Promising Houston startup expands energy efficiency product to Middle East, Singapore

big move

NanoTech is targeting new overseas markets for its energy efficiency products. Photo via Getty Images

NanoTech Materials has announced a big expansion for its business.

The Houston company, which created a roof coating using nanotechnology that optimizes energy efficiency, has partnered with Terminal Subsea Solutions Marine Service SP to bring its products to the Gulf Cooperation Council and Singapore. TSSM will become a partner of Houston’s NanoTech Materials products, which will include the Cool Roof Coat, Vehicular Coat, and Insulative Coat for the GCC countries and Singapore.

NanoTech Materials technology that ranges from roof coatings on mid- to low-rise buildings to shipping container insulation to coating trucks and transportation vehicles will be utilized by TSSM in the partnership. NanoTech’s efforts are focused on heat mitigation that can reduce energy costs, enhance worker safety, and minimize business risks in the process.

“Businesses and communities within the GCC and Singapore feel the impact of extreme temperatures and longer Summers more acutely than any other region in the world,” Mike Francis, CEO of NanoTech Materials, says in a news release. “We have an opportunity to make a real impact here through reduced energy load, cooler and safer working conditions, and a reduced carbon emissions output from the hottest, driest place on earth. We are incredibly excited to be partnering with our colleagues at TSSM to bring this powerful technology to the region.”

One of the areas that will benefit from this collaboration is the Middle East. The GCC region is characterized by a desert climate, which has average annual temperature reaching 107.6°F and summer peaks climbing as high as 130°F. The effects of these extreme conditions can be dangerous for workers especially with strict labor laws mandating midday work bans under black flag conditions, which can result in productivity losses as well.

NanoTech’s proprietary technology, the Insulative Ceramic Particle (ICP), will be used to address challenges in energy efficiency and heat control in the logistics and built environment sector. The platform can be integrated into many applications, and the impact can range from reducing greenhouse gas emissions to protecting communities that are wildfire-prone. The core of the technology has a lower conductivity than aerogels. It also has a “near-perfect emissivity score” according to the company. The NanoTech ICP is integrated with base matrix carriers; building materials, coatings, and substrates, which gives the materials heat conservation, rejection, or containment properties.

By combining the ICP into an acrylic roof coating, NanoTech has created the Cool Roof Coat, which reflects sunlight and increases the material's heat resistance. This can lower indoor temperatures by 25 to 45°F in single-story buildings and reduce the carbon emissions of mid to low-rise buildings. This can potentially equal energy savings from 20 percent up to 50 percent, which would surpass the average 15 percent savings of traditional reflective only coatings.

“This technology will have a huge impact on supporting the region's aggressive climate initiatives, such as Saudi Arabia’s Green Initiative, aiming to reduce carbon emissions by 278 million tons annually by 2030,” Jameel Ahmed, managing director at TSSM, says in the release. “The regional efforts to enhance climate action and economic opportunities through substantial investments in green technologies and projects are evident, and we are proud to be offering a product that can make a difference.”

NanoTech says its coating maintains its effectiveness over time and doesn’t suffer UV degradation issues which are helpful, especially in extreme weather conditions workers and businesses face in regions like the Middle East.

------

This article originally ran on EnergyCapital.

From Your Site Articles

The 17 finalists are competing for Ernst & Young’s Entrepreneur Of The Year 2024 Gulf South Award. Photo via Getty Images

17 Houston entrepreneurs named finalists in annual regional competition

on to the next round

Entrepreneurs from the Houston area have been named finalists for one of the region’s most prestigious business awards.

The 17 finalists are competing for Ernst & Young’s Entrepreneur Of The Year 2024 Gulf South Award. The Gulf South region includes parts of Texas, along with Louisiana and Mississippi.

An independent panel of judges selected the 48 finalists. Contenders were evaluated based on their demonstration of building long-term value through factors such as entrepreneurial spirit, purpose, growth, and impact.

