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How did we come up with our name?



We get asked a lot about where we got our unusual name from, and if you’re a frequent flyer, you might know where it comes from.


While working in the investment industry, we did our fair share of travelling to visit clients and companies. This taught us the importance of extracting as much value as possible from each dollar we spend — and on the Airbus 321, that meant selecting the seat 11a.


It’s a principle that perfectly encompasses our mission to help firms and investors get maximum value from minimal inputs. Why spend hours in meetings, presentations, and research when you could head to seat11a and find out everything you need to know in one 5-minute video?


As a team with more than 150 years of experience, we’ve learned the hard way that efficiency means everything in the investment world.


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