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10.23.2023
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More than a decade ago, most dresser drawers and laundry hampers were stuffed
with (formerly) white, dystopian-esque piles of socks. Largely a cheap commodity
at the time, socks were relegated to the function-over-form bin, and were most
certainly void of any actual fun. That is until a few mold-breaking founders set
out to transform the category into a beacon of self-expression and creativity.


Inspired by Skullcandy—Mercato’s first ever investment, and one of Utah’s most
successful brands—and its revolution of the consumer headphone landscape, Stance
was founded in 2009 with plans to similarly upend the $20B+ sock market. By
focusing on infusing creativity and relentless technical innovation—think
anatomical cushioning and targeted compression—into the design process, Stance
managed to not only turn an everyday item into functional art, but also build a
loyal, loud community of enthusiasts and brand ambassadors along the way.


From Dwayne Wade to Rihanna to Jimmy Chin, an eclectic, forward-thinking
following of athletes, artists, and cultural icons were attracted to the
company’s unique approach to brand building—free-spirited, fun, and a bit
rebellious. Collectively known as "Punks & Poets," this group helped to elevate
Stance socks from footwear to fashion, and consequently, propel the company into
the pop culture zeitgeist of the late 2010s.


Today, Stance has sold over 110M units, opened dozens of brick and mortars, been
named the official performance sock for both the NBA and MLB, and expanded
beyond footwear into athleisure apparel, underwear, and headwear. While its
offering has grown, every product line—from socks to snapbacks—still carries the
same unmistakable Stance DNA that was born with the brand: a commitment to
toe-to-head quality, creativity, and individual expression that is “Stitched
Different.”

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Why We Invested in Stance

News
Insights

FROM FOOTWEAR TO FASHION: WHY MERCATO LED STANCE’S $30M SERIES D

Founded in 2009, Stance originally set out to upend the $20B+ sock market
through its free-spirited, fun, and rebellious approached to brand building. In
the years since, Stance has not only managed to elevate socks from footwear to
fashion, but has cemented its place in the pop culture zeitgeist of the late
2010s.
READ NOW
READ NOW
10.23.2023
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Think back to the last time you started a new job. Whether it was your first or
fifteenth time going through the new hire onboarding process, it was most
certainly riddled with paperwork. From setting up direct deposit to benefits
management to employment verification, just the act of starting a job is…well, a
job. This lengthy, tedious, and prone-to-error process is in large part due to
the lack of interoperability of legacy payroll and benefit providers, and to be
speak plainly—it isn’t working. Atomic is changing that.


Founded in 2019, Atomic Financial serves as an essential API bridge between
consumer data and financial solutions by allowing unparalleled access to
payroll, HRIS systems, and merchants. This connectivity empowers and enables
employees to not only decide when, how, and with whom their data is shared, but
to seamlessly access their own financial data at will. That means consumers
don’t have to worry about their banking credentials being shared with a third
party, or the friction and fraud risk associated with employment and income
verification. It also means they can easily manage direct deposits,
subscriptions, and bill payments, and even unlock year-round tax refunds.


Known as open banking, this framework provides permissioned access to customers’
data in order to provide innovative, and more transparent and inclusive
financial products and services—and it is ushering in a transformation of the
American banking landscape. By shifting the paradigm, open banking is
demystifying the once opaque operations of the banking industry, providing
customers with enhanced control over their financial data.


Open banking isn’t just a value proposition for consumers, however. For
employers, it means streamlined operations, and for financial institutions, it
means rich data points on their customers. Atomic, specifically, delivers on
both of these fronts through a combination of its EmployerLink and PayLink
products.

> Our goal is to build a fintech infrastructure that enables a new generation of
> bank accounts and transforms banking applications into consumer-centric
> platforms.

– JORDAN WRIGHT, CEO


EmployerLink, a scalable solutions suite for human resource administrators,
delivers companies a connectivity solution that enables real time access to
payroll and HRIS systems, resulting in the delivery of best-in-class financial
wellness benefits and performance management, and streamlined commission and
compensation payouts. In conjunction with its UserLink product, the addition of
Employerlink made Atomic a first-to-market provider of both consumer and
business connectivity solutions.


