Former Snapchat and Instagram exec Emily White is starting a high-end ‘concierge’ service

Emily White, the former No. 2 exec at Snapchat and Instagram, has a new startup in Los Angeles aimed at providing high-end “concierge” services for busy families, according to Fortune’s Dan Primack. 


The startup, called Mave, was described by a source to Fortune as serving as the “chief of staff for your household.”

Little else is known about Mave right now. The company has a website, but the site says it’s currently an invite-only beta, and that there’s a waitlist.

The new service would mark an intriguing new chapter for White, following her sudden departure from Snapchat in 2015 after only 16 months at the company. White is among the internet industry’s most respected executives, having worked closely with Sheryl Sandberg and later overseeing Instagram’s effort to build an advertising business.

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