Top Houston-based sustainability startups share their 4 biggest challenges

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The six finalists for the sustainability category for the 2023 Houston Innovation Awards weigh in on their challenges overcome. Photos courtesy

Six Houston-area sustainability startups have been named finalists in the 2023 Houston Innovation Awards, but they didn't achieve this recognition — as well as see success for their businesses — without any obstacles.

The finalists were asked what their biggest challenges have been. From funding to market adoption, the sustainability companies have had to overcome major obstacles to continue to develop their businesses.

The awards program — hosted by InnovationMap, and Houston Exponential — will name its winners on November 8 at the Houston Innovation Awards. The program was established to honor the best and brightest companies and individuals from the city's innovation community. Eighteen energy startups were named as finalists across all categories, but the following responses come from the finalists in the sustainability category specifically.

Click here to secure your tickets to see who wins.

1. Securing a commercial pilot

"As an early-stage clean energy developer, we struggled to convince key suppliers to work on our commercial pilot project. Suppliers were skeptical of our unproven technology and, given limited inventory from COVID, preferred to prioritize larger clients. We overcame this challenge by bringing on our top suppliers as strategic investors. With a long-term equity stake in Fervo, leading oilfield services companies were willing to provide Fervo with needed drilling rigs, frack crews, pumps, and other equipment." — Tim Latimer, founder and CEO of Fervo Energy

2. Finding funding

"Securing funding in Houston as a solo cleantech startup founder and an immigrant with no network. Overcome that by adopting a milestone-based fundraising approach and establishing credibility through accelerator/incubator programs." — Anas Al Kassas, CEO and founder of INOVUES

"The biggest challenge has been finding funding. Most investors are looking towards software development companies as the capital costs are low in case of a risk. Geothermal costs are high, but it is physical technology that needs to be implemented to safety transition the energy grid to reliable, green power." — Cindy Taff, CEO of Sage Geosystems

3. Market adoption

"Market adoption by convincing partners and government about WHP as a solution, which is resource-intensive. Making strides by finding the correct contacts to educate." — Janice Tran, CEO and co-founder of Kanin Energy

"We are creating a brand new financial instrument at the intersection of carbon markets and power markets, both of which are complicated and esoteric. Our biggest challenge has been the cold-start problem associated with launching a new product that has effectively no adoption. We tackled this problem by leading the Energy Storage Solutions Consortium (a group of corporates and battery developers looking for sustainability solutions in the power space), which has opened up access to customers on both sides of our marketplace. We have also leveraged our deep networks within corporate power procurement and energy storage development to talk to key decision-makers at innovative companies with aggressive climate goals to become early adopters of our products and services." — Emma Konet, CTO and co-founder of Tierra Climate

4. Long scale timelines

"Scaling and commercializing industrial technologies takes time. We realized this early on and designed the eXERO technology to be scalable from the onset. We developed the technology at the nexus of traditional electrolysis and conventional gas processing, taking the best of both worlds while avoiding their main pitfalls." — Claus Nussgruber, CEO of Utility Global

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This article originally ran on EnergyCapital.

Want to work for one of the top startups in Houston? Some of the best in Houston are hiring. Photo by Tima Miroshnichenko from Pexels

Looking for a job? These 2023 Houston Innovation Awards finalists are hiring

calling all applicants

More than half of this year's startup finalists in the Houston Innovation Awards are hiring — who's looking for a job at one of the best startups in Houston?

When submitting their applications for the 2023 Houston Innovation Awards, which is taking place November 8 at Silver Street Studios, every startup was asked if it's hiring. Twenty-seven of the 35 startup honorees said yes, ranging from over 20 to just one positions open at each company.

Click here to secure your tickets to see which of these growing startups win.

Here's a look at which of the top startups in Houston are seeking new team members.

Double-digit growth

When it comes to the awards finalists looking to scale their team by 10 or more new hires, five finalists are growing rapidly.

Medical practice software platform RepeatMD, fresh off a $40 million raise — which included participation from Houston-based Mercury — is reportedly growing its team. The company, which has 115 employees already, is looking for over 20 new hires.

Female-owned business Feelit Technologies, which is using nanotechnology for preventive maintenance to eliminate leaks, fires and explosions, increase safety and reduce downtime, has 50 employees, and only three of which are in Houston – for now. The company hopes to grow its team by 12 to 15 employees in Houston alone.

