Houston startup and investment leader John "JR" Reale has a new role at the Ion. Photo courtesy Rice Alliance.

The Ion has named John "JR" Reale as its director for startups and investor engagement.

In his new role, Reale, a longtime leader in Houston’s startup ecosystem, will work to strengthen the innovation district's founder and investor network.

"Here’s what I’ve come to believe: the Ion is not just a building, not just a real estate play, and not just another innovation district. COVID, remote work, and shifting market dynamics changed the rules. Key ingredients like co-working, events, and community, while impactful, are no longer enough on their own," Reale shared on a LinkedIn post announcing the move. "What’s needed are advantages ... We need to intentionally design a system that repeatedly delivers advantages so founders can pull forward their visions."

Reale previously served as executive in residence and venture partner at TMC Venture Fund and co-founded Station Houston. He also serves as managing director of Integr8d Capital. He's an investor and serves on the board of directors for a number of venture-backed companies, including Cart.com, Lionguard and others.

The Ion will host "Today Is Day One – A conversation with John (JR) Reale" to welcome Reale to the role on Tuesday, Oct. 21. Reale will be joined at the event by Heath Butler, partner at Mercury, to discuss their thoughts on shaping Houston's founders ecosystem, as well as the Ion’s Founder Advantage Platform.

"On top of this connected architecture, we will build product. That product will be the Founder Advantage Platform to remove friction, compress time, and compound outcomes," Reale continued on LinkedIn. "This is the system that will drive repeatable experiences, and naturally, make these journeys so much more fun."

Innovation Labs @ TMC will open next year at the TMC Innovation Factory. Photo courtesy JLABS.

Innovation Labs @ TMC set to launch for early-stage life science startups

moving in

The Texas Medical Center will launch its new Innovation Labs @ TMC in January 2026 to better support life science startups working within the innovation hub.

The 34,000-square-foot space, located in the TMC Innovation Factory at 2450 Holcombe Blvd., will feature labs and life science offices and will be managed by TMC. The space was previously occupied by Johnson & Johnson's JLABS @TMC, a representative from TMC tells InnovationMap. JLABS will officially vacate the space in January.

TMC shares that the expansion will allow it to "open its doors to a wider range of life science visionaries," including those in the TMC BioBridge program and Innovation Factory residents. It will also allow TMC to better integrate with the Innovation Factory's offerings, such as the TMC Health Tech accelerator, TMC Center for Device Innovation and TMC Venture Fund.

“We have witnessed an incredible demand for life science space, not only at the TMC Innovation Factory, but also on the TMC Helix Park research campus,” William McKeon, president and CEO of the TMC, said in a news release. “Innovation Labs @ TMC enables us to meet this rising demand and continue reshaping how early-stage life science companies grow, connect, and thrive.”

“By bringing together top talent, cutting-edge research, and industry access in one central hub, we can continue to advance Houston’s life science ecosystem," he continued.

The TMC Innovation Factory has hosted 450 early-stage ventures since it launched in 2015. JLABS first opened in the space in 2016 with the goal of helping health care startups commercialize.

CrossBridge Bio, formed during the TMC Innovation’s Accelerator for Cancer Therapeutics program, closed a $10 million seed round led by TMC Venture Fund and CE-Ventures. Photo via Getty Images

Houston biotech startup secures $10M seed round to propel cancer-fighting therapy from bench to bedside

fresh funding

A Houston biotech company based off research out of UTHealth Houston has raised seed funding to continue developing its cancer-fighting therapeutic.

CrossBridge Bio, formed during the TMC Innovation’s Accelerator for Cancer Therapeutics program, closed a $10 million seed round led by TMC Venture Fund and Crescent Enterprises' VC arm, CE-Ventures. The round also included participation from Portal Innovations, Alexandria Venture Investments, Linden Lake Labs, and several pre-seed investors.

“We are thrilled to have the support of such experienced investors who share our vision of bringing transformative cancer therapies to patients in need,” Michael Torres, CEO of CrossBridge Bio, says in a news release. Torres served as an entrepreneur in residence of ACT.

The company is working on the next-generation of antibody-drug conjugates (ADC) therapeutics that process dual payloads as targeted treatments for a set of challenging cancers. The innovative treatment is based on research from UTHealth experts Dr. Kyoji Tsuchikama and Dr. Zhiqiang An.

