-run nonprofit to help bring in talent who wouldn’t typically apply. We understand the limitations of our own networks, and by partnering with an organization that specializes in expanding it, our aim is to bring in people whose networks don’t have the same limitations. We’ll keep you posted as more developments unfold.

We’re proud of the inroads we’ve made over the last several years when it comes to making our team more representative of the world we live in. But we still have a long way to go. We’re excited to keep the conversation going, and above all, stay transparent. After all, the beauty of crowdfunding is that we’re building something bigger than ourselves, together.

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Built Like a Bank, but for Crypto




When investing, your capital is at risk.

Crypto platform Crypterium has made a splash on Seedrs. The campaign is already over 260% funded, with more than €2.6 million raised from over 2,000 investors – and more joining every day.

What’s the hype about? Crypterium believes that crypto is about to go mainstream, but the barriers to entry are still high, especially for new users. So, they built a digital wallet and card that allows anyone to effortlessly manage cryptocurrencies, just as easily as they would fiat money. 

We sat down with co-founder George Krasukhin to find out more.

When did you first come up with the idea for Crypterium?

Back in 2017 we were working on a major payments application using QR codes whilst elsewhere cryptocurrency was starting to make some noise. One of our team members asked the question; ‘wouldn’t it be good if you could actually spend cryptocurrency’ which then naturally led to us to ask…what would it take to do just that?

What were you doing prior to founding the company and how did your experience prepare you for it?

Prior to founding Crypterium, I had done quite a lot of consulting, but my core skills were always in setting up and running insurance companies. I set up, for example, one of Russia’s largest life and pensions insurance companies, Renaissance Insurance. Setting up a company like that, from foundations upwards, in a completely new market, gives you a complete spectrum of all things required to make a successful company launch. People worry about cryptocurrency regulation for example, but whatever is thrown at us couldn’t be more difficult than the regulation thrown at a new insurance company in Russia.

What does Crypterium do that other players in the market don’t?

Development in cryptocurrency comes in waves. The first wave was its creation and early development. The second wave was the boom of new projects between 2016 and 2018. Then there was a lull as the world worked out what to do with this new concept. We are now in the third wave, the general acceptance that this is something that is going to change the world and how we understand money, and this is reflected in the prices for many cryptocurrencies. 

We are focused on the next wave, the general adoption of cryptocurrency by everyday people. Whilst many individuals will jump in, for most it will be their trusted business partners that will drive change. Companies that previously offered a loyalty point, will now provide a loyalty cryptocurrency. Banks that only had traditional money will now offer crypto solutions. Retailers will start to offer pay by crypto. Our focus is to build a best-in-class, direct-to-customer app, then offer this entire solution to businesses so that they can do the same for their customers. Within just a few weeks Crypterium can provide an entire suite of cryptocurrency services to almost any company to offer to their own clients under their own brand. We believe we are the only company in Europe that can do this.

Crypto is growing in popularity, what does Crypterium offer to customers to facilitate a seamless transition to digital finance?

The recent recovery of cryptocurrency prices has renewed interest in digital assets. A growing number of people are betting on this decentralized approach to finances. However, the lack of quality services has been weighing on the adoption of cryptocurrencies. Until recently, people had to jump from one service to another to perform different tasks. For instance, if you wanted to buy crypto, you had to open an account with a particular service. For exchanging crypto, you needed an account with a cryptocurrency exchange. Crypterium addresses this problem by offering an all-in-one, highly intuitive platform where users can manage their digital assets in a headache-free manner anytime, anywhere. Whether it’s buying, exchanging, selling, spending, or earning interest.

What has your growth as a company looked like so far? 

Crypterium kicked off in 2017 with the introduction of Crypterium Wallet. While the mobile app looked a lot more primitive in terms of features, the community embraced this solution for it’s all-in-one approach and capacity to bridge traditional and digital finances. In 2018, the development of Crypterium Wallet accelerated, and the company was able to reach new markets with innovative crypto-fiat solutions. 

The following year was characterized by the launch of multiple parallel services such as Crypterium Card and direct payment card payouts. Crypterium Card became the world’s first global crypto payment card. In 2020, the company reinforced its value proposition with new features that enabled users to profit from their assets without risks. Crypto savings accounts are a solid alternative to the standard, low-interest accounts offered by regular banks. We also managed to develop a white-label solution that enables businesses to implement a branded wallet using our infrastructure. Despite the significant challenges the world faced in 2020, Crypterium saw an explosive 10X growth in monthly profits with a turnover of €150.000.000*.

