FoundIt! is a lost and found service that uses unique sticker tags to help reunite people with their lost items. The company's co-founder, Katie Bandstra, believes that the philosophy behind FoundIt! taps into people's emotions and moves them to do good deeds when they find something valuable. Research has shown that making it easy for people to return lost items can increase the return rate, which is why FoundIt!'s sticker language is designed to elicit an emotional response. The service was started by a father who had lost his daughter's photography portfolio and his wife's new camera in taxis, and he wanted to find a way to label their belongings without exposing their personal information. FoundIt! uses Twilio to receive reports of found items and send notifications to the owners via SMS and email. The company has seen a recovery rate of 88-96% for lost items, with its "emotional" language stickers and tags being a key factor in increasing this rate. FoundIt!'s goal is to become ubiquitous, partnering with community organizations and businesses to provide value-added services and spark local projects.