These are the 10 most promising energy tech startups, according to judges at Rice Alliance forum

best of the best

From software and IoT to decarbonization and nanotech, here's what 10 energy tech startups you should look out for. Photo via Getty Images

This week, energy startups pitched virtually for venture capitalists — as well as over 1,000 attendees — as a part of Rice Alliance for Technology and Entrepreneurship's 18th annual Energy and Clean Tech Venture Forum.

At the close of the three-day event, Rice Alliance announced its 10 most-promising energy tech companies. Here's which companies stood out from the rest.

W7energy

Based in Delaware, W7energy has created a zero-emission fuel cell electric vehicle technology supported by PiperION polymers. The startup's founders aim to provide a more reliable green energy that is 33 percent cheaper to make.

"With ion exchange polymer, we can achieve high ionic conductivity while maintaining mechanical strength," the company's website reads. "Because of the platform nature of the chemistry, the chemical and physical properties of the polymer membranes can be tuned to the desired application."

Modumetal

Modumetal, which has its HQ in Washington and an office locally as well, is a nanotechnology company focused on improving industrial materials. The company was founded in 2006 by Christina Lomasney and John Whitaker and developed a patented electrochemical process to produce nanolaminated metal alloys, according to Modumetal's website.

Tri-D Dynamics

San Francisco-based Tri-D Dynamics has developed a suite of smart metal products. The company's Bytepipe product claims to be the world's first smart casing that can collect key information — such as leak detection, temperatures, and diagnostic indicators — from underground and deliver it to workers.

SeekOps

A drone company based in Austin, SeekOps can quickly retrieve and deliver emissions data for its clients with its advance sensor technology. The company, founded in 2017, uses its drone and sensor pairing can help reduce emissions at a low cost.

Akselos

Switzerland-based Akselos has been using digital twin technology since its founding in 2012 to help energy companies analyze their optimization within their infrastructure.

Osperity

Osperity, based in Houston's Galleria area, is a software company that uses artificial intelligence to analyze and monitor industrial operations to translate the observations into strategic intelligence. The technology allows for cost-effective remote monitoring for its clients.

DroneDeploy

DroneDeploy — based in San Francisco and founded in 2013 — has raised over $92 million (according to Crunchbase) for its cloud-based drone mapping and analytics platform. According to the website, DroneDeploy has over 5,000 clients worldwide across oil and gas, construction, and other industries.

HEBI Robotics

Pittsburgh-based HEBI Robotics gives its clients the tools to build custom robotics. Founded 2014, HEBI has clients — such as NASA, Siemens, Ericsson — across industries.

CarbonFree Chemicals

CarbonFree Chemicals, based in San Antonio and founded in 2016, has created a technology to turn carbon emissions to useable solid carbonates.

SensorUp

Canadian Internet of Things company, SensorUp Inc. is a location intelligence platform founded in 2011. The technology specializes in real-time analysis of industrial operations.

"Whether you are working with legacy systems or new sensors, we provide an innovative platform that brings your IoT together for automated operations and processes," the company's website reads.
Calling all clean energy startups — Rice Alliance has announced a new accelerator launching in 2021. Photo via Getty Images

Rice Alliance to launch clean energy accelerator in Houston

New to Hou

The Rice Alliance for Technology and Entrepreneurship has announced its new Clean Energy Accelerator — a 12-week program for early stage energy startups — at the close of the 18th annual Energy Tech Venture Forum.

"Houston truly is the hub of the global energy industry, and it is here where the next generation of energy leaders will create and scale innovations that will change the world," says Bob Harvey, president and CEO at the Greater Houston Partnership, in a press release. "The new Clean Energy Accelerator will build on that legacy and align with the work already taking place in Houston's robust energy innovation ecosystem."

The program joins Rice University's suite of business accelerating programs — including Owl Spark, the annual venture forums, and the Rice Business Plan Competition — and is being supported by Wells Fargo.

"The Rice Alliance Clean Energy Accelerator is poised to increase the quality and quantity of clean-tech startups in the area, which benefits Houston but also has the potential to benefit the greater global economy," says Jenny Flores, head of small business growth philanthropy at Wells Fargo, in the release. "At Wells Fargo, we believe that climate change continues to be one of the most urgent environmental and social issues of our time."