“Our dual-payload ADC technology is designed to deliver synergistic therapeutic effects using highly stable linkers that ensure payload release only within the targeted cancer cells, thereby maximizing their therapeutic effectiveness while minimizing the liabilities associated with uptake in unintended tissues, as seen with many of today’s cancer treatments," Torres continues.

He explains that the funding will toward advancing CrossBridge's first development candidate, CBB-120, into preclinical non-GLP toxicology studies in addition to derisking the company’s proprietary linker technology with dual-payload applications, per the release.

As a result of the raise, William McKeon, president and CEO of the Texas Medical Center, and Damir Illich, manager of life sciences of CE-Ventures, will join CrossBridge Bio’s board of directors.

“We are proud to back CrossBridge Bio in their mission to develop the next generation of cancer therapies,” McKeon says in the release. “Their dual-payload ADCs are designed to deliver targeted drug release within cancer cells with greater stability, precision, and control. These breakthrough advancements have the potential to change patients’ lives worldwide and we look forward to helping drive their development.”

Dr. Toby Hamilton has secured $10 million to grow his company. Photo via tmc.edu

Houston startup secures $10M to expand into rural communities

ready to grow

A Houston company that is working on a value-based model for primary care has fresh funding to support its mission.

Hamilton Health Box announced the completion of a $10 million series A funding round led by 1588 Ventures with participation from Memorial Hermann Health System, Impact Ventures by Johnson & Johnson Foundation, Texas Medical Center Venture Fund, and the Sullivan Brothers.

The company, founded in 2019 by Dr. Toby R. Hamilton, will use the funding to fuel its expansion into rural areas to help assist those living in Health Professional Shortage Areas, or HPSAs.

The company has pioneered a proprietary “small footprint primary care delivery model,” which is considered suitable for rural markets, employer worksites, office buildings, schools, and university campuses. The cost-effective microclinics are “prefabricated facilities” that are designed for primary care services, and employ a hybrid in-person and telemedicine care approach.

Hamilton began his career as a physician before founding Emerus Holdings, which is a micro-hospital system in the Houston area that later moved to private equity.

The recently acquired funding will help expedite the high-touch care model to 98 million Americans in HPSAs, which was a goal for when the company was established during the Covid-19 pandemic. HHB has made partnerships with Federally Qualified Health Centers (FQHCs) to provide primary care services both at existing FQHC centers and through new sites in rural areas.

"Hamilton Health Box that was designed to deliver the lowest possible price of primary and preventative care," Hamilton said in a previous interview with Innovation Map. "We built that to be able to take that care to the jobsite and meet the customer where they are at."
Mayor Sylvester Turner, TMC CEO Bill McKeon, Governor Greg Abbott, and others gave their remarks at the TMC3 Collaborative Building opening. Photo by Natalie Harms

Texas Medical Center opens first building in massive Helix Park project

tmc3

For nearly a decade, the Texas Medical Center and its partners have been working on the plans for Helix Park, a 37-acre campus expansion of TMC. As of this week, the first building has opened its doors to the public.

The TMC3 Collaborative Building officially opened today to a crowd of media, public officials, and health care executives. The institutional agnostic, 250,000-square-foot building will anchor Helix Park and house research initiatives from the four founding partners: Texas Medical Center, The University of Texas MD Anderson Cancer Center, Texas A&M University Health Science Center, and The University of Texas Health Science Center at Houston.

“Today, we lay the cornerstone of a new campus fully dedicated to streamlining the commercialization of life-changing innovations in medicine and technologies,” William McKeon, president and CEO of TMC, says at the event. “We are incredibly excited to both welcome our founding institutions and industry partners to the Collaborative Building and to invite the community to experience the Helix Park campus and its beautiful parks with a series of special events in the months ahead."

Established to be a place for academic institution collaboration, the building — designed by Boston-based Elkus Manfredi Architects — will have wet laboratories, office space, and event facilities. Two venture groups — Portal Innovations and the TMC Venture Fund — will also move into the building.

Each institution will bring in select programs and initiatives. MD Anderson will house two institutions within the new building, including the James P. Allison Institute focused on immunotherapy and the Institute for Data Science in Oncology.

