EXPERT OPINION: A Conversation with David Glickman and Iggy Fanlo, Co-Founders, Lively Inc.

July 7, 2014

In this "Expert Opinion" interview, David Glickman and Iggy Fanlo, Co-Founders, Lively Inc., discuss monitoring systems, independent living, mobile technology, pricing, and more.....

David Glickman Read the transcript

 

David Glickman has followed his passions throughout his entrepreneurial career. Prior to co-founding Lively, David Glickman was an Entrepreneur in Residence at Maveron LLC, a venture capital firm. Before that, he held senior positions at SYPartners, a transformation consultancy working with CEOs at Fortune 100 companies, and co-founded a popular iPad app to help people get Unstuck in life.  Earlier in his career David was a product marketing manager at Apple, Inc. and held senior positions at Motricity and Kontiki. And perhaps his most rewarding experience is starting a non-profit called CHALK, a nationally recognized early pioneer in integrating technology and the internet to provide transformational employment to at-risk youth. For David, Lively is a natural step forward in using technology to keep the people we value in our lives closer together. 

 

Contact Information:

David Glickman
Co-Founder and COO
david@mylively.com

 

Iggy FanloIggy Fanlo has always been fascinated with health and wellness – he even considered going to medical school (and was even accepted). But, a change of course landed him in the financial sector where be became Managing Director of both JPMorgan and Morgan Stanley. After a 15-year career in that field, he spent 13 successful years in Internet media. He served as CEO of adBrite, transforming the company from a simple fixed price ad network to one of the leading online advertising exchanges. Before then, Iggy held various senior roles at Shopping.com and eBay. He holds a BSE degree in Chemical Engineering from Princeton University. Today, he feels immense gratitude for the chance to satisfy his lifelong obsession by improving persons lives with Lively.

 

Contact Information:

Iggy Fanlo
Co-Founder and CEO
iggy@mylively.com

 

Read the interview transcript:

 

Steve Monroe
Technology is definitely coming in to seniors’ homes and the senior living communities and there are a lot of new products coming out. One of them is something called Lively… the website is Mylively.com. I’m here with David Glickman and Iggy Fanlo. They’re two of the three co-founders of the company. So, tell me a little bit about MyLively.com and what you’re doing and what it does.

David Glickman
Well, I’ll dive in. What we’re really focused on is helping people live as independently as possible for as long as possible. Independence can take on a variety of meanings, whether it’s living in your own home, living in some sort of senior community. And, in doing so what we really felt was there weren’t very, very simple solutions, very elegant solutions and very cost-effective solutions to have people living independently, share a little bit about their daily living.
Many in our industry know the term “activities of daily living.” So, is my loved one or someone in my community taking their medication? Are they getting out of the house? Are they being active? If there’s a fall that occurs, are they able to get help as quickly as possible? Those are the types of things that we’re trying to address in a really elegant solution in which it’s a hub that goes inside the home. And that home can be, again, someone’s independent home within a senior living community. It literally just plugs into the wall, doesn’t require any Internet access. No set-up required. You plug it in, it turns on and it starts communicating with the Internet through a cellular connection. So, nobody has to set anything up.

We have sensors that go on objects in the home. One that goes on the refrigerator, one goes on a pillbox. And what we’re doing is measuring the motion of those objects. And, in addition, we have actually just released our first of several different emergency response systems, or sensors that also communicate with this. Our first one is a next-generation fall detection pendant that has a button, fall detection compliant, so it knows if someone is actually wearing the pendant, which is a very important part of it, as well as some fitness aspects of it.

Steve Monroe
How does this differ from earlier generations of similar kind of home monitoring systems?

Iggy Fanlo
The other remote monitoring systems, when we looked in the marketplace, they were very expensive. They were $500 to $1,000 upfront. And anywhere from $40 to $75 a month. We are radically lower. We’re actually only $39. And…

Steve Monroe
Upfront?

Iggy Fanlo
$39 upfront and $24.95 a month.

Steve Monroe
You’re too cheap.

Iggy Fanlo
Well, we hope so. As a person told us once, we are a Tesla for the cost of a Buick.

So, it’s incredibly cost effective. You can tell by the lines, the beauty—this is the same industrial designer who developed the Nest and the Roku. So we have world-class design and that’s different. We’ve heard folks call it the triple Bs for most senior products—Big, Beige and Boring. And we thought, you know what? Whether you’re 8 or you’re 88, you can still appreciate beautiful things. So, let’s give them something beautiful.

