3 Houston innovators to know this week

who's who

This week's innovators to know in Houston includes Ayse McCracken of Ignite Healthcare Network, Philipp Sitter of VIPinsiders, and Diane Yoo of Medingenii. Photos courtesy

Editor's note: In today's Monday roundup of Houston innovators, I'm introducing you to three innovators — from health care investing to marketing technology — all making headlines in Houston this week.

Ayse McCracken, founder and board chair of Ignite Healthcare Network

Ayse McCracken joins the Houston Innovators Podcast to discuss women in health care and Ignite Madness. Photo courtesy of Ignite

When the pandemic hit and shut down businesses across the world, Ayse McCracken knew immediately what group of people were likely going to be the most affected: Women in health care. It just so happens that her nonprofit organization, Ignite Healthcare Network, exists to serve this same group of people, so she got to work on creating online events that were intentional and meaningful.

"With COVID, it has only escalated the importance of our work, so we've elevated our voices through our webinar series," McCracken says on this week's Houston Innovators Podcast.

This week, Ignite's virtual startup competition concludes with the finals. She shares more about the program and Ignite's mission on the episode. Click here to read more and stream the episode.

Philipp Sitter, founder of VIPinsiders

Restaurateur Philipp Sitter launched VIPinsiders last year. Photo courtesy of VIPinsiders

Restaurants have undoubtedly suffered due to loss of business during the shutdown, but they face an uphill battle back to normalcy, and restaurateur Philipp Sitter knew his tech tool could help. He created VIPinsiders as a marketing tool to reach customers in a data-driven way.

"The restaurant gets to know me [the customer], it understands how often I visit, it also gets to reward my visitation," explains Sitter. "Most importantly, it reminds me to come back when I haven't visited in a while."

Data recorded by VIPinsiders shows that 48 percent of users visit restaurants with the platform "more often" in the first 90 days. Click here to read more.

Diane Yoo, managing partner at Medingenii

Diane Yoo, who was hospitalized due to COVID-19 earlier this year, created a VC fund that's investing in health tech solutions for the disease. Photo courtesy of Medingenii

Just a few weeks after being hospitalized from COVID-19, Diane Yoo was investing in a medical device startup that could have made a world of difference to her recovery. After closing its initial fund, Medingenii invested in several Houston health startups including Vitls, a wearable device that can track and send vitals remotely.

"The pandemic has really validated some of the business models we're invested in," she tells InnovationMap.

Now, fueled by her first round of success and eager to advance other life-changing technologies, Yoo is looking toward a second fund. Click here to read more.

A Houston restaurateur and tech founder is giving the food and restaurant business a new marketing opportunity with VIPinsiders. Photo by Andrea Piacquadio from Pexels

Houston entrepreneur's mobile platform brings gains to small restaurant chains

tapping into tech

Food is the way to a Houstonian's heart. With critically-acclaimed cuisine and an abundance of diversity, Houston is the South's culinary pride. COVID-19 has now stirred uncertainty in a once definitive piece of the city's culture, and restaurateurs are looking for solutions. For Philipp Sitter, CEO of VIPinsiders, artificial intelligence is a step in the right direction.

Sitter holds many titles: CEO of KB Restaurant Group, President of EggHaus and King's Bierhaus — and now, tech founder. In 2019 he launched VIPinsiders, "a rewards program that uses artificial intelligence (AI) to understand the customer on an individual journey," he explains.

"I was born into the restaurant industry," says Sitter, as he remarks on immigrating from Vienna as a child and opening the first King's Biergarten in Pearland in 2011. As a fifth-generation restaurateur, he is familiar with "the love and pain of the industry." When he took on the challenge of marketing his family's "obscure German restaurant behind a car wash in Pearland," he became "obsessed" with the trade.

Philipp Sitter launched VIPinsiders last year. Photo courtesy of VIPinsiders

After building excitement around EggHaus, the Instagrammable haven that's attracted both breakfast lovers and influencers, Sitter wanted to find a way to build the same buzz at his other restaurants using technology.

Going mobile

From Starbucks Rewards' gold stars to Chick-Fil-A One, reward programs have been tested and utilized by the Goliaths of the restaurant industry for years.

When looking at the cost of building a mobile app like Starbucks, he determined it to be impossible.

