Felt App on ‘Shark Tank’: A Look Inside the Company With Their CEO

Felt entered the Shark Tank with its app that enables users to create personalized greeting cards with their own handwriting. The creations, that are filled out by writing on your phone’s screen with your finger, are also stamped and mailed from your iPhone.

We interviewed CEO and co-founder Tomer Alpert, who told us that their customer demographic is everyone from “college grads sending thank you cards for interviews to new moms and grandmoms.”

As far as his entrance onto the reality show goes, he said he was rejected two years in a row before finally making it into the Tank.

Here’s what he else told us about…

To read all of Heavy’s Shark Tank coverage, click here.

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How the Idea Came About

My wife Gracie and I were on a way back from a dinner party and she wanted to send the hosts a thank you card but the stores were all closed. I went to the App Store but all the apps only let you type. They lost the personal touch so we set out to build what we needed.

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Most Popular Designs

Birthdays and thank yous, but for Mother’s Day we created an outrageous line of Mother’s Day cards for your mother-in-law. They had over 30,000 likes on Instagram.

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How the Felt Team Formed

The day after I had the idea, I reached out to my friends and was quickly connected with our now creative director David Littlejohn. Andrew Clark came on board soon after to help with brand strategy and Gracie my wife runs operations. Jeff Schwab interviewed for our iOS engineer role and Trey emailed us after having the same idea for Felt in the shower. He loved what we had already done and came on board as our server engineer.

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