• Homeowners are increasingly being dropped by their private home insurers.
• Regions with the highest nonrenewal rates are most prone to wildfires, hurricanes, and other disasters.
• A new Senate report warns of economic risks as climate change destabilizes insurance markets.

Homeowners across the country are increasingly facing a stark new reality: they're losing their home insurance.

The share of home insurance policies from large insurers that weren't renewed increased last year in 46 states, a report released Wednesday by the Senate Budget Committee found. The increasing frequency and intensity of disasters like wildfires, hurricanes, and flooding and the rising cost of rebuilding have pushed many insurers to drop customers or hike premiums. This has left thousands of homeowners scrambling to find new insurance policies or joining the growing ranks of those going without insurance.

More than 200 counties saw their non-renewal rates spike threefold between 2018 and 2023. Counties in Northern California and South Florida saw among the highest rates of nonrenewals. Coastal counties in Massachusetts, Mississippi, and North Carolina also saw dropped policies soar. Manhattan ranks 20th, with rates of dropped policies rising from 1.25% in 2018 to 4.11% in 2023.

The national scale of home insurance nonrenewals was previously unknown because insurance companies are regulated at the state level. The National Association of Insurance Commissioners said not all states collect granular data about the availability and affordability of coverage in some areas. The association in March announced an effort with state insurance regulators to try to fill the gap.

Senate Budget Committee Chairman Sheldon Whitehouse launched his own investigation into the homeowners' insurance market last year. He received nonrenewal data from 23 companies accounting for about two-thirds of the market. In testimony on Wednesday, Whitehouse said he demanded nonrenewal data because experts suggested policies being dropped were an early warning sign of market destabilization. He also said they correlated with higher premiums.

The American Property Casualty Insurance Association, a lobbying group representing insurance companies, said nonrenewal data doesn't provide "relevant information" on climate risks. Many factors, including a state's litigation and regulatory environment, factor into nonrenewal decisions, the association said.

The association added that more costly weather disasters, combined with inflation and overbuilding in climate-risk regions, are making insurance less affordable for many Americans.

Home insurance premiums are rising in many regions across the country. The National Bureau of Economic Research recently reported that average home insurance premiums spiked by 13%, adjusted for inflation, between 2020 and 2023.

Most mortgage lenders require homeowners to purchase insurance, and some require additional insurance for specific disasters, including flooding. Insurers refusing to offer coverage can hurt home values because homes that can't be insured in the private market are less desirable to potential buyers.

The Senate Budget report warned that the insurance crisis will get worse as the climate crisis fuels more frequent and destructive disasters, including hurricanes, wildfires, and flooding. A destabilized insurance market could "trigger cascading economy-wide financial upheaval," the report said.

"The failure to deal with climate change isn't just driving up the cost of homeowners' insurance, it's making it harder for families to even find homeowners' insurance, and that makes it harder to get a mortgage," Whitehouse said in a statement to Business Insider. "When the pool of buyers is limited to only those who can pay cash, it cuts off pathways to homeownership—particularly for first-time homebuyers—and risks cascading into a crash in property values that trashes the entire economy."

Have you been dropped by your home insurance company or are you facing a steep premium increase? Email these reporters to share your story: [email protected] and [email protected].

• You've heard of generative AI, but agentic AI might sound a little less familiar.
• Major industry players are working on AI agents for what some say marks the third wave of AI.
• But what exactly is agentic AI? Here's a quick rundown of the tech everyone's talking about.

Generative AI has been the talk of tech for a while now, but tune into your favorite business podcast and you'll probably hear a different phrase tossed around: "agentic" AI.

So what's the difference?

The two are closely related. You couldn't have agentic AI without generative AI. Definitions vary, but in general, agentic AI refers to AI technology that's capable of performing agent-like behavior that can autonomously accomplish complex tasks on your behalf.

Companies working on AI agents say they are intended to one day be digital coworkers or assistants to human workers in fields spanning from healthcare and supply chain management to cybersecurity and customer service.

Here's how some Big Tech companies explain the concept:

• Nvidia's definition says agentic AI "uses sophisticated reasoning and iterative planning to autonomously solve complex, multi-step problems."
• IBM says agentic AI is a system or program with "agency" that can "make decisions, take actions, solve complex problems and interact with external environments beyond the data upon which the system's machine learning (ML) models were trained."
• Microsoft says AI agents "range from simple chatbots, to copilots, to advanced AI assistants in the form of digital or robotic systems that can run complex workflows autonomously."