"We're talking about millions that go into developing technology. What restaurant is going to be able to afford something like that?" he asked.

The plan soon crystallized: Sitter decided to create a mobile platform that uses AI to personalize unique offers and experiences for customers while taking the responsibility from the shoulders of restaurant owners with smaller, multi-unit concepts. By developing and scaling the mobile platform by providing its services to other businesses, "then it would all of the sudden become affordable for everybody," he realized.

Deciding to create a mobile platform was the easy part.

"I wasn't born with the emotion of fear in business," shares Sitter, who has dabbled in obscure endeavors from washing cars to flipping classic cars on eBay.

After formulating the VIPinsiders concept, he hired a team of developers to "use the psychology of everything I've learned in marketing and put it into a technology platform," he explains.

The user experience

Each client gets a tailor-made approach, ensuring the rewards and loyalty features are made to fit the restaurant. The VIPinsiders staff builds custom mobile platforms for its small and medium-sized restaurant chain clients that utilize the restaurant's branding, menus and events for $299 per month.

"We got through a discovery call in which our team will actually build the rewards journey for them and show it to the business owner for approval," explains Sitter, "We don't want to give the owners and managers a homework assignment."

Once the platform is approved, Sitter's team trains restaurant owners. In-house copywriters and designers then develop print material for the restaurant to cross-promote the rewards program.

According to VIPinsiders' internal data, 95 percent of users find the app "easy to use." Using QR technology, customers can sign up by scanning a QR code rather than downloading an app.

"The restaurant gets to know me [the customer], it understands how often I visit, it also gets to reward my visitation," explains Sitter. Rather than a one-size-fits-all reward program, the platform is meant to showcase different menu items and offerings.

"Most importantly, it reminds me to come back when I haven't visited in a while."

Data recorded by VIPinsiders shows that 48 percent of users visit restaurants with the platform "more often" in the first 90 days.

Text message marketing 

When stay-at-home orders first took effect in Harris County, many business owners could not update their business hours or post new content on the Google My Business platform due to the site's halted review process during COVID-19.

The issue left business owners with one less form of contact, creating a vulnerability in customer communication. Social media marketing doesn't quite come to the rescue either, with Facebook's algorithm showing an average of 5.5 percent of a brand's following will see its post.

To Sitter, text messaging is "the next frontier."

Due to COVID-19, VIPinsiders recently ran a promotion to provide free platform use and unlimited text capabilities for a limited time to restaurants. "We've gotten a lot of incredible emails and feedback saying thank you for letting us use this and helping us [get] back our business," says Sitter.

"It's time for all of us to take our power back, to own our customer [data] and be able to talk with them directly and not have to pay the middleman [like social media companies] and really have the relationship that customer opted in for," says Sitter.

As one of the first mobile platforms approved by the Texas Alcoholic Beverage Commission, restaurant clients can extend happy hour offerings and provide customers with free alcoholic beverages.

At King's Bierhaus, Sitter was able to deploy an alcohol-to-go offer via text message that resulted in $40,000 of bottled King's Whiskey sold.

"I was able to sell that because I was able to text my customers directly," Sitter says.

Clients outside of Sitter's own properties also see growth. Ninety-three percent of restaurants using the VIPinsiders platform reported an increase in sales.

"I would absolutely recommend other operators to sign up for VIPinsiders because it has increased our sales, our guests love it, and the support we get from them makes it effortless," explains Usman Dhanani, President of Operations for Cyclone Anaya's Tex-Mex Kitchen, in a VIPinsiders testimonial video.

El Toro, a Mexican restaurant chain with six Texas locations, generated an estimated additional $735,000 in sales with a total of more than 35,000 additional customer visits, according to VIPinsiders data.

"The biggest brands in the world and celebrities lead a charge into marketing initiatives," says Sitter, "A company like ours will bring that to small businesses and make it affordable for them so they can compete at the highest level."

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Venus Aerospace adds government, C-suite leaders following $91M raise​

new leaders

Fresh off its $91 million Series B, Houston-based Venus Aerospace has made several key additions and promotions to its leadership team.

The company says its expanded team will help it deploy its high-thrust rotating detonation rocket engine (RDRE), which completed its first U.S. flight test last summer.

