Category: Business

Meet the Founders Behind Prismm: Building the Vault for Generational Wealth

Posted on June 9, 2025

At Innovation Depot, we believe some of the best startups are born from deeply personal experiences, and the story behind Prismm is no exception.

In this episode of Mile-A-Minute, we walk and talk with sisters Martha Underwood and Shella Sylla, the powerhouse duo behind Prismm, a digital vault designed to simplify one of life’s most complex moments: transferring wealth and information after a loved one passes.

It all started with a scare. When their father fell off a roof during Hurricane Irma and was rushed to the hospital, their mother was left scrambling for critical documents; health directives, insurance details, and more. That moment revealed a massive gap in how families manage and access end-of-life information. Prismm was built to close that gap.

Today, Prismm is changing the game for banks, financial institutions, and wealth advisors by providing a secure, accessible platform to store and transfer essential documents. As Martha says in the interview, “Love for my parents inspired this—and I never want anyone else to feel that helpless in an emergency.”

The best part? This is a true family business. Martha and Shella aren’t just co-founders; they’re sisters. “I get to tell her like it is,” Martha laughs, “and she can’t do anything about it because she’s stuck with me.”

Their mission is simple but powerful: make hard conversations easier and help families plan for the future with confidence.

💬 “Prismm is the vault built for the next generation, powered by the wealth of the last generation.”

Watch the full conversation below to hear more about their story, meet their CTO Chris, and get a behind-the-scenes look at how Prismm is building the future of digital legacy.

 

Enjoy this video? Be sure to check out our recent chat with Thomas Coiner of SportsFeed too!

Innovation Depot Launches Third Boost Cohort, Supporting Startups in Transition from MVP to Market

Posted on April 30, 2025

BIRMINGHAM, Ala. – Following the success of its previous cohorts, Innovation Depot is proud to announce the launch of Boost Cohort 3, a hands-on program designed to help early-stage founders sharpen their Minimum Viable Products (MVPs), engage with real customers, and move closer to market readiness.

Boost fills a crucial gap in Birmingham’s startup support pipeline by providing tailored resources for founders who have validated their tech ideas and are ready to begin serious customer acquisition and business development.

Key Features of Boost:

Focused on Early Growth: Boost serves founders who are preparing to go from prototype to product, with the goal of securing their first customers and early traction.

Customer-Centric Curriculum: The program emphasizes customer discovery, iterative product development, and go-to-market strategies rooted in real feedback and industry-tested frameworks.

Expert Guidance: Participants gain access to Innovation Depot’s expansive network of mentors, entrepreneurs, and industry leaders who offer practical insight and support.

Real-World Application: Boost is structured around interactive, results-driven workshops, giving founders the opportunity to test assumptions, build momentum, and refine their go-to-market approach.

“We’re excited to welcome this next group of founders to Boost and help them navigate one of the most critical phases of building a startup,” said Ritchie Kruunenberg, VP of Strategy & Startup Growth at Innovation Depot. “Our goal is to equip founders with the tools, knowledge, and connections they need to confidently take their MVPs into the market and begin growing sustainable businesses.”

Trevor Newberry, Co-Founder of AppThink and Director of Product at Harmony Venture Labs, also expressed his enthusiasm: “With Boost, we’re addressing a crucial gap in entrepreneurial training—securing that all-important first customer. The program is designed to not only guide founders through the process of product development but also to help them learn, iterate, and ultimately sell their products. We’re eager to see the positive impact this cohort will have on the Birmingham startup ecosystem.”

Meet the Boost Cohort 3

Innovation Depot is proud to introduce the eight promising founders selected for Boost Cohort 3:

  • Ethan Hendrix, FICOM Technologies, LLC

  • Jeff Brown

  • Joshua Gilmer, Luau

  • Katie Marietta-Tondin, Lit Up

  • Keith Saffold

  • Miho Kubagawa, Launch Loop

  • Paula Guevara, Bilinci

  • Sanjay Kumar

These founders represent a diverse range of ideas and industries, united by a shared goal: transforming early-stage prototypes into viable, customer-ready products.

Innovation Depot remains committed to nurturing Birmingham’s tech talent and creating an environment where startups can thrive through collaboration, mentorship, and strategic support.

About Innovation Depot:

Innovation Depot is a 501(c)(3) nonprofit tech and entrepreneurial support organization headquartered in a 140,000-square-foot campus in downtown Birmingham. The Depot provides a range of founder-focused programs, mentorship opportunities, and incubation space for startups at every stage. To learn more, visit innovationdepot.org.

From Fans to Founders: How Sport Feeds Pivoted from B2C to B2B

Posted on March 20, 2025

Building a successful startup often requires adaptability, resilience, and a clear vision — and Sport Feeds is a prime example of that journey. We recently caught up with Thomas Coiner, CEO and co-founder of Sport Feeds, to hear about their transition from a direct-to-consumer (B2C) sports platform to a business-to-business (B2B) data service. Their story is a testament to the power of persistence and the importance of recognizing when it’s time to pivot.

Building a Product for Fans

Originally launched as Backer, Sport Feeds started as a platform where sports fans could follow their favorite athletes. The product gained traction and engagement, but the revenue didn’t justify the operational costs. Realizing the need for a shift, the team began exploring how their technology could serve businesses instead of consumers.

“We looked at the technology we built along the way, noticed it was highly valuable for other businesses, and started to sell that product.”

 

Facing the Challenges of Pivoting

Transitioning from B2C to B2B came with its own challenges — especially the lengthier sales cycle. While it once took only seconds to convince fans to sign up, selling to businesses required a much longer commitment.

“I wish I would have known how much longer the sales cycle is on the B2B side than it was with a simple fan.”

 

During the transition, the team even ran out of funds. Determined not to give up, they took on other jobs to self-fund the shift to B2B.

“We had like $2 in our bank account. We decided to go all in at a conference in our industry, pitching our new product to over a dozen potential customers. Not a single one said no. They just asked, ‘How much is it?’”

 

Finding Success in the Pivot

That conference moment was a turning point. The interest from potential customers confirmed that their new B2B product had genuine market demand. From there, the team leaned into commercializing their product, backed by the encouragement of investors and team members who believed in the vision.

“We really saw through the path to profitability. It’s just been the funnest ride I’ve ever been a part of.”

 

Looking Ahead

Today, Sport Feeds has a clear focus: expanding their product, growing their sales pipeline, and continuing to build in Birmingham. Their subscription-based model allows businesses to easily integrate with their data platform, and the future looks bright.

“Now it’s just become so much more clear — turning our ideas into execution, into revenue. It’s going to be a great year, and we’re really excited to keep building.”

Sport Feeds’ journey is a reminder that sometimes, the best opportunities come from the toughest challenges — and that no successful pivot happens without a little grit.