Some leaders in the field say agents are ushering in a new frontier in AI.

"In just a few years, we've already witnessed three generations of A.I.," Salesforce CEO Marc Benioff told The New York Times earlier this month. "First came predictive models that analyze data. Next came generative A.I., driven by deep-learning models like ChatGPT. Now, we are experiencing a third wave — one defined by intelligent agents that can autonomously handle complex tasks."

Salesforce, which launched its Agentforce suite earlier this year, has said it plans to have more than 1 billion AI agents in use for companies by the end of next year.

Google CEO Sundar Pichai recently said the company has been "investing in developing more agentic models" over the last year. (He defined agentic AI as being able to "understand more about the world around you, think multiple steps ahead, and take action on your behalf, with your supervision.") The company made agentic AI a major focus of its Gemini 2.0 launch this month.

OpenAI plans to launch an AI agent code-named "Operator" in January that would be able to use a computer on a person's behalf to do things like write code or book flights, Bloomberg reported last month, citing two people familiar with the matter.

The company previewed its latest AI model, o3, on Friday as the final announcement of its 12 days of "Shipmas" campaign.

• Prospinity allows college students to share in their success through income-share agreements.
• Just a year old, the startup already has hundreds of Ivy League students using its product.
• Prospinity raised $2 million to expand to new universities in a deal led by Slow Ventures.

When they were freshmen at Yale, Aarya Agarwal and his roommate, Samvel Antonyan, struck a handshake deal.

If either of them ever started a company that went supernova, they would sign away 10% of their income to the other.

"We shook hands, and at the moment, it was a bit of a joke," Agarwal said. "But we realized the deal actually made a lot of economic sense. It was a way to multiply by two times our chances of doing something super improbable."

Now, their startup, Prospinity, allows college students to enter into similar contracts. Through its platform, smart young people can join "success pools" of other smart young people who put a few percentage points of their annual income into a shared pot. Each year, the pot gets distributed evenly among the group. The idea is that if one of them becomes the next Mark Zuckerberg or Bill Gates, they will all succeed.

Just a year old, Prospinity is already used by students at Yale, MIT, Princeton, and Harvard, with job offers at firms like Blackstone, Bridgewater, and Amazon. Now, Prospinity has raised $2 million in a round led by Slow Ventures managing director Kevin Colleran to reach more students beyond the Ivy League.

Prospinity and Slow Ventures declined to comment on the valuation. Patrick Chung, a managing partner at Xfund and an investor in Sam Altman's first company, Loopt, also joined the round.

Slow Ventures has explored income sharing as an investment strategy before. It set aside $20 million from recent funds to buy equity in influencers, taking a percentage of their future profits for a set amount of time in exchange for upfront capital. Regulatory filings show Slow is now raising $275 million across two new funds, which Fortune first reported.

How Prospinity works

When Prospinity rolls out to a new university, it researches the student body and selects a handful of high achievers to create or join a success pool. They can hop onto Prospinity, check out the profiles of existing members, and filter by university or industry. Prospinity is now recruiting students from the University of California, Berkeley, to join the platform.

Prospinity says the contracts are legally binding and can ensure everyone pays their fair share over the agreement's term, typically 10 years. Pool members can also set a minimum income; if someone's earnings fall below the threshold, they're excluded from that year's distribution. Prospinity takes a 5% distribution cut in exchange for providing the technical and legal infrastructure to execute the contract.

While the company's hundreds of members are mostly still in school, they can start collecting distributions as other pool members contribute.

Agarwal, who studied computer science and economics at Yale before he dropped out to focus on Prospinity, said the company's premise is loosely based on the power law, a principle in venture capital that describes how a small number of investments often create the majority of returns, while the rest either break even or fail.

"As markets get more efficient, you're going to see more and more of these distributions where a few people make it big, and then everyone else tends to be left behind," Agarwal said. "I think success pools are going to be a very important way to hedge against that sort of uncertainty."

The company's founders, Agarwal and Antonyan along with Andrea Zanon and Andrea De Berardinis, belong to a larger success pool that agreed to share 2% of their income over a 10-year horizon.

