Across industries, these three founders found a new way of doing things. Images courtesy

This week's innovators to know truly represent the spirit of innovation. All three looked at a traditional way of doing something, and reimagined it — from design to smart technology.

Andre Norman, founder of Jellifin

Andre Norman founded Jellifin, an options trading platform, flipping the script on the traditional investment process. Courtesy Jellfin

When it comes to investing in stock options, you might go the traditional route and seek out a brokerage that focuses on options trading. There's a major catch, though: most brokerages tack on a fee of anywhere between $7 and $20 per trade, says Andre Norman, founder of Jellifin, an online options trading platform, is disrupting that norm.

The company works with individuals and brokers to provide an options trading platform at a flat monthly fee. This allows investors to trade as frequently or infrequently as they please, and to not factor in the cost of a trade fee when considering what's best for their portfolio.

"A lot of people don't invest because of the high costs associated with trading," Norman said. "We allow them to get into investing without having to pay huge amounts of money."

Read more about Jellifin and its founder here.

Lisa Pope Westerman, founder and CEO of LUCID

Lisa Pope Westerman has created LUCID, a network of architects that's flipping the script on how architecture projects go. Courtesy of LUCID

When it comes to the traditional method of design integration, Lisa Pope Westerman saw a disconnect. She created LUCID, a collective of architects and boutique architecture firms, to help connect the dots within the industry. When clients retain LUCID as their designer or architect, they're given access to the firms and individual architects who are best suited for the job.

"People have referred to us as 'the WeWork of architecture,' or 'the Uber of design,'" Pope Westerman says. "We think that in 10 years, this is how the world will just be working."

Read more about LUCID and its founder here.

Marci Corry, owner of SAFE 2 SAVE

Marci Corry had the idea for SAFE 2 SAVE in 2016 when she met with a college student she was mentoring to discuss how to help the student's peers detach from their phones. They agreed that incentives, particularly food, were the key, and not just for college kids. Now, the Houston-based app has blown up to include a fan base of more than 148,000 users, 20 employees, and a partnership with Memorial Hermann.

"They said, 'We want this to stop happening. We don't want these people being pushed through our door on a stretcher and this is epidemic in Houston,'" Corry says.

Read more about SAFE 2 SAVE and its founder here.

Andre Norman founded Jellifin, an options trading platform, flipping the script on the traditional investment process. Courtesy Jellfin

This new-to-Houston startup is simplifying trading for the next generation of investors

Easy options option

Say you're a young, working professional who wants to get involved in trading. Where do you start?

If you get involved in options, which are contracts that give investors the ability to buy or sell a stock at a specific price on or before a specific date, you might go the traditional route and seek out a brokerage that focuses on options trading. There's a major catch, though: most brokerages tack on a fee of anywhere between $7 and $20 per trade, says Andre Norman, founder of Jellifin, an online options trading platform, is disrupting that norm.

The company works with individuals and brokers to provide an options trading platform at a flat monthly fee. This allows investors to trade as frequently or infrequently as they please, and to not factor in the cost of a trade fee when considering what's best for their portfolio.

"A lot of people don't invest because of the high costs associated with trading," Norman said. "We allow them to get into investing without having to pay huge amounts of money."

Jellifin was founded in early 2017 in Gainesville, Florida, but relocated to Houston in 2018. Norman moved for his then-fiance's job, but had little to no expectation for the city.

"I did light research, and realized it was trying to foster an entrepreneurial community, as well as innovation, so I came in with no expectations," he says. "When I got involved with Station Houston, I was blown away by what's being done and what's currently in play. It was a great move. This is where we're going to stay forever."

Pivoting Jellifin
When he started the company, Norman says his goal was to provide investors with a cheaper way to trade options. Originally, the company worked commission free — same way of trading at a reduced price. The company worked that way until 2018, when Jellifiin pivoted toward more of a B-to-B clientele — brokerage firms, trading companies, and trading companies. It became more of a white label company where the brokerages could license the software.

"We realized our core expertise was in the software development itself, and we realize customers like our product, but we saw more opportunity in working with brokerage firms which will then inadvertently disperse our platform toward their customer base," Norman says. "So, in the end, we're still serving the same core customer and the same demographic, but now we figured out a way to target them more effectively at a larger scale."

The pivot was ultimately a good move, but it didn't mean it made things easier for Norman and his team — in fact, the opposite happened.

"Surprisingly, it's increased our workload. When we started working with brokerages, one of the core problems we realized is that they're small, and they don't have the in-house expertise or resources to build their own trading platforms," he says. "Our value proposition to them is that we can be their support."

How it works
The brokerage firms that use Jellifin's services license the trading platform — they agree to a minimum of two years — and they pay a monthly subscription fee.

"It's a volume-based pricing system — the brokerage payment covers what [the individual customer] would pay," Norman explains. "The brokerage pays for the software itself, and whatever sort of arrangement that the user has with the brokerage is up to them."

The current industry norm is $7 per options trade, Norman says, plus the contract fees. An option trade could run you anywhere from $7.50 to over $20 per trade.