"The future of life sciences in Houston is brighter than ever before as we come together to officially open the TMC3 Collaborative Building,” Dr. Peter WT Pisters, president of MD Anderson, says. “Our clinicians and scientists work daily to advance innovations in cancer research and care – all of which will be amplified in this new environment within Helix Park that further cultivates collaboration, connectivity, and creativity.”

UTHealth will move its Texas Therapeutics Institute into the facility.

“With a shared commitment to improving the health and well-being of individuals and communities, we are bringing together academics and industry to accelerate discovery and medical breakthroughs,” Dr. Giuseppe N. Colasurdo, president and Alkek-Williams Distinguished Chair at UTHealth Houston, says. “Through the Texas Therapeutics Institute — already a signature collaborative enterprise at UTHealth Houston — our world-renowned leaders in therapeutic antibody development will have the opportunity to work closely with other leading researchers in the Texas Medical Center, greatly enhancing our collective ability to translate discoveries and ideas into effective treatments.”

Texas A&M, which has worked with Houston Methodist to develop its engineering medical program, will operate its Texas A&M Health’s Institute of Biosciences and Technology in the new space.

“As we open this state-of-the-art facility, we’re opening the door to a new era of collaboration. This building signifies the dismantling of silos to deliver game-changing therapies for the toughest diseases impacting Texans and citizens worldwide,” said John Sharp, Chancellor of The Texas A&M University System. “Texas A&M Health’s Institute of Biosciences and Technology has long been a trailblazer in drug discovery, and now, in the heart of this resource-rich ecosystem of the Texas Medical Center, we’re taking it up a notch. By positioning our scientists near their peers and esteemed clinicians, we’re igniting a spark that will fuel innovation and forge dynamic research programs.”

The next aspect of Helix Park to deliver will be the Dynamic One, a 700,000-square-foot industry research facility. Several other buildings, including a hotel, residential tower, and mixed-use building, are expected to deliver over the next few years. The "spine" of the project is six linked green spaces, designed by landscape architect Mikyoung Kim, that form an 18.7-acre campus, which is shaped like a DNA helix, hence the project's name.

At the opening event, leaders discussed the annual impact of over $5.4 billion expected after the campus is completed, and the 23,000 permanent new jobs and 19,000 construction jobs anticipated from Helix Park.

"Texas truly is the home of innovation. Our energy innovations are legendary, as are our innovations in space," says Texas Governor Greg Abbott, naming several of the state's innovative accomplishments. "Long before all of this innovation we're seeing now, Texas was the home of the Texas Medical Center."

Mayor Sylvester Turner spoke to the importance of collaboration.

"Individually, you can do things very well. Collectively, you can be transformational," he says. "One thing about this city, collaboration is the key. When we play well together, and when we build an integrated, robust ecosystem, everyone wins. That's Houston, and that's the way we operate."

A Houston startup based out of the TMC Innovation Factory has announced funding and upcoming trials. Photo courtesy of TMC

Houston health tech startup secures $16M series A, prepares for first U.S. clinical trials

money moves

Fueled by fresh funding in the bank, a medical device startup has announced upcoming trials.

VenoStent, Inc., a company developing an innovative tool to improve outcomes for hemodialysis patients, has closed $16 million in a series A round of financing. Two Charleston, South Carolina-based firms — Good Growth Capital and IAG Capital Partners — led the round.

The company also announced it received Investigational Device Exemption from the FDA for its United States clinical trial, SAVE-FistulaS.

“Our mission at VenoStent is to improve the quality and length of life of dialysis patients. On the heels of our very promising results in several preclinical studies and a 20-patient feasibility study that led to our Breakthrough Designation last year, this recent IDE approval is perhaps our biggest milestone to date," Tim Boire, CEO of VenoStent, says in a news release. "We now enter an exciting new epoch in our company’s development that we believe will ultimately result in FDA Approval and vastly improve the quality and length of life for patients."

VenoStent's novel therapeutic medical device is a bioabsorbable wrap. Image courtesy of VenoStent

VenoStent's series A will fund the trial, expand manufacturing capabilities, and more. The company is targeting the more than 800,000 people in the U.S. with end-stage renal disease. Currently, more than half of the surgeries performed to initiate hemodialysis fail within a year. VenoStent's novel therapeutic medical device is a bioabsorbable wrap that reduces vein collapse by providing mechanical support and promoting outward vein growth.

