What is Whitepages?

Whitepages is the leading source for contact information in North America and is at the forefront of developing services that help people find, understand and verify personal and business identities in an ever-changing digital world. Our core products – Whitepages.com, Whitepages Current and Whitepages PRO – are committed to empowering users with control, safeguarding the accuracy and authenticity of digital identities, and advancing transparency.

What’s your traction been like thus far?

Whitepages has over 50 million unique monthly users across our web and mobile properties. We operate a top 40 consumer website and the #1 Caller ID app, Whitepages Current. In 2013, we launched a SaaS offering, Whitepages PRO, to better serve our business customers that now include Vizio, Sephora, Ann Taylor and Oakley.

What do you know now that you wish you would have known when you started Whitepages?

Over the years, I have developed better judgment skills around when to dive deeper into an issue versus when to delegate and stay out of the process.

What’s a hypothesis that you’ve had that has failed? And how did you respond?

While it’s very difficult to separate bad strategy from bad execution, I think our subsidiary, DealPop, a daily deals site, was a bad hypothesis for many reasons…we ended up effectively shutting it down and it was acquired by Tippr.

What’s your favorite startup in Seattle? (Besides your own!)

Tiny HR

What’s your favorite thing about being an entrepreneur?

I get to build things and work with people who share my values.

What’s your favorite local sports team?
The Seahawks

If your company were an animal, what would it be and why?

I was just up in the San Juan Islands, and saw some dolphins swim alongside our boat and play in the wake. Whitepages would be a dolphin because we’re similar – fast, nimble, playful, and of course, intelligent.