Square Robot, an energy industry-focused robotics company that recently grew its presence in Houston, is hiring 10 to 30 new team members. It has 24 employees already in Houston.

Solugen, an alternative chemicals business, has around 140 of its 200 employees in Houston. The company, which has raised over $600 million to date, is hiring an additional 10 to 15 new hires.

Additionally, Blue People, also a finalist in last year's awards, is hiring 25 new employees. The company was founded in 2015 in Mexico and relocated its primary operations to Houston in 2020. Blue People, which develops software innovation for its clients, has over 150 employees — 10 of whom, including C-level executives, are based in Houston. Some of the company's new hires will be based in town.

Steady growth

Four Houston startups are hiring within the six to 10 team member range — all with fairly significant employee counts already.

A finalist in last year's awards too, Venus Aerospace, a hypersonics company on track to fly reusable hypersonic flight platforms by 2024, is again growing its team. With 48 on-site employees and 23 working remotely, Venus's team will add another five to 10 employees.

Syzygy Plasmonics, a deep decarbonization company that builds chemical reactors designed to use light instead of combustion to produce valuable chemicals like hydrogen and sustainable fuels, has 112 employees in Houston and plans to hire another eight to its team.

Lastly, Fervo Energy, which recently raised $10 million, has 63 full-time employees (34 in Houston, 29 outside of Houston) and looking to hire seven more.

Seeking selectively

The following awards finalists are looking to grow their teams by just a handful or so — between one and five — of new hires:

ALLY Energy, helping energy companies and climate startups find, develop, and retain great talent.
CaseCTRL, an AI-powered surgery scheduling and coordination software for optimized procedures.
CellChorus, using AI to evaluate immune cell function and performance to improve the development and delivery of therapeutics.
FluxWorks, making frictionless gearboxes for missions in any environment.
Helix Earth Technologies, decarbonizing the built environment and heavy industry.
Hope Biosciences, a clinical stage biotechnology company focused on the development and delivery of adult stem cell based therapeutics.
Innovapptive, empowering the deskless workers in operations, maintenance and warehouses by unlocking the power of SAP through mobility.
INOVUES, re-energizing building facades through its non-invasive window retrofit innovations, making building smarter, greener, and healthier for a better and sustainable future.
Koda Health, , a tech-enabled care coordination service to improve serious illness care planning and drive savings for value-based care at scale.
Molecule, an energy/commodity trading risk management software that provides users with an efficient, reliable, responsive platform for managing trade risk.
Rhythm Energy, 100 percent renewable electricity service for residential customers in Texas.
Starling Medical, bringing the future of a proactive and predictive home-based healthcare system to patients today through passive AI powered at home urine screening.
Taurus Vascular, pioneering a new era of aortic aneurysm treatment by developing minimally invasive catheter solutions to drive better long-term patient outcomes.
Tierra Climate, decarbonizing the power grid faster by helping grid-scale batteries monetize their environmental benefits and change their operational behavior to abate more carbon.
UpBrainery Technologies, an innovative educational technology company that provides personalized and adaptive learning experiences to learners
Utility Global, a technology company converting a range of waste gases into sustainable hydrogen and syngas.
Voyager Portal, helping commodity shippers identify root causes of demurrage, reduce risk and streamline the entire fixture process.

Here's your latest roundup of innovation news you may have missed. Photo via Getty Images

Houston startup scores on TV, medical entrepreneurs land new gigs, and more innovation news

short stories

It's been a busy month so far with plenty of Houston startup news, new hires, and more — and there might be some headlines you may have missed.

In this roundup of short stories within Houston startups and tech, a startup snags investment from two sharks, two medical professionals take on new roles, and more.

Milkify lures in two sharks on TV debut

Berkley Luck and Pedro Silva, the wife and husband team behind Milkify, appeared on Shark Tank. Photo courtesy of Milkify

Milkify, a Houston startup that's created a breastmilk freeze-drying business, appeared on ABC's Shark Tank on April 7 and got two investors to bite. Gwyneth Paltrow and Lori Greiner agreed to a $400,000 convertible note for 20 percent equity in the company.

“It’s a dream team — Lori and Gwyneth — to help us grow this company and help us take it and make it more available to moms," says Berkley Luck, COO and co-founder, on the show.