The Clean Energy Accelerator — to be housed at The Ion when it opens — falls in line with the city of Houston's Climate Action Plan, which has a goal of making Houston carbon neutral by 2050.

"It's a very ambitious goal, and it's one the City of Houston, as a municipality, cannot do alone," Mayor Sylvester Turner says in the release. "Today's announcement of the Rice Alliance Clean Energy Accelerator is a great example of what we have been seeking to build in Houston, an innovation ecosystem that can develop creative solutions to address our toughest challenges."

More information is available online, and applications for startups will open in early 2021. The Rice Alliance announced several community supporters for the new accelerator, including BP, Chevron Technology Ventures, Equinor, ExxonMobil, NRG, Saudi Aramco Energy Ventures, Shell Ventures, Sunnova, Total, Tudor, Pickering, Holt & Co., Halliburton Labs, Houston Exponential, the Center for Houston's Future, and Greentown Labs.

"Houston is our home, and we are strong believers in our city," says Brad Burke, managing director of the alliance, in the release. "It is here that some of the greatest minds in energy are innovating. New technologies, many driven by startup companies, have enabled the U.S. to become energy self sufficient for the first time in history, but global energy needs are growing and changing. We need to apply that same entrepreneurial spirit and technology innovation to meet these challenges."


The energy industry is finally prioritizing new technology and greener energy — both in light of and in spite of a global pandemic. Photo via Getty Images

Overheard: Here’s what these energy VCs think of the pandemic’s effect on the energy transition

eavesdropping online

In a lot of ways, venture capital firms are tasked with predicting the future. They put money into tech and business services that are going to disrupt the status quo, and energy VCs are tasked with taking bets on the energy transition.

At a virtual event as a part of the 18th annual Rice Alliance Energy Tech Venture Forum, which is taking place online this week, a group of panelists moderated by Sandy Guitar, managing partner at the HX Venture Fund, discussed how the pandemic has affected the energy transition. The group of experts talked about the future of work, decarbonization, and more.

If you missed the event, here are a few key moments from the discussion.

“The role of digitization is going to be huge. The pandemic really exacerbated just how far oil and gas had been behind in that.”

— Sean Ebert, partner at Altira. Ebert explains that when times are good for energy companies, it's hard to get the attention of executives to introduce new technologies. Now, corporations are having to invest in tech that allows their employees to be mobile and remote.

“There’s never been a better time to invest in energy technology. … We are at a point where we can get the type of returns [we look for.]”

— George Coyle, managing partner at Energy Innovation Capital. Coyle adds that he's seen the pandemic effect major growth opportunities in energy startups in his portfolio.

“What we have is a sense of urgency that didn’t exist 15 years ago. Public companies virtually all have a sustainability report and need to show some sort of progress."

— Cory Steffek, managing director at Ara Partners. He adds, "I really think the opportunity in the near term is de-risking software or hardware technologies and showing people that you can construct assets where they can deploy substantial amounts of capital profitably. If you have that, from a returns standpoint, you have something that should generate significant yield."

“The part we have been focused on is how can you make the conventional more efficient, so energy-on-energy conversion is even better.”

— Hossam Elbadawy, managing director at SCF Ventures and technology partner at SCF Partners. He's referring to the question of whether to prioritize new low-carbon innovations or to make conventional methods more sustainable. His observation is that the solution is going to be a hybrid of both.

“When we think about the future of work, we think about what are the capabilities going to be required in the future to be able to improve operations in the field today?”

— Ricardo Angel, managing director and CEO of PIVA. Angel adds that, "a lot of activities might be replaced by AI," and he and his firm are thinking about how they can go about "developing the skills for the people who will be working with those tools."

The 20th annual Rice Business Plan Competition took place virtually from June 17 to 19 and awarded over $1.2 million in investment and cash prizes. Photo courtesy of Rice University

Rice University student startup competition names 2020 winners and awards over $1.2M in prizes

big money

For the 20th year, the Rice Business Plan Competition has awarded prizes and investments to student-led startups from around the ward. While this year's competition was postponed and virtually held, the show went on with 42 startups pitching virtually June 17 to 19.

