#SWAAYthenarrative

This Serial Entrepreneur Creates SafetyPIN After Dog Sitter Fakes Her Death

People

Imagine coming home from an epic birthday trip to find that your dog sitter had not followed your instructions. Then picture the dog sitter going to extreme lengths of faking her own death to avoid paying back your $150. For most, it seems like a one in a million chance that it would happen. Though, for Jenny Thompson the CEO and Founder of SafetyPIN Technologies, it was a reality she had to face a year ago.


Before the chaos, it was a time for celebration, as Thompson was celebrating her 50th birthday in Tahiti. Now 51, a year later, she was reminded that this vacation was after she left her job of 20 years in the dietary supplement industry, not sure what she’d do next. In her professional career, Thompson built a team of about 45 professionals, grown a business from $2 million to $70 million while she launched hundreds of health supplements and information projects. “It was incredibly exciting and incredibly scary at the same time,” she admitted. “It would have been very easy to stay there and just sail through and continue making money.” Instead, she took a leap of faith.

This is Jenny Thompson, CEO and Founder of SafetyPIN Technologies. (Photo courtesy of Jenny Thompson)

By chance, what happened upon her return to the U.S. is what drove her to enter the tech industry. “I came home [to] find [that] my dog sitter had not stayed with my dogs,” she began. “She had left them alone in my house and then she had taken them somewhere else without my permission.” Thompson hired the dog sitter off of Craigslist. “When I told her that she couldn’t work with me anymore, I had pre-paid her for the next week and [told her] she [had] to pay me back,” she continued. “Instead of paying me back $150...or just blocking me from her phone she faked her own death through a series of elaborate lies and schemes.” At that point, Thompson decided to take action and develop a behavioral profile, because it would have flagged that dog sitter. Though her dogs were not hurt, she wanted to ensure this wouldn’t happen to anyone else.

What seemed like a nightmare drove her to build SafetyPIN Technologies. SafetyPIN is a virtual trust badge that’s ideal for sharing in gig economies. “Many of us are using WAG to hire dog walkers or Care and Sittercity to find babysitters and we really don’t know enough about the people that we’re inviting into our home and around our children, around our pets, around our parents,” she explained. “So we developed this virtual trust badge.” Hiring paid services like babysitters, dog walkers, dog sitters, caretakers or electricians, for example, require time and patience.

The SafetyPIN is additional security for the hiring decisions you make. They run a proprietary behavioral review, comprehensive background check, ID verification, and financial history screening to ensure they are not someone likely to scam or defraud you. “All data is protected and encrypted,” she assured. “We don’t store your background check; we only use our scoring algorithm once it’s been run [and] we rerun people regularly.”

SafetyPIN is slowly but surely growing as a business. Thompson has always been confident in her ability to run and grow a business but shared that there are some differences from the way she used to run things. “It’s very different going from being part of a private company that’s completely self-funded to seeking funding and having to do the fundraising and starting over as a female tech CEO at 51,” she explained. “It is a lot different. I’ve always had this philosophy when people don’t have to hunt for their food; they waste a lot more of it.”

There’s a realistic approach that Thompson takes when she’s considering how her company will profit in the months ahead. With SafetyPIN she’s mindful of managing spending, paying attention to the ROI whereas most companies may not consistently be doing the same. “I’ve always approached my company like that [and] it made it very easy for this transition,” she clarified. “The easiest part is that I’m not somebody that overspends and I’m not somebody who invests in things that don’t help build the company and build the team.” Thompson is a unique Founder in tech. “I always joke [around saying] I’m a 51-year-old female founder in tech, so I’m a unicorn no matter what our evaluation ever is,” she laughed. Age is only a number, but it does play a part in how she manages SafetyPIN and the company’s success with integral parts like funding. Thompson thinks starting at the age 50 has pros and cons. “There’s an energy that comes when you’re young… You can stay up until three in the morning and when you start young you’re not taking as many steps back,” she said. “I haven’t lived without an income since I was in college and the idea of investing my own money and not having a salary right now because I don’t want to take out any money out of the company...having to take the step back has been valuable for me and a little bit of a wake up call.”

Pictured above are Jenny's dogs, Lulu and Django. (Photo courtesy of Jenny Thompson)

One of many scarifies Thompson and members of her team made was giving up a salary or benefits for the growth and success of SafetyPIN. Though, what makes her different from a younger founder is her level of experience. In her pervious job, she led and worked with hundreds of people, but she also ended professional relationships.

“I think that’s probably one of the harder things for younger founders, is not having experience firing or building a team, really knowing when it’s time to bring someone onboard [and] when it’s time to let somebody go,” she emphasized. “That’s been an incredibly valuable experience.”
“I’ve always had this philosophy when people don’t have to hunt for their food; they waste a lot more of it.”

Trying to find the right team to build a business with is harder than it looks and Thompson says she’s still learning as she moves along. “Just in the past year I’ve had two people in the COO role that both had to leave...and one was my co-founder, she related. “I’d say that we test drove each other but, we didn’t crash-test each other.” As a Founder and CEO, she has set rules and expectations for her COO, that makes the right leader. “In neither case did these people deceive me, but I think especially when you’re in a startup mode there’s a part of you that’s just grateful that somebody will come work for you especially if it’s at a discount or your not giving benefits or they’re working for no salary,” she explained. She encourages older and younger women that are looking to create their own business to set that mindset aside and realize what you’re building “is something amazing” and the team you build “get to be a part of it.”

Another failure that determined the success of SafetyPIN is not having an aggressive “go to market” strategy ready when the company was launched. Thompson had another wake-up call when she realized consumers weren’t waiting for their product. “My advice to anybody in this situation would be, be realistic when you launch,” she said. “Don’t let yourself get discouraged, but let yourself take the feedback and make the right decisions. Raise as much money as you can, raise early so you have the cash when you need it.”

SafetyPIN is designed to help individuals and families from hiring contractors or paid services to dating apps. “SafetyPIN Technologies work with the former head of White House security…head of forensic psychology, [and a] federal investigator who does background checks for Homeland Security and the Department of Justice,” she shared. “[The federal investigator] has said [SafetyPIN] has the most comprehensive background check, other than a security clearance level check.” Thompson wants everyone to know behind every SafetyPIN are their stamps of approval.

Like a unicorn, Thompson is rare. She not only proved she could be a founder at 50 but also be able to work in a different field like tech and developed a successful virtual trust badge. In a generation where we use the Internet for everything – keep SafetyPIN in mind to make safe decisions on and offline.

3 Min Read
Health

7 Must-have Tips to Keep You Healthy and Fit for the Unpredictable COVID Future

With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.

When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.

Tip 1: Communicate with your current wellness providers and set a plan

Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.

Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.

The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.

Tip 2: Stay active for both mental and physical health benefits

The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.

With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.

Tip 3: Start slow and strong

If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.

Be aware of your sitting time and balance it with activity.

Tip 4: If your gym is open, prepare to sanitize

In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.

When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.

Tip 5: Have a good routine that extends outside of just your fitness

From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.

Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.

Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.

A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.

Tip 6: Focus on food and nutrition

In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.

If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.

Tip 7: Don't forget about your mental health

While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.

For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.

While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.