"We flew the world's first high-thrust RDRE in just over four years on $80 million. We believe that makes it the fastest, most capital-efficient rocket engine program in history," Sassie Duggleby, co-founder and CEO of Venus Aerospace, said in a news release. "Adding this talent to our leadership team is how we bring that same discipline to the company itself, as we scale to meet the technical needs of defense and space customers who need range and speed legacy systems can't deliver."

The key hires include:

Lane Bodian, Vice President of Public Policy

Bodian previously served as the Principal Deputy Assistant Secretary of Defense for Legislative Affairs at the Pentagon.

Dan Rebnord, Director of Federal Government Relations

Rebnord most recently served as Senior Policy Advisor to a member of the Senate Armed Services Committee and previously worked in the Office of Legislative Affairs at the Department of Defense and as Staff Director for a national security subcommittee in the House of Representatives. Rebnord and Bodian will lead Venus' work with government stakeholders.

Tom Barron, Chief Operating Officer

Barron was promoted from his role as vice president of operations for Venus Aerospace. Before his time at Venus, he served as Special Assistant to the Secretary of Defense and consulted aerospace clients at McKinsey & Company. He also served as a U.S. Army Infantry and Special Forces officer.

Nick Cardwell, Chief Product Officer

Cardwell was promoted from his role as vice president of research and development. He previously held product and technology leadership roles at VC-backed tech companies in the San Francisco Bay Area and Austin.

Venus also named Cameron Taylor as its new vice president of operations, Sarah Boland Heine as its head of communications, Matt Stohr as its head of business development, and Sheila Menz as general counsel.

The company also announced a joint technology development agreement to advance the RDRE with defense giant Lockheed Martin last week. Through the partnership, Venus and Lockheed will focus on evaluating the RDRE's propulsion architecture in defense systems, specifically for precision fires applications where weapons are designed to accurately strike targets at long distances.

Lockheed Martin Ventures, the investment arm of the aerospace and defense contractor, is an investor in Venus Aerospace.

"Lockheed Martin is focused on rapidly delivering advanced capabilities that strengthen deterrence and provide decisive advantages for the warfighter," Tim Cahill, president, Lockheed Martin Missiles and Fire Control, said in a news release. "Our collaboration with Venus Aerospace allows us to evaluate a promising propulsion technology and determine how it can be integrated into future precision fires solutions. Efforts like this help accelerate innovation, reduce risk and shorten the path from emerging technology to operational capability."

Venus' RDRE is expected to enable vehicles to travel four to six times the speed of sound from a conventional runway and is about 15 percent more efficient than traditional alternatives, according to the company.

Venus says the reusable, affordable and scalable RDRE is designed with a "common propulsion architecture" that can work for multiple industries and mission types. The company has previously estimated that the hypersonic market is projected to surpass $12 billion by 2030.

New report ranks Houston as America's No. 2 least safe city

Ranking It

A new study contains bad news for Houston. A report from personal finance website SmartAsset ranks the Bayou City as the second-least safe city in the U.S. among cities with at least 250,000 residents.

Only Memphis ranked worse than Houston.

The 2026 study looked at 83 U.S. cities' violent crimes, property crimes, traffic deaths, and disaster risk.

Houston fared poorly in all four: 11.5 violent crimes per 1,000 residents, 42.9 property crimes per 1,000 residents, 11.6 traffic deaths per 100,000 residents, and “very high” risk for natural disasters, which makes sense in a city prone to tropical weather and flooding.

For all cities in the study, disaster risk and traffic deaths were measured at the county level.

Houston is the only Texas city to rank in the bottom 10. The other cities are:

  • 1. Memphis, Tennessee
  • 2. Houston, Texas
  • 3. St. Louis, Missouri
  • 4. San Francisco, California
  • 5. Kansas City, Missouri
  • 6. Albuquerque, New Mexico
  • 7. Oakland, California
  • 8. Nashville, Tennessee
  • 9. Philadelphia, Pennsylvania
  • 10. Detroit, Michigan

“While no major population center is entirely free from danger, some are more successful than others at creating environments where people can live, work and travel with confidence,” SmartAsset says.

Although this study paints Houston in a poor light, other reports take a more positive view. The "America's Best Cities" report from Canada-based real estate and tourism marketing firm Resonance Consultancy ranked as No. 9 in America out of 393 cities with a population of 500,000 or more. Houston also boasts Texas’ 10th best park system, according to its ParkScore Index.

