Secret was an anonymous social app that briefly became the Silicon Valley gossip hub. Users shared raw thoughts, rumors, and confessions — and investors threw $35M at it. But what started as edgy and viral quickly turned toxic. The feed filled with bullying, false rumors, and harassment. Growth stalled. Redesigns didn’t help. In a rare move, the CEO shut it down voluntarily, saying it no longer aligned with his vision. The app had cash in the bank — but no soul in the product. Secret remains a rare example of killing a startup before it ran out of fuel.

Pitch: “Say what you’re really thinking — anonymously.”