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The explosive rise of GLP-1 medicationssuch as Mounjaro, Ozempic, and Wegovyhas ignited more than just headlines. It has fundamentally shifted how Americans access and pay for medications, driving innovation in affordability models, and fueling a dramatic increase in direct-to-consumer (DTC) healthcare platforms. Originally approved for type 2 diabetes, GLP-1s have surged in popularity due to their effectiveness in treating obesity and other cardiometabolic conditions. Yet their high list prices and limited insurance coverage have exposed critical gaps in the traditional pharmacy system. Today, more than 19 million people in the U.S. do not have coverage for GLP-1s prescribed for weight loss. Others face complicated, time-consuming restrictions such as step therapy or prior authorizations before they can begin GLP-1 treatment. As demand has soared, so has the urgency for new access models that bypass conventional barriers. In response, a new generation of direct-to-consumer (DTC) healthcare platforms has emerged. From telehealth companies to digital pharmacies, these companies are reshaping how patients engage with care. Many now offer bundled GLP-1 programs that include virtual consultations, lab testing, prescription delivery, and coachingall for a cash price. These models circumvent insurance entirely and appeal to patients seeking affordability, convenience, and transparency. Simultaneously, pharmaceutical manufacturers have responded with creative pricing partnerships, cash pay programs, and manufacturer savings cards. For example, Novo Nordisk just launched a new program with GoodRx to offer Ozempic and Wegovy for $499 per month to eligible patients at over 70,000 pharmacies nationwide. These efforts improve access and affordability by breaking down the cost barrier to care, making previously unaffordable treatments more attainable to consumers with valid prescriptions. GLP-1 manufacturers and patients alike are seeing success with this model. Earlier this year, Eli Lilly reported that roughly 100,000 people buy Zepbound each month directly through the companys LillyDirect platform. Its a case study illustrating the demand for these DTC platforms, which make affordability and access more widely available to the consumers who need these medications. GLP-1s have become more than a class of breakthrough medicationstheyve become a catalyst for redefining how Americans experience pharmacy care. They are rewiring the infrastructure of U.S. drug access, with implications that extend far beyond weight loss. This shift is laying the groundwork for a broader rethinking of affordability models for high-impact medications, especially those where cost and coverage are often barriers to care. Other high-cost conditions, from cancer to autoimmune diseases to womens health, can significantly benefit from this model. Beyond the cost hurdles, the DTC approach can offer greater convenience for consumers struggling with a debilitating condition that requires specific, non-generic medications. Mental health is a great example of this given demand for services often far surpasses what the existing healthcare infrastructure can supportnot unlike the obesity epidemic. As a result, experts predict well begin to see more DTC options come to market to improve access to medications and treatments within the mental health space. The government is contributing to this change, too. With significant pressure on manufacturers to deliver on most-favored-nation pricing for US-based consumers, offering a DTC distribution model is one of the requested actions. In my role, Im actively working with leaders in pharma to share how GoodRx can be leveraged to create exclusive affordable cash price programs or integrate existing DTC offerings into our platform, which is used by nearly 30 million consumers and over one million healthcare professionals each year. In this reimagined landscape, the system can work better for everyone. Consumers gain more control and options regarding their treatment choices. Healthcare professionals and pharmacists are presented with fewer administrative burdens. Pharma manufacturers can establish a more direct relationship with their end users, enhancing brand trust and patient satisfaction. And insurance companies might be pushed to reconsider their coverage strategies due to the competitive alternatives arising in the patient pay marketplace. The GLP-1 revolution has shown that demand for effective treatment can outpace the system’s ability to deliver it equitably. In the process, it has accelerated experimentation with new pricing structures, affordability partnerships, and technology-driven delivery channels. If this momentum continues, we can create a future where equitable, affordable access to high-impact medications is the normnot the exception. Laura Jensen is chief commercial officer and president of pharma solutions for GoodRx.