Atomic’s newest product, Paylink, further expands this interconnected financial
ecosystem to both the traditional and neo banking industries. This unified
solution accelerates account primacy by allowing financial institutions an
unparalleled opportunity to dive deeper into their customers’ financial
behaviors and preferences while facilitating frictionless, user-permissioned
access to merchant accounts, streaming services, and recurring bill payment
switching. As a whole, the product represents a shift in the power dynamic of
retail banking from the institution to the individual.

This shift is central to Atomic’s core belief that data has the power to unlock
new financial opportunities for consumers. By enabling and promoting a more open
banking system, and empowering millions of Americans to take control of their
financial data to improve their own financial outcomes, Atomic is, undoubtedly,
building better.

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Why We Invested in Atomic

News
Insights

THE FUTURE OF FINANCIAL CONNECTIVITY: WHY MERCATO LED ATOMIC’S $40M SERIES B

Founded in 2019, Atomic serves as an essential bridge between consumer data and
financial solutions—delivering connectivity that empowers and enables employees
to decide when, how, and with whom their data is shared. By shifting the
paradigm of power from the institution to the individual, Atomic is demystifying
the once opaque operations of the banking industry and empowering customers to
take control over their financial data.
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9.12.2023
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🎶 Nausea, heartburn, indigestion, upset stomach, diarrhea 🎶


This iconic, cheeky chorus line—a product of Publicis North America for
Pepto-Bismol—was introduced by Procter and Gamble in 2002, and has since become
permanently embedded into American pop culture. While most assuredly an attempt
to grab attention, the jingle was also an attempt to break down American’s
proverbial bathroom doors and normalize gastrointestinal (GI) issue relief. It
was revolutionary at the time, and helped destigmatize internal dialogues around
gut health. Unfortunately, it couldn’t solve for the psychological discomfort
associated with seeking access to GI-related healthcare.


Fast forward to today. The GI care options and access available to us far
surpass those of the early 2000s thanks, in large part, to a tsunami of digital
health adoption. Bolstered by the COVID-19 pandemic, the adoption of digital
healthcare has experienced an unprecedented surge, revolutionizing the medical
services landscape. Telemedicine, remote patient monitoring, and virtual
consultations have swiftly emerged as cornerstones of patient care. This rapid
integration of technology not only helped to address immediate health concerns
during a global pandemic, but also set the stage for a more patient-centric and
accessible healthcare future. The flexibility and discretion provided by this
healthcare revolution was particularly impactful for GI digital health—a $78
billion market.


Today, over 70 million Americans grapple with the challenges of managing GI
issues, resulting in 8.3 million annual ER visits, and upwards of $136 billion
in spend—a number greater than heart disease, trauma, or mental health. The
dollars lost to GI issues, however, are only a fraction of the problem plaguing
the patient population. Lost time, productivity, and quality of life are,
undoubtedly, the more damaging side effects.


Enter Vivante Health, our latest Traverse Fund IV investment, and a leading
provider of digital GI care that is working to solve this problem. Led by their
marquee virtual digestive health program, GIThrive, Vivante is reinventing the
management of chronic gut conditions through data-driven technology, advanced
science, and on-demand human support. Currently, the program is provided to
patients free of charge as an employer benefit, and has been wildly successful.
Members who work for Vivante customers—including, Walmart and US Foods—report
consistent improvements in their quality of life, and satisfaction rates in
excess of 90%.

> We have proven that our scalable technology platform paired with our
> comprehensive care team results in better health, lower costs, and a much
> better experience for the members we serve.

– BILL SNYDER, CEO


Following our lead investment in their $31M Series B, Vivante is well positioned
to be the category leader that solves for the digital consumer delivery blind
spots that plague the entire health system. Their team of talented industry
veterans, led by healthcare leader and CEO Bill Snyder, have set an ambitious
vision for Vivante’s future, and are primed to be key contributors to the next
era of U.S. healthcare.


It is our firm belief that by reducing healthcare costs for employers, and
increasing employee productivity and quality of life, Vivante is, undoubtedly,
building better.


