The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 15 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 0 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
LLMs won't be a 10X ad platform for discovery-driven DTC brands
“Probably I wouldn't say a 10 X ad platform. I think the important distinction is like there are certain brands and industries that benefit from like these high intent channels, right? You are looking for a mattress or you are looking for insurance. They're the…”
Frank: Klarna or Affirm paid Ridge $50,000 for checkout integration
“All of those providers would pay you money to actually add it to the website. So I think it was either Klarna or a firm gave us 50,000 dollars to have it as an option on that.”
Coogan: Sponsoring a Curated Roster of Influencers Defines Your Brand
“If you're thinking about building your brand, just put together a mood board of popular influencers, and then just go and sponsor them, and then that will be your brand.”
Sean Frank: Ridge has spent over $250M on Meta advertising
“I think I'm at, you know, over a quarter billion dollars in meta spend.”
Hays: Ridge generates more revenue and EBITDA than most Series C startups
“They do significantly more revenue than most Series C startups. That's true. And infinite more EBITDA, so.”
Hays: Ridge Spent Around $250M on Meta Ads Before Collaborating with MKBHD
“Ridge basically had spent probably two hundred and fifty million dollars on meta ads before they ever did a collaboration with like MK. MKBHD.”
Ridge uses Icon AI video editor to stitch footage for targeted concepts
“Icon's been cool in that because it is basically an AI video editor. We can say, Hey, we want a concept to appeal to 40 year old men in flyover states, and it will put together A concept and kind of piece together and stitch together the content to do that.”
Putting sweepstakes vehicles in YouTube creator videos boosts performance 3x
“Hey, if we can get the car in a YouTube creators video, things just perform like three times as well, which is like no real surprise.”
Ridge is pivoting from broad creator sponsorships to deeper long-term integrations
“We've sponsored thousands of creators and billions of views, and now our goal is to just do deeper integrations with creators over longer periods of time.”
Ridge completes creative concepting 5x to 10x faster using Claude
“The further upstream parts of the creative process, the concepting, the briefing is, we're probably doing five, 10 times faster, and probably more, with more novelty than we were otherwise, just because it's easier to ideate with something like, we use Claude …”
Frank: Ridge Wallet is spending more on Meta now than in December
“Like last year meta did not work and we are giving so much of our money to the big blue beast. And we're spending more today than we spent in December, right?”
Frank: Ridge is freezing hiring and distributions due to tariff uncertainty
“What that leads to is just me hoarding capital right now. Like I'm not going to do distributions. I'm not going to hire anybody.”
Frank: Ridge US factory produces 20k units monthly against 50k sales
“Ridge has been working on our U S factory and our capacity for like two and a half years. And I can currently make 20,000 units a month. Okay. I sell. 50,000 units a month.”