The opportunity
Building the data infrastructure for outdoor risk.
Operational software becomes underwriting infrastructure. Every event feeds a proprietary dataset that sharpens pricing, attracts more operators, and compounds into a durable advantage.
MERIT Flywheel
Data compounds with every event
Events
1 → n
Dataset
Proprietary
Models
Improving
Operational Records
Every event captured as structured data.
MERIT Intelligence Engine
AI turns operations into risk variables.
Underwriting Insights
Measurable inputs replace assumptions.
Better Pricing
Risk is priced on observed behavior.
More Operators
Better pricing attracts more events.
More data → sharper models → better pricing → more operators.
01
A proven pattern.
Progressive
Telematics transformed auto insurance.
Players Health
Safety software became insurance infrastructure.
vQuip
Operational data improved marine underwriting.
PADI
Standards became the insurance gate.
MERITIME
Operational records become the data infrastructure for outdoor recreation.
02
The wedge.
MERITIME begins by solving operational problems for outdoor operators.
Every event generates structured operational data.
That data creates value for insurers.
Operational software becomes underwriting infrastructure.
03
A market with no operational data — and a moat that compounds.
Large, underserved market
Tens of thousands of outdoor and endurance events run every year with no shared operational data standard.
Proprietary dataset
Records are generated as a byproduct of running events — data no incumbent can buy or backfill.
Network effects
More operators sharpen the models; better pricing pulls in more operators and more insurers.
AI advantage
Multimodal capture turns voice, GPS, photo, and field notes into structured risk variables automatically.
04
Operational data becomes underwriting advantage.
A compounding loop: more events, sharper models, better pricing, more operators.
Data In
Merit
Risk Intelligence Engine
Operational Data
Underwriting Intelligence
Better Pricing
More Operators
Insights Out
Every event makes MERIT smarter—and strengthens its underwriting advantage.
05
Why now.
Recent advances in AI make this possible for the first time.
MERITIME automatically transforms voice, GPS, photos, video, and field reports into structured operational records.
Documentation becomes a byproduct of running an event — not a task completed afterward.
06
Leadership.
Quinn Fitzgerald
Co-Founder & CEO
- Executive Director, World Open Water Swimming Association (WOWSA)
- Founder of Feast Upon, one of the first U.S. meal kit companies
- Entrepreneur and open water swimmer
Ryan Hall
Co-Founder & CTO
- Former CTO, SoFi Bank
- Former Chief Product Officer, Coastal Bank
- Built regulated financial technology platforms at scale
Aaron Peirsol
Advisor
- Olympic Gold Medalist
- Advisor on athlete safety and strategic partnerships
Interested in learning more?
We're partnering with operators, insurers, and investors to build the next generation of outdoor risk infrastructure.