How do you plan to reach every third smartphone in the next seven years?

The key is our B2B solution which can be installed on almost any App very quickly and relatively cheaply through a simple SDK integration, giving full access to services in less than a month. Perhaps the customer will not be aware that they are using Crypterium solutions, as they will be working with the brand of their favourite payments app, or retailer, but we will be hidden behind the scenes doing all the heavy lifting. As far as we know, we are the only company in Europe that can do this.

What can we expect next from Crypterium in the way of product developments, new features, or partnerships?

I would categorise it into 3 groups. First is a geographic expansion with a strong focus on North and South America. For example, we aim to have a new Visa card available for all Americans before the start of Q4. 

Second is the advancement of our existing set of products. We now have an amazing AI prediction tool that if followed every day, could earn traders huge upside. but wouldn’t it be even better if there was an automatic trading fund that traded for you? This is the type of enhancement that will be a natural progression of what we already do, but which can add huge benefits. 

Finally is our expansion of the B2B solution. Every new integration is a new partnership, and every new partnership has the potential to introduce hundreds of thousands of potential users to our solutions. We have already signed over 20 B2B partners and continue to sign a new partner every week. With a successful capital raise that will only get faster.

What will this crowdfunding round allow you to accomplish?

This fundraising is expected to support medium-term expansion plans of Crypterium in multiple regions and boost user acquisition efforts. The funds will help us achieve critical goals to take Cypterium to an entirely new level. Among these goals, I can highlight a broader corporate customer base for acquiring services, new user-level features, company registration in new regions, the launch of Crypterium Card VISA in the United States, fee reduction across all Crypterium Wallet services, further development of B2B services, among many other areas.

What’s one thing you would say to beginners looking to enter the world of crypto?

If you want to make a quick buck be prepared to make a quick loss. But, if you want to be part of the future of the money, sit back for a while and let it take its course. Cryptocurrencies and blockchain have the potential to change the way the world understands and uses money and this type of change does not always follow a smooth path. Expect ups and down, but in the long run, the benefits and growing call for change will see a positive end result.

What’s one thing you learned early on that was crucial to running a startup?

That you have to be flexible. Go in with a firm idea of what it is you will deliver, what will make you different, but be ready to change from day one if the world heads in a different direction. 

When you’re not working, what do you enjoy doing?

I have a massive garden that takes all my spare time. I’m not sure that the word enjoy is the right one, but the end result gives me great pleasure.

To join over 2,000 investors in Crypterium, visit the campaign now.

*Based on unaudited management accounts.

Michaela Salomon

Michaela Salomon

Campaign Support Team

Coinsmart. Beste Bitcoin-Börse in Europa

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Sustainable Startups: allplants – Making Plant-Based Living the Future




When investing, your capital is at risk.

Before you buy an electric car, or stop travelling overseas, chew on this for a second. 

Researchers at the University of Oxford discovered in a study that meat and dairy production is responsible for 60% of agriculture’s greenhouse gas emissions, and eliminating meat and dairy from your diet could reduce your carbon footprint from food by up to 73%. In fact, if everyone successfully cut these foods out of their diets, global farmland use would decline by a whopping 75%, equivalent to the size of the US, China, Australia and the EU combined. 

Switching to a fully (or at least mostly) plant-based is the single most impactful change any individual can make for the future of the planet. And the best part is, that doesn’t even mean sacrificing on taste like it may have twenty years ago.

We sat down with Jonathan Petrides, co-founder of the superstar plant-based brand allplants to find out more about how sustainability sits at the core of the business. 

How did allplants come about? Was there a specific problem you envisioned solving? 

In late 2015, my brother and I both experimented with eating no meat, dairy or eggs. At the time, it felt like a huge step and we didn’t know where to start. We created allplants to make it exciting, easy and delicious to eat more plants, and less meat, at a moment’s notice.

We’d taken on the challenge after learning that eating a plant-based diet is the most impactful decision any individual can make to lighten our footprint on the planet. After a few months, we both felt more energetic, passionate and emboldened by the change of diet, so we set out to help others to give it a go on their terms.

What advice would you give to other early stage businesses looking to make a meaningful impact on the world? 

