A growing number of startups are taking the unusual step of “refounding” their companies. Rather than just adjusting products or pivoting after mistakes, these companies are using the language and mindset of founding to reset culture, strategy, and priorities. Recent examples include Airtable, Handshake, and Opendoor.
What Refounding Really Means
At Airtable, CEO Howie Liu explained that the company’s recent changes were not a pivot. Instead of simply adding AI features to its existing platform, Airtable treated it as a full reset, a “refounding moment.” Liu said the stakes felt similar to when the company was first created. They considered terms like “relaunch” or “transformation,” but ultimately chose language that emphasized starting fresh.
Handshake, a professional networking platform, is taking a similar approach. Chief Marketing Officer Katherine Kelly described the effort as bringing startup culture back into an established business. For employees, that has meant a return to office life five days a week and a focus on operating with a pace that drives measurable results.
Opendoor is also leaning into this mindset, using the refounding concept to align its strategy around new business models and AI-enhanced products.
Why This Is Happening Now
Many startups are exploring AI integration, new business models, or cultural realignment. Refounding gives leadership the framework to reset expectations and energy, without framing changes as corrections for failure.
It’s a way to signal both internally and externally that the company is serious about growth, innovation, and culture, while also creating space to rebuild processes, priorities, and product roadmaps.
What It Means for Founders and Employees
For founders, refounding can be both an opportunity and a challenge. It allows them to reset the company’s trajectory and embrace ambitious projects. For employees, it often comes with higher expectations and a renewed emphasis on performance, collaboration, and alignment with the company’s vision.
Some experts caution that frequent refounding can be disruptive, but when executed well, it can reinvigorate a startup and help it compete in fast-changing markets.
Related Laterstack Startup Stories
Apple Loses Top Design Executive Alan Dye to Meta in High-Stakes Move
Meta Reportedly Delays Mixed Reality Glasses Until 2027 as XR Strategy Shifts
For inquiries, story tips, or submissions: laterstack@proton.me