How This Ex-Founder Of A $300 Million Startup Is Bringing AI To Decades-Old Companies
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The Mura team.
In 2016, Under 30 Enterprise Technology alum Ryan Smith disrupted the cannabis industry with his software startup, LeafLink. It connected cannabis companies to weed growers, helping them order products and track deliveries, and went on to raise more than $300 million.
Now Smith is making an audacious pivot for his next venture, called Mura. Far removed from the green rush, Mura is helping the service businesses that maintain our buildings, hospitals and infrastructure operate faster and smarter.
The idea behind the startup is to create logistics software for companies that send out repair technicians for things like HVAC or plumbing. Instead of relying on people to handle emails, billing and scheduling across old systems, Mura uses AI to automate those tasks. The result, ideally, is less time spent on paperwork and more time on the actual repairs.
It's already raised some $6 million from venture capital firms like Level One Fund and Lerer Hippeau, yet Smith's biggest advice to other founders is to not obsess over the money. 'At the end of the day, money is just a tool to do the building,' he says. 'I think we can build greater things with so much less now.'
Smith started Mura with Claire DeRoberts, who was the first employee at LeafLink. This time, he says he wants to keep the team small and see how far they can go by staying lean.
Convincing service industry veterans to embrace AI isn't exactly easy. Many of these companies are family-run and steeped in tradition. But he sees an opportunity: 'There's a generational shift in ownership happening,' he says. 'You now have more technologically progressive owners that are excited about how that can become part of how they run these businesses.' His strategy has been focusing on what the software can actually do for customers, not just the AI buzzword.
'It's like saying, 'Our software uses the internet.' Yeah, of course it does,' Smith says. 'Mura doesn't exist without AI, but the best way to sell it isn't by just talking about AI.'
So far, Mura is already working with several large companies in the service industry, including those owned by private equity firms. One example is Tolin Mechanical, part of a growing group of HVAC companies under Service Logic.
Unlike many software-as-a-service startups that charge per user or per license, Mura's pricing is transactional, so they're only getting paid when their tool is used.
They're still in the testing phase with early customers, but Smith says eventually the goal for Mura is to become the invisible, 'dark software' that doesn't require any human interaction at all.
See you next week,
Alex & Zoya
Featured Story
Ohio State Safety Caleb Downs.
Forbes unveiled its third annual 30 Under 30 Local list today, this time highlighting Ohio's state capital, Columbus. Athletes like football star (and startup founder) Caleb Downs and professional ironman (who's also a medical student) Matthew Marquardt were named. Local business leaders including comedy club owner Hannah Romich, fitness apparel cofounders Madison Hilson and Valentina Thompson, and content creator Amelia Mei also made the ranks. Read more about the young up-and-comers across Arch City here.
-Hailey Bieber joined the billion-dollar-brand ranks this week with the acquisition of her beauty company, Rhode. Makeup conglomerate e.l.f. Cosmetics has agreed to buy the company for $600 million in cash, plus $200 million worth of e.l.f. stock and potentially an additional $200 million based on brand success moving forward. Three years ago, we covered the Under 30 alum just a few months following Rhode's launch: throwback to that story here.
-Good Girl Snacks, founded by 30 Under 30 Food & Drink alumna Yasaman Bakhtiar and Leah Marcus, celebrated a new product this week. Their latest bread and butter pickles (the startup's third pickle flavor thus far), is launching in collaboration with New York-based smashburger hot spot Popchew. This marks another B2B partnership for the brand—other partners include alternative milk company Malk, and alcohol-free drink brand Ghia, along with their shelf space at Erewhon.
-Clearspace was founded in 2022 to help users cut down on screen time by suggesting a deep breath before opening Instagram or pushups before clicking on TikTok. This week, the software company revealed a new option for users to publish their screen time on a public landing page, changing the way screen time is currently tracked—which is just on your own device, and not easily shareable. Cofounder Oliver Hill (who launched the startup with Royce Branning) says this new offering is a way for users to build community, seek encouragement, create accountability, and even track their progress over time.
Courtesy of Pereira
We're bringing you the scoop on a new Under 30 community member. Up this week: Crystelle Pereira, a London based 2025 Under 30 Europe Art & Culture lister who made a name for herself as a contestant on Great British Bake Off in 2021 before going on to write a best selling cookbook, judging Amazon Prime's second season of The World Cook, as well as partnering with brands like Windows, Coca Cola and more.