“This trial is designed to provide the highest level of clinical evidence. We’re excited to be in this position to treat the first patients in the United States with this technology, and demonstrate the safety and efficacy of our device,” continues Boire in the release.

Per the release, the company is aiming for FDA Approval and be the first-to-market device to improve hemodialysis access surgery.

“We’re extremely pleased to be partnering with VenoStent on this critical mission. This company and technology are poised for commercial success to address a critical, unmet need,” says Bob Crutchfield, operating partner at Good Growth Capital, in the release.

The TMC Venture Fund also contributed to the series A investment round, along with SNR, Baylor Angel Network / Affinity Fund, Creative Ventures, Cowtown Angels, Alumni Ventures, and other notable angel investors. Past investors in VenoStent include KidneyX, National Science Foundation, National Institute of Health, Y Combinator, Health Wildcatters, and the Texas Halo Fund.

“VenoStent’s data and traction to date is impressive and gives us a lot of confidence in their continued success. We look forward to helping them get this Breakthrough product to market and help patients that are in dire need of this innovative technology,” says Joel Whitley, partner at IAG Capital Partners, in the release.

Tim Boire is the CEO of VenoStent. Photo via LinkedIn

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14 Houston startups starting 2026 with fresh funding

cha-ching

Houston startups closed out the last half of 2025 with major funding news.

Here are 14 Houston companies—from groundbreaking energy leaders to growing space startups—that secured funding in the last six months of the year, according to reporting by InnovationMap and our sister site, EnergyCapitalHTX.com.

Did we miss a funding round? Let us know by emailing innoeditor@innovationmap.com.

Fervo Energy

Fervo Energy has closed an oversubscribed Series E. Photo via Fervo Energy

Houston-based geothermal energy company Fervo Energy closed an oversubscribed $462 million series E funding round, led by new investor B Capital, in December.

The company also secured $205.6 million from three sources in June.

“Fervo is setting the pace for the next era of clean, affordable, and reliable power in the U.S.,” Jeff Johnson, general partner at B Capital, said in a news release.

The funding will support the continued buildout of Fervo’s Utah-based Cape Station development, which is slated to start delivering 100 MW of clean power to the grid beginning in 2026. Cape Station is expected to be the world's largest next-generation geothermal development, according to Fervo. The development of several other projects will also be included in the new round of funding. Continue reading.

Square Robot

Houston robotics co. unveils new robot that can handle extreme temperatures

Square Robot's technology eliminates the need for humans to enter dangerous and toxic environments. Photo courtesy of Square Robot

Houston- and Boston-based Square Robot Inc. announced a partnership with downstream and midstream energy giant Marathon Petroleum Corp. (NYSE: MPC) last month.

The partnership came with an undisclosed amount of funding from Marathon, which Square Robot says will help "shape the design and development" of its submersible robotics platform and scale its fleet for nationwide tank inspections. Continue reading.

Eclipse Energy

Eclipse Energy and Weatherford International are expected to launch joint projects early this year. Photo courtesy of Eclipse Energy.

Oil and gas giant Weatherford International (NASDAQ: WFRD) made a capital investment for an undisclosed amount in Eclipse Energy in December as part of a collaborative partnership aimed at scaling and commercializing Eclipse's clean fuel technology.

According to a release, joint projects from the two Houston-based companies are expected to launch as soon as this month. The partnership aims to leverage Weatherford's global operations with Eclipse Energy's pioneering subsurface biotechnology that converts end-of-life oil fields into low-cost, sustainable hydrogen sources. Continue reading.

Venus Aerospace 

Lockheed Martin Ventures says it's committed to helping Houston-based Venus Aerospace scale its technology. Photo courtesy Venus Aerospace

Venus Aerospace, a Houston-based startup specializing in next-generation rocket engine propulsion, has received funding from Lockheed Martin Ventures, the investment arm of aerospace and defense contractor Lockheed Martin, for an undisclosed amount, the company announced in November. The product lineup at Lockheed Martin includes rockets.

The investment follows Venus’ successful high-thrust test flight of its rotating detonation rocket engine (RDRE) in May. Venus says it’s the only company in the world that makes a flight-proven, high-thrust RDRE with a “clear path to scaled production.”

Venus says the Lockheed Martin Ventures investment reflects the potential of Venus’ dual-use technology for defense and commercial uses. Continue reading.

