Jawbone was once a titan of consumer tech — famous for sleek Bluetooth earpieces and later, its UP fitness trackers. It raised nearly a billion dollars and was seen as a stylish rival to Fitbit. But underneath the polished design, its products were unreliable. Trackers failed, apps crashed, and returns piled up. As competition from Apple and others grew, Jawbone couldn’t keep up. Years of overfunding masked poor execution — until there was nothing left to hide. In 2017, it quietly went bankrupt, becoming one of the most expensive wearable failures in history.

Pitch: “Wearable tech that understands you.”