Luck founded the company with her husband, Pedro Silva, and told InnovationMap the company has freeze-dried and powdered more than half a million ounces of breast milk since founding in 2019.

On the show, the duo explained that some of the customers' employers paid for the process.

“It gives such agency to working moms, it empowers them,” Paltrow says on the show. “I work at a company with so many women and nursing mothers. Breastfeeding really factors in for women. This makes working less of a guilty experience for mothers.”

Coya Therapeutics onboards new C-suite exec

Arun Swaminathan was named chief business officer at Coya Therapeutics. Photo courtesy of Coya

Coya Therapeutics, a clinical-stage biotechnology company with multiple therapeutic platforms, announced Arun Swaminathan will be taking on the role of chief business officer. He will be responsible for new business development partnerships, including licensing opportunities, across the company. Swaminathan has over 20 years of hands-on health care business executive experience.

“Our team is excited to welcome Arun to Coya at such an exciting time in our evolution. We look forward to working with him as we leverage his extensive experience and successful track record in corporate strategy and business development,” says Howard H. Berman, CEO of Coya, in a news release. “This is an opportune time for Arun to join our team on the heels of recent positive data and as we accelerate the clinical development of our biologic and cell therapy Treg immunomodulatory assets. We are confident that Arun’s contributions will prove to be impactful for Coya and our shareholders.”

Prior to Coya, Swaminathan served in the same role for Actinium Pharmaceuticals.

“Coya has an innovative pipeline, and its multiple therapeutic platforms provide a strong base for potential value-creating partnerships,” says Swaminathan in the release. “I look forward to working with Howard and the Coya team to realize the promise of Coya’s portfolio and deliver new therapies for patients.”

INOVUES named to accelerator

Window-retrofitting climatetech company has joined a new startup accelerator. Photo via inovues.com

A Houston company that is retrofitting commercial buildings for energy efficiency has joined a brand new Maryland-based accelerator. INOVUES has been named to the Montgomery County Economic Development Corp.'s inaugural cohort for its Hospitality Tech Accelerator.

The six selected companies are focusing on some of the hospitality industry’s top sustainability challenges, according to a news release, including energy, water, and waste reduction and management. The cohort will be supported by experts in the sustainability, travel, foodservice, and hospitality industries from Growth Advisors International Network and Bethesda Green’s Innovation Lab mentor network, per the release.

“We were particularly impressed by the caliber of applicants for this inaugural program,” says Bill Tompkins, president and CEO of MCEDC, in a statement. “The selected companies have developed innovative solutions that can be implemented today to reduce food and material waste, detect water loss, and provide fast and convenient energy savings through high-performance insulation, AI and machine learning, and smart glass retrofits."

In a recent interview with InnovationMap, founder Anas Al Kassas says commercial building energy efficiency is a major contributor to energy consumption.

“If you look at buildings today, they are the largest energy-consuming sector — more than industrial and more than transportation,” Kassas said in December. “They account for up to 40 percent of energy consumption and carbon emissions.”

3 female founders named to prestigious list

Sarah "Sassie" Duggleby, Ghazal Qureshi, and Robin Scott were named to Inc. magazine's list of female founders. Photos courtesy

Earlier this month, Inc. magazine revealed its list of the top 200 female founders, and three Houston-area women made the cut.

Sarah "Sassie" Duggleby, co-founder and CEO of Venus Aerospace, and Robin Scott, co-founder of CEO of Segment HR, were recognized as trailblazers in male-dominated industries. Ghazal Qureshi, CEO and founder of UpBrainery, was honored on the list of innovators using tech to impact the world.

"These 200 female founders have identified solutions to difficult problems and created valuable, industry-changing companies out of them. We congratulate this year's list on their achievements and look forward to their continued success," says Scott Omelianuk, Inc. editor in chief, in a news release.

The full list is available online and in the April edition of the magazine.

TMC Innovation names cancer program's entrepreneur in residence

TMC has welcomed Dr. Tinashe Chandauka to its innovation team. Photo via TMC.edu

The Texas Medical Center's Innovation Factory has again expanded its team with the addition of another entrepreneur in residence — this time to support the Accelerator for Cancer Therapeutics, or ACT.