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Why We Invested in Vivante Health

News
Insights

A GUT INSTINCT: WHY MERCATO LED VIVANTE HEALTH’S $31M SERIES B

Over 70 million Americans grapple with the challenges of managing GI issues,
resulting in upwards of $136 billion in spend, lost time and productivity, and a
lower quality of life. Vivante Health is addressing this problem by reinventing
the management of chronic gut conditions, and solving for the digital consumer
delivery blind spots that plague the entire health system.
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2.8.2023
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For over 15 years we have had the privilege of partnering with visionary
entrepreneurs and teams as they build transformational companies. Founded on the
belief that capital champions change, we strive to invest diligently and
equitably, deploying capital outside of venture-dense coastal cities and
over-saturated technology hubs. By championing—what many consider to be—
“flyover” founders and funding their visionary ideas, we believe that venture
and growth capital have the power to transform the technological and economic
landscape of middle America. No place is a better example of this than Mercato’s
home, Salt Lake City, Utah.


In 2007, Greg Warnock and Alan Hall founded Mercato with the singular goal to
bring local growth capital to the Wasatch valley. Rooted in a mutual passion for
entrepreneurship, both founders understood that investing in local companies at
the growth stage—and not just the venture stage—was a critical component of
fueling the momentum of Utah’s start-up economy. By not having to rely on Bay
Area or Big Apple VCs for later stage funding, Utah companies could partner with
local investors that not only had deep community connections, but shared the
common business values of service, stewardship, and sacrifice.


Out of their first fund—a $52M private equity vehicle–Greg and Alan made
investments into six Utah-based companies: MediConnect Global, Fusion io,
Control 4, Untangle and Skullcandy. In total, the investments yielded a 51.0%
IRR, and established Mercato as a champion of the state’s startup community and
a pillar of its budding venture economy.


While much has changed across the venture landscape since we opened our doors,
Mercato’s commitment to fund the extraordinary has not wavered. In the decades
since, local venture capital has continued to be an important driving force in
fueling the expansion of Utah’s resilient startup ecosystem, in attracting
top-tier global talent, and in enhancing the state’s capacity for innovation. As
a result, Utah is one of the nation’s fastest growing technology hubs, and has
one of the highest rates of billion-dollar startups.


With our fourth and most recent raise—a $400M growth capital fund—we are more
energized than ever to replicate Utah’s success, and seek out the next
generation of great American companies that will disrupt the status quo and
solve today’s complex problems by changing the way we live, learn, and work—for
the better.

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A Memorandum on our Fourth Growth Fund

News

BUILDING BETTER: A MEMORANDUM ON OUR FOURTH GROWTH FUND

For over 15 years we have had the privilege of partnering with visionary
entrepreneurs and teams as they build transformational companies. While much has
changed since we opened our doors in 2007, our commitment to fund the
extraordinary has not wavered. We are more energized than ever to seek out the
next generation of great American companies that will disrupt the status quo and
solve today’s complex problems by building better.
READ NOW
READ NOW
1.10.2023
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The year is 2023, and the age of artificial intelligence (AI) is upon us. Much
like a Hollywood remake, however, it feels like we’ve seen this movie before.
While the technology feels fantastically new, the recent hype cycle feels eerily
similar to that which preceded the AI winter of the 1990s. The key difference
this time around, however, is that—like Dune—we believe the remake is better
than the original.


More than any other technology that preceded it, the recent release of ChatGPT
and the public consumption of large language models (LLMs) re-launched AI onto
the world stage in an explosive manner. While the technology behind the boom of
LLMs—known as machine learning (ML)—is incredibly exciting, it is all but
certain that we have barely uncovered the tip of the AI iceberg and the
world-changing opportunities that it will inevitably unearth. Deep learning,
specifically, holds immeasurable promise.


A subset of ML, deep learning is distinguished by its use of neural networks
that—unlike traditional data processing algorithms—learn directly from data
without requiring manual feature extraction. This revolutionary technology has
(so far) enabled autonomous vehicles, medical imaging for disease detection,
real-time language translation, and neural artwork—things that, just a few
decades ago, would have been considered science fiction fodder. In the
not-too-distant future, however, deep learning will be a fundamental component
of nearly every line of software, every piece of press, and every digital
interaction. Regardless of the end application, the world will run on AI, and AI
will run on Lambda.