The following has been slightly edited for length and clarity.
Can you tell me about your first memory of cooking or baking? My first real memory of cooking was when my sister was home with the flu. I decided to make her a pot of my Mum's chicken soup. My Mum was still at work, and I had no recipe. So I cooked from memory, relying on the steps I'd absorbed just by watching her over the years.
When she finally tasted it, even my Mum (my toughest critic) was impressed.
Who did you learn to cook and bake from? My Mum for sure. Probably around the age of 6, I was known as 'Crystelle who loves her food,' and my Mum's nickname for me was 'Chutney Mary.' Not only did I love eating food, but I was also drawn to the cooking process. I used to watch my Mum in the kitchen and she'd ask me to taste her curries—eventually asking me if the food needed more salt, sugar or lemon juice, teaching me about balancing savoury foods with a pinch of sugar or jaggery.
Anything you haven't tried to make yet but are particularly excited to? Every Christmas my Grandma makes the most incredible Goan-spiced roast mutton. It's a true labour of love, and no other meat has ever come close to hers. This year, I've made it my mission to visit her house and learn the recipe firsthand. It's too good not to pass down through generations.
You're based in London. What's the best food spot in London? It's so hard to pick just one, but my top two are Arabica (Eastern Mediterranean) and Kolae (Southern Thai grill). There's always such an eclectic mix of flavours and textures in their dishes which are the two most important aspects of a meal for me.
What's your favorite food spot of all time? Again, it's impossible to pick one so my top three are Kimika in New York (Japanese-Italian Fusion), Kaab Gluay in Phuket which completely opened my eyes to the versatility of Thai cuisine, and Tsukiji Fish Market in Tokyo for the best sushi I've ever had in my life.
You started your career in finance. What made you interested in that field in the first place? Funnily enough, I never imagined myself working in finance. I studied French and Spanish at university simply because I loved modern languages. Unsure what direction to take in my career, I attended a number of open days to explore my options—one of which was at Goldman Sachs.
After telling someone there that I loved communicating and wanted a role that involved building relationships, I got a call the next day, encouraging me to apply for their spring internship. I ended up working there for four and a half years.
You applied for The Great British Bake Off while still working your finance job. Why? Was becoming a full-time chef your goal at that time? I've always been a huge fan of Bake Off, but I never imagined I'd actually be on it. That changed a few years ago, when my sisters urged me to apply. But it was ultimately a conversation with my dad that pushed me to go for it: He came to the U.K. from Kenya with almost nothing and built a life from the ground up. His advice to me was to stop waiting for the perfect moment, because it doesn't exist. So I applied, fully expecting to be rejected. Two days later, I got a call from the producers.
What's a day in your life currently look like? No two days are ever the same, and that's exactly what I love about my work. Most days start with some form of recipe testing at home, whether it's for a magazine feature or a brand collaboration. From there, things can take me all over the U.K.—perhaps filming a segment for a daytime TV show or doing a podcast recording, heading into central London for meetings or industry events, or hosting a cooking demo or supper club. And, of course, there's always plenty of eating in between!
What's your best advice for someone who feels stuck in their career? How can they make a pivot like you have? Don't underestimate a 'side hustle' or a 'passion project.' If there is something you genuinely love and are passionate about, there is no reason why you can't turn that into your full-time job. Of course, be practical about it, and never blindly walk into something without considering the challenges. Make sure it can grow into something commercial.
Remember that if you ever want to pivot, your time spent in your previous job is never wasted. And it's important to accept that it may not be easy going from a steady job to becoming self-employed.
What's your prediction for the future of the food media space? What type of content will win? What's coming up next in the industry? I really hope to see greater diversity in the industry—especially when it comes to women and South Asians, who are still so underrepresented in this space. I'd love to become someone that younger South Asian girls, whether aspiring chefs or future TV personalities, can look to and feel inspired by.
More broadly, I think sustainability will continue to be a major focus in the food world. Initiatives like regenerative farming are gaining momentum, and I expect to see more big food brands shifting toward more sustainable practices in how they source and produce.
As for content, it's hard to predict when trends and viral moments can shift the landscape overnight. But one thing I've loved watching is how many global cuisines are finally getting the spotlight they deserve. In recent years, we've seen more attention on Filipino, South Korean, and Sri Lankan food. I hope that continues.
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