After whittling down the 42 startups to seven finalists, the RBPC judges named the winners. And, this year, all seven finalists walked away with a monetary prize. Here's how the finalists cleaned up.

  • Aurign, which provides publishing services for recording artists and record labels, from Georgia State University, won first place and the $350,000 grand prize from GOOSE Capital. Aurign also won RG Advisory Partners' prize of $25,000, bringing the company's total to $375,000 won.
  • Coming in second place with a $100,000 investment prize (awarded by Finger Interests, Anderson Family Fund, Greg Novak, and Tracy Druce) was Dartmouth College's nanopathdx, which is creating diagnostic tools for chronic and infectious diseases. Nanopathdx won two other monetary prizes — the $25,000 Spirit of Entrepreneurship Prize from Pearland Economic Development and Ncourage's $25,000 award focused on female entrepreneurs — for a total of $150,000 won. The company also won the Palo Alto Software Live Plan award and an award from SheSpace.
  • Harvard University's Fractal — a cloud computing tech company that enables powerful remote work tools — won third place and a $50,000 investment from Finger Interests, Anderson Family Fund, Greg Novak, and Tracy Druce. The company also won an $100,000 investment from the Houston Angel Network, bringing their total prize to $150,000.
  • In fourth place was RefresherBoxx from RWTH Aachen University in Germany. The company has created disinfecting devices for clothing and recently pivoted to create a COVID-19 application. The startup won a $5,000 prize sponsored by Norton Rose Fulbright for placing in the finals, but also walked away with a $100,000 investment from TiE Houston Angels, bringing the startup's total prize money to $105,000.
  • The University of Chicago's Beltech, which has created a safer, longer lasting battery, won fifth place and a $5,000 award sponsored by EY. The company also won an $100,000 investment from the Houston Angel Network, bringing the total amount won to to $105,000.
  • Cardiosense from Northwestern University, which has created a wearable heart monitor device, took sixth place in the competition and won a $5,000 award sponsored by Chevron Technology Ventures. Cardiosense also won two other monetary prizes — TMC Innovation's $100K TMC Healthcare Innovation investment and NASA's $25,000 Human Health and Performance Award — bringing the total amount won to $130,000. The company also won OFW Law's prize.
  • Relavo, a safer home dialysis treatment company from Johns Hopkins University, came in seventh place and won a $5,000 prize sponsored by Shell Ventures. Relavo also won three other monetary prizes — the $25,000 Pediatric Device Prize from the Southwest National Pediatric Device Consortium, Ncourage's $25,000 award focused on female entrepreneurs, and Polsinelli's $15,000 technology prize — bringing the startup's total prize money to $70,000.
Some of the competition's participating startups outside of the seven finalists won monetary prizes. Here's a list of those.
  • BIOMILQ, a female-founded startup out of Duke University that can cultivate breast milk outside of the body, won The Artemis Fund's $100,000 prize.
  • The University of Maryland's Algen Air — a natural air purifier that uses algae to filter air — won NASA's $25,000 Space Exploration Award.
  • SlumberFlow — a sleep apnea treatment device from the University of Michigan — won the the $25,000 Pediatric Device Prize from the Southwest National Pediatric Device Consortium.
  • Rice University's own EVA, which streamlines vascular access for medical professionals, won the Texas Business Hall of Fame's $25,000 prize.
  • Contraire — a predictive analysis control system for aeration process within municipal wastewater treatment plants — from Oklahoma State University won Polsinelli's $15,000 Energy Innovation prize.
While not ready to name investment recipients at the virtual event, the Owl Investment Group announced they will be inviting some companies to pitch to them directly.
Additional non-monetary prizes included:
  • Capital Factory's Golden Ticket prize to EVA from Rice University, NanoCare from Texas State University, and SeebeckCell Technologies from the University of Texas at Arlington.
  • Mercury Fund's Elevator Pitch winners included: KnoNap from Georgetown University (first place), Steeroflex from the University of California San Diego (second place), Encapsulate from the University of Connecticut (third place), RefresherBoxx (fourth place), and NanoCare from Texas State University (fifth place).
The virtual event wrapped up with the announcement of the 21st annual RBPC, which is set for April 8 to 10 next year.
This week's Houston innovators to know include Megan Eddings and Amanda Cotler of Accel Lifestyle and Brad Burke of Rice Alliance. Photos courtesy

3 Houston innovators to know this week

Who's who

It seems like 2020 is the year of the pivot and taking what the world has thrown at you —from pandemics to oil gluts — and making something out of what you have.