Prospinity rolls out to more students

Hassaan Qadir, a Yale senior who took a semester off to start a company developing software for biology researchers, joined a Prospinity pool. He later folded the startup and accepted an internship at AppLovin, a Palo Alto company that provides marketing services to mobile app developers. Qadir plans to start another tech company someday and said being part of an income-sharing agreement with other founders gives him more chances of hitting the entrepreneurial jackpot.

Law school students, finance associates, and aspiring entrepreneurs compose his success pool of about 30 members.

"Theoretically, someone that you know is going to become really successful," Qadir said. "It's not totally up to who works the hardest."

Aron Ravin, another member of that same Prospinity pool, hopes to capture some potential upsides of being an entrepreneur as he climbs the corporate ladder. He joined that Prospinity pod during his senior year at Yale and now works as an associate at a prominent hedge fund. Ravin stands to make good money in finance, although he said he may not hit the jackpot as someone starting the next Uber or Palantir might.

Ravin declined to share how much of his income he's contributing to the pool but said it's between 1% and 5%. At a Prospinity mixer in New Haven, Connecticut, he mingled with some international students working on a sustainability venture, which got him thinking.

"It's a little promiscuous of me," Ravin said, "but maybe I'll join another pool in the future. Share the love."

• After a slower-than-anticipated year for healthcare funding, investors expect sunnier skies in 2025.
• 13 VCs from firms like ICONIQ Growth and AlleyCorp share their predictions for digital healthcare next year.
• They expect more M&A, funding for AI agents and clinical decision support, and Medicare shake-ups.

The healthtech sector will see more private-equity-backed M&A and a fierce battle between AI-scribing startups next year, according to thirteen investors in the healthcare VC market.

At the beginning of the year, healthcare venture capital appeared poised for a rebound. Investors hoping to do deals again after a two-year funding drought watched as healthcare startups flooded back to the market to grab more cash.

Those VCs raced to break out their checkbooks for hot new AI startups in the first quarter, from scribing startups like Abridge to automated prior authorization players like Cohere Health.

A confluence of macroeconomic factors — from still-high interest rates to fundraising struggles for venture firms to the uncertainty of a looming presidential election — dampened the anticipated resurgence. 2024's funding appears to be, at best, on pace with 2023 levels, with $8.2 billion raised by US digital health startups in the first three quarters of this year compared to $8.6 billion through Q3 2023, per Rock Health.

Now, with interest rates expected to drop and a new administration on the way, VCs are anticipating sunnier skies in 2025.

A pickup in healthcare M&A and IPOs

After a slow year for healthcare M&A, investors want to see more deals in 2025.

With interest rates expected to come down — and investors facing pressure to deploy capital — private equity buyers should be more active in 2025, said .406 Ventures managing director Liam Donohue.

And Flare Capital Partners' Parth Desai said he's already seeing private-equity-backed healthcare companies looking to buy smaller startups. Their goal, as he understands it, is to make tuck-in acquisitions in 2025 that improve their growth stories as they look ahead to potential IPOs in 2026.

"Maybe they're not phenomenal outcomes, but at the end of the day, they'll create some liquidity," Desai said of those acquisitions. "I expect that to be one of the first exit windows starting to manifest in 2025."

Investors were hopeful but unsure that the IPO window would meaningfully reopen for digital health startups in 2025, despite startups like Hinge Health and Omada Health signaling their intentions to test the public markets.

Venrock partner Bryan Roberts said he expects the healthcare IPO market to remain relatively quiet. LRV Health managing partner Keith Figlioli suggested we won't see IPO activity kick off until the second half of the year after other exit windows open.

VCs said they're mostly looking for smaller deals next year, from mergers of equals to asset sales. Figlioli and Foreground Capital partner Alice Zheng said we'll see even more consolidation and shutdowns in digital health next year as startups run out of cash.

"Investors will have to make tough decisions on their portfolio companies," Zheng said. "We want to support all of them, but we can't indefinitely."

Healthcare AI competition will get fierce

Healthcare startups using AI for administrative tasks were easily the hottest area of healthcare AI investment in 2024. Investors think the crop of well-funded competitors will face increasing pressures next year to expand their product lines.

ICONIQ Growth principal Sruthi Ramaswami said she expects the group of AI scribing startups that landed big funding rounds this year, from Abridge to Ambience Healthcare to Suki, to scale significantly next year using the fresh cash as hospitals scramble for solutions to the healthcare staffing shortage.

