California femtech leader integrates Houston-founded conversational AI tool

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Houston-founded Ema, an AI resource for maternal health support, has been loaded onto the Willow Innovations Inc. app, a platform for breastfeeding mothers. Photo courtesy of Willow

Willow users, meet Ema — you're new best AI-enabled friend.

Houston-founded Ema (née SocialMama), an AI resource for maternal health support, has been loaded onto the Willow Innovations Inc. app, a platform for breastfeeding mothers.

"We are thrilled to integrate our conversational AI platform into the Willow App and leverage the power of advanced technology to meet women where they are with the information they need," Amanda Ducach, founder of Ema, says in a news release. "Ema and Willow have a shared mission to make lasting improvements in women's health and we built a one-of-a-kind solution that addresses the unique challenges mothers face regularly.

"Our partnership represents a critical advancement for today's mothers and demonstrates how responsible AI can improve the maternal care experience," she continues.

Now, users on the app can utilize Ema's HIPPA-secure tool that pulls from a comprehensive, proprietary database of expert-backed information. The conversational AI chatbot responds prioritizing speed, accuracy, and empathy and compassion for users. Ema reports that their users "will feel like they are talking with their favorite postpartum (labor and delivery) nurse."

"New moms don't have enough support — for their feeding and parenting journey, or in their postpartum care. We're thrilled to partner with Ema to offer moms personalized information along this journey," adds Sarah O'Leary, CEO of Willow. "AI tools, when implemented thoughtfully, can help close gaps in delivering personalized guidance at an efficient scale and I'm excited about the impact Ema can have on the well-being of mothers in our Willow community."

Founded in 2018 as a way to connect new moms, Ema evolved with a major rebrand and pivot to AI-backed tools last year.

Willow was launched in 2014 and released the first wearable, in-bra breast pump in 2017.

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Houston construction tech tool acquires Y Combinator-backed co.

M&A moves

A Houston-based platform that connects skilled electricians with top electrical contractors has made a strategic acquisition.

Buildforce announced it has acquired Ladder, which is a Y Combinator-backed, technology-enabled construction labor marketplace.

The acquisition is part of Buildforce’s expansion plans into the southeastern U.S. and during a time of increased demand for skilled construction talent. Buildforce will work to leverage the Ladder customer base of over 200 customers across six states, as well as its extensive electrician network of over 10,000 pre-screened electricians, which is the largest in the Southeast.

In addition to expanding to Georgia with the Ladder acquisition, Buildforce launched in Arizona in October and will expand into several additional high-construction volume states in 2025. Also in October, Buildforce launched an easier product to manage a flexible time approval process with its Activity Log and Comments for Time Entries update. Contractors in these regions will be introduced to a more “integrated, technology-driven approach to talent acquisition and workforce management that drives efficiency and delivers higher quality project outcomes,” according to Buildforce.

“There are two major problems plaguing the construction labor market,” Moody Heard, co-founder and CEO of Buildforce, says in a news release. “One, the project-based nature of construction work means tradesmen are constantly ‘working themselves out of a job’, meaning high employee turnover. And two, the industry is experiencing a secular decline in the supply of tradesmen relative to surging demand.”

Ladder Founder and CEO Alex Stewart will continue on in a leadership role as a senior executive with Buildforce.

"I am incredibly excited to join the Buildforce team to further its expansion into new markets, while staying true to its mission of helping people in the construction trades find more security and fulfillment,” Stewart said in a news release. “Buildforce is at the forefront of workforce management for the construction industry, and I look forward to working with Moody and the rest of the talented Buildforce team to drive the business towards continued growth.”

Buildforce was founded in 2019 to help close the gap in the construction labor market that affected skilled tradespeople and contractors. In 2021, the company raised a $4 million round backed by Houston-based Mercury.

Houston innovator's new platform empowers wealth building for underserved communities

houston innovators podcast episode 269

For Phillip Yates, this year will be the year of launch. The attorney-turned-entrepreneur has been working on his fintech platform, Equiliberty, for years now, but come the first half of 2025, it's go time.

"We're going to release our technology in Q2 of this year, and we're looking to commercialize it by the end of this year," Yates says on the Houston Innovators Podcast.



The platform connects users with resources to build wealth. Yates, along with his co-founders, Rachel Howard and Cody Bailey, created the company with the mindset that people with lower financial means can take control of their own financial success — in a way that doesn't take away from anyone else.

"Really, (this year is) about how can we move into other markets that have seen what we can do if you celebrate culture, celebrate community, celebrate our differences — and more importantly give opportunities to be wealth builders. You can do this without taking from anyone else."

For years, Equiliberty has worked on convening the community in Houston. Yates, who's also the chairman of social impact innovation organization Impact Hub Houston, spearheaded Black Entrepreneurs Week and Latin Entrepreneurs Week — with more in the works.

"We are a fintech platform, and by convening the ecosystem, we are able to use data to tell the story to those financial institutions that want to get in front of their customers," he says. "All of these are bridges for those who may be unseen and overlooked to have a way into the economy ... and to have access to capital and resources they need to build wealth."

Yates shares on the show how he's evolved his legal career as a corporate and bankruptcy lawyer to entrepreneurship. Last fall, Yates won the award for Ecosystem Builder at the Houston Innovation Awards, an achievement he says validates his career to date.

"You can be a good doer in the world and have a heart that wants to solve a problem, but if you don't have the true experience or the resources to be able to invest in someone, I'm not saying you will be a disservice, but it might be counterintuitive," he says. "Through my experience as a lawyer, it's allowed me to be a greater service."

Houston tech company tapped by NASA for near space initiative

3, 2, 1...

Houston-based space exploration, infrastructure, and services company Intuitive Machines has nailed down a NASA deal to expand the agency’s communications network for spacecraft.

Additionally, NASA recently completed the first round of “human in the loop” testing for Intuitive Machines’ Moon RACER lunar terrain vehicle at the agency’s Johnson Space Center. RACER (Reusable Autonomous Crewed Exploration Rover) is one of three commercially developed unpressurized lunar terrain vehicles being considered for NASA’s Artemis lunar initiative.

Intuitive Machines is among four companies awarded contracts for NASA’s Near Space Network, enabling transmission of data from space to the earth. The network supports NASA missions such as the International Space Station and Hubble Space Telescope. It also will play a role in NASA’s Artemis initiative, which aims to send astronauts to the moon.

Under the initial Near Space Network contracts, project timelines run from February 2205 to September 2029. A five-year option would extend the contracts through September 2034. Collectively, the contracts are worth $4.82 billion.

Intuitive Machines received two contracts for services that will ease communications demand on NASA’s Deep Space Network and “meet the mission requirements for unique, highly elliptical orbits,” says NASA.

“We are privileged to help NASA deliver essential data and transmission services that support missions navigating the critical pathways between [the earth and the moon], and beyond,” Intuitive Machines CEO Steve Altemus says in a news release.

In September, NASA awarded Intuitive Machines a contract for development of a constellation of lunar data satellites.

Meanwhile, conclusion of “human in the loop” testing puts Intuitive Machines one step closer to its Moon RACER vehicle being chosen for the Artemis lunar initiative. Vehicles from two other companies are in the running. The winning vehicle is scheduled to be announced in 2025.

“Human in the loop” testing enables NASA astronauts to provide feedback on the lunar vehicles’ functionality, safety, and design.

The Moon RACER, featuring a rechargeable electric battery and a robotic arm, is designed to accommodate two astronauts and 882 pounds of cargo. Furthermore, it is supposed to pull a trailer loaded with 1,764 pounds of cargo.

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