"That's a big problem in the industry," he says. "What we've brought to the user base is [the ability to spend] $9.99 per month for unlimited trading. The actual cost per trade is pennies on the dollar, but brokerage firms still mark it up thousands of percent, because the average user doesn't understand what goes on when they click 'Place Trade.'"

Because of this ease of use, the company has attracted millennials — specifically the age range of 28 to 33.

"They invest quite frequently — I wouldn't say they're day traders, but they're very actively invested in the stock market," he says. "They're not a passive investor. They trade on a weekly basis."

Norman says, based on their assessment, that their average user earns an income of anywhere from $70,000 to $120,000 annually.

Weighing the options
The company plans to grow — and is even looking for sales and marketing hires.

"Right now, we're a team of six, and we're all engineers," Norman says. "I would say we're hiring, but for the right positions. … we're looking to grow more organically and not raise huge amounts of capital. We work closely with our partners, and we grow as they grow."

So far, the company has raised just under $500,000 to date, but is planning to raise an amount in the millions of dollars.

"We will be raising a new round hopefully sometime soon, but there's no rush to get to that," Norman says. "For us, personally, our generating capital from the companies we work with."

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CultureMap Emails are Awesome

Announcing the 2025 Houston Innovation Awards finalists

Inspirational Innovators

InnovationMap is proud to reveal the finalists for the 2025 Houston Innovation Awards.

Taking place on November 13 at Greentown Labs, the fifth annual Houston Innovation Awards will honor the best of Houston's innovation ecosystem, including startups, entrepreneurs, mentors, and more.

This year's finalists were determined by our esteemed panel of judges, comprised of past award winners and InnovationMap editorial leadership.

The panel reviewed nominee applications across 10 prestigious categories to determine our finalists. They will select the winner for each category, except for Startup of the Year, which will be chosen by the public via online voting launching later this month.

We'll announce our 2025 Trailblazer Award recipient in the coming weeks, and then we'll unveil the rest of this year's winners live at our awards ceremony.

Get to know all of our finalists in more detail through editorial spotlights leading up to the big event. Then, join us on November 13 as we unveil the winners and celebrate all things Houston innovation. Tickets are on sale now — secure yours today.

Without further ado, here are the 2025 Houston Innovation Awards finalists:

Minority-founded Business

Honoring an innovative startup founded or co-founded by BIPOC or LGBTQ+ representation:

  • Capwell Services
  • Deep Anchor Solutions
  • Mars Materials
  • Torres Orbital Mining (TOM)
  • Wellysis USA

Female-founded Business

Honoring an innovative startup founded or co-founded by a woman:

  • Anning Corporation
  • Bairitone Health
  • Brain Haven
  • FlowCare
  • March Biosciences
  • TrialClinIQ

Energy Transition Business

Honoring an innovative startup providing a solution within renewables, climatetech, clean energy, alternative materials, circular economy and beyond:

  • Anning Corporation
  • Capwell Services
  • Deep Anchor Solutions
  • Eclipse Energy
  • Loop Bioproducts
  • Mars Materials
  • Solidec

Health Tech Business

Honoring an innovative startup within the health and medical technology sectors:

  • Bairitone Health
  • Corveus Medical
  • FibroBiologics
  • Koda Health
  • NanoEar
  • Wellysis USA

Deep Tech Business

Honoring an innovative startup providing technology solutions based on substantial scientific or engineering challenges, including those in the AI, robotics and space sectors:

  • ARIX Technologies
  • Little Place Labs
  • Newfound Materials
  • Paladin Drones
  • Persona AI
  • Tempest Droneworx

Startup of the Year (People's Choice)

Honoring a startup celebrating a recent milestone or success. The winner will be selected by the community via an online voting experience:

  • Eclipse Energy
  • FlowCare
  • MyoStep
  • Persona AI
  • Rheom Materials
  • Solidec

Scaleup of the Year

Honoring an innovative later-stage startup that's recently reached a significant milestone in company growth:

  • Coya Therapeutics
  • Fervo Energy
  • Koda Health
  • Mati Carbon
  • Molecule
  • Utility Global

Incubator/Accelerator of the Year

Honoring a local incubator or accelerator that is championing and fueling the growth of Houston startups:

  • Activate
  • Energy Tech Nexus
  • Greentown Labs
  • Healthtech Accelerator (TMCi)
  • Impact Hub Houston

Mentor of the Year

Honoring an individual who dedicates their time and expertise to guide and support budding entrepreneurs. Presented by Houston Community College:

  • Anil Shetty, Inform AI
  • Jason Ethier, EnergyTech Nexus
  • Jeremy Pitts, Activate
  • Joe Alapat, Liongard
  • Neil Dikeman, Energy Transition Ventures
  • Nisha Desai, Intention

Trailblazer Recipient

  • To be announced
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Interested in sponsoring the 2025 Houston Innovation Awards? Contact sales@innovationmap.com for details.

