What's up, everybody? This is Cortland from EndyHackers.com, where I talk to the founders of

profitable internet businesses, and I try to get a sense of how they got to where they are today.

Today I'm talking to Rachel Carpenter, the CEO of a company called Entrino. Entrino really does two things.

Number one, they have access to financial data like stock prices and index prices, and they make this data available to developers through their APIs.

Number two, they have apps and analytics built on top of this data, which they sell to investors who use these apps to make better investment decisions. Now, what's really cool is the story behind how they built all of this stuff, because it wasn't easy. On the contrary, it was super hard, and they had to be scrappy and determined and not give up when things got tough. So there's a lot to learn here, and I'm super excited to get into it. So Rachel, thanks for coming on the show. How

you doing? I'm great. Thank you so much for having me. Yeah, no problem. Thanks for coming on.

Let's start at the beginning because I think one of the coolest and most interesting parts of your

story is how you got started. And you guys actually weren't in the data business to begin with.

You guys, what you started doing is totally different than what Entrino does today.

But while you were on that path, you ran into this wall and you ended up pivoting in order to tear down that wall for yourself and for other people.

So what's the story there?

It is an interesting story because we weren't always in the data business. I met my co-founder, Joey French,

when I was in college. We both went to the University of Wisconsin-Madison, heavy into the

finance side of things. He was studying to become a CPA. I was studying finance. And we came

together and had an idea for an app that we wanted to build. We wanted to build something to disrupt

the valuation space. So getting a valuation, whether it's a stock that you want to buy or a business

or an entity or an estate, is a really expensive service to have done. It's typically like

$50,000 to $100,000 to have a valuation run on your business.

But a lot of what happens there is really automated.

So that's how we think.

We always think about what's a more efficient way, how can things be automated.

We wanted to build an app to do that.

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