As these startups scale, however, they'll face pressure to expand beyond ambient scribing into other product lines, like using AI for medical coding and billing, said Kindred Ventures managing partner Kanyi Maqubela. Scribing technology could become a commodity sooner than later, with many providers trying free off-the-shelf scribing software rather than contracting with startups, Maqubela said.

"It'll be a race to who can start to build other services and build more of an ecosystem for their provider customers," he said.

Some AI startups, like Abridge, have already been vocal about their plans to expand into areas like coding or clinical decision support. The best-funded AI scribing startups may be able to acquire smaller startups to add those capabilities, but other scribing companies will be more likely to get bought out, Maqubela said.

Flare Capital Partners' Desai suggested that healthcare companies already focused on RCM will try to pick up scribing solutions as the tech becomes a must-have for hospitals. He pointed to Commure's $139 million take-private acquisition of Augmedix in July.

Ramaswami said that demonstrating a high return on investment would be critical for these startups as hospitals pick their favorites among various AI pilots.

Health insurance in flux in Trump's second term

While many VCs quietly celebrated the potential for more M&A and IPOs in 2025 following Trump's election in November, the incoming administration could bring some big shake-ups for healthcare markets.

Trump could move to boost private health insurers, including Medicare Advantage plans, in his second term, Venrock's Roberts said. That could be a boon for young insurers like Devoted Health and Alignment Healthcare fighting for Medicare Advantage market share, as well as startups contracting with insurers to improve healthcare payment processes.

He suggested the new administration may even roll back changes made in the Center for Medicare and Medicaid Services' latest reimbursement model for Medicare, which went into effect this year and resulted in lower payments for many Medicare Advantage plans in the agency's attempt to improve payment accuracy.

Brenton Fargnoli, a general partner at AlleyCorp, said he expects to see health insurers respond to these risk adjustment changes and move to control higher-than-expected medical costs over the past year by launching a bevy of new value-based care partnerships in 2025 for specialties, including oncology, cardiology, and musculoskeletal care.

Some healthcare experts are also concerned that the federal government could cut funding for Medicaid plans. These changes could force states to scramble for new strategies and potentially new partnerships to control healthcare costs for their Medicaid populations.

"If there is a significant shift in direction at the federal level, I think you're going to see certain states do much more than they have in the past to try to continue to address health disparities," said Jason Robart, cofounder and managing partner of Seae Ventures. "As it happens, that creates opportunities for private companies to leverage their innovative solutions to address the need."

Similarly, Muse Capital founding partner Rachel Springate said that while investors in reproductive health startups will be closely watching state-level regulatory changes that could impact their portfolio companies, those startups could see surges in consumer demand as founders step up to fill gaps in reproductive care access.

Some of the Trump administration's proposed moves could stunt progress for health and biotech startups by stalling regulatory oversight. Robert F. Kennedy Jr., Trump's pick to lead Health and Human Services, has said he wants to overhaul federal health agencies, including the Food and Drug Administration and the National Institutes of Health. Marissa Moore, a principal at OMERS Ventures, said the promised audits and restructuring efforts could lead to major delays in critical NIH research and FDA approvals of new drugs and medical devices.

What's hot in AI beyond scribes

In 2025, AI will be an expectation in healthcare startup pitches, not an exception, said Erica Murdoch, managing director at Unseen Capital. Startups have pivoted to position AI as a tool for improved efficiency rather than as their focal point — and any digital health startups not using AI, in turn, will need a good reason for it.

With that understanding, investors expect to see plenty more funding for healthcare AI in 2025. While many tools made headlines this year for their ability to automate certain parts of healthcare administration, .406 Ventures' Donohue and OMERS Ventures' Moore said they expect to see an explosion of AI agents in healthcare that can manage these processes autonomously.

Investors remain largely bullish about healthcare AI for administrative tasks over other use cases, but some think startups using the tech for aspects of patient diagnosis and treatment will pick up steam next year.

"We will begin to see a few true clinical decision support use cases come to light, and more pilots will begin to test the augmentation of clinicians and the support they truly need to deliver high quality, safe care," said LRV Health's Figlioli. He hinted the market will see some related funding announcements in early 2025.

Moore said she's also expecting to see more investments for AI-driven mental health services beyond traditional cognitive behavioral therapy models — "for example, just today I got pitched 'the world's first AI hypnotherapist."