Houston scientists earn prestigious geophysics career awards

winner, winner

Two Rice University professors have been recognized by the American Geophysical Union, one of the world’s largest associations for Earth and space science.

Rice climatologist Sylvia Dee was awarded the 2025 Nanne Weber Early Career Award by the AGU’s Paleoceanography and Paleoclimatology Section. Richard Gordon, a Rice professor of geophysics also received the 2025 Walter H. Bucher Medal by the AGU. They will both be recognized at the AGU25 event on Dec.15-19 in New Orleans.

The Nanne Weber Early Career Award recognizes contributions to paleoceanography and paleoclimatology research by scientists within 10 years of receiving their doctorate.

“Paleoclimate research provides essential context for understanding Earth’s climate system and its future under continued greenhouse warming," Dee said in a news release. “By studying how climate has evolved naturally in the past, we can better predict the risks and challenges that lie ahead.”

Dee’s work explores how Earth’s natural modes of variability interact with the changing climate and lead to extreme weather. It shows how these interactions can add to climate risks, like flooding and rainfall patterns all around the world.

The Bucher Medal is awarded to just one scientist for their original contributions to the knowledge of the Earth’s crust and lithosphere.

Gordon’s research has reshaped how scientists understand the movement and interaction of Earth’s tectonic plates. He helped reveal the existence of diffuse plate boundaries—areas where the planet’s crust slowly deforms across broad regions instead of along a single fault line. His work also explored true polar wander, a phenomenon in which Earth gradually shifts its orientation relative to its spin axis.

Gordon introduced the concept of paleomagnetic Euler poles, a method for tracing how tectonic plates have moved over millions of years. He also led the development of major global plate motion models, including NUVEL (Northwestern University Velocity) and MORVEL (Mid-Ocean Ridge Velocity).

“Receiving the Walter Bucher Medal is a profound honor,” Gordon said in a news release. “To be included on a list of past recipients whose work I have long admired makes this recognition especially meaningful. There are still countless mysteries about how our planet works, and I look forward to continuing to explore them alongside the next generation of scientists.”

3 Houston-area companies appear on Fortune’s inaugural AI ranking

eyes on ai

Three companies based in the Houston area appear on Fortune’s inaugural list of the top adopters of AI among Fortune 500 companies.

The three companies are:

  • No. 7 energy company ExxonMobil, based in Spring
  • No. 7 tech company Hewlett Packard Enterprise, based in Spring
  • No. 47 energy company Chevron, based in Houston

All three companies have taken a big dive into the AI pool.

In 2024, ExxonMobil’s executive chairman and CEO, Darren Woods, explained that AI would play a key role in achieving a $15 billion reduction in operating costs by 2027.

“There is a concerted effort to make sure that we're really working hard to apply that new technology to the opportunity set within the company to drive effectiveness and efficiency,” Woods told Wall Street analysts.

Hewlett Packard Enterprise is also employing AI to decrease costs. In March, the company announced a restructuring plan — including the elimination of 3,000 jobs — aimed at cutting about $350 million in annual expenses. The restructuring is scheduled to wrap up by the end of October.

Hewlett Packard Enterprise’s Catalyst cost-cutting program includes a push to use AI across the company to improve efficiency, Marie Myers, the company’s executive vice president and chief financial officer, told Wall Street analysts in June.

“Our ambition is clear: A leaner, faster, and more competitive organization. Nothing is off limits. We are focused on rethinking the business — not just reducing our costs, but transforming the way we operate,” Myers said.

At Chevron, AI tools are being used to quickly analyze data and extract insights from it, according to tech news website VentureBeat. Also, Chevron employs advanced AI systems known as large language models (LLMs) to create engineering standards, specifications and safety alerts. AI is even being put to work in Chevron’s exploration initiatives.

Bill Braun, Chevron’s chief information officer, said at a VentureBeat-sponsored event in 2024 that AI-savvy data scientists, or “digital scholars,” are always embedded within workplace teams “to act as a catalyst for working differently.”

The Fortune AIQ 50 ranking is based on ServiceNow’s Enterprise AI Maturity Index, an annual measurement of how prepared organizations are to adopt and scale AI. To evaluate how Fortune 500 companies are rolling out AI and how much they value AI investments, Fortune teamed up with Enterprise Technology Research. The results went into computing an AIQ score for each company.

At the top of the ranking is Alphabet (owner of Google and YouTube), followed by Visa, JPMorgan Chase, Nvidia and Mastercard.

Aside from ExxonMobil, Hewlett Packard Enterprise, and Chevron, two other Texas companies made the list: Arlington-based homebuilder D.R. Horton (No. 29) and Austin-based software company Oracle (No. 37).

“The Fortune AIQ 50 demonstrates how companies across industry sectors are beginning to find real value from the deployment of AI technology,” Jeremy Kahn, Fortune’s AI editor, said in a news release. “Clearly, some sectors, such as tech and finance, are pulling ahead of others, but even in so-called 'old economy' industries like mining and transport, there are a few companies that are pulling away from their peers in the successful use of AI.”