It doesn’t matter what sector you are in, there’s positive change to make in every industry. Go hunting for those neglected negative externalities and you’ll be amazed at how creative you and your team will get at solving the wasteful, destructive and irresponsible business as usual norms and flipping them into something you, your team and your customers will be proud to be part of.

Also, it’s worth a thoughtful question to narrow your focus to that area where your company has a responsibility to act and an opportunity for outsized impact,  as well as the leverage to bring about change.

For example, it doesn’t make much sense for us, a food company, to channel a significant amount of energy into advancing the renewables sector. We can actively support the energy transition but there just isn’t enough crossover compared with something like flipping everyone’s diets onto plants, nutrition or farming for us to choose that as our point of impact. It’s really easy to be pulled in the direction of general travel and public opinion, but if it doesn’t truly align, it will be tough to generate major impact. Focus your energy where it’s going to make the biggest difference. 

What advice would you give to an individual looking to reduce their environmental impact?

Not to overwhelm you with statistics, but the numbers paint a pretty good picture:

Livestock is the leading cause of resource consumption, accounting for 30% world’s water consumption, 45% of global land use and 91% of Amazon destruction. It’s also the leading cause of ocean dead zones, habitat destruction and species extinction (90% soybean grown is fed to livestock). I’d suggest giving Mike Berners-Lee’s novels How Bad are Bananas and There is no Planet B a read, if you want to educate yourself on this topic.

The most significant action anyone can take in addressing climate change, biodiversity loss and soil health is eating more plant-based. Assuming that individual isn’t Jeff Bezos… Jeff, if you’re reading this, you can do a hell of a lot more!

Why do you think crowdfunding is a good option for sustainable businesses? And why did you choose this for allplants?

Since day one, every allplants employee has been an owner of allplants and we’ve always hoped that our customers and community could become owners too. Building communities that are really invested in and supportive of the highs and lows of a business’s journey is really valuable to help us enable sustainable and ethical practices. 

Our business works, and can continue to inspire the planet to eat more plants, because of the strong community of chefs, customers and team behind the scenes. Building a community of owners is our way of bringing more people on the inside, as we continue accelerating the movement and share in making the change we want to see in the world together..

In your opinion, how do you get more people investing in sustainable businesses like yours? 

I don’t think we need to encourage this, it’s happening.

Investing in any business looking to drive a more sustainable future is simply sound business. That’s why you’re seeing major private equity and global markets mobilise away from destructive industries and get behind innovative industries building the future. 

Our planet needs change right now, and it needs it fast. Businesses, governments and households across the world are continuing to become more and more aware of this, and meanwhile the imperative for change also continues to escalate – with growing biodiversity loss, climate warming, rising sea levels. So we have an ever growing need, and an ever-growing awareness which is rapidly turning into demand for change.

Any business at the sharp-end of making this change happen fast is racing into an important, growing and massive market.

Looking to the future,  what can we expect to see next from allplants? 

From a sustainability perspective,we have massive ambitions. In the next five years, we will have thoroughly audited our entire supply chain, literally walking through absolutely everything: waste, emissions, working conditions, diversity, and farming practices – from all the way up-stream where the seed is planted, through to manufacturing and out to customers. We’ll be reporting our findings and subsequent improvements made (both good and bad) publicly. 

Part of pushing for sustainability is maintaining transparency and coming to terms with the fact that there is always something more we can be doing. We want to look beyond just our own supply chain and out into the food system as a whole. By engaging with everyone involved, we can improve industry practices, collaborate on policies and work with other innovative brands who have ideas that may very well change the world.

In 2020, allplants raised £4,503,887 from 1,857 investors on Seedrs. 

Michaela Salomon

Michaela Salomon

Campaign Support Team

Coinsmart. Beste Bitcoin-Börse in Europa

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Meet the Founder of Juggling King Rum Company




In 2019, UK consumers bought 35 million bottles of rum, contributing £1 billion to the sector’s annual revenue. 

The Juggling King Rum Company, one of the UK’s first seed-to-bottle production companies based in Guernsey, intends to capitalise on the beverage’s global and growing popularity. It’s crowdfunding campaign, which has now successfully raised over £390,000 from more than 500 investors, will help the startup accomplish this by growing its production capabilities by a factor of ten.

With the campaign coming to a close in the next few days, we sat down with founder Jack Gervaise-Brazier to discuss what’s next for the brand.

What is The Juggling King Rum Company’s vision?

