April 9, 2025
For startups looking to scale, pitch competitions can turn ambition into opportunity. Morgan Stanley is helping make that journey more accessible through its Inclusive & Sustainable Ventures Lab (MSISVL), which provides early-stage innovators with capital and resources to help them develop and scale. This year, 25 founders pitched across a series of competitions in the U.S., with Salt Lake City selected as one of three host cities.
From more than 6,500 nationwide applicants and over 130 from Utah, six startups pitched in Salt Lake City before judges from Morgan Stanley and local organizations. Two Utah-based companies, Social Good Software and vamo, emerged as winners. Both will be fast-tracked through the MSISVL application process for the chance to participate in the next cohort. If selected, the startups will receive $250,000 in funding and join Morgan Stanley’s five-month accelerator in New York, which includes mentorship, a tailored curriculum, and a final Demo Day pitch to investors.
Social Good Software provides tools for arts and culture nonprofits — museums, zoos, aquariums, and more — to increase ticket sales, memberships, and donor engagement. Managing the tech behind the scenes allows organizations to focus on enriching communities through culture and education.
Founder Rick Hernandez refined his pitch with feedback from peers, resources such as The Mill, and judges. “By gathering feedback on what they wanted to see, I was able to speak confidently about the impact we create,” he said.
vamo is a cold chain delivery solution with smart logistics that connects businesses with thousands of drivers. Automated routing, reverse logistics, and reusable packaging support sustainable growth without fleet management.
Founder Claire Larsen welcomed the opportunity to pitch. “I’m no stranger to pitching, as we are currently in the middle of fundraising,” Larsen said. “I tend to get nervous beforehand, but once I get started, I feel at home talking about something I know like the back of my hand.”
Both founders reflected on lessons for fellow entrepreneurs. Hernandez shared, “Take it slow and have patience — with your customers, team, and most importantly, yourself. Stay on track, and don’t lose focus on your core value proposition.”
Larsen emphasized starting lean and staying nimble. “Listen to your customers, and don’t be afraid to pivot. You don’t need millions in the bank — build a minimum viable product and gain traction quickly. Don’t be intimidated because you haven’t worked at Google or Facebook. If there’s a need, your customers will work with it.”
As they step into their next phase, Social Good Software and vamo reflect the spirit of Utah’s startup community — resilient, innovative, and ready to grow.
The information in this article is current as of the publishing date and is intended for informational purposes only. This article does not, and is not intended to, constitute legal, tax, or business advice. Any resources and organizations mentioned, unless an entity of or a partner of the state of Utah, are not formally endorsed by the Startup State Initiative or state of Utah.