This week's innovators to know include a Houston startup flipping the switch on production to make face masks to the Rice Alliance re-envisioning an annual event that usually takes place at a global conference.

Megan Eddings and Amanda Cotler of Accel Lifestyle

Photos courtesy

When Megan Eddings and Amanda Cotler saw the CDC was recommending medical professionals wear bandanas or strips of cloth when surgical face masks weren't available, they had an idea.

The duo behind Accel Lifestyle, a Houston-based athletic wear startup that has a bacteria-resistent fabric, hopped on a call to see how they could rework their supply chain to quickly pivot to making face masks.

When setting up the company, Eddings, Accel's founder, made it a priority to avoid sweatshops, and she set up her supply chain to be completely within the United States — something that's been beneficial to the company's COVID pivot.

"If we did not have a 100 percent domestic supply chain, there's no way we could have done this," Eddings says.

Eddings and Cotler joined the Houston Innovators Podcast to share the story of how Accel went from deciding to make the masks to selling them by the thousands to Houston Methodist.

"When you think of face masks, you wouldn't think about activewear or thinking of Accel being a part of the fight against coronavirus," Cotler says. However, that might no longer be the case for the company now. Click here to learn more and to stream the podcast episode.

Brad Burke, managing director of the Rice Alliance for Technology and Entrepreneurship

Photo via alliance.rice.edu

Rice Alliance for Technology and Entrepreneurship typically hosts their Energy Tech Venture Day from the one of the halls within NRG Arena at the annual Offshore Technology Conference. However, the conference that attracts thousands of people from around the world, much like so many events, was canceled due to coronavirus.

But Brad Burke and his team at the Rice Alliance turned to tech to introduce the first virtual event, which then took place on Thursday, May 7. Burke introduced the event that had 39 startups that represented 11 different states and six different countries, 13 call Houston their HQ.

"We had many startups and corporations reach out to us and ask us if we could go ahead with the event in a virtual format, so that's how we ended up where we are today," says Burke. Click here to read more.
The show had to go on at the annual Energy Tech Venture Day, which was put on virtually by the Rice Alliance on May 7. Zukiman Mohamad/Pexels

13 Houston energy tech startups pitch at Rice Alliance's first virtual event

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Rice Alliance for Technology and Entrepreneurship's annual Energy Tech Venture Day is usually hosted as a part of the Offshore Technology Conference that takes over NRG Center each May. However, when OTC announced its cancelation, Rice Alliance made sure the show would go on.

"We had many startups and corporations reach out to us and ask us if we could go ahead with the event in a virtual format, so that's how we ended up where we are today," says Brad Burke, managing director of the Rice Alliance at the start of the event.

Throughout the two-hour pitch event, 39 startups pitched their companies in two minutes and 30 seconds or less. The companies were selected based on input from the alliance's energy advisory board. The companies, Burke says, represent innovations across the energy industry.

An additional 24 companies participated in virtual office hours with investors through a speed-networking process.

"We know that the needs of startups to raise capital, to find customers, and to find pilots is even greater today than it was several months ago," Burke says. "And we know that the needs of energy companies to find innovative technologies to reduce costs and increase production are even greater as well."

Usually at this event, the advisory board decides on the 10 most promising energy tech startups, however, this list will not be revealed this year.

Of the startups that pitched that represented 11 different states and six different countries, 13 call Houston their HQ. Here's what local startups pitched.

Bluware

Bluware's E&P clients use the startup's cloud computing and deep learning technology to access seismic data. This data is crucial for geoscientists to make faster and smarter decisions to reduce time to oil. Bluware's headquarters is in West Houston, and has an European office in Norway.

