Startling shift happening in startups: the era of refounding may be beginning for more companies than you think.
In brief
Posted: 11:44 AM PST · December 6, 2025
Some ventures feel that a single founding story isn’t enough to carry them forward. That feeling seems to be true for several high-profile names like Airtable, Handshake, and Opendoor, which have recently announced plans to “refound” themselves. Reports from The New York Times indicate these moves are often tied to fresh business models or the rollout of new AI-driven products.
Take Airtable as an example. In June, leadership explained that rather than merely layering more AI features onto the existing platform, this moment represented a true refounding of the company. Howie Liu, Airtable’s co-founder and CEO, told the NYT that this isn’t a pivot—there isn’t a reaction to a past mistake. The team considered labeling it a relaunch or transformation, but ultimately settled on the language of founding because the stakes feel equivalent.
Handshake offers a complementary perspective. Katherine Kelly, the company’s chief marketing officer, described the effort as an attempt to reintroduce startup energy into an established business. That approach sometimes demands more intensive effort: Kelly noted that Handshake asked employees to return to the office five days a week, working at a pace and with hours designed to drive progress toward set goals.
In essence, these stories show a growing belief that reinvigorating an existing organization through a founder’s mindset can unlock new growth, even if it means redefining routines and expectations along the way.
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But here’s the part that often sparks debate: is “refounding” a legitimate, strategic reset, or simply a branding exercise meant to recapture the excitement of a new venture? Do shifting work norms—like mandated in-office days—help teams move faster, or do they risk stifling talent and creativity? Share your take in the comments: would you sign onto a refounding plan, or would you prefer a more gradual evolution that preserves a company’s existing culture?