The Houston-area finalists are:

Shannon Payne, Allied Fire Protection, Pearland
Jay McEntire IV, Arva Intelligence, Houston
Andrew Levy, Avelo Airlines, Houston
Derek Maetzold, Castle Biosciences, Friendswood
Scott Aronstein, Connectivity Source, Houston
Joshua Weisman, Construction Concepts, Houston
Feras Moussa and Ben Suttles, Disrupt Equity, Houston
John Poindexter, J.B. Poindexter, Houston
James Ross, LJA Engineering, Houston
Asher Kazmann, Locke Solutions, Houston
Chad Millis, Millis, Missouri City
Mike Francis, NanoTech Materials, Houston
Stuart Hinchen and Peter Jenkins, Quva Pharma, Sugar Land
Trevor Best and Suman Khatiwada, Syzygy Plasmonics, Houston
Hal Brumfield, Tachus Fiber Internet, The Woodlands
Jared Boudreaux, Vector Controls and Automation Group, Pearland
Ting Qiao, Wan Bridge, Houston

“The finalists of this year are audacious entrepreneurs who are making a significant impact in their respective industries and communities,” says Anna Horndahl, an EY partner and co-director of the EOY Gulf South Program.

“These pioneers, chosen by an independent panel of judges, showcase relentless commitment to their businesses, customers and communities. We are thrilled to acknowledge their accomplishments,” adds Travis Garms, an EY partner and co-director of the EOY Gulf South Program.

This week's roundup of Houston innovators includes Mike Francis of NanoTech Materials, Barbara Burger, and David A. Jaffray of MD Anderson Cancer Center. Photos courtesy

3 Houston innovators to know this week

who's who

Editor's note: Every week, I introduce you to three Houston innovators to know recently making headlines with news of innovative technology, investment activity, and more. This week's batch includes a one-on-one chat with an energy leader, a founder's latest milestone, and a new high-tech cancer-fighting team.

Mike Francis, CEO and co-founder of NanoTech Materials

NanoTech Materials celebrated its move into a new facility — a 43,000-square-foot space in Katy, Texas, this week. Photo via LinkedIn

A Houston startup has moved into a new space that's more than four times larger than its previous setup — a move that's setting the company up to scale its business.

NanoTech Materials celebrated its move into a new facility — a 43,000-square-foot space in Katy, Texas, this week. The materials science company currently distributes a roof coating that features its novel heat-control technology across the company. Originally founded in a garage, the company has now moved from its 10,000-square-foot space at Halliburton Labs into the larger location to support its growth.

“The new facility allows us to not just focus on the roofing, and that’s growing at a pretty rapid pace, but also stand up different production lines for our next iteration of technologies coming-out," Mike Francis, co-founder and CEO of NanoTech tells InnovationMap. Read more.

Barbara Burger, Houston energy transition leader

Houston energy leader Barbara Burger joins the Houston Innovators Podcast to discuss the energy transition's biggest challenges and her key takeaways from CERAWeek. Photo courtesy

When Barbara Burger moved to Houston a little over a decade ago to lead Chevron Technology Ventures, she wondered why the corporate venture group didn't have much representation from the so-called energy capital of the world.

“I had no companies in my portfolio in CTV from Houston, and I wondered why,” Burger says on the Houston Innovators Podcast.

Much has changed in the ecosystem since then, she says, including growth and development to what the community looks like now.

“There are a few things I’m proud of in the ecosystem here, and one of theme is that it’s a very inclusive ecosystem,” she explains, adding that she means the types of founders — from universities or corporate roles — and the incumbent energy companies. “The worst way to get people to not join a party is to not invite them.”

“No one company or organization is going to solve this. We have to get along,” she continues. “We have to stop thinking that the mode is to compete with each other because the pie is so big and the opportunity is so big to work together — and by and large I do see that happening.” Read more.

David A. Jaffray, director of IDSO and chief technology and digital officer at MD Anderson

MD Anderson’s goal with the new Institute for Data Science in Oncology is to advance collaborative projects that will bring the power of data science to every decision made at the hospital. Photo via mdanderson.org

The University of Texas MD Anderson Cancer Center is one step closer to ending cancer thanks to its new institute that's focused on data science.