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E-Commerce
After a few slow years, M&A is heating up again. Crunchbase counted 537 M&A deals in Q4 2024. Its the strongest quarter in seven years, up 46% year-over-year, much of it driven by an interest in AI. AI acquisitions hit a record high in Q2 2025. One of them was my company, Kraftful. Amplitude, a public company, acquired Kraftful to integrate our companys AI-powered user feedback analysis directly into Amplitudes platform, empowering product teams to see what their users did and said, all in one place. Kraftful turns messy, multichannel user feedback into prioritized product insights that will be directly tied to product usage in Amplitude. Prior to the acquisition, I ran an M&A process involving 10+ potential buyers, from public tech giants to fast-growing private companies, and I learned a ton along the way. Here are eight lessons I learned from selling my company in the middle of an acquisition boom. 1. Startups are bought, not sold You may have heard this phrase before. I had too. But heres the nuance: Its not that you cant proactively sell your startup. Its that acquisitions driven by an acquirers initial interest usually yield better outcomes, given your situation and the state of the market. Our process started with inbound interest from a few companies looking to buy Kraftful for strategic reasons. To ensure the best deal, I also connected directly with CEOs, CTOs, and chief product officers at 25+ companies, leading to serious conversations with more than 10 companies. Ultimately, the companies that moved fastest were those who approached us first, because they already had a strong internal motivation to buy. 2. The big decision Even if an acquisition starts with inbound interest, you still need to evaluate if its strategically right for your company, whether the timing makes sense, and if the opportunity cost of investing time in the process is justified even if the deal falls through. If the opportunity looks promising, limit early conversations to a defined period to quickly validate genuine interest and viability. Ideally pursue an acquisition well before youre low on runway so you dont lose leverage if things drag out. Market conditions matter too. When we first started our M&A process, the environment was very different than it is today. Right now, theres an unusually high number of early-stage startups looking to get acquired, which makes securing the best possible outcome tougher. 3. The M&A process An acquisition usually takes months, though it can be squeezed into days if both parties are motivated, like the recent Windsurf/Cognition deal. Here are the main steps: Initial conversations Initial diligence Term sheet, typically a letter of intent (LOI) Deeper diligence Signing the definitive agreement (Sometimes) regulatory approval Once you sign an LOI, youre locked into an exclusivity periodso youll want to explore other options and negotiate key terms before signing an LOI. The more companies you can move to LOI in parallel, the better your outcome because you can explore all your options and use them as leverage during negotiations. 4. Invest in excellent M&A lawyers I was lucky to have stellar lawyers by my side. They were experienced, fast, pragmatic, and willing to keep redlines minimal. Choose counsel with relevant M&A experience. For example, being backed by Y Combinator, Kraftful raised on YC SAFEs during multiple funding rounds. SAFE is a standard YC financing instrument, but once you enter an acquisition process, those simple agreements often become a key area of legal complexity if you dont have experience with them. Some of the M&A lawyers I interviewed had never touched a SAFE before. I spent our calls educating them before disqualifying them. Much better to learn that upfront than to risk bad advice mid-deal. 5. Beware of snooping Yes, youll sign an NDA before acquisition talks. But in practice, little prevents a competitor from copying your product based on what they learn. Watch for red flags like unnecessary digging into the secret sauce of your product. My main goal in talking with multiple acquirers was to land the best deal. A side benefit was recognizing the types of questions genuine acquirers ask. That helped me spot a competitor fishing for information and to avoid disclosing trade secrets. 6. Experienced acquirers move faster The more experienced the acquirer, the faster they move. Speed is critical in M&A.I learned this the hard way. One inbound company was highly motivated to acquire us but had never made an acquisition despite being around for 15+ years. During diligence, it became obvious why: They dragged their feet and could not make a decision. Even if they eventually had been able close the deal (unlikely), their slow culture wouldve made post-acquisition life painful for any founder. 7. Dont get emotionally attached until you close Easier said than done. After spending months in acquisition talksoften at the expense of growing your businessits tempting to feel obligated to sell. Resist that urge. Throughout our process, I kept reminding myself of two things: Most acquisitions fall apart before closing: Nothing is certain until the ink is dry. I was genuinely excited about the company I was still building. The best way to stay flexible? Keep shipping. Our last major product launch happened during diligence, just before closing. We pushed new features weekly right up until the end. Staying emotionally detached helped me negotiate from a position of strength. On the flip side, whenever I let myself get too attached, I felt my leverage slip. 8. Use AI to your advantage I leaned heavily on ChatGPTs advanced reasoning models to educate myself on the M&A process and shape my strategy. I did much legal research myself with AI, then validated it with counsel. As with any negotiation, the better you understand the playing field, the better your odds. I hope this playbook helps anyone considering M&Aor simply curious about how the process really works. Yana Welinder is CEO and founder of Kraftful Inc.