Dan Mendelson, the CEO of JPMorgan's healthcare fund Morgan Health, said he's watching care navigation startups from Included Health to Transcarent to Morgan Health's portfolio company Personify that are now working to improve the employee experience with AI. The goal, he says, is for an employee to query the startup's wraparound solution and be directed to the right benefit via its AI, a capability he says he hasn't yet seen deployed at scale.

"These companies are racing to deploy their data and train their models, and we'd love to see a viable product in this area," he said.

• Latimer AI plans to launch a bias detection tool as a Chrome browser extension in January.
• The tool scores text from one to 10, with 10 being extremely biased.
• Latimer AI hopes the product will attract new users.

Bias is in the eye of the beholder, yet it's increasingly being evaluated by AI. Latimer AI, a startup that's building AI tools on a repository of Black datasets, plans to launch a bias detection tool as a Chrome browser extension in January.

The company anticipates the product could be used by people who run official social media accounts, or anyone who wants to be mindful of their tone online, Latimer CEO John Pasmore told Business Insider.

"When we test Latimer against other applications, we take a query and score the response. So we'll score our response, we'll score ChatGPT or Claude's response, against the same query and see who scores better from a bias perspective," Pasmore said. "It's using our internal algorithm to not just score text, but then correct it."

The tool assigns a score from one through 10 to text, with 10 being extremely biased.

Patterns of where bias is found online, are already emerging from beta testing of the product.

For instance, text from an April post by Elon Musk, in which he apologized for calling Dustin Moskowitz a derogatory name, was compared to an August post from Bluesky CEO Jay Graber.

Musks' post scored 6.8 out of 10, or "High Bias," while Graber's scored 3.6 out of 10, or "Low Bias".

Latimer's technology proposed a "fix" to the text in Musk's post by changing it to the following: "I apologize to Dustin Moskowitz for my previous inappropriate comment. It was wrong. What I intended to express is that I find his attitude to be overly self-important. I hope we can move past this and potentially become friends in the future."

While what is deemed biased is subjective, Latimer isn't alone in trying to tackle this challenge through technology. The LA Times plans to display a "bias meter" in 2025, for instance.

Latimer hopes its bias tool will draw in more users.

"This will help us identify a different set of users who might not use a large language model, but might use a browser extension," Pasmore said.

The bias detector will launch at $1 a month, and a pro version will let users access multiple bias detection algorithms.

• Jane Fraser is on a mission to bring Citigroup back to its former glory.
• Her strategy spans layoffs, hiring new leaders, and a multibillion-dollar firmwide initiative.
• Fraser still has a long way to go on several fronts.

When Jane Fraser took over Citi in March 2021, she inherited a bank saddled with regulatory problems and outdated technology that lagged behind its other household-name peers.

This year's market headwinds have been kind to Citi's stock price, which is up 33% year to date, but Fraser's overhaul has a long way to go. Banker R. Christopher Whalen wrote this week of the numerous drags on Citi's performance, including high-interest expenses, large funding costs, and undersized non-interest income.

"It is a big positive that the market following for Citi has improved, yet the financial performance remains a struggle," wrote Whalen. "Citi management clearly want to grow into new areas, but our basic question is where can Fraser realistically take the bank?"

It's not for lack of trying. Fraser has brought in several new executives to right the ship, including JPMorgan's Vis Raghavan, PwC's Tim Ryan, and Merrill Wealth Management's Andy Sieg. In September 2023, Sieg joined Citi to fix its ailing wealth business. Should he succeed – and should Fraser falter – he has a chance of becoming Citi's next CEO. Sieg has made many changes to the leadership ranks with four of his original 14 direct reports departing and a total of at least 33 senior executives leaving within his first year.

Citi has added to its leadership ranks, promoting 344 managing directors in early December, its largest class under Fraser. However, these promotions come at a tense time for employees. The bank has kicked off its grueling annual review process that rates employees from best to worst. These rankings influence who gets promoted and who loses their bonus— or worse. There is greater stress over the process than usual as the bank has laid off 7,000 employees this year and plans to cut 20,000 jobs by 2026.

Perhaps Fraser's biggest challenge is satisfying regulators who have rebuked the bank. In July, two regulators fined Citi $135.6 million for failing to make enough progress in fixing its data-management issues. The bank had agreed in 2020 to work on this problem and others, including poor risk controls, after paying $400 million in fines to the Federal Reserve and the Office of the Comptroller of the Currency. The OCC said in July that the bank had made "meaningful progress overall" but that the agency wanted to ensure Citi allocated enough resources to address the "persistent weaknesses" regarding data.