MD Anderson’s goal with the new Institute for Data Science in Oncology (IDSO) is to advance collaborative projects that will bring the power of data science to every decision made at the hospital. And now, the IDSO has announced its inaugural cohort of 33 scientists, clinicians, and staff that will bring it to life, joining the already appointed leadership and focus area co-leads.

“By engaging diverse expertise across all of our mission areas, we will enhance the rich and productive data science ecosystem at MD Anderson to deliver transformational impact for patients,” David Jaffray, Ph.D., director of IDSO and chief technology and digital officer at MD Anderson, says. Read more.

NanoTech Materials celebrated its move into a new facility — a 43,000-square-foot space in Katy, Texas, this week. Photo courtesy of NanoTech Materials

Growing Houston startup moves into 43,000-square-foot facility amid 'hypergrowth phase'

major milestone

A Houston startup has moved into a new space that's more than four times larger than its previous setup — a move that's setting the company up to scale its business.

The space allows for a 340 percent increase in the manufacturing and operational capabilities, including producing 55 million square feet a year of roof coating. Francis says the new products he's focused on launching and scaling include a wildfire protectant coating and liquid applied insulation for trucks and containers to control heat for driver and worker safety.

Francis adds that he will be expanding the company's team to support this growth.

“We’re constantly hiring now,” he says. “We have about 25 employees right now. Next year, we’ll probably be double that. We’re kind of in a hypergrowth phase."

Francis likes to credit Houston in part for NanoTech's ability to grow at this pace and to be successful.

Mike Francis is the CEO and co-founder of NanoTech Materials. Photo via LinkedIn

“Houston has a shot at being one of the top startup cities of the world — I think it’s going to take a lot of time and capital, but what makes Houston different is its ability to scale existing technologies,” Francis says.

“I really think that Houston is already the spot to take an existing technology and build a team around it to turn it into a company because you have all of the players — whether it’s the end customer or the incubators and 'scalerators' — and you have all of these pieces coming into place," he continues. "Maybe it’s not the best place to start a company, but it’s definitely the best place to scale a company because of the ecosystem is really willing to participate and raise up startups like ours."

As the first company selected for Halliburton's incubator, Halliburton Labs, when it launched in 2020, NanoTech has worked closely with the company that housed and supported them for years.

“Once you’re in the Halliburton Labs fold, they are always just a phone call away from making something happen," he says. “We’re transferring all that knowledge into a bigger facility — growing up and graduating from what they gave us.”

Last year, NanoTech raised an oversubscribed funding round that brought on a handful of new investors. The details of the round were not disclosed, but NanoTech did release that the round included participation from three institutional investors, two corporate-strategic investors, and seven family offices. The company originally raised its seed round in 2020.

The NanoTech team, including Francis and Carrie Horazeck, chief commercial officer, joined the Houston Innovators Podcast last year to discuss how they've rolled out their first line of business.

The ultimate who's who of 2023 — these are our favorite Houston Innovators Podcast guests of last year. Photos courtesy

Editor's Picks: 7 favorite Houston Innovator Podcast episodes of 2023

year in review

Editor's note: In 2023, I recorded 50 episodes of the Houston Innovators Podcast — a weekly discussion with a Houston innovator, startup founder, investor, and more. I've rounded up seven podcast episodes that stood out for me looking back at the year of recordings. Scroll through to see whom I selected and stream their individual episodes, and tune into the last episode of the year where I explain why I enjoyed each conversation.

Episode 174 - Rolling out nationwide - Mike Francis and Carrie Horazeck of NanoTech

NanoTech's Chief Commercial Officer Carrie Horazeck and Co-Founder and CEO Mike Francis join the Houston Innovators Podcast to celebrate the nationwide launch of their roof coating product. Photo via LinkedIn

A Houston startup is celebrating its nationwide launch of its flagship product that coats roofs to reduce energy waste.

NanoTech's Nano Shield Cool Roof Coat is a unique product that can be added onto roofs to reduce energy waste on buildings. Co-founder and CEO Mike Francis and Chief Commercial Officer Carrie Horazeck joined the Houston Innovators Podcast to share more details about the product.