While SmartAsset has bad news for Houston, the Dallas suburb of Plano ranked as the study’s second-safest big city. Compared to Houston, Plano fared well in three of the four categories: 1.5 violent crimes per 1,000 residents, 14.7 property crimes per 1,000 residents, and 6.9 traffic deaths per 100,000 residents. Its only shortcoming is a “relatively high” risk for natural disasters.

Elsewhere in Texas:

  • Fort Worth ranked No. 22
  • Austin ranked No. 26
  • San Antonio ranked No. 54
  • Dallas ranked No. 73
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This article originally appeared on CultureMap.com. Eric Sandler contributed to this article.

15+ startups fueling Houston's $1 billion funding haul for Q1-Q2 2026

cha-ching

Houston startups started 2026 strong, bringing in nearly $1 billion in venture capital in the first half of the year, Pitchbook data shows.

Here are 17 Houston companies that secured funding since January, 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.

Sage Geosystems

Sage Geosystems raised a $97 million Series B. Photo via sagegeosystems.com.

Houston-based geothermal energy startup Sage Geosystems closed its Series B fundraising round in January and plans to use the money to launch its first commercial next-generation geothermal power generation facility.

Ormat Technologies and Carbon Direct Capital co-led the $97 million round, according to a press release from Sage. Existing investors Exa, Nabors, alfa8, Arch Meredith, Abilene Partners, Cubit Capital and Ignis H2 Energy also participated, as well as new investors SiteGround Capital and The UC Berkeley Foundation’s Climate Solutions Fund.

The new geothermal power generation facility will be located at one of Ormat Technologies' existing power plants. The Nevada-based company has geothermal power projects in the U.S. and numerous other countries around the world. The facility will use Sage’s proprietary pressure geothermal technology, which extracts geothermal heat energy from hot dry rock, an abundant geothermal resource. Continue reading.

TrueLeap Inc.

Sandip Bordoloi and Sunny Zhang, founders of True Leap Inc. Photo via trueleapinc.com.

Houston-based edtech company TrueLeap Inc. closed an oversubscribed seed round in January.

The $3.3 million round was led by Joe Swinbank Family Limited Partnership, a venture capital firm based in Houston. Gamper Ventures, another Houston firm, also participated with additional strategic partners.

TrueLeap reports that the funding will support the large-scale rollout of its "edge AI, integrated learning systems and last-mile broadband across underserved communities." Continue reading.

Wellysis

Wellysis is known for its continuous ECG/EKG monitor with AI reporting, known as the S-Patch. Photo via wellysis.com.

Wellysis, a Seoul, South Korea-headquartered wearable biosensing company with its U.S. subsidiary based in Houston, closed a $13.5 million pre-IPO funding round in February and plans to expand its Texas operations.

The round was led by Korea Investment Partners, Kyobo Life Insurance, Kyobo Securities, Kolon Investment and a co-general partner fund backed by SBI Investment and Samsung Securities, according to a news release.

Wellysis reports that the latest round brings its total capital raised to about $30 million. The company is working toward a Korea Securities Dealers Automated Quotations listing in Q4 2026 or Q1 2027.

Wellysis is known for its continuous ECG/EKG monitor with AI reporting. Its lightweight and waterproof S-Patch cardiac monitor is designed for extended testing periods of up to 14 days on a single battery charge. Continue reading.

DexMat

DexMat plans to use its seed funding to commercially scale Galvorn, its carbon-based conductive fiber. Photo courtesy DexMat

Houston-based material science and climatech startup DexMat closed a $5 million seed round in February.

The round was led by non sibi ventures, with participation from Governance Partners, Tailwind Futures, BetterWay, Capital Factory and other investors. The company additionally announced that it has secured $3 million of non-dilutive funding.

DexMat plans to use the recent round to commercially scale Galvorn, its carbon-based conductive fiber. The high-performance copper alternative, originally developed at Rice University, is made from carbon nanotube (CNT) fibers, which are less energy- and CO2-intensive to produce. Continue reading.

