“These big companies [and governments] are getting away with a lot,” Browder tells me. He hit a breaking point when frustrated with the process of appealing parking tickets. He built DoNotPay to cut through hassles designed to separate us from our money. In April it raised a $3.5 million seed round led by Felicis to develop an Android version after picking up early funding from Andreessen Horowitz. Surprisingly, the startup has never been sued.
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This brings up the ever-present question of appropriate branding for your business. At a funeral home, Green says, you don't want an upbeat pop song, for obvious reasons. Mark Malekpour, who works at Beatsuite, a music library which sells a variety of songs specifically for hold systems, says that companies too often want popular music. "For an insurance company, you don't want something from Queen or U2," he said. "When you're choosing music for an insurance company, it shouldn't feel happy or feel good or lighthearted, because insurance is something you have to have, and you want to think, 'These guys get what insurance is all about.' " (Beatsuite's bestselling hold song is called "Inspiring Innovation," which is tagged as: "Success, achievement, and trustworthy.")