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E-Commerce
Ive lived in the United States long enough to call it soccer nowbut where I come from, its most definitely football, and it is life. I grew up 20 minutes from Dens Park, home to Scottish Premier League team Dundee FC (not to be confused with Dundee United). I inherited my fandom from my mother, who sneaked off to matches in her teens without her parents knowing. Back then, few girls followed football, let alone played it. During my high school years, I spent five days a week on the field hockey pitchsomething I loved but wished it could be football. When I moved to South Florida in the late 90s, I latched onto the short-lived Miami Fusion, then in Boston dabbled in the New England Revolution. Major League Soccer (MLS) was an upstart at the time, fighting for a toehold among the Big Four (NFL, NBA, NHL, MLB) and barely hanging on in some markets. In Scotland, fandom is an unbreakable bond passed down from generation to generation; here, it felt fleeting. I drifted to other U.S. spectator sports, though I still checked the results for Dundee FC and my dads beloved Tottenham Hotspur every week. I couldnt ignore, though, when the US Womens National Team roared into the spotlight, hosting, and winning the 1999 FIFA Womens World Cup. The Womens United Soccer Association and Womens Professional Soccer laid the foundation, but it wasnt until 2013 that the National Womens Soccer League (NWSL) took rootemerging as the premier league in the U.S. and now a global powerhouse. The momentum shows no signs of slowing. At the August 2025 UEFA European Womens Championship, there were record-breaking viewership numbers, exceeding 400 million live viewers worldwide and a cumulative audience of over 500 million for all programming. The accelerating business of womens soccer in this country is buoyed by a level of fan loyalty that, according to new analysis, is the stuff of dreams for brand marketers. THE LOYALTY PLAYBOOK BRANDS CANT AFFORD TO IGNORE Paritys latest research shows that womens soccer fans arent just passionatetheyre purchase-driven. They are 58% more likely than other womens sports fans to buy from a brand because of a sponsorship, and two-thirds say a brands investment in womens sports makes them proud to support it. They also exhibit a high level of trust, with 78% expressing confidence that female athletes believe in the products and services they promote… In an era when trust is the hardest currency to earn, womens soccer fans are essentially handing brands a blank checkf the brand shows up authentically. And its not just that they support womens soccer. Theyre active in the broader sports ecosystem: 60% also watch womens basketball 43% follow womens volleyball 39% watch womens tennis. Thats more than crossover appealthats a multiplier effect for brands that know how to build for communities, not just customer segments. The numbers are climbing on every front: streaming minutes, in-person attendance, social engagement, and sponsorship dollars. In 2025 alone, the NWSL has secured multiple league-level sponsorsAT&T, bobbie, e.l.f. Beauty, Tylenol, and Unwellwith more likely to follow. Whats striking is that fans dont just tolerate brand involvement; they welcome it when its done well, with 60% saying brands still arent doing enough. They see it as investment in something they care about deeply, and they reward it with attention, trust, and spending power. BUILDING BELONGING, NOT JUST AWARENESS Too often, sports marketingand marketing in generalis about visibility. More impressions. More eyeballs. More reach. But womens soccer fans are showing that the real key to loyalty is belonging. The brands winning in this space arent the ones plastering logos in the background; theyre the ones collaborating with players, telling authentic stories, and meeting fans in their spaces, both physical and digital. For example, Modelo launched a fun campaign that sent Angel City FC captain Ali Riley into the stands to interact with fans at the CONCACAF W Gold Cup. Another notable example is Gainbridges 5-year naming rights investment in the USL Super League coupled with naming goalkeeping legend Briana Scurry a brand ambassador. These case studies highlight the opportunity to build long-term loyalty by leading with values first and commerce second. For every brand chasing Gen Z, trying to resonate with women, or attempting to reach multicultural audiences, the womens soccer community is essentially a ready-made blueprint. But the window for first-mover advantage is closing. Proof point: the next big stage in pop culture So, when it comes to soccer in this country, is the future female? Consider this: in Paritys study, 63% of soccer enthusiasts in the U.S. tune in to women’s soccer, with 25% indicating that they only follow the women’s game. But if the business metrics dont convince you, maybe this will: the next season of Ted Lasso will focus on the womens side of AFC Richmond. Thats not just a creative decisionits part of the cultural movement. Jason Sudeikis, a proud supporter of womens sports, is helping cement womens soccer as a central storyline in global sports culture through this beloved series. What was once considered niche is now mainstream. And in sports, as in business, the brands that build loyalty early are the ones fansand consumersnever forget. Leela Srinivasan is the CEO of Parity
