Spruced up

Houston startup rebrands, closes $3 million investment round, and plans first out-of-state expansion

Apartment Butler has reemerged as Spruce with fresh funds to take the company to Denver and beyond. Photo via GetSpruce.com

A Houston startup that coordinates hospitality services — such as cleaning, dog walking, etc. — has recently cleaned up itself, with a fresh rebranding and new funds to further develop the company.

Spruce (née Apartment Butler) has closed a venture capital round at $3 million. Princeton, New Jersey-based Fitz Gate Ventures led the round with three Texas investors: Houston-based Mercury Fund, the Houston Angel Network, and Austin-based Capital Factory, which recently announced its Houston outpost.

The fresh funds will allow for Spruce to expand its services out of Texas for the first time. Denver will be the first non-Texas market for the company, according to a news release. The funds will also go toward sales, marketing, and software development scaling.

"We could not be more appreciative of the support from these outstanding investors," says Ben Johnson, founder and CEO of Spruce, in the release. "Since our founding, we have grown aggressively as more and more apartment communities have seen the demand for hotel-inspired services increase dramatically. We look forward to continuing our strategic, rapid growth with this funding that will play a critical role in that expansion."

Last month, Apartment Butler rebranded into Spruce to better represent the company and its market disrupting features, according to a news release.

"Since our inception just a few short years ago, we have experienced an incredible rate of growth, demonstrating the demand residents have for hotel-inspired services in their apartment homes," says Johnson in the June 25 release. "We believe the new Spruce brand name better connects with consumers and reflects the full range of services we have to offer."

Spruce's services include daily chores, housekeeping, pet care (dog walking, pet sitting, etc.), and laundry and dry cleaning. Spruce has a B-to-B-to-C model in which it works with apartment communities to broker partnership deals to reach their residents.

Late last summer, Johnson closed a $2 million seed round for his company and expanded the company to Austin, hinting at the out-of-state growth being in the near future for the startup.



Apartment dwellers that live in a Spruce-partner community can access services through an app or desktop interface.Photo via GetSpruce.com

Ria Health took home first place at the third annual Fire Pitch Competition. Courtesy of Ignite Healthcare

All it takes is a spark for something to ignite, and, at the third annual Fire Pitch Competition by the Ignite Healthcare Network, eight female founders set the stage on fire.

The Fire Pitch Competition first started in 2017 to shine a spotlight on female entrepreneurs in health care. With two successful events under her belt, Ayse McCracken says she knew she could do more to help these women with their business ideas.

"What we discovered is that it's not enough. Startups get to pitch all over, and they want to invest their time wisely," McCracken says. "And it's not enough for the rest of the ecosystem — the customers — and the investors want companies that actually are investable."

So, this summer, McCracken and her team launched a mini accelerator. Thirteen companies participated in the Fire Pitch Customer-Partner Program that matched the companies with potential customers, pilot opportunities, and more. Participating customer organizations have included Humana, Houston Methodist, Memorial Hermann Health System, Gallagher, Texas Children's Hospital, Texas Children's Pediatrics, DePelchin, Next Level Urgent Care, University of Houston College of Medicine, VillageMD, and The Menninger Clinic.

Then, eight finalists of the group were selected to go on to pitch at the Fire Pitch.

Also new this year: More cash prizes. In previous years, the Fire Pitch has around $20,000 on the table. This year's awards doled out $265,000 in cash and investment prizes to six of the eight companies that pitched. The panel of five judges included: Babs Carryer, entrepreneur, and director of Big Idea Center for the University of Pittsburgh's Innovation Institute; Tom Luby, director of the Texas Medical Center Innovation Institute; Kerry Rupp, partner at True Wealth Ventures; Sarah Sossong, principal at Flare Capital Partners; and Andrew Truscott, managing director for Health and Public Service at Accenture.

Here's which companies took home prizes at the 2019 Fire Pitch Competition at the Texas Medical Center's Innovation Institute on October 17.

First place: Ria Health

Ria Health, a San Francisco-based elemental health practice that uses technology and care to provide treatment for Alcohol Use Disorder, was the big winner at the pitch event.

Jen Douglas, CFO of the company, took home first place and the $15,000 prize from Ignite Healthcare Network, but the company also snagged one of the new awards this year. The Texas Medical Center's Innovation Institute awarded Ria Health with a $50,000 investment prize. Ria Health previously participated in the TMCx08 digital health cohort, so the team is very familiar with Houston and the TMC.

Second place: SoundScouts

Sydney, Australia-based SoundScouts is on a mission to help early detection of hearing in school aged children. Carolyn Mee, founder and CEO, represented the company on the stage. She took home second place, which didn't come with an investment or cash prize.

Third place: Savonix

Savonix also didn't walk away with any money, but was recognized by the judges for founder and CEO Mylea Charvet's pitch. The San Francisco-based company is a digital cognitive assessment platform that can easily and cheaply gauge cognitive function.

Texas Halo Fund $100,000 award: PATH EX

The biggest winner of the night based on investment size was Houston-based PATH EX. Led by CEO and co-founder, Sinead Miller, PATH EX has a solution to hospitals' biggest killers: Sepsis. The current TMCx company has a unique pathogen extraction platform that can directly capture and eradicate bacteria.

Miller accepted a new award for this year's program that came with a $100,000 investment from the Texas Halo Fund.

Texas Halo Fund $50,000 award: PyrAmes 

One award wasn't enough for the Texas Halo Fund, which handed out a second new award to Cupertino, California-based PyrAmes. Presented by co-founder and CTO, Xina Quan, the company has created a wearable blood pressure monitor that is reliable and nonintrusive to patients. Quan accepted the $50,000 investment from the fund.

Houston Angel Network $50,000 award: Materna Medical 

San Francisco-base Materna Medical, which created a device to help protect and prepare expecting mothers' pelvic health ahead of childbirth, took home the last investment prize. President and CEO Tracy MacNeal presented the company and accepted the Houston Angel Network's $50,000 award.