Koda Health

Tatiana Fofanova and Dr. Desh Mohan, founders of Koda Health, which recently closed a $7 million series A. Photo courtesy Koda Health.

Houston-based digital advance care planning company Koda Health closed an oversubscribed $7 million series A funding round in October.

The round, led by Evidenced, with participation from Mudita Venture Partners, Techstars and Texas Medical Center, will allow the company to scale operations and expand engineering, clinical strategy and customer success, according to a news release.

The company shared that the series A "marks a pivotal moment," as it has secured investments from influential leaders in the healthcare and venture capital space. Continue reading.

Hertha Metals

U.S. Rep. Morgan Luttrell, a Magnolia Republican, and Hertha Metals founder and CEO Laureen Meroueh toured Hertha’s Conroe plant in August. Photo courtesy Hertha Metals/Business Wire.

Conroe-based Hertha Metals, a producer of substantial steel, hauled in more than $17 million in venture capital from Khosla Ventures, Breakthrough Energy Fellows, Pear VC, Clean Energy Ventures and other investors.

The money was put toward the construction and the launch of its 1-metric-ton-per-day pilot plant in Conroe, where its breakthrough in steelmaking has been undergoing tests. The company uses a single-step process that it claims is cheaper, more energy-efficient and equally as scalable as conventional steelmaking methods. The plant is fueled by natural gas or hydrogen.

The company, founded in 2022, plans to break ground early this year on a new plant. The facility will be able to produce more than 9,000 metric tons of steel per year. Continue reading.

Helix Earth Technologies, Resilitix Intelligence and Fluxworks Inc.

Helix Earth's technology is estimated to save up to half of the net energy used in commercial air conditioning, reducing both emissions and costs for operators. Photo via Getty Images

Houston-based Helix Earth Technologies, Resilitix Intelligence and Fluxworks Inc. each secured $1.2 million in federal funding through the Small Business Innovation Research (SBIR) Phase II grant program this fall.

The three grants from the National Scienve foundation officially rolled out in early September 2025 and are expected to run through August 2027, according to the NSF. The SBIR Phase II grants support in-depth research and development of ideas that showed potential for commercialization after receiving Phase I grants from government agencies.

However, congressional authority for the program, often called "America's seed fund," expired on Sept. 30, 2025, and has stalled since the recent government shutdown. Continue reading.

Solidec Inc. (pre-seed)

7 innovative startups that are leading the energy transition in Houston

Houston-based Solidec was founded around innovations developed by Rice University associate professor Haotian Wang (far left). Photo courtesy Greentown Labs.

Solidec, a Houston startup that specializes in manufacturing “clean” chemicals, raised more than $2 million in pre-seed funding in August.

Houston-based New Climate Ventures led the oversubscribed pre-seed round, with participation from Plug and Play Ventures, Ecosphere Ventures, the Collaborative Fund, Safar Partners, Echo River Capital and Semilla Climate Capital, among other investors. Continue reading.

Molecule

Sameer Soleja is the founder and CEO of Molecule, which just closed its series B round. Photo courtesy of Molecule Software.

Houston-based energy trading risk management (ETRM) software company Molecule completed a successful series B round for an undisclosed amount, according to a July 16 release from the company.

The raise was led by Sundance Growth, a California-based software growth equity firm. Sameer Soleja, founder and CEO of Molecule, said in the release that the funding will allow the company to "double down on product innovation, grow our team, and reach even more markets." Continue reading.

Rarefied Studios, Solidec Inc. and Affekta

Houston startups were named among the nearly 300 recipients that received a portion of $44.85 million from NASA to develop space technology this fall. Photo via NASA/Ben Smegelsky

Houston-based Rarefied Studios, Solidec Inc. and Affekta were granted awards from NASA this summer to develop new technologies for the space agency.

The companies are among nearly 300 recipients that received a total agency investment of $44.85 million through the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) Phase I grant programs, according to NASA.

Each selected company received $150,000 and, based on their progress, will be eligible to submit proposals for up to $850,000 in Phase II funding to develop prototypes. The SBIR program lasts for six months and contracts small businesses. Continue reading.

Intuitive Machines 

Intuitive Machines expects to begin manufacturing and flight integration on its orbital transfer vehicle as soon as 2026. Photo courtesy Intuitive Machines.

Houston-based Intuitive Machines secured a $9.8 million Phase II government contract for its orbital transfer vehicle in July.