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E-Commerce
Managing brand and reputation in this new AI-driven world is no longer business as usual, it’s a profound recalibration of how information is discovered and consumed. Earned media is king again, but it needs a content queen. Google’s AI Overviews and tools like ChatGPT and Gemini are replacing traditional search results, synthesizing, and summarizing information rather than linking out. The SEO playbook is being rewritten for Generative Engine Optimization (GEO). If you dont design content for citation and integration into these models, it risks becoming invisible. THE COMEBACK OF EARNED MEDIA For years, owned channels and direct-to-consumer communication grew. But in the AI era, the pendulum swings back to earned media. Why? AI models find ‘truth’ in credible, third-party validation. New research from Muck Rack’s “Generative Pulse” study, analyzing over 1,000,000 links from AI responses, offers compelling evidence: More than 95% of links cited by AI are from non-paid coverage. Of those, 27% are journalistic content. When queries imply recency (e.g., What are the most innovative products in restaurant tech?), journalism accounts for nearly half (49%) of cited links. AI systems prioritize fresh content, especially for topical, opinion-based, or event-driven queries. Outlet authority matters: High-domain authority outlets like Reuters, Fast Company, Axios, and Bloomberg are frequently cited. Earning strategic mentions and quotes in top-tier outlets isn’t just about brand visibility; it’s about embedding your expertise directly into the AI’s knowledge base to influence AI-generated answers. THE CONTENT QUEEN: YOUR INTEGRATED STRATEGY IMPERATIVE If earned media is king, then robust, AI-optimized owned content is its indispensable queen. Traditional newsrooms face immense pressure, leading to fewer in-depth, high-impact earned coverage opportunities. Communications leaders must balance the rigor of traditional media with the authenticity and engagement of independent voices, while strengthening their direct storytelling channels. Owned content fuels the AI ecosystem, providing direct, unfiltered context that LLMs easily ingest and attribute. Here’s how this integrated strategy comes to life: Engineer for LLM readability: AI models reward precision: Structure content with clear, concise summaries, consistent terminology, and verifiable data. Use explicit questions and answers, bulleted lists, clear subheading, and integrate verifiable data, statistics, and sources Invest in AI-citable formats: The future isn’t just text, though text is essential for GEO. Ensure all podcasts, webinars, and videos have accurate, keyword-rich transcripts, and detailed show notes. Provide underlying data for charts and graphs in structured formats. Strategic distribution: It’s not just about traffic; it’s about citations and summary inclusion. Prioritize high-authority, trusted channels known to be heavily scraped or licensed by LLMs, including news wires (AP, Reuters), industry analyst reports (Gartner), reputable encyclopedic sites (Wikipedia), and platforms like LinkedIn, which Google’s AI Overviews link to frequently. Cross-publish on platforms like Reddit, Medium, and Substack to further optimize. OPTIMIZE YOUR BRAND’S PRESENCE: HOW LLMS SOURCE COMPANY INFORMATION When an LLM is prompted about a company, its products, or leadership, it draws from authoritative, well-structured sources. Your communications strategy must hyper-focus on seeding accurate, compelling narratives in environments where LLMs are trained and sourced. For company-specific information, they primarily look for high-quality, high-authority, and well-structured data: Curated datasets and encyclopedic knowledge: Wikipedia is a primary source for data validation and general knowledge due to its extensive coverage, collaborative editing, and structured, foundational facts. Major news and media outlets: Tier 1 wire services and major news organizations (e.g., The New York Times and The Wall Street Journal) are frequently