DAMorphe

Southwest Houston-based DAMorphe uses nanotechnology to provide solutions within oil and gas — among other sectors, including life sciences, consumer goods, and more. Within O&G specifically, the company has designed dissolvable frac plugs and balls with superior performance and lower cost, as well as a flowable sensor for downhole measurements.

dataVediK

Early-stage Houston startup dataVediK focusing on enterprise digital transformation with a plan to create an artificial intelligence platform for collaboration between data scientists and domain experts to provide tech solutions for oil and gas — such as optimizing operations costs and productivity, enhancing safety, and more.

DelfinSia

Houston-based Delfin specializes in text analytics and is working with two oil supermajors. Sia, Delfin's product, is a virtual adviser, able to reference a client's unstructured data in real-time to ensure that decisions are fully informed. Users can simply ask Sia a question and get the best answers from company data.

Flutura Decision Sciences and Analytics

Flutura's motto is to promote actions — not just insights with data. The company's main product is Cerebra uses artificial intelligence and industrial internet of things to connect the dots within the oil and gas supply chain. Flutura's clients include Shell, Honeywell, Henkel, TechnipFMC, Patterson UTI, ABB, BJ Services, Daimler Benz, and more.

MyPass Global

A workforce management system, MyPass Global is putting the power of data into the hands of the individual workers at oil and gas companies and is creating digital work skills passport for each employee. The startup has developed a network of over 180 business partners across Australia, New Zealand, and the United States, which includes more than 27,000 registered workers.

Nomad Proppant Services

For E&P companies, Nomad is revolutionizing the way sand is delivered and used by wells. The average well uses 10,000 tons of sand, and that means trucking that volume via long hauls. However, Nomad has created a new, mobile mine that can save 25 percent of the company's spend on sand.

Osperity

Houston-based Osperity's technology provides AI-driven intelligent visual monitoring for industrial operations that can result in improved safety, reduced carbon footprints, and more. The company has more than 40 industrial customers using its monitoring services. Osperity offices in the Galleria area and has a location in Calgary.

PhDsoft Technology

PhDsoft, an engineering technology company, has created a technology specializing in industrial digital twins. The company's 4D software, PhDC4D®, can predict the effect of time and elements on equipment and facilities, which can save its industrial clients money and downtime of its machinery, as well as improve safety conditions.

Quidnet Energy

Clean energy tech company, Quidnet Energy, is providing electricity storage solutions that are cost effective and are able to be used long term. Quidnet uses traditional pumped hydro storage that, before the company, was restricted to specific terrains. The company offices out of downtown Houston.

SOTAOG

Data analytics company SOTAOG wants to be one-stop shop for its energy clients' data needs. SOTAOG's proprietary algorithms can provide real-time data that can improve operations and create cost-saving initiatives. The company works out of The Cannon's West Houston campus.

Voyager

Houston-based software startup Voyager is making waves in the maritime bulk-shipping industry. Whether shipping plans are transporting crude oil and LNG or complex offshore rig movements, Voyager can replace the thousands of logistics emails shared across several companies and bring communications and data onto one platform. The company's main office is in downtown Houston, but also has an office in Brazil.

WellNoz

WellNoz creates inflow control devices, or ICDs, for its oil and gas industry clients. The downhole devices are crucial for controlling the opening and closing of the well. WellNoz's device is made from a proprietary metal alloy that remains strong to remain closed when required, and then dissolves after a certain time to open up the valve. The startup's first client is Abu Dhabi National Oil Company, which will will purchase 10,000 ICDs each year for the next five years.
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Amazon unlocks 2 prime brick-and-mortar stores in the Houston area

THAT'S SOME PRIME SHOPPING

The juggernaut that is Amazon considers to rule the universe and expand. Now, local fans of Jeff Bezos' digital behemoth can look forward to two new brick-and-mortar stores in the Houston area.

Amazon announced the opening of two Houston stores on September 18: Amazon 4-star in The Woodlands Mall and Amazon Books in Baybrook Mall.

For the uninitiated, the Amazon 4-star is a new store that carries highly rated products from the top categories across all of Amazon.com — including devices, consumer electronics, kitchen, home, toys, books, games, and more.

As the name implies, all products are rated four stars and above by Amazon customers. Other determinants include the item being a top seller, or if it is new and trending on Amazon.com, according to a press release.

