The company offers four main rewards features today, it says. The platform also supports projects in rewarding both early adopters and loyal holders, Russo said. Its analytics tool automatically detects social engagement for a particular project and can distribute rewards to users in real-time, the company says. While the startup is mainly targeting web3 native companies and projects today, it eventually hopes to attract traditional businesses as well that want to attract customers through blockchain-based rewards, Russo said. First, though, the company wants to “rinse, repeat and get as much data as [it] can to find [customer] stickiness,” according to Russo. The company has received a lot of inbound interest, but right now, it’s chosen to be selective about which customers it brings on board, Russo said. There’s so much demand from the web2 side, but we really need [those companies] to find their way, find their path, and then we can circle back and do the rewards,” she added. Glow Labs, which launched in November 2021, is the brainchild of co-founders Annie Reardon and Renee Russo, two engineers in their twenties who first met at JPMorgan, where they worked together on the developer team for the Chase site and mobile app. Glow Labs is certainly not the only startup trying to build a product that leverages the power of web3 to build community and brand engagement.