Dr. Tinashe Chandauka, according to TMC, is a "life science company builder. He has both a MD and PhD, and has a background in venture capital and business development. Prior to this role, he was director of early pipeline development at Tarsus Pharmaceuticals, an Irvine-based ophthalmology company.

Chandauka joins Zaffer Syed, entrepreneur in residence for medtech, who was announced earlier this year.

This week's roundup of Houston innovators includes Emma Fauss of Medical Informatics Corp., Anas Al Kassas of INOVUES, and Scott Blair of Popable. Photos courtesy

3 Houston innovators to know this week

who's who

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from health tech to energy efficiency — recently making headlines in Houston innovation.

Emma Fauss, CEO and co-founder of Medical Informatics Corp.

A Houston startup that created a remote monitoring and care platform has raised millions in financing. Image via michealthcare.com

Houston-based Medical Informatics Corp. closed a $17 million series B co-led by Maryland-based Catalio Capital Management and California-based Intel Capital. The financing also includes an additional $10 million in debt led by Catalio through Catalio’s structured equity strategy, according to a news release.

“We are excited to have had this round co-led by Catalio and Intel Capital," says Emma Fauss, CEO and co-founder of MIC, in the release. "Catalio brings significant financial and technical resources, while Intel Capital possesses strong operational and industry experience, and we look forward to continuing to leverage both firms’ expertise as we continue to scale.”

MIC created an FDA-cleared virtual care platform, called Sickbay, that gives health care providers and hospitals away to remotely monitor patients in any setting with vendor-neutral real-time medical device integration, workflow automation and standardization. Click here to read more.

Anas Al Kassas, founder and CEO of INOVUES

INOVUES Founder and CEO Anas Al Kassas joins the Houston Innovators Podcast to discuss how he’s moving the needle on the energy transition within the construction and architectural industries. Photo courtesy of INOVUES

An architect by trade, Anas Al Kassas says he was used to solving problems in his line of work. Each project architects take on requires building designers to be innovative and creative. A few years ago, Kassas took his problem-solving background into the entrepreneurship world to scale a process that allows for retrofitting window facades for energy efficiency.

“If you look at buildings today, they are the largest energy-consuming sector — more than industrial and more than transportation,” Kassas, founder and CEO of INOVUES, says on the Houston Innovators Podcast. “They account for up to 40 percent of energy consumption and carbon emissions.”

To meet their climate goals, companies within the built environment are making moves to transition to electric systems. This has to be done with energy efficiency in mind, otherwise it will result in grid instability.

"Energy efficiency goes hand in hand with energy transition," he explains. Read more.

Scott Blair, CEO and co-founder of Popable

Walmart and Popable are teaming up just in time for the holiday shopping season. Image courtesy of Popable

With the holidays in full swing, and small businesses looking to gain back revenues lost during the COVID-19 pandemic, Walmart and Houston-based Popable are providing the opportunity to display and sell their products at Walmart can be highly beneficial to recoup profits, and unload new and extra products to a larger audience.

“Going into the holidays the timing is pretty good for a lot of brands looking to move some access inventory that they have loaded up from last year, but this (hopefully with Walmart) will be a year-round thing,” says Popable CEO and co-founder Scott Blair. “The pop-up opportunities we’ve been seeing with brands doing reach outs so far, a lot of them are looking for stuff into January and February too.”

Popable has assisted brands secure qualified spaces, get education and resources, and build community, and connections that are vital to helping small businesses expand their visibility in the marketplace. The platform simultaneously helps retail landlords find qualified retailers from a directory of tens of thousands of brands to fill vacancies and drive traffic to their shopping centers. Read more.

Houston innovator on seeing a greener future on built environment

HOUSTON INNOVATORS PODCAST EPISODE 163

"Energy efficiency goes hand in hand with energy transition," he explains.

Kassas says that he first had the idea for his company when he was living in Boston. He chose to start the business in Houston, attracted to the city by its central location, affordable labor market, and manufacturing opportunities here.

Last year, INOVUES raised its first round of funding — a $2.75 million seed round — to scale up the team and identify the best markets to target customers. Kassas says he was looking for regions with rising energy rates and sizable incentives for companies making energy efficient changes.

"We were able to now implement our technology in over 4 million square feet of building space — from Boston, Seattle, Los Angeles, New York City, Portland, and very soon in Canada," he says.

