The company grew from the musings of its founders—Lindsey Michaelides and Ashley Lambrix—who wondered how people with careers, families and personal pursuits do it all.

Speedwell & Yarrow

Business: Service offering research, recommendations, purchasing, event planning and more to help people celebrate the special moments and people in their lives.

Founders: Ashley Lambrix and Lindsey Michaelides

Investment to date: Would not disclose

Two Columbus women are gaining traction for their personal concierge startup, having been chosen as one of 10 companies to participate in the Techstars Anywhere accelerator.

Ashley Lambrix and Lindsey Michaelides arrived at the idea for Speedwell & Yarrow, named after the two plants said to grow well together, last year.

“It really started out of conversations between the two of us as busy professionals with career ambitions who also had husbands with demanding careers and young families at home. We wondered: How do people make this work?” Lambrix says.

With help, the duo is hoping. The concept they’ve honed in on is a service that supports people in planning and executing on the most special moments in their lives. It’s pitched as a work-life balance benefit for executives who want to, say, plan fabulous birthday parties or incredible date nights for loved ones but don’t have the time to sift through websites researching the perfect gift or play phone tag with venues.

Speedwell & Yarrow is testing its service with multiple central Ohio companies the founders aren’t yet naming. The human touch is crucial to the service, but technology is its backbone, Lambrix says. The software sends reminders about important dates, and it learns about family members as it goes, sharpening its ability to predict what a user might be interested in.

The former corporate strategists worked together at OhioHealth Corp. until earlier this year, when they quit their jobs with the intention of launching the company.

Techstars Anywhere connects startup founders with back-office resources and helps them develop their ideas and build solid business models. It’s the virtual version of the Boulder, Colorado-based Techstars accelerator program that’s hosted in various cities. Participating companies receive $20,000 in exchange for equity plus a $100,000 convertible note that’s treated like a loan until the company raises additional funds, at which time the note becomes additional equity for Techstars.

“Our plans for the business are really focused on growing our reach and the number of end users and employer customers we can serve,” Lambrix says. “We’ll continue to develop and advance our technology, and part of that will involve growing our team.”