Coya Therapeutics

Houston biotech co. raises $11M to advance ALS drug development

Coya Therapeutics plans to scale up manufacturing and prepare for the commercialization of COYA 302, its ALS therapy drug. Photo via Getty Images

Houston-based clinical-stage biotechnology company Coya Therapeutics (NASDAQ: COYA) closed a $11.1 million in a private investment round in February.

India-based pharmaceuticals company Dr. Reddy’s Laboratories Inc. led the round with a $10 million investment, according to a news release. New York-based investment firm Greenlight Capital, Coya’s largest institutional shareholder, contributed $1.1 million.

Coya reports that it plans to use the proceeds to scale up manufacturing of low-dose interleukin-2 (IL-2), which is a component of its COYA 302 and will support the commercial readiness of the drug. COYA 302 enhances anti-inflammatory T cell function and suppresses harmful immune activity for treatment of Amyotrophic Lateral Sclerosis (ALS), Frontotemporal Dementia (FTD), Parkinson’s disease and Alzheimer’s disease. Continue reading.

Utility Global

Utility Global’s H2Gen technology aims to decarbonize the heavy industrial sector. Photo courtesy of Utility Global

Houston-based Utility Global raised $100 million in an ongoing Series D round to globally deploy its decarbonization technology at an industrial scale, the company reported in February.

The round was led by Ara Partners and APG Asset, according to a news release. Utility plans to use the funding to expand manufacturing, grow its teams and support its commercial developments and partnerships.

Utility Global's H2Gen technology produces low-cost, clean hydrogen from water and industrial off-gases without requiring electricity. It's designed to integrate into existing industrial infrastructure in hard-to-abate assets in the steel, refining, petrochemical, chemical, low-carbon fuels, and upstream oil and gas sectors. Continue reading.

Cart.com

Cart.com raised $180 million to scale its logistics network, expand AI capabilities and develop workflow automation tools. Photo courtesy of Cart.com

Houston-based commerce and logistics platform Cart.com raised $180 million in growth capital from private equity firm Springcoast Partners, pushing the startup past the $1 billion funding mark since its founding in 2020, the company reported in March.

Cart.com says it will use the capital to scale its logistics network, expand AI capabilities and develop workflow automation tools. Continue reading.

Artemis

Houston-based Artemis, formerly Monalee, closed its latest funding round in March. Rendering courtesy Artemis.

Houston tech startup Artemis raised $6 million from 10 investors, it reported in March. The company offers an AI-supported platform that enables solar, battery storage and home improvement contractors to design, sell and finance energy projects.

Long Journey and Copec WIND Ventures co-led the round, with participation from angel investor Scott Banister, Coalition Operators, FJ Labs, Ludlow Ventures, Palm Tree Crew, Plug and Play Ventures, Shrug Capital and Tribeca Ventures.

To help propel growth, the company secured $10 million in financing last year (under its previous name, Monalee) from venture debt and growth credit provider Applied Real Intelligence. As Monalee, the company raised $16 million in venture capital. Continue reading.

Helix Earth

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 closed a $12 million Seed 2 funding round to scale manufacturing of its energy-efficient commercial HVAC add-on technology in April.

Veriten, a Houston-based energy investment firm, led the round. Rua Ventures, Carnrite Ventures, Skywriter LLC and Textbook Ventures also participated.

Helix Earth—which was founded based on NASA technology, spun out of Rice University and has been incubated at Greentown Labs—is developing high-efficiency retrofit dehumidification systems that aim to reduce the energy consumption of commercial HVAC units. The company reports that its technology can lead to "healthier indoor air, lower energy bills, reduced building maintenance, and more comfortable spaces for building owners and occupants." Continue reading.

NanoTech Materials

The company has developed thermal insulation technology that improves efficiency and safety in buildings and outdoor infrastructure. Photo via LinkedIn

Houston-based NanoTech Materials closed a $29.4 million Series A in April.

The round was led by Austin-based HPI Real Estate & Investments. Houston-based Goose Capital and Austin-based Milliken & Company also participated.

Nanotech has developed its patented Insulative Ceramic Particle (ICP) technology, which reduces heat transfer in buildings and outdoor infrastructure, improving efficiency and safety. It's known for its Cool Roof Coat, Wildfire Shield and Insulative Coat: Cool Touch product lines. Continue reading.