Shoppers can expect fun features such as "Bring Your Own Pumpkin Spice," "Stay Connected Home Tech for Work and Play," "Fresh Off the Screen," and "Trending Around Houston" to discover must-have products. The Woodlands Amazon 4-star (1201 Lake Woodlands Dr.) is the 23rd Amazon 4-star location nationwide.

Meanwhile, shoppers in Baybrook Mall's Amazon Books (1132 Baybrook Mall Dr.) can expect myriad titles rated as customer favorites, whether trending on the site, devices, or listed as customer favorites. Amazon Books in the Baybrook Mall is the 23rd Amazon Books location nationwide.

Books customers can shop cookbooks alongside a highly curated selection of cooking tools, as well as, popular toys, games, and other home items. Amazon Books is open to all: Prime members pay the Amazon.com price in store, and customers who aren't already Prime members can sign up for a free 30-day trial and instantly receive the Amazon.com price in store, according a release.

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This article originally ran on CultureMap.

5 most popular innovation stories in Houston this week

what's trending

Editor's note: It was a busy week for Houston innovation with the Rice Alliance's Energy Tech Venture Forum and the city's Climate Week simultaneously taking place online — which meant big announcements and thought-provoking panels for Houston's tech and startup movers and shakers.

3 Houston innovators to know this week

This week's Houston innovators to know roundup includes Josh Pherigo of the Greater Houston Partnership, Brittany Barreto of FemTech Focus, and Ted Gutierrez of SecurityGate.io. Photos courtesy

Another week, another round of innovators to know in Houston as you start your week. This week's edition features a researcher who has crunched the numbers on Houston's tech specialties, a founder who's shining a spotlight on femtech, and an entrepreneur who's snagged a deal with Chevron. Continue reading.

Overheard: Here’s what these energy VCs think of the pandemic’s effect on the energy transition

The energy industry is finally prioritizing new technology and greener energy — both in light of and in spite of a global pandemic. Photo via Getty Images

In a lot of ways, venture capital firms are tasked with predicting the future. They put money into tech and business services that are going to disrupt the status quo, and energy VCs are tasked with taking bets on the energy transition.

At a virtual event as a part of the 18th annual Rice Alliance Energy Tech Venture Forum, which is taking place online this week, a group of panelists moderated by Sandy Guitar, managing partner at the HX Venture Fund, discussed how the pandemic has affected the energy transition. The group of experts talked about the future of work, decarbonization, and more. Continue reading.

Joint venture between two Houston companies creates new mask line with disease-destroying tech

Blended Huemanity's masks use zinc woven into the material to kill microbes of the virus. Photo via blendedhuemanity.com

Two Houston companies have joined forces to create a new line of protective face masks that are able to deactivate the coronavirus.

Accel Lifestyle and Ascend Performance Materials have partnered to create Blended Huemanity, which has released its Acteev Protect™ Nonwoven Mask.

"The partnership between Accel Lifestyle and Ascend Performance Materials brings together two powerhouse companies, with expertise in science, fabric, manufacturing, branding and consumer products," says Megan Eddings, founder and CEO of Accel Lifestyle, in a statement. "If the last few months have shown us anything, the need for face coverings isn't going anywhere. We all want to return to normal life — sporting events, family gatherings, hugs with friends — but we want to do so safely and comfortably." Continue reading.

Houston cybersecurity startup nabs Chevron partnership

Chevron has tapped SecurityGate.io's risk management cybersecurity platform. Photo courtesy of Security Gate

A Houston-based cybersecurity software-as-a-service startup has inked a new partnership with Chevron for its risk management platform.

SecurityGate.io announced this week that Chevron has selected their risk management platform for scaling operational technology cybersecurity.

"We're very excited to be working with Chevron as they replace manual, spreadsheet cybersecurity practices with scalable, digitized processes," says Ted Gutierrez, CEO at SecurityGate.io, in a press release. "Their risk management team has done amazing work and it's exciting to see where they're headed." Continue reading.