Notably missing from that list is any Texas cities. Kassas says that he believes Houston is a great city for startups and he has his operations and manufacturing is based here, but he's not yet seen the right opportunity and adaption

"Unfortunately most of our customers are not in Texas," he says. "A lot of work can be done here to incentivize building owners. There are a lot of existing buildings and construction happening here, but there has to be more incentives."

Kassas shares more about his growth over the past year, as well as what he has planned for 2023 on the podcast. Listen to the interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.

Window-retrofitting climatetech company has raised its first round of funding. Photo via inovues.com

Houston startup raises $2.75M to make buildings more energy efficient

seeing green

A Houston startup that retrofits windows with smart glass innovations to reduce energy use has raised its first round of funding.

INOVUES closed its seed round at $2.75 million last month. The oversubscribed round was led by Dallas-based Paulos Holdings with participation from new and existing investors, including Houston-based VC Fuel, Saint-Gobain NOVA, Fund4SE, Momentum Glass, Lateral Capital, E8 Angels, and the Central Texas Angel Network.

"Our mission is to help cities achieve their energy efficiency and emissions-reduction targets by increasing the rate of window upgrades in existing buildings," says INOVUES founder and CEO, Anas Al Kassas, in a news release. "To achieve that, we have developed a low-carbon, high-ROI retrofit solution that makes upgrading building windows a financially attractive energy conservation measure instead of a massive capital upgrade associated with business disruptions and prohibitive payback periods."

Up to 40 percent of the energy loss in buildings comes from windows, per the release, and buildings as a whole represent the largest energy-consuming sector. The climatech company's patented Glazing Shield system provides a lower cost and less intrusive solution to complete window replacement.

"INOVUES is a game-changer in the energy efficiency market because it has developed an innovative, patented building retrofit solution that significantly reduces the energy usage and carbon emissions of existing buildings at a fraction of the cost of more expensive standard building retrofit options," says Ahmad Atwan, founder and CEO of VC Fuel, in the release. "We are excited that INOVUES has been recognized as the industry leader by winning prestigious green building awards on both domestic and international levels. At a time when cities are encouraging, and sometimes mandating, building owners to reduce energy consumption and carbon emissions, INOVUES has become the logical solution to such challenges."

The fresh funding will go toward growing the INOVUES team, expanding commercialization efforts, and scaling its technology.

"INOVUES' technology can radically shrink the carbon footprint of 20th-century buildings and help commercial real estate owners meet their sustainability and ESG goals with no tenant disruption and in many cases with payback periods of less than five years plus incentives," says John Paulos, vice president of Paulos Holdings, in the release. "It is exciting for us to be a part of the journey INOVUES is taking to mitigate climate change and accelerate the transition to a sustainable cleaner world."

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Houston brain health co. secures $6.5M for rare disease study

neuro funding

Houston-based Goldenrod Therapeutics, part of Fannin Partners' portfolio, has announced the initial close of a $6.5 million series seed preferred stock round.

The round was led by Ataxia Ventures and an affiliate of Fannin, according to a news release.

Goldenrod Therapeutics plans to use the funding to support manufacturing, formulation optimization, IND-enabling studies and a Phase I study of its drug to treat brain inflammation, known as 11h.

The study will consider how 11h, which blocks the enzyme PDE4, could treat Friedreich’s ataxia (FA), a rare genetic disease that affects movement, speech and balance. To date, other PDE4 inhibitors have proven to regulate neuroinflammation and neuronal signaling, but have had adverse gastrointestinal side effects or have not reached enough of the central nervous system, according to Goldenrod.

The company says its 11h is expected to have "broad applicability" with limited emetric side effects.

“Our 11h program is a next-generation, orally bioavailable, brain-penetrant PDE4 inhibitor, where researchers overcame longstanding limitations associated with earlier PDE4 inhibitors," Dr. Dev Chatterjee, CEO of Goldenrod, said in the news release. "We believe this creates the potential for a best-in-class therapy for Friedreich’s Ataxia and a potential foundation for development across multiple neurodegenerative and neuroinflammatory disorders.”

11h was first developed at the University of Nebraska Medical Center (UNeMed). Houston-based Fannin Partners in-licensed the product 2020 and landed SBIR Phase I funding to support its initial development for opioid use disorder soon after.

Goldenrod has also received funding to study 11h's effectiveness for multiple sclerosis, methamphetamine addiction and cocaine addiction.