The contract was expected to push the project through its Critical Design Review phase, which is the final engineering milestone before manufacturing can begin, according to a news release from the company. Intuitive Machines reported that it expected to begin manufacturing and flight integration for its orbital transfer vehicle as soon as this year, once the design review is completed.

The non-NASA contract is for an undisclosed government customer, which Intuitive Machines says reinforces its "strategic move to diversify its customer base and deliver orbital capabilities that span commercial, civil, and national security space operations." Continue reading.

NRG inks new virtual power plant partnership to meet surging energy demands

Powering Up

Houston-based NRG Energy recently announced a new long-term partnership with San Francisco-based Sunrun that aims to meet Texas’ surging energy demands and accelerate the adoption of home battery storage in Texas. The partnership also aligns with NRG’s goal of developing a 1-gigawatt virtual power plant by connecting thousands of decentralized energy sources by 2035.

Through the partnership, the companies will offer Texas residents home energy solutions that pair Sunrun’s solar-plus-storage systems with optimized rate plans and smart battery programming through Reliant, NRG’s retail electricity provider. As new customers enroll, their stored energy can be aggregated and dispatched to the ERCOT grid, according to a news release.

Additionally, Sunrun and NRG will work to create customer plans that aggregate and dispatch distributed power and provide electricity to Texas’ grid during peak periods.

“Texas is growing fast, and our electricity supply must keep pace,” Brad Bentley, executive vice president and president of NRG Consumer, said in the release. “By teaming up with Sunrun, we’re unlocking a new source of dispatchable, flexible energy while giving customers the opportunity to unlock value from their homes and contribute to a more resilient grid

Participating Reliant customers will be paid for sharing their stored solar energy through the partnership. Sunrun will be compensated for aggregating the stored capacity.

“This partnership demonstrates the scale and strength of Sunrun’s storage and solar distributed power plant assets,” Sunrun CEO Mary Powell added in the release. “We are delivering critical energy infrastructure that gives Texas families affordable, resilient power and builds a reliable, flexible power plant for the grid.”

In December, Reliant also teamed up with San Francisco tech company GoodLeap to bolster residential battery participation and accelerate the growth of NRG’s virtual power plant network in Texas.

In 2024, NRG partnered with California-based Renew Home to distribute hundreds of thousands of VPP-enabled smart thermostats by 2035 to help households manage and lower their energy costs. At the time, the company reported that its 1-gigawatt VPP would be able to provide energy to 200,000 homes during peak demand.

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This article originally appeared on EnergyCapitalHTX.com.

Rice scientist earns $600K NSF award to study distractions in digital age

fresh funding

Rice University psychologist Kirsten Adam has received a $600,000 National Science Foundation CAREER Award to research how visual distractions like phone notifications, flashing alerts, crowded screens and busy workspaces can negatively impact focus—and how the brain works to try to regain it.

The highly competitive five-year NSF grants are given to career faculty members with the potential to serve as academic models and leaders in research and education. Adam’s work will aim to clarify how the brain refocuses in the age of screens, instant gratification and other lingering distractions. The funding will also be used to train graduate students in advanced cognitive neuroscience methods, expand access to electroencephalography (EEG) and for public data sharing.

“Kirsten is a valued member of the School of Social Sciences, and we are thrilled that she has been awarded the prestigious NSF CAREER,” Rachel Kimbro, dean of social sciences, said in a news release. “Because distractions continue to increase all around us, her research is timely and imperative to understanding their widespread impacts on the human brain.”

In Adam’s lab, participants complete simplified visual search tasks while their brain activity is recorded using EEG, allowing researchers to measure attention shifts in real time. This process then captures the moment attention is drawn from a goal and how much effort it takes to refocus.

According to Rice, Adam’s work will test long-standing theories about distraction. The research is meant to have real-world implications for jobs and aspects of everyday life where attention to detail is key, including medical imaging, airport security screening and even driving.

“At any given moment, there’s far more information in the world than our brains can process,” Adam added in the release. “Attention is what determines what reaches our awareness and what doesn’t.”

Additionally, the research could inform the design of new technologies that would support focus and decision-making, according to Rice.

“We’re not trying to make attention limitless,” Adam added. “We’re trying to understand how it actually works, so we can stop designing environments and expectations that fight against it.”