Houston expert: How the pandemic has changed SEO

Customers' shopping patterns have changed during the pandemic. They're likely to have changed forever. Here, we explore how you can keep up. Miguel Tovar/University of Houston

If you're stranded on an island, it's probably not smart to go into hiding and just hope someone finds you. You're better off dedicating your time to making a fire, spelling HELP with logs, or sharpening your hunting skills. During this pandemic, it would best serve your company's future to dedicate your time honing your SEO skills and tracking SEO changes.

"Nobody is going to come and save your business during the national crisis. You're going to have to do it yourself. And focusing on strengthening something as vital as SEO is one big way to keep your company alive while we await a return to normalcy that may never come," says Omi Sido, SEO manager for Canon Canada. Canon is the famous camera company. Continue reading.

Rice University research finds that investors might have a bias towards the number zero

houston voices

When the Dow Jones Industrial Average hit 18,000 a few years back, the nicely rounded number dominated the news. When teens take the SAT, those who just miss scoring a round number are more likely to seek a do-over. And, research shows, major league baseball players are four times more likely to end their seasons with a .300 batting average than a .299.

There's something irresistible about figures ending in zero. But does that extend to our decision-making? Does our instinctive love for round numbers affect our financial plans?

The answer is yes, says Rice Business professor Ajay Kalra. Along with Xiao Liu of NYU Stern and Wei Zhang of Iowa State University, Kalra looked at data from thousands of investors in Target Retirement Funds (TRFs), which generally assume retirement at age 65 and ask employees to pick a fund with a year ending either in zero or five (e.g., 2040, 2045) that is nearest to their planned retirement date.

Investors whose birth year doesn't already end in zero or five must round up or round down to choose their TRF.

The zeros clearly win investors' hearts. Succumbing to what the researchers call "zero bias," investors consistently choose to sink their retirement dollars into funds that end in zero, not five. For many of the investors Kalra and his team looked at, especially older people, men and those with higher incomes, this meant choosing a retirement age of 60 or 70 rather than the standard 65.

The choice was often costly. Many investors who rounded up or down to find a fund year ending in zero exposed themselves to real financial risk.

That's because TRFs are graded portfolios — meaning they start out stock-heavy, move to a mix of stocks and bonds and finally emphasize bonds. Investors who rounded down for a too-young retirement target gave themselves less time to benefit from a stock-dominant portfolio. Investors who rounded up for a too-old retirement target ending in zero contributed less money to their retirement because they assumed they had more time to invest. Investors who rounded down did worse than those who rounded up.

Who is most susceptible to losing hard-earned retirement dollars this way? The researchers looked at people born from the 1950s through the 1980s. Of these investors, those born in years ending between three and seven selected the appropriate fund. The zero bias was prevalent in those born in years ending in eight or nine, who tended to project their retirement age as 60, and those born in years that ended in zero, one or two, who favored retiring at 70.

Overall, the researchers discovered, 34 percent of people born in years ending in eight or nine picked retirement funds that targeted too-early retirement — and ended up financially worse off. Meanwhile, 29 percent of investors born in years ending in the numbers zero, one or two picked later TRFs. With the exception of those who were risk averse, these investors ended up better off than those who chose too-early TRFs. Overall, however, investors who picked funds with mismatched retirement dates (that is, inconsistent with retirement at 65), saw more losses than gains.

The infatuation with zero held up even when the researchers replicated their study in an experimental setting. So they tried something different: they presented participants with math problems to coax a "calculative mindset." It worked. Rather than gravitating to zeros, these investors chose retirement funds that matched their ages. Straight talk in the form of a 30-minute one-on-one financial planning session helped too. At least some investors who got this counseling made better choices.

Rounding up or down to zero can be a nice mental shortcut when stakes are low and time is short. There are good reasons, for example, to go for the zero in calculating sales tax when you're buying a book, or tallying how many party guests want cake.

But when it comes to life savings, instinct-based math can be trouble. Financial firms should be aware of this and discourage preference for the shiny number zero. Advisors should nudge clients toward funds that will truly enhance earnings. Most important, however, investors themselves need to keep their heads, think of the future and resist the allure of round numbers.

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This story originally ran on Rice Business Wisdom. It's based on research by Ajay Kalra, a professor of marketing at Jones Graduate School of Business at Rice University.

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