The third thing was simplicity and Dave talked a lot about that, about the setup. We’ve had 90-year-olds set it up in under 5 minutes, by themselves. No help from anyone else.

And then, finally, the social connection piece. I think that’s lost a lot of times in our description of it. And a lot of times there’s almost an isolation epidemic occurring with elders in America, and probably globally. And so we really feel that, let’s find a simple way to kind of close the loop. Because the elder’s going to be sharing data on their activities of daily living and on their emergencies with the first device. Let’s close the loop and let the family share back to the elder. And we’ve done it with LivelyGram here. So there’s photographs and messages. A lot of people have dubbed this Facebook or Instagram for seniors.

David Glickman
And the way that works…

Steve Monroe
Yeah, how does the LivelyGram work?

Iggy Fanlo
What we really did and what we do with everything we design is technology is great, but it’s only as good as what makes sense for each person who’s using it. So, for family members who want to share photos with their loved ones, they’re on a smartphone. They might be using Facebook or Instagram, especially if it’s grandkids or nieces and nephews.

Steve Monroe
My kids.

Iggy Fanlo
Your kids. My kids. So, there’s an app. And you can go and you can upload a picture right from Instagram or from your camera roll. And then what we do, as Lively…

Steve Monroe
And it comes to you?

Iggy Fanlo
What happens is they send it to us as Lively. And then every two weeks, we compile those photos from the loved ones and print this out. This is where the technology meets, in this case, Cheryl, who’s the elder, all Cheryl needs to know is how to use her U.S. mailbox. That is literally it. This comes in a bright orange envelope. This comes twice per month. And she now feels more connected and has more context for the next time that her grandchild calls and she can say, tell me more about your ski trip. Or tell me more about your swim meet or your soccer match.

Steve Monroe
Do you get the names of all the grandchildren and children so you can prompt them? They might forget to send these things.

Iggy Fanlo
Yeah, you can—it says, “Cheryl, with contributions from Angela, Jean and Tyler.” So those are the family members or friends who contributed. And they all get invited by the family—and actually we have many senior living communities that are already using Lively and they will assist in inviting family members to participate. They get invited and then, you’re right, we send them reminders. We say, Hey, we’re about to publish Grandma’s LivelyGram. Make sure you contribute because your loved ones might be contributing and you want to make sure you get your pictures in.

Steve Monroe
Right, you had to do that because otherwise it would be tough to fill that twice a month.

Iggy Fanlo
Yes. What it does is, this is truly coming from users who have been using the product already, which is it changes the experience of what Lively is about. It’s not just about sharing activities of daily living. It’s now about the connection that I get with my family. So, when I see Lively, first off I see something that’s elegant, not big, beige and boring. But also when I see it, it reminds me, oh, you know what? My next LivelyGram is coming.

And then the last thing I would say is, especially in senior living communities, this is wonderful when we go and visit them when they have Lively deployed. You literally go into the dining area a day after or the day of LivelyGram coming out, and it becomes the social piece that you see …

Iggy Fanlo
Passing around.

David Glickman
Yeah, it’s gotten to the point where the number one customer service request we get on the calls and emails is when is my next LivelyGram?

Steve Monroe
Now, on the monitoring, who in your experience so far, who is the receiver? Who is monitoring it?

Iggy Fanlo
Well, there’s two ways to go with this. You can have the family members or the administrator, the eldest daughter typically, is monitoring it on their smartphone or on the Web. But we’ve also had this great success with Safetynet and essentially home care agencies or even independent living facilities that are extending back upstream. Where they’re saying, we have facilities here in the community and we want to start providing services back to the home. Much like Brookdale at Home. Where they’re saying we can take our services that we have in the facility and bring them to the home.

These folks have taken this great technology and wrapped that last mile of human services around it. So what we like to say is, if you’re a sandwich parent and your mom lives far away and you’re worried sick about this and that, you now have the Lively system, you have the Lively PERS device, the emergency response system. We provide a 24/7 call center. And then Brookdale at Home, Home Instead and a variety of others are providing that last mile so that, if there’s an alert or something, they haven’t taken their meds, they can send someone out, check up on them. Now you have a complete, wrapped solution at an extremely cost-effective price.

