Ex-Goldman Exec and Crux Founder Creates Alt Data Strategy Firm

The new company returns Pritchard to her love of working directly with alternative data.

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Elizabeth Pritchard has left her role as head of go-to-market and co-founder at data processing startup Crux Informatics to start her own alternative data strategy advisory firm, White Rock Data Solutions.

White Rock will help financial firms and vendors prepare potential alternative datasets for consumption by investors. It will also offer a mix of services and technology solutions, including productized go-to-market solutions that firms can license.

These solutions aim to bring structure to

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