"It's just a coating that can go on top of existing structure — any type of commercial roof," Horazeck says on the show. "We have a pretty good amount of data from 2022 showcasing that we can reduce HVAC consumption within the building by about 30 to 40 percent.

"Our clients really see a immediate benefit in their energy bill, and, of course, if you reduce the HVAC consumption, that automatically translates to a decrease in your scope one emissions," she continues. Continue reading.

Episode 181 - Gearing up for high-speed global travel - Sassie Duggleby of Venus Aerospace

Sarah "Sassie" Duggleby of Venus Aerospace joins the Houston Innovators Podcast this week. Photo courtesy of Venus

Sarah "Sassie" Duggleby is on a mission to get people home in time for dinner — whether they are traveling around the world or working for her business. That's why she founded Venus Aerospace, which is developing hypersonic space planes. It's also why she relocated the company from the West Coast to Houston.

"We knew we had to find a location where we could test our engine and still be home for dinner," Duggleby says on this week's episode of the Houston Innovators Podcast. "Our company vision is 'home for dinner.' We want to fly you across the globe and have you home for dinner. And, if you work for us, we want you home for dinner."

Venus's technology enables this revolutionary travel through its supersonic combustion engine — more akin to a rocket's engine than an airplane's — that allows for travel at a higher elevation, she explains on the show. Jet engines rely on air outside of the aircraft to combust, and rocket engines work with a system that supplies air internally. And, as Duggleby explains, the engine can go further with the same amount of fuel, so it's a more sustainable way of traveling too. Continue reading.

Episode 182 - Stopping neurodegenerative diseases in their tracks - Howard Berman of Coya Therapeutics

For Howard Berman, CEO and co-founder of Coya Therapeutics, commercializing his company is personal. Photo courtesy of Coya

When Howard Berman sought out renowned Houston Methodist researcher and neurologist Dr. Stanley Appel, he was looking for treatment for his father, who was suffering from dementia. He wasn't looking for a job, but Dr. Appel had other ideas and asked Berman to meet with him.

"I was interested in what I could do for my dad," Berman says on the Houston Innovators Podcast, explaining how he took the meeting with Dr. Appel, who then presented him with some of his research. "By slide five my jaw had hit the ground.

"He had shown that he could stop the progression in one of his early trials of ALS," Berman says.

Not too long after that meeting, Berman, who founded digital health platform imaware, joined Dr. Appel to lead commercialization of Coya Therapeutics, a biotech startup that raised over $20 million in venture funding before going public a few months ago. Continue reading.

Episode 187 - Bridging the gap to innovation - Ramanan Krishnamoorti of University of Houston

Ramanan Krishnamoorti, vice president of energy and innovation at the University of Houston, joins the Houston Innovators Podcast to talk about the university's dedication to helping the city become an innovative force. Photo via UH.edu

Ramanan Krishnamoorti has had a varied career in academia, from an engineering professor to nanotech research. While he never made the transition from researcher to entrepreneur, he managed to snag a CEO title at the university about a decade ago: Chief energy officer.

Since then his role has expanded to include advancing UH's innovation of all kinds — from health tech to the arts — as vice president of energy and innovation at UH. In his role, he oversees the UH Technology Bridge, a lab and coworking space for tenants just a short drive away from UH's main campus, as well as future plans, like a new central campus hub for innovation that's in its early stages of development.

"What we really need at the university today is to bring innovation — which tech transfer is a piece of — and connect that to real-world challenges to deliver what the world needs, which is talented folks delivering new innovative, entrepreneurial, or intrapreneurial programs," Krishnamoorti says on this week's episode of the Houston Innovators Podcast. Continue reading.

Episode 193 - Innovating in the East End - Erik Ibarra of Magnolia Fund and ORDRS

Erik Ibarra's latest venture is to give agency to residents in the neighborhood he grew up in. Photo courtesy

Innovation isn't always tinkering with tech or programming software, although serial entrepreneur Erik Ibarra knows that world well. Sometimes it's about rethinking how a community improves and develops without doing the residents a disservice.