Steve Monroe
Great. Now, who are you marketing to more? The retirement communities? The large companies, the Brookdale Senior Livings? Or people in their home?

Iggy Fanlo
Great question and we can share some exciting news on one of those fronts. First off, we are making this available and marketing directly to the elder children. Because part of the design here was a very consumer-friendly experience and, to your point earlier, the price point, families can afford it.

Steve Monroe
It’s cheap and it’s easy.

Iggy Fanlo
Yes, cheap, easy, elegant and, with the LivelyGram piece, has that connection. So, this is available on our website, it’s available on Amazon, it’ll be available in a couple of different retailers this summer, starting this summer. And that’s important.

And, really, from day one we’ve said let’s design this as a consumer product, but we always knew that it had real applicability within the senior living community and in the home care community. So we work directly with Home Instead and other home care organizations. And then, in addition, we, as we both have mentioned earlier, we actually already have this deployed in many senior living communities. And so we work directly with them.

We’re also excited to say that we just launched a partnership with Care Innovations. They saw what we were doing with Lively and some might say, oh, well, these are competitive products. Care Innovations and we really see Lively providing them with even more opportunity to bring services directly to the senior living communities, health care, hospital organizations and others that they cater to. So they will actually be a partner of ours now, bringing Lively into all the different people that they talk to, with the reach that a GE and an Intel have.

Steve Monroe
Now, last question. You’re graduating from the Generator program. What’s the next step? That’s one strategic partnership, what do you do in terms of capital raising, taking it to the next level?

Iggy Fanlo
Well, we’ve raised already $7 million of capital in two rounds and have just world-class investors who’ve been in deals like Zulily and eBay and a bunch of others, so we’re very fortunate there. And have world-class advisors and board members. In fact, Laura Carstensen, who runs the Center of Longevity at Stanford University, founder of it, she’s only sat on one private board in her life and that’s Lively. So we’ve been very, very fortunate.

I will tease a little bit in saying that, in Q4, we’re going to be coming out with a completely blockbuster PERS device. It’s going to…

Steve Monroe
Blockbuster…?

Iggy Fanlo
Blockbuster PERS.  The button, the emergency response device. And I notice on your wrist is this watch. And if you showed it to those folks, the form factor is going to be almost identical to that. So you’re going to be wearing something just like that and it’ll be a watch, it’ll be a pill reminder, it’ll be all these things. It’ll look just as beautiful as that, something you might have bought at a jewelry store. And all you’re going to need to do is touch the sides with that much force and it’ll send the signal to your hub or to your smartphone and that’s an emergency response.

Steve Monroe
Interesting.

Iggy Fanlo
So it’s going to completely change the marketplace. We think the young-old, the Boomers, the up-and-coming Boomers, the 65-80 to really probably aren’t thinking about a PERS device, but they might be a little worried if they’re living alone, holy crow, if I can buy a piece like that and you get the whole system now for $49, it’s $10 extra, that’s pretty attractive.

Steve Monroe
Hoo-hoo! That’s really going to break my wallet.  No, that’s something, I don’t know how you’re keeping the cost down. I think it almost makes it sounds like, why is it so inexpensive? And people are going to think they’re not getting some for it, but you obviously can prove that they are. And keeping that costs like that to me becomes almost a no-brainer.

Iggy Fanlo
Well, we can’t afford jackets, so…

David Glickman
Yeah, we can’t afford jackets.

Steve Monroe
Really keeping costs…

Iggy Fanlo
And part of it is, if you look at a lot of the technology in this space, it’s usually been built 5 to even 10 years ago and, when you look at, for instance, the technology we’re using in sensors, it’s pretty commoditized products. So we’ve just been smart and kind of taking our experience from building other companies in Silicon Valley in the past and try to just do things in a very cost-effective way and then create services around that in the form of the monthly subscription that comes with the product.

Steve Monroe
All right, that sounds great, it sounds like you’re on your way.

Iggy Fanlo
We hope so.

Steve Monroe
Can’t wait to see the rollout in Q4.

David Glickman
Yeah, it’s really fun times.

Steve Monroe
Yeah, it’ll be a lot of change. All right, well, thanks for sitting down.

Iggy Fanlo
Thanks for having us.

Steve Monroe
Great hearing about it.

Iggy Fanlo
Thank you.


 

 

 

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