Our vision is to break boundaries, and that starts with our ability to make ‘seed to bottle rum’. We’re one of the only brands in the UK that can do this, with proven ability to grow cane in Guernsey. We worked hard to develop cane farming capabilities using different composts and soil mixtures to create optimal growing conditions, and now we’re able to use it to create something the rum market has never seen before.

Our second product is now in development and the opportunities are endless! We’re aiming to embrace the rum revolution and go global with a multinational brand in this vertical.

What inspired you to start the company?

There is a lot of uniqueness and heritage to Guernsey. What inspired me was a belief that we could harness all that history to create a truly international rum business, based on modern approaches. There is a real gap in the market for non-blended, premium rum with powerful branding and heritage, and that’s exactly what we’ve developed – rum with depth of character, and true personality based on fact not fiction.

Who is The Juggling King Rum Company’s target customer and what is the plan to acquire customers at large scale?

This of course will vary depending on the product in question, but the target customer for our first product is 25-55, of any gender, who wants a rum with an ‘edge’. They have an appreciation for craftsmanship and character and they probably have a slightly mischievous nature just like we do. They’re ‘more than a little different’.

What’s been the biggest success for the business so far?

We recently appeared on The James Martin Show, where he endorsed us for having an ‘excellent product’. One thing led to another and we were then signed with Master of Malt, making our products available in over 125 countries! 

What listings do you currently have and what are the plans for expansion with trade and retail partners?

We’re currently listed with multiple restaurants, bars and hotels located in the Channel Islands and via Master of Malt online where we can be distributed both nationally and internationally. Next, we’re going to focus geographically in the UK initially and further afield whilst developing out our brand-owned online presence.

What do you anticipate to be the biggest challenge moving forward?

Prior to this fundraise the biggest hurdle was production capacity. We see a lot of promise and potential for growth in this sector, but we need resources to be able to scale and meet demand in international and domestic markets. That’s why a large portion of the proceeds from this round will be dedicated to increasing our production capacity 10-fold. That way, we can shift our focus to distribution growth.

What are you looking forward to most about this Crowdfund?

Watching the proceeds help grow the business and achieve our ambitions!

What was Michael Owen’s first reaction to The Juggling King’s rum?


What’s the biggest hack you’ve learned in starting a business?


What’s been a silver lining of lockdown?

Being able to spend more time ensuring our crowdfunding was a success!

To find out more, and to invest in The Juggling King Rum Company, visit the pitch now.

Michaela Salomon

Michaela Salomon

Campaign Support Team

Coinsmart. Beste Bitcoin-Börse in Europa

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What’s Next for Fintech: The Future of Retail Investing




[Editor’s note: This is the third article (see first article and second article) in a special series we are publishing from Wharton Fintech ahead of LendIt Fintech USA. They are covering topics that will be addressed at the big annual event next week. This piece is by Rittik Rao, Wharton MBA Class of ’22.]

Consumer investing is an industry in the midst of change; from mutual funds to hedge funds to brokerages, the traditional methods of accessing the market are under severe pressure from industry disruptors like ETFs, no-fee brokerages, robo-advisors, and more. These disruptors have already had a significant impact on the industry: over $1.5tn has left equity mutual funds since 2009; a quarter of asset/wealth managers believe that at least 20% of the business will be lost to fintech in the next 5 years; a tepid consumer market, lowering fees, and escalating competition have driven consolidation in the asset/wealth management industry to record levels. During all this, the retail investing landscape is primed for further disruption, specifically innovations in product and distribution.

Key trends driving disruption in retail investing

  • Rise of passive – once a way “just to get market exposure”, passive has evolved to be a main vehicle through which many investors access the market. Contrary to the belief of some, passive is not “dumb money”; while some passive vehicles do chase broad market-cap indices like the S&P 500, much of the innovation in passive has come from being able to access narrow, specific markets, or from codifying sophisticated investment strategies into algorithms and being able to price them at pennies on the dollar. Active mutual funds, across asset classes, sectors, and geographies, have consistently and persistently failed to generate alpha for the last 15+ years, presenting an opportunity for passive. Investors have agreed and pumped over $3tn into passive funds within the same time frame.
  • Demographic shifts – America’s aging population is introducing key demographic shifts, namely millennials entering their prime earning years and intergenerational transfers from baby boomers to gen X and millennials. Millennials prefer using technology at higher levels than previous generations, with some studies estimating them to be 30% more likely than gen X to use fintech. Millennials have been a large trend in CPG markets for a while due to their large consumption power ($1.4tn+), but in wealth markets they are just beginning to experience substantial growth (higher student loans, lower wages, etc.). Millennials stand at ~5% of investable wealth, up from 1% in 2013. While millennials are a key trend, it would be myopic to not account for gen X and baby boomers becoming more tech-forward over time.
  • Tighter technology integration – technology is not new to the investment industry, but historically it was concentrated on the institutional side of the market (quant funds, institutional buyers, CIOs, etc.). Technology is being rapidly incorporated into the retail side of the market, from filtering investment options to apps that guide investing to the products themselves. A good investment option is no longer enough – consumers want a story of how they can invest in the future and want a modern platform to interact with their investment options.

