Strap

Strap, founded in 2014 by Steve Caldwell, Patrick Henshaw, and Joey Brennan, established itself as a human data intelligence platform focused on the wearables market. The company originated in Vicksburg, MS, but relocated its headquarters to Cincinnati, OH, after being accepted into The Brandery accelerator program in 2014. This acceptance was accompanied by an initial seed round of $20,000, followed by a more significant seed round of $1.25 million later that year, with investors including CincyTech and Hyde Park Venture Partners.

The founding team's background was integral to the company's direction. CEO Steve Caldwell had over 15 years of experience building web, mobile, and big data streaming applications, with a specific focus on wearables and sensor applications. His prior entrepreneurial experience includes founding and selling a development shop, crosstek. Co-founder Joey Brennan, serving as Chief Design Officer, led the product design and marketing strategies, leveraging his expertise to forge partnerships with major brands. Patrick Henshaw rounded out the founding team as the Chief Technology Officer.

Strap's core business was providing a software and analytics platform that aggregated and interpreted data from smartphones, wearables, and health data applications. The platform was designed for marketers, advertisers, and brands, enabling them to gain insights into consumer behavior to create personalized marketing and engagement programs. Clients included major brands and retailers such as P&G, Red Bull, and Mondelez, who used the platform to securely engage with consumers and build brand loyalty. The business model centered on providing this human data intelligence to a B2B2C market, aiming to personalize the consumer experience. The company's products included StrapKit, a cross-platform SDK for developing wearable applications, and Strap Metrics, an analytics tool for developers. Ultimately, the company is now listed as deadpooled.

Keywords: human data intelligence, wearable analytics, consumer insights, marketing platform, wearable SDK, health data applications, consumer engagement, brand loyalty, B2B2C, personalization, mobile data, sensor applications, data segmentation, customer analytics, Patrick Henshaw, Joey Brennan, Steve Caldwell, The Brandery, CincyTech, Hyde Park Venture Partners