Goldenrod says it is developing 11h to target a variety of neurological and inflammatory conditions, including Alzheimer's disease, multiple sclerosis, ALS, substance use disorders, Batten disease, pain and traumatic brain injury.

Elon Musk's SpaceX is about to make its debut on Wall Street

Money Moves

Elon Musk's rocket company SpaceX will make its debut on Wall Street Friday, June 12, and both institutional and retail investors are expected to gobble up the 555.6 million shares going up for sale at $135 apiece. Musk, already the world's richest man, could become its first trillionaire.

SpaceX is likely to become the biggest IPO ever, with proceeds of around $75 billion. SpaceX hopes to become the first company to send people to Mars. In fact, part of Musk’s future compensation depends on SpaceX eventually establishing a colony of at least 1 million people on the red planet.

Why SpaceX is going public now

In a video conference on Musk's social media platform X, he told JPMorgan CEO Jamie Dimon that people have suggested for the last 10 years that he take SpaceX public. He's doing it now because the company plans to put 100,000 next-generation Starlink satellites into orbit. Deploying AI data centers in space is a “massive new growth base and you need capital for that,” he said.

Going public provides access to the capital that SpaceX needs. But it also exposes it to more scrutiny from shareholders and more regulatory oversight. That includes filing quarterly financial reports, which critics say incentivizes short-term thinking over longer-term planning and creates unnecessary costs for a company. Securities regulators are currently soliciting public comment on a proposal to require public companies to file the financial reports only twice every year.

How the IPO impacts the company

Musk will hold the majority of a special class of shares, giving him control over decisions related to company strategy, finances and personnel. On the latter, because of his ownership of most of these Class B shares, the only person who can fire Musk as CEO is Musk.

The company credits Musk with being the “driving force” behind its growth, innovation and success. But what happens if Musk is no longer in the picture? SpaceX warns that the loss of Musk could disrupt its ability to execute its strategy as well as hurt its “reputation and relationships with customers, partners and other stakeholders.”

The company also warns that finding a replacement with the same skills and experience as Musk would be time-consuming, if not nearly impossible. As Wedbush Securities analyst Dan Ives wrote Wednesday, “At the end of the day Musk is SpaceX and SpaceX is Musk.”

What could make or break SpaceX

Currently in the test phase, the gigantic reusable Starship rocket is key to SpaceX realizing Musk's ambitions. Much of the commercial space business hinges on SpaceX developing Starship’s capability to be fully reusable and hearty enough for a quick turnaround between flights. If that doesn't happen, SpaceX warns that putting data centers and satellites in space will take longer and cost more money, meaning it risks customers bailing on the company.

Analysts say that by pioneering reusable rockets, SpaceX has established a clear lead on competitors such as Blue Origin, led by Amazon founder Jeff Bezos. The Starlink satellite business competes with, among others, AST SpaceMobile – which is relying on a SpaceX rocket to send its latest generation of satellites into orbit next week.

The prospectus filed last week says SpaceX’s biggest potential market is the sale of business-oriented artificial intelligence products designed to transform how people get work done. It’s an opportunity SpaceX predicts would be worth $22.7 trillion if it could somehow dominate rivals like Anthropic, OpenAI and Microsoft in a highly competitive industry. But the prospectus shows no clear path to profitability for the xAI business, which merged with SpaceX earlier this year.

Why Wall Street is paying attention

If the SpaceX IPO is as successful, the stock could quickly join the Nasdaq 100, a widely followed index that tracks the 100 largest non-financial companies in the composite. That's important because some popular funds, such as the $460 billion QQQ exchange-traded fund, mimic the index and will automatically buy whatever is listed in the index.

Nasdaq recently changed its rules to allow select companies to enter the Nasdaq 100 after just 15 trading days.

S&P Dow Jones Indices, on the other hand, is sticking to established and more traditional thresholds that will not allow SpaceX or other companies with gargantuan IPOs faster entry into its S&P 500 index. That means even high-profile companies will still need to wait for their stocks to trade a full 12 months before they can enter the index.

Companies want to be in the S&P 500 in particular because it's arguably the most important index on Wall Street, with trillions of dollars either mimicking it exactly or benchmarked against it. Vanguard's VOO fund that tracks the S&P 500 has roughly $950 billion invested in it, for example.

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