These new fines are despite Citi dedicating billions of dollars to a firmwide initiative to overhaul the bank's technology. To run this "Transformation" project, Fraser picked Citi consumer-bank veteran Anand Selva, naming him as COO in March 2023. Eight current and former employees told Business Insider that they were surprised by his appointment given that he had never held a leadership role in technology or compliance.

Since the July fines, Fraser has tapped Ryan, the bank's new tech head, to lead the data effort alongside Selva. Still, she has been dogged by questions regarding the Transformation's progress or lack thereof.

That said, Citi might get some breathing room under Donald Trump's second presidential term. Trump has signaled he would cut down on oversight. In a speech at the Economic Club of New York in September, he pledged that if reelected, he would eliminate 10 rules for each new rule.

In a research note, Mike Mayo, a Wells Fargo analyst, called Trump's win a "regulatory game changer." He told BI that Citi was still in "regulatory purgatory" but that the bank would likely face less scrutiny for its data-quality issues.

If so, it would go a long way toward Fraser's legacy.

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• Small businesses on TikTok are telling their customers about their worst business struggles.
• "My small business is failing" and other messages have become common hooks.
• It's a good way to build authenticity, marketing experts say — as long as it's done smartly.

In the last couple of years, small businesses have littered TikTok with confessionals.

"My small business is failing," is how they often begin.

"If you've been following me for the last couple of months, you may think that it's not," craftsperson Laura Craine said in a post last year. "But in reality, I haven't received an order in weeks."

Another TikToker said: "On the outside, it might look like everything is going well and I'm making lots of orders, but I'm just not."

Ranging from straight-up claims of failure through to warts-and-all insight into the toughest days, each post aims to grab a precious few seconds of your attention, and maybe a portion of your cash.

They resonate well with users "who want to see more than the polished, curated success stories that once dominated social media and Instagram," Inigo Rivero, cofounder of UK-based TikTok marketing agency House of Marketers, told BI.

It also comes "as more small business owners are embracing radical transparency" on TikTok, Rivero added.

And in many cases, it seems to be working.

I remember thinking: 'I can't do this.'

Emma Molloy has long known the power of lifting the veil on her vegan-friendly doughnut business through TikTok, and being transparent about the ups and downs of making her four-year-old business work.

But the hardest moment for her company, Cat Burglar Dough Co., came in August. She had just given birth and was exhausted. Sales had been poor, and she had just learned that her maternity cover had fallen through.

"I was in a real corner and I remember just sitting there thinking, 'I can't do this,'" Molloy, 30, told BI.

She posted about her worries on TikTok, saying: "This month I've come closer than I ever have before to quitting," but added that she was determined to carry on.

A couple of days later, she was sitting on the floor with her baby when her phone suddenly started buzzing nonstop.

Notifications were flooding in. "Order, order, order, order," she said.

Over on Facebook, an influencer named Lisa Dollan — more familiar to her hundreds of thousands of fans as Yorkshire Peach — had just posted a glowing review.

"We had about £3,000 [about $3,800] worth of orders in a week," Molloy said, adding that the business turned a corner after that.

Business Insider wasn't able to independently confirm the amount.

Dollan didn't respond to BI's request for comment. It's unclear whether Molloy's emotional post prompted her reaction.

But some business owners told BI that posting some variant of "my small business is failing" has brought them unusual engagement, new customers, as well as encouragement at a time when they sorely needed it.

The pull of schadenfreude

Creative duo Caitlin Derer and Joseph Lattimer hopped on the trend in August, with a video that has been watched more than 1 million times.

"For us that's huge," they said.

They used the format as a vehicle to talk about how hard they were working and what they needed to turn the business into a success.

Their business, Collectable Cities, makes art toys for the high-end souvenir market, but the pair had reached the "soul-destroying" part of the business where practical issues turned the spark into a slog, Derer said.

"Then you see someone else make a video, where you can feel their pain through the screen and it's like, 'I should be also sharing some of this,'" she said.

The response to their video spanned thousands of comments, giving them exposure to new customers, as well as a wealth of feedback and suggestions.