That's why Ibarra started Magnolia Fund, a mission-driven investment fund dedicated to enriching the East End community and preserving the neighborhood's culture and history. Ibarra, who has lived in the area the majority of his life, says on the Houston Innovators Podcast, that he's looking to turn residents into investors.

"Our investors from the neighborhood, today they walk around and look at their house and say, 'I own that,' and that's great," Ibarra says. "In the future, our investors should be able to say that, and then point to a building and say, 'I own a portion of that building too. And I helped that small business over there.'" Continue reading.

Episode 198 - The undeniable impact of AI - Anshumali Shrivastava of ThirdAI CorpEpisode 198 - The undeniable impact of AI - Anshumali Shrivastava of ThirdAI Corp

Anshumali Shrivastava joins the Houston Innovators Podcast to share the revolutionary work ThirdAI is doing for artificial intelligence. Photo via rice.edu

Anshumali Shrivastava's career has evolved alongside the rise of artificial intelligence. Now, he believes his company represents the future of the industry's widespread implementation.

Shrivastava, who's also a professor at Rice University, founded ThirdAI, pronounced "third eye," in 2021 to democratize artificial intelligence through software innovations. As Shrivastava explains on the Houston Innovators Podcast, AI processes have historically been run on larger, less accessible computing hardware. ThirdAI's tools are able to run on a regular central processing unit, or CPU, rather than the more powerful graphics processing unit, or GPU.

"We focus on the problems that people are facing in the current AI ecosystem," Shrivastava says on the podcast. "Right now, if you are to build some of the large-language models and (linear programming) models, you need a lot of computing power, dedicated engineers to move it, and, even if you are using fully managed services, it's costly and there are a lot of privacy implications because you have to move data around." Continue reading.

Episode 212 - The 'frivolous' lawsuit over DEI funding - Carolyn Rodz and Elizabeth Gore of Hello Alice

Hello Alice Co-Founders Carolyn Rodz and Elizabeth Gore join the Houston Innovators Podcast to discuss the lawsuit they're facing. Photo courtesy Cayce Clifford/Hello Alice

For years, Hello Alice has been helping small businesses across the country get equitable access to funding and support. Now, the Houston tech company is facing its own obstacle: An affirmative action lawsuit.

"I don't think in a million years that we ever expected anything like this," Elizabeth Gore, co-founder and president of Hello Alice, says on the Houston Innovators Podcast. "There's surprise, then there's fear, and then there's anger. But now on the other side of it, we're emboldened, confident, and more passionate than ever."

America First Legal's lawsuit against Hello Alice and its partner, Progressive Insurance, alleges that their program to award10 $25,000 grants to Black-owned small businesses constitutes racial discrimination. AFL was founded by former Trump Administration adviser Stephen Miller and features a handful of other former White House officials on its board. Continue reading.

NanoTech closed an oversubscribed round of funding, the company announced this week. Photo courtesy of NanoTech

Houston climate-tech startup adds new investors in oversubscribed funding round

cap table additions

A Houston startup that has developed an innovative coating material that can reduce energy consumption has raised fresh funding for its cross-country expansion.

NanoTech Inc. announced its latest funding news — an oversubscribed funding round that brings onboard a handful of new investors. The details of the round were not disclosed, but NanoTech did release that the round included participation from three institutional investors, two corporate-strategic investors, and seven family offices. These entities join initial investor, Austin-based Ecliptic Capital.

NanoTech's flagship product is a waterproof thermal coating, called the Nano Shield Cool Roof Coat, which began rolling out across the country this year. Not only does the product reduce energy costs for the building owner, but it reduces emissions as well.

"It's crucial to recalibrate the sustainability narrative – environmental responsibility and financial return can go hand in hand," says Mike Francis, CEO and co-founder of NanoTech, in a news release. “We’ve transformed the roof from a cost center to a savings source by reducing energy expenditures while also significantly shrinking the building's carbon footprint.”

"The substantial decline in CO2 emissions and energy costs resulting from reduced reliance on HVAC systems is far more than a fringe benefit — it forms the cornerstone of our long-term strategy to lead the climate-resilient materials market. Beyond corporate objectives, it's a personal source of immense pride to foster a healthier planet for generations to come," Francis continues.