Innovations in Product

The last wave of product innovation in retail investing dealt with getting investors access to broader swaths of the market and more sophisticated investment strategies. This meant making exposures like emerging markets, quantitative investing, hedge fund replication, etc. and strategies like retirement saving, growth, etc. broadly and cheaply available. While this brought in lots of assets, investor demand has now turned towards deepening exposures. 

The next wave of innovation is in access to thematic exposures, differentiated asset classes, and using unique data/sophisticated algorithms to create novel investment strategies. The “democratization” of finance is a theme echoing across fintech, and applies strongly in retail investing with Robinhood leading the way here as they popularized commission-free stock trading. Retail investors want the same access to investments as institutions. Firms like Solactive and Indxx generate indices inexpensively to deliver specific exposures like 5G, cryptocurrency, China internet, etc. Firms like Motif (now closed) and Thematic use large datasets and analytics to create thematic portfolios customized to investors’ preferences; this sort of “direct indexing” has been predicted to compete with ETFs in the future. Fundrise, EquityZen, SeedInvest, and others allow access to asset classes like real estate, pre-IPO stock, startups, etc. 

Innovations in Distribution

While product innovation has brought significant assets into the retail investing, this has led to a paradox of choice. Investors have more choices than ever, from ETFs to robo-advisors, and often struggle to find their ideal allocations. Distribution is key: a firm could have the best product, but if it is unable to communicate this to investors and get the product into the right hands, it cannot achieve scale. Robo-advisors have made some headway in piercing this fog of products; Betterment, Wealthfront, and others push portfolio recommendations to investors depending on assessments of risk tolerance. Some ETF issuers, notably iShares, allow investors to construct portfolios using component ETFs on their website. These efforts put financial products in perspective for this market: investors have goals and mean to use products to meet those goals; the product is not necessarily the end-goal, and successful innovation for this market needs to reflect this reality. 

Disruptions in distribution are happening on both the end-retail and wealth management sides of the market. In both cases, increasing investment knowledge by retail investors is driving a push away from fully trusting financial advisors or brokers and towards a guided, not directed, investment model. Investors want their needs made into customized recommendations and also be presented with flexibility in their options (ESG, thematic, other enhancement options). For end-retail, investors need more tailored investment options through gathering more data on lifestyle, risk, assets, human capital, total wealth, etc. This means a deeper understanding of a customer’s financial position and needs.

Some robo-advisors have certain elements to meet customer needs, but a unified player would speed the transition to truly autonomous finance, where investors can have both ease and satisfaction from dealing with an autonomous system. On the wealth management side, model portfolios ($2.7tn market) have changed wealth managers’ jobs, giving them scale from asset managers and allowing a renewed focus on fundraising. A newer phenomenon, “paper” models threatens the traditional sides of the industry by introducing free models and sophisticated implementation options from asset managers. This gives wealth managers more implementation options to bring to retail clients and allows for a greater degree of customization to client needs and goals.

As we gear up for the LendIt Fintech Conference, I’m most excited to hear how retail investing will continue to evolve during the panels on: Can Digital Banks Sustain the Momentum, featuring Chime, Dave, Current, and MoneyLion (Tues, 2:25pm); The Rise of Specialized Banking, featuring Cheese, First Boulevard, Daylight, and Ando Inc (Tues 4:20pm); The Digital Banking Divide – What Traditional Banks are Learning from Neo Counterparts (Thurs 2:25pm), and ESG Investing for Social Impact, featuring Betterment, Open Invest, Impact Shares, and Haitou Global (Thurs 3:35pm).

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