Alice Bull, founder of Gratified, a TikTok-focused strategy and content agency, says she finds these kinds of posts compelling and has even ordered from businesses after seeing them. She characterizes it as a "storytelling hook," one of five tried-and-tested approaches that she says tend to produce results on the platform.

Bull regularly encourages her clients to not just showcase their products, but to pull back the curtain on their own stories.

"Telling stories, especially on TikTok right now, is one of the most powerful things you can do, particularly with a small business," she told BI.

"Anything you can do to connect with the audience that will potentially become your customers is absolutely vital," she added. "And one of the quickest ways you can do that is by being slightly dramatic."

She said that research shows that emotionally positive content gets the best engagement, but negative content has its own pull.

Indeed, one 2023 study that tracked the eye movement of TikTok and Twitter users suggested that viewers spend more time on negative rather than positive content.

It works because people immediately want to know what happened, Bull said. "You want to either experience that emotion with that person or understand what they went through" in order to save yourself from the same fate, she said.

It can also be a smart way of adding context to unpopular decisions like price hikes, Bull said.

Staying authentic

Done right, the hook can tap into the authenticism that has underpinned other TikTok trends in recent years, like deinfluencing and the "social media isn't real" hook.

But there's an obvious business risk to telling the world you're failing.

People who adopt this strategy need to weigh up the risk of harm to their long-term reputation with the benefits of appealing to people through honesty, Bull said.

There's also a potential ethical problem that comes with virality — if declaring your troubles is such an effective cash lever, there'll always be the temptation for successful businesses to exaggerate or even lie about their struggles.

Indeed, so many iterations have proliferated on the platform that it's been boiled down to something like a script, with audio from particularly successful versions borrowed by others, who simply paste it over their own visuals.

Rivero said that quality also matters.

"I'm not just going to buy a product just because I like the story," he said. "It needs to come hand-in-hand with a good quality product."

He added that a dropshipper who makes the same complaint as a one-person craft business is unlikely to get much sympathy.

Building trust

Laura Craine said that the massive response to her "small business is failing" post was part of what rallied her to carry on with her craft business when she was almost ready to close shop.

"At the time, my videos weren't doing great," she said. But this one took off, bringing her hundreds of new followers and a wealth of supportive feedback.

Craine's business, With Love And Dreams, preserves personal items like wedding blooms or human remains in resin to create memorial keepsakes.

The fact that she handles sensitive and irreplaceable items means her business depends on maintaining a deep wellspring of trust. Being completely authentic with her audience just made sense.

"I want people to see that I'm a real person," she said.

I’m a longtime lover of pen and paper, so E Ink tablets have been intriguing to me ever since they started becoming more widely available. After having hundreds of half-filled notebooks over the years, I, at some point, turned to digital tools instead because it was just easier to store everything on my phone or laptop so I always had my most important information at my fingertips.

E-Ink tablets seem to provide the best of both worlds: the tactile satisfaction of regular notebooks with many of the conveniences found in digital tools, plus easy-on-the-eyes E-Ink screens. These devices have come a long way in recent years — now you can find them in multiple sizes, some have color E Ink screens and others double as full-blow ereaders with access to ebook stores and your local library’s offerings. I’ve tested out close to a dozen E Ink tablets over the past year or two to see how well they work, how convenient they really are and which are the best tablets using E Ink screens available today.

Are E Ink tablets worth it?

An E Ink tablet will be a worthwhile purchase to a very select group of people. If you prefer the look and feel of an e paper display to LCD panels found on traditional tablets, it makes a lot of sense. They’re also good options for those who want a more paper-like writing experience (although you can get that kind of functionality on a regular tablet with the right screen protector) or a more distraction-free device overall.

The final note is key here. Most E Ink tablets don’t run on the same operating systems as regular tablets, so you’re automatically going to be limited in what you can do. And even with those that do allow you to download traditional apps like Chrome, Instagram and Facebook, E Ink tablets are not designed to give you the best casual-browsing experience. This is mostly due to the nature of E Ink displays, which have noticeable refreshes, a lack of color and lower quality than the panels you’ll find on even the cheapest iPad.

Arguably the biggest reason why you wouldn’t want to go with an iPad (all models of which support stylus input, a plethora of reading apps, etc) is because it’s much easier to get distracted by email, social media and other Internet-related temptations. An e-reader is also worth considering if this is the case for you, but just know that most standard e-readers do not accept stylus input. If you like to make notes in the margins of books, underline and mark up PDFs and the like, an e-reader won’t cut it.