As the first selected company in Houston-based Halliburton Labs, NanoTech continues to benefit from the incubator's industrial scaling resources. Francis and Chief Commercial Officer Carrie Horazeck recently joined the Houston Innovators Podcast to discuss the impact their product is making as they roll out nationwide.

Ad Placement 300x100

Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

Rice University MBA programs rank among top 5 in prestigious annual report

top of class

Rice University’s Jones Graduate School of Business MBA programs have been ranked among the top five in the country again in The Princeton Review’s 2025 Best Business Schools rankings.

The university's MBA program in finance earned a No. 3 ranking, climbing up two spots from its 2024 ranking. Finance MBA programs at the University of Virginia's Darden Graduate School of Business and New York University's Leonard N. Stern School of Business were the only ones to outrank Rice, claiming No. 2 and No. 1 spots, respectively.

Rice's online MBA program was ranked No. 5, compared to No. 4 last year. Indiana University's Bloomington Kelley School of Business' online program claimed the top spot.

“These rankings reflect the commitment of our faculty and staff, the drive and talent of our students and the strong support of our alumni and partners,” Peter Rodriguez, dean of Rice Business, said in a news release. “They are exceptional honors but also reminders — not just of our top-tier programs and world-class faculty and students but of our broader impact on the future of business education.”

Rice also ranked at No. 6 for “greatest resources for minority students."

The Princeton Review’s 2025 business school rankings are based on data from surveys of administrators at 244 business schools as well as surveys of 22,800 students enrolled in the schools’ MBA programs during the previous three academic years.

"The schools that made our lists for 2025 share four characteristics that inform our criteria for designating them as 'best': excellent academics, robust experiential learning components, outstanding career services, and positive feedback about them from enrolled students we surveyed," Rob Franek, The Princeton Review's editor-in-chief, said in a press release. "No b-school is best overall or best for all students, but to all students considering earning an MBA, we highly recommend these b-schools and salute them for their impressive programs."

Rice's finance program has ranked in the top 10 for eight consecutive years, and its online MBA has ranked in the top five for four years.

Rice and the University of Houston also claimed top marks on the Princeton Review's entrepreneurship rankings. Rice ranks as No. 1 on the Top 50 Entrepreneurship: Grad list, and the University of Houston ranked No. 1 on Top 50 Entrepreneurship: Ugrad. Read more here.

Houston named ‘star’ metro for artificial intelligence in new report

eyes on AI

A new report declares Houston one of the country’s 28 “star” hubs for artificial intelligence.

The Houston metro area appears at No. 16 in the Brookings Institution’s ranking of metros that are AI “stars.” The metro areas earned star status based on data from three AI buckets: talent, innovation and adoption. Only two places, the San Francisco Bay Area and Silicon Valley, made Brookings’ “superstar” list.

According to Brookings, the Houston area had 11,369 job postings in 2024 that sought candidates with AI skills, 210 AI startups (based on Crunchbase data from 2014 to 2024), and 113 venture capital deals for AI startups (based on PitchBook data from 2023 to 2024).

A number of developments are boosting Houston’s AI profile, such as:

Apple is opening a 250,000-square-foot factory in Houston that will make servers for its data centers in support of the tech giant’s AI business.
Nvidia has teamed up with Foxconn to build a factory in Houston that will produce AI supercomputers.
Aramco, whose Americas headquarters is in Houston, has signed a preliminary deal with Nvidia to develop advanced industrial AI computing and tackle other AI initiatives.
Rice University is introducing a bachelor’s degree program in AI this fall.

Brookings also named Texas’s three other major metros as AI stars:

No. 11 Austin
No. 13 Dallas-Fort Worth
No. 40 San Antonio

Brookings said star metros like Houston “are bridging the gap” between the two superstar regions and the rest of the country. In 2025, the 28 star metros made up 46 percent of the country’s metro-area employment but 54 percent of AI job postings. Across the 28 metros, the number of AI job postings soared 139 percent between 2018 and 2025, according to Brookings.