Paige

Paige founder and CEO Emily Cisek. Photo courtesy Paige

Houston-based Paige, a comprehensive life planning and succession software company, secured a $2.5 million investment to expand the AI-driven tools on its platform this spring.

The funding comes from Alabama-based 22nd State Banking Company, according to a news release. Paige says it will use the funding to expand automation, AI-driven onboarding and self-service tools, as well as add to its sales and customer success teams.

The company was originally founded by CEO Emily Cisek in 2020 as The Postage and rebranded to Paige last year. It helps users navigate and organize end-of-life planning with features like document storage and organization, password management, and funeral and last wishes planning. Continue reading.

Ace Green Recycling

The company plans to use the funds to support its flagship Texas facility and planned merger. Photo via LinkedIn

Houston-based Ace Green Recycling raised $32 million in private investment in public equity (PIPE) financing to support its future plans for growth, the company reported in May.

The battery recycling technology company secured the financing with Athena Technology Acquisition Corp. II, a publicly traded special purpose acquisition company that Ace previously announced it plans to merge with. Once the merger is completed, Ace will become a publicly traded company on the Nasdaq Stock Exchange under the ticker symbol "AGXI."

Ace says the financing will be used to complete the merger and scale the company. Continue reading.

Casimir

Casimir’s semiconductor chips can generate power from quantum vacuum fields without the need for batteries or charging. Photo via casimir.inc

Houston-based Casimir emerged from stealth in May with a $12 million seed round to commercialize its quantum energy chip.

The round was led by Austin-based Scout Ventures. Lavrock Ventures, Cottonwood Technology, Capital Factory, American Deep Tech, and Tim Draper of Draper Associates also participated in the round. The oversubscribed round exceeded the company’s original $8 million target, according to a news release.

Casimir’s semiconductor chips can generate power from quantum vacuum fields without the need for batteries or charging. The company plans to commercialize its first-generation MicroSparc chip by 2028. Continue reading.

VoltaGrid

VoltaGrid has developed a modular power generation system that improves reliability and limits emissions. Photo via voltagrid.com

Houston-based power generation startup VoltaGrid nailed down a $1 billion equity investment from asset management heavyweight Blackstone and Houston-based oilfield services provider Halliburton in May.

The investment came in two forms:

  • A $775 million primary capital raise
  • A $225 million secondary capital purchase from existing investors

VoltaGrid, founded in 2020, provides behind-the-meter mobile power generation equipment for data centers, microgrids and industrial customers. Continue reading.

Aquanta Vision

Babur Ozden is the founder and CEO of Aquanta Vision. Photo via LinkedIn

Houston climatech startup Aquanta Vision secured pre-seed funding to accelerate the commercialization of its methane leak detection software, the company announced in May.

EIC Rose Rock participated in the round, joining investors like Marathon Petroleum Corporation, Chevron Technology Ventures, Ecosphere Ventures, and Odyssey Energy Advisors. The investment follows successful field trials for Aquanta Vision’s optical gas imaging (OGI) detection software, according to the company. Continue reading.

Axiom Space

Axiom Space closed an oversubscribed $525 million round in June. Image via NASA

Axiom Space tacked on an additional $175 million to a previously announced capital raise in June, bringing the oversubscribed round to a total of more than $525 million.

Axiom shared in February that it had secured $350 million in a financing round led by Type One Ventures and Qatar Investment Authority. In June, the company reported that Japan-based MUFG Bank Ltd. joined the round as a new investor, in addition to continued participation from existing backers.

The funding will go toward developing the company's commercial space station, known as Axiom Station, and the production of its Axiom Extravehicular Mobility Unit (AxEMU) under its NASA spacesuit contract. Continue reading.

Receipts Depositary Corporation

The company's platform makes it easier to buy and trade hard-to-access and less traditional assets. File photo

Houston-based fintech company Receipts Depositary Corporation closed a $7 million oversubscribed funding round in June and plans to scale.

The round was led by Austin-based LiveOak Ventures, with participation from Hivemind Capital, Onigiri Capital, OTC Markets Group, GTS, and Redbeard Ventures, according to a release from RDC.

RDC's platform issues depositary receipts (DRs) to qualified investors on digital and alternative assets, making it easier for investors to buy and trade hard-to-access and less traditional assets. Continue reading.

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