scraped and licensed by LLMs as they add recency and have formal writing styles and high Domain Authority (DA). Established industry-specific publications and journals: These offer expert insights and formal analysis. Trade press is vital. High-quality corporate websites and official brand pages: Crucial for direct product/service information, official statements, and corporate facts. To optimize your company’s presence for LLMs, consider these strategies: Structural clarity: Ensure your website and public documents are structured with clear headings, consistent terminology, and verifiable data. Amplify executive voices: Our research shows a CEOs reputation directly influences brand trust. Articulate executive perspectives in ways LLMs can attribute, integrate, and share in places they scrape. Earn strategic mentions and quotes: Shift focus from mentions to earning direct quotes or factual inclusions in high-authority news articles and industry reports. Many LLMs prioritize diverse, multi-source citations. A concise, quotable statement from an expert in a reputable publication is gold. Double check foundational reference points: Ensure a well-sourced, accurate Wikipedia entry or other reference page about your company, founders, or products. Proactive monitoring and correction: LLMs are still prone to hallucinations. Regularly audit how your company is described and implement a rapid response protocol to correct AI-generated misinformation. The dynamic AI environment demands communicators understand what LLMs read, and how they interpret and synthesize brand information. By using intentional content structure, distribution, and third-party validation, you can ensure your company’s narrative is accurately and effectively represented in the AI era. THE FULL SPECTRUM OF INFLUENCE: BEYOND GEO AI is no longer an emerging trend; its an operational reality. Those who balance traditional earned media’s rigor with owned content’s authenticity will not only navigate this complex new media world but also help define it. GEO is a powerful, but not exclusive, lever for influence. While indispensable, it’s not a magic wand. Many audiences don’t primarily use generative AI tools for information discovery, preferring channels like newsletters, direct social media, in-depth podcasts, and YouTube. Human-curated content sources like paywalled Substacks are also not extensively scraped or licesed by large language models. A modern communications program understands this broader ecosystem and includes a holistic strategy that integrates GEO while doubling down on direct-to-audience engagement. By embracing this approach, you ensure your brand’s message resonates authentically, building trust and influence across all channels where stakeholders seek information. Tyler Perry is co-CEO of Mission North.
Category:
E-Commerce
Its March 2028 and Dr. Sarah Chen is having her morning coffee in her San Francisco apartment while managing a global education nonprofit that reaches 2.3 million children across 47 countries. Her team? Seven people. Her annual budget? Less than what most traditional nonprofits spend on rent. Sarah is fictional but the operating model she represents is already emerging in 2025. AI-native nonprofits, which integrate AI into the design of their programs, infrastructure, and culture from inception, enabling them to work with greater speed, efficiency, and scale, will outperform traditional ones. These organizations are designed to scale like software companies, with AI handling operations, reporting, and service delivery. They’re faster, cheaper, and in many cases, more effective than legacy players. Every fictional scenario below is grounded in real trends and technologies already in motion. 2026: AI agents collect real-time impact data It’s January 2026, and the first ever AI-enabled Impact Transparency Report reveals that voice AI systems have been calling beneficiaries of 127 global nonprofits, asking them simple questions: “Did this program actually help you? How? Can you give us an example?” The results shatter everything we thought about nonprofit effectiveness. The report reveals that organizations that looked identical on papersame budgets, metrics, and glossy annual reportsshow wildly different real-world impact. Programs that report reaching 50,000 people changed only 200 lives. Meanwhile, programs that claim modest numbers created ripple effects across entire communities. By spring 2026, something unprecedented happens: Funders start asking for real impact data, in real time. Not workshop attendance, not materials distributed, but real change in people’s lives. Something that was too expensive for most nonprofits to track in pre-AI era becomes commonly available because of AI agents. “Real Impact OS” becomes the nonprofit sector’s equivalent of Google Analyticsexcept instead of tracking website clicks, it tracks if lives are improved. This real-time impact data allows the program to increase funding by 340%. 