Around the country, dozens of metros fell into three other categories on Brookings’ AI list: “emerging centers” (14 metros), “focused movers” (29 metros) and “nascent adopters” (79 metros).

Forecasting retail sales just got smarter, thanks to Google searches

houston voices

Imagine being able to predict the future of retail sales — not with months-old economic reports, but with real-time digital breadcrumbs left behind by consumers. Thanks to new research from K. Ramesh (Rice Business) and Gary Lind (University of Pittsburgh), that future is already here.

Key findings

Search trends predict future retail revenue — up to three quarters ahead.
Markets don’t fully price in search-based insights, especially before earnings announcements.
Trading strategies using search data outperform traditional asset-pricing models by 2–3%.
Analysts often underuse this data, resulting in predictable forecast errors.
At the macro level, search trends closely track — and often lead — official retail sales and GDP.

Their study shows that Google search trends are powerful predictors of consumer demand, capable of forecasting U.S. retail sales up to three quarters in advance. The implications span industries and audiences — from Wall Street traders to Main Street retailers, and from data-driven CFOs to curious business students.

A smarter, faster crystal ball for retail demand

Retail sales drive nearly 70% of U.S. gross domestic product (GDP), making them one of the most important indicators of economic health. Yet traditional forecasting relies heavily on backward-looking data and broad economic indicators. Ramesh and Lind’s work offers a leap forward: search data from Google Trends — publicly available and easy to use — can offer a faster, more precise signal of where sales are headed.

“If you want to understand consumer demand,” says Ramesh, the Herbert S. Autrey Professor of Accounting at Rice Business, “look at what people are searching for — not just what companies report after the fact. These digital footprints can tell us where revenue is going, often before the market catches up.”

This low-cost approach stands in stark contrast to expensive alternatives, such as satellite images of parking lots, in-store foot traffic from mobile data, or retail scanner feeds — tools often reserved for hedge funds and large institutional investors. Google Trends offers a scalable, accessible option for anyone seeking insight into consumer behavior.

Why this matters for investors and analysts

The researchers analyzed search patterns for nearly 200 publicly traded U.S. retail companies between 2004 and 2019. They found that firms with rising search volumes tend to report higher revenues — often well before analysts or investors react.

In fact, investment strategies built around these trends earned 2–3% higher returns than traditional models would predict. And most of these gains were concentrated around earnings announcements — a sign that markets were slow to recognize what search data had already revealed.

The advantage is even more striking for companies that fly under Wall Street’s radar. For firms with limited analyst coverage, the predictive power of search data on stock performance was more than 80% stronger.

A new tool for analysts — if they’ll use it

Despite the clear signal in the data, the study finds that analysts routinely fail to incorporate search-based insights into their forecasts. That gap translates into missed revenue predictions and market inefficiencies — which sophisticated investors can exploit.

“The search data are out there,” says Lind, a Rice Business Ph.D. ’19 graduate now on faculty at Pitt Business. “They’re public, powerful, and free. Analysts who ignore them are missing an opportunity.”

The impact of this research extends well beyond equity markets. By aggregating Google search data across the retail sector, the authors found strong alignment with U.S. Census retail sales figures and GDP trends. In other words, these digital signals reflect not just firm-level interest, but macroeconomic momentum.

A data wake-up call

This makes search trends a potentially valuable early-warning system for policymakers, central banks, and anyone responsible for interpreting the economic landscape. During volatile or uncertain periods, such tools could offer precious foresight into shifting consumer behavior.

In a digital era where consumers research before they shop — whether online or in-store — it’s no surprise that their Google queries leave valuable clues. What’s surprising is how often businesses, investors, and even economists still overlook them, Ramesh says. “Search data is a goldmine. And it's just sitting there, waiting to be used.”

---

This article originally appeared on Rice Business Wisdom.

Lind and Ramesh, “Using Internet Search Data to Predict Aggregate Retail Sales and Enhance Firm-Level Revenue Expectations,” Contemporary Accounting Research (April 2025): 1-32. https://doi.org/10.1111/1911-3846.13043.

View All Listings

INNOVATIONMAP EMAILS ARE AWESOME