Ridge's biggest product line in 2025 is projected to hit $40M in revenue despite not existing 12 months prior.

“Our biggest product line this year, it'll do $40 million. It didn't exist 12 months ago.”

Incrementality test results for niche products can be misleading at scale. A channel being incremental in a small audience does not mean it is scalable once that audience is exhausted.

“The tests were showing it was incredibly incremental, right? So, we bought a bunch of them. who we leaned really hard in and then it failed and it's because yeah it was incre like it was totally incremental but then we sold it to every person on earth who wanted a pink rich wallet we could not replicate that success at all.”

Sean on how Ridge's incrementality signal for a niche pink wallet product was technically correct but practically useless once the audience was exhausted.

“The tests were showing it was incredibly incremental, right? So, we bought a bunch of them. who we leaned really hard in and then it failed and it's because yeah it was incre like it was totally incremental but then we sold it to every person on earth who wanted a pink rich wallet we could not replicate that success at all.”

Ridge turned off TikTok ad spend entirely and saw no revenue decline, contradicting a prior incrementality test that had rated the channel as incremental.

“We turned off Tik Tok ad spend completely and did not even see a penny in revenue dip.”

Sean on Ridge app push notifications as a free channel for VIP customers.

“We've actually like drastically increased our traffic and conversion to our app. So, which for everybody listening, no push notifications on apps are free. And if you get your best VIP customers to download your app, which is a better UX and they have special deals and they have special launches, and then you get to message them as much as you want because push notifications are free. That's been a huge win for us. And I'm talking like a very large portion of our revenue comes from our app now.”

Changing two words in a Ridge Amazon product title increased sales by 10 percent.

“We changed about two words in the title and sales went up 10%.”

Sean Frank on Ridge's planning philosophy: a series of opportunistic moves, not a long-term roadmap.

“I'm going to do whatever is best in the moment right now to make the most amount of money and it is just a series of hop scotches to try to figure out what the best idea is.”

Twitter/X ad platform, rebuilt under new head of product Nikita, offers 100 percent matching ad credit on spend and is delivering strong ROI for Ridge.

“They have a new head of product, Nikita, and he's like rebuilt the ad platform. And the reason why it's so good is they'll give you a bunch of matching ad credit. So like if you spend $100,000, they'll give you $100,000 in ad credit. So your money just goes twice as far.”

Connor on a co-founder's wrong prediction about Ridge revenue.

“There is no way Ridge will ever do $100 million a year.”