2027: The intelligence explosion Meanwhile nonprofits no longer need to employ traditional case workers. Instead, a three-person team can focus entirely on relationships and strategic decisions while AI agents handle intake interviews, skills assessments, job matching, and follow-up support. The per-person cost is now 70% lower than traditional programs, but the success rate is 40% higher. This is the year organizations start thinking like software companies: build once, deploy everywhere. By fall 2027, the “AI Native Ventures” incubator in London has launched 200 social impact organizations. Each follows the same playbook: identify a proven intervention, adapt it using AI for local context, launch with minimal human oversight, and scale rapidly. 2028: The tipping point By January 2028, the transformation becomes undeniable. A major international study shows that “AI-native nonprofits” are achieving 300-500% better cost-effectiveness ratios than traditional organizations. But the real shift isn’t in the numbers: It’s in how problems get solved. When a humanitarian crisis hits South Asia in February 2028, the response looks nothing like the chaotic coordination of previous disasters. Within hours, AI systems process satellite imagery, translate emergency information into local dialects, and coordinate resources across 47 aid organizations without coordination meetings The old model of flying in foreign experts and holding endless coordination meetings becomes as obsolete as sending faxes. By year-end 2028, something unprecedented happens: Several nonprofits announce they’re changing focus not because they ran out of funding, but because they succeeded. The “Compound Impact Fund,” launched in 2026, reinvests returns from successful scaling into new challenges. It’s the social sector’s first successful exitorganizations graduating because their work is done. The new ecosystem What emerges by 2028 isn’t just more efficient nonprofitsit’s an entirely different ecosystem. Young people no longer need to choose between tech careers and creating social impact. The artificial distinction between for-profit and nonprofit becomes meaningless when organizations achieve massive scale with tiny budgets. The old funding modelwhere organizations spent 60% of their time writing grants and 40% doing workreverses. AI handles grant applications, impact reporting, and donor communications. Humans spend their time on strategy, relationships, and breakthrough innovations. This future is being built today This transformation isnt waiting for 2028its happening now. And its already being recognized on global stages. Switzerland-based, Spring ACTs Sophia chatbot supports survivors of domestic violence in 172 countries, offering 24/7, anonymous guidance in more than 20 languages, helping users understand their rights, explore safe options, and securely store evidence without leaving a trace. It recently won the Pro Bono Collaboration Award at the AI for Good Global Summit in Geneva. In India and beyond, CareNX Innovations Fetosense is reducing maternal and infant mortality with a portable, AI-powered fetal monitoring system that detects distress early in low-resource settings. Deployed in over 2,500 clinics across six countries and credited with a 30% drop in NICU admissions, it earned the AI for People Award at the Summit. In India, Ethiopia, Kenya, and Nigeria, Farmer.Chat is delivering AI-powered, hyper-local agricultural advice via text, voice, and video to over 460,000 smallholder farmersmost of them womenhelping boost yields, adapt to climate shifts, and access markets. The platform was awarded the AI for Prosperity Award at the Summit. Smart funders are already repositioning. Google committed $30 million through its Generative AI Accelerator this year to help nonprofits worldwide harness AI for their communities, offering $500,000 to over $2 million per organization plus pro bono support and technical training. Final thoughts The organizations that will lead this transformation are making decisions today about tomorrow’s capabilities. They’re not asking, “How can AI help us write better grants?” They’re asking, “How would we redesign our entire theory of change if intelligence was abundant and deployment was instant?” The transformation is happening with or without your organization. The only question is: Which sie of the revolution will you be on Jacek Siadkowski is CEO of Tech To The Rescue.
Category:
E-Commerce
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