> Lambda is going to be the #1 GPU cloud in the world.

– STEPHEN BALABAN, CEO

The Deep Learning Company ™, Lambda builds the workstations, datacenter servers,
and cloud services that power the engineers and researchers at the forefront of
human knowledge. As the only hybrid AI compute company, it provides deep
learning engineers with an AI development environment pre-configured with common
ML frameworks that simplify and accelerate the training and deployment of deep
learning models. From sharing saved models and data sets to letting engineers
easily spin up new virtual machines, Lambda is an AI infrastructure power
player, and in the realm of vertically integrated deep learning compute power,
no one company is building better.

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Why We Invested in Lambda

News
Insights

THE INFRASTRUCTURE OF THE FUTURE: WHY MERCATO LED LAMBDA’S $44M SERIES B

As the world’s datasphere grows, so too does the need for parallel processing
power. Regardless of the end application, the future of deep learning is
dependent on compute infrastructure to deliver this power, and in the world of
vertically integrated deep learning compute, no one company is building better
than Lambda.
READ NOW
READ NOW
1.10.2023
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In 2004, the introduction of high deductible healthcare plans (HDHPs) changed
the insurance payment landscape in the United States for patients, but not for
the better. Over the course of the following two decades, HDHPs—which typically
only cover preventative care—would become the norm. Consequently, reactive
care—such as medical emergencies and accidents—began to result in higher
out-of-pocket costs. The outcome? Americans were frequently made to choose
between visiting a doctor or going into debt.

In addition to the increased personal financial liability associated with
seeking healthcare, the underlying cost of that care has been on the rise over
the last two decades. Between 2010 to 2020 alone, the cost of healthcare in
theUnited States rose by 37% on a constant dollar basis. Unsurprisingly, the
prevalence of medical debt also rose to 58% over this same period according to a
study byThird Way.

All of this is even more concerning when taking into consideration that the $98B
(as of 2021) held in Health Savings Accounts (HSAs)is not solving for this
liquidity issue. Paytient, on the other hand, is.

Founded in 2018, Paytient created the Health Payment Account(HPA), a new asset
class and employer-sponsored benefit that provides covered members a way to pay
for medical-related expenses without fees, interest, or credit checks. Designed
to help provide relief to the increasing number of patients who struggle with
high deductibles and empty HSAs, Paytient is a sponsored, interest-free line of
credit that works in coordination with insurers and health systems, and allows
members to pay for care over time through customizable payments plans that come
directly out of their paychecks.

> Few people plan on getting sick, and even fewer are immune to the financial
> impact of unexpected out-of-pocket healthcare costs

– BRIAN WHORLEY, CEO

In addition to selling into an employer as a part of its benefit package,
Paytient partners with insurers and health systems to help minimize balance
sheet risks and liabilities, reduce administrative burdens, and improve patient
quality and experience. By integrating across the provider and payor spectrum,
Paytient is helping to ensure more equitable, accessible, and predictable care.
After all, when patients have the power to pay and the dignity of choice, they
make better decisions, leading to improved provider NPS scores and increased
volumes of commercially insured patients.

Today, Paytient serves over 1,000 enterprise clients in partnership with most of
the Fortune 100’s major payors, and is developing new product features in
pursuit of the company’s mission to not only ensure people have the power to pay
for healthcare, but also to help them more easily access quality care for better
prices.

By building towards a healthier future, Paytient is, undoubtedly, building
better.

‍

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Why We Invested in Paytient

News
Insights

ENSURING CARE: WHY MERCATO LED PAYTIENT’S $40M SERIES B

In 2004, the introduction of high deductible healthcare plans changed the
insurance payment landscape in the United States for patients. As the price of
healthcare increased and patients became personally liable for more of their
care costs, so too did the prevenance of medical debt increase. While Health
Savings Accounts are not solving for this liquidity crunch, Paytient is.
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