I'm a serial founder who's launched 15 projects, including Digit. The secret is getting in the reps and not being afraid to fail.

Ethan Bloch, the innovative mind behind financial planning platform Hiro, is no stranger to the ups and downs of entrepreneurship. With a remarkable track record of launching 15 projects, Bloch believes that repeated attempts, even in the face of failure, are critical to achieving success. Bloch's entrepreneurial journey began at the young age of 13 when he founded his first business, an e-commerce site named Blochardware. This venture focused on importing electronics, such as PlayStation controllers, from China. Operating before the widespread acceptance of online credit card payments, the business relied on a cash-on-delivery model that required customers to receive their products via mail carriers, who would then collect payment in the form of money orders. Growing up in a household where entrepreneurship was the norm—thanks to a father who ran a secondhand clothing business and a mother who later started her own company—Bloch developed a strong desire for independence. This drive pushed him to explore various business opportunities throughout his life. The concept behind Hiro has been brewing in Bloch’s mind for years. Inspired by a character named Jane from the science fiction series "Ender's Game,” who assists in tax filing, Bloch envisioned a platform that could provide everyone with the kind of financial guidance typically reserved for the affluent. His previous venture, Digit, aimed to create such a financial guide, ultimately leading to a successful automated savings model that benefited millions. However, the personalized guiding aspect of his vision remained elusive until advancements in AI technology, particularly with the emergence of ChatGPT. Hiro targets individuals in the top 30% income bracket in their geographical areas. When users engage with Hiro, they're prompted through a short conversation that helps them develop a customized financial plan. The platform allows users to test various scenarios, such as income changes, and instantly illustrates the impact on their net worth and financial independence timeline. With a robust financial planning and tax engine at its core, Hiro simplifies complex financial discussions, enabling users to ask questions and explore their options easily. The platform also includes starter prompts for vital life changes, such as achieving financial independence or home buying. Bloch emphasizes the importance of persistence in entrepreneurship, stating that aspiring founders shouldn't place too much pressure on themselves to succeed immediately. Instead, they should pursue their interests out of curiosity and passion. Reflecting on his journey, he notes that while many of his initial ventures failed, he ultimately found success with Flowtown, which sold for $4.5 million, and Digit, which was acquired for over $230 million. His experiences serve as a testament to the value of resilience and adaptability in the entrepreneurial landscape.