15 Women to Watch in Tech

Caren Maio
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Caren Maio

For being a first-time start-up founder, it didn’t take long for Caren Maio to master the art of the pivot. When she and her team pitched TechStars in 2011 they were originally accepted to take part in the reality TV show with a different—and fundamentally flawed—concept. Within a couple weeks they scrapped UrbanApt (which would have been sort of a Yelp for apartments) and created Nestio, a slick website and iOS app that makes hunting for an apartment easier because it lets you bookmark listings from any site, share them with roommates, and compare them side by side. They hit on the idea after doing loads of market research on New York City apartment hunters. Even today Maio will buy strangers coffee at Starbucks in return for real-time feedback on Nestio.