What to look for in an E Ink tablet

Latency

I discovered four main things that can really make or break your experience with an E Ink tablet during my testing; first is the writing experience. How good it is will depend a lot on the display’s refresh rate (does it refresh after every time you put pen to “paper,” so to speak?) and the stylus’ latency. Most had little to no latency, but there were some that were worse than others. Finally, you should double check before buying that your preferred E Ink tablet comes with a stylus.

Reading

The second thing to consider is the reading experience. How much will you be reading books, documents and other things on this tablet? While you can find E Ink tablets in all different sizes, most of them tend to be larger than your standard e-reader because it makes writing much easier. Having a larger display isn’t a bad thing, but it might make holding it for long periods slightly more uncomfortable. (Most e-readers are roughly the size of a paperback book, giving you a similar feeling to analog reading).

The supported file types will also make a big difference. It’s hard to make a blanket statement here because this varies so much among E Ink tablets. The TL;DR is that you’ll have a much better reading experience if you go with one made by a company that already has a history in e-book sales (i.e. Amazon or Kobo). All of the titles you bought via the Kindle or Kobo store should automatically be available to you on your Kindle or Kobo E Ink tablet. And with Kindle titles, specifically, since they are protected by DRM, it’s not necessarily the best idea to try to bring those titles over to a third-party device. Unless the tablet supports reading apps like Amazon’s Kindle or the Kobo app, you’ll be limited to supported file types, like ePUB, PDF, MOBI, JPEG, PNG and others.

Search functionality

Third, most E Ink tablets have some search features, but they can vary widely between models. You’ll want to consider how important it is to you to be able to search through all your handwritten notes and markups. I noticed that Amazon’s and Kobo’s E Ink tablets made it easy to refer back to notes made in books and files because they automatically save on which pages you took notes, made highlights and more. Searching is less standardized on E Ink tablets that have different supported file types, but their features can be quite powerful in their own right. For example, a few devices I tested supported text search in handwritten notes along with handwriting recognition, the latter of which allows you to translate your scribbles into typed text.

Sharing and connectivity

The final factor to consider is sharing and connectivity. Yes, we established that E Ink tablets can be great distraction-free devices, but most manufacturers understand that your notes and doodles aren’t created in a vacuum. You’ll likely want to access them elsewhere, and that requires some form of connectivity. All of the E Ink tablets I tried were Wi-Fi devices, and some supported cloud syncing, companion mobile apps and the ability to export notes via email so you can access them elsewhere. None of them, however, integrate directly with a digital note taking system like Evernote or OneNote, so these devices will always be somewhat supplementary if you use apps like that, too. Ultimately, you should think about what you will want to do with the documents you’ll interact with on your E Ink tablet after the tablet portion is done.

Other E Ink tablets we've tested

Lenovo Smart Paper

Lenovo made a solid E Ink tablet in the Smart Paper, but it's too pricey and too married to the company's companion cloud service to warrant a spot on our top picks list. The hardware is great, but the software isn't as flexible as those of competitors like the reMarkable 2. It has good Google Drive integration, but you must pair it with Lenovo's cloud service to really get the most use out of it — and in the UK, the service costs £9 per month for three months, which is quite expensive.

Onyx Boox Tab Ultra

The Boox Tab Ultra has a lot of the same features we like in the Note Air 2 Plus, but it’s designed to be a true, all-purpose tablet with an E Ink screen. Running Android 11 and compatible with a magnetic keyboard case, you can use it like a standard 2-in-1 laptop, albeit a low-powered one. You can browse the web, check email and even watch YouTube videos on this thing — but that doesn’t mean you should. A standard 2-in-1 laptop with a more responsive screen and better overall performance would be a better fit for most people who even have the slightest desire to have an all-in-one device. Like the rest of Onyx’s devices, the Tab Ultra is specifically for those who put reading and eye comfort above all else.

TCL NXTPAPER 14 Pro

We got to spend some time with TCL’s latest E Ink-like tablet at CES, the NXTPAPER 14 Pro. Using the company’s NXTPAPER 3.0 technology, the device isn’t precisely an E Ink tablet but one that attempts to strike a balance between the displays of ereaders and standard slabs. It focuses on eye comfort by filtering out up to 61 percent of blue light, using a Circularly Polarized Light (CPL) screen and the like.

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