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There is an ongoing paradigm shift increasingly involving the
meeting of young people from different nationalities who, right in
Campania, are founding innovative startups, deciding to invest…
There is an ongoing paradigm shift increasingly involving the meeting of young people from different nationalities who, right in Campania, are founding innovative startups, deciding to invest and open offices. This is the case of Ivory, founded in 2025 by Adam Nettles, CEO, 31, American, and Uel Bertin, 39, born in São Paulo, Italian-Brazilian with Venetian roots. Both have a strong personal and professional connection with Italy. They live in Milan; Nettles graduated in Political Science (University of Louisiana at Monroe, USA), earned a PhD in International Relations at the University of Milan, while Bertin graduated in Business Administration and Economics at UNIP University of São Paulo, but they chose to develop Ivory in Benevento. The team includes Antonio Ucciero, 28, from Villa Literno, with a degree from Vanvitelli University in Political Science and International Relations, responsible for Marketing, Communication & PR; Giuseppe Di Maria, 26, from Catania, Lead Developer; Alexander Chkhaidze, 37, lives in Milan, Marketing, Communication & PR; Octavio Quintero, 34, lives in Cremona, Developer; Miguel Fiorin, 24, lives in Ponti in Piedmont, Developer. The project Ivory’s mission is explained by Uel Bertin: “We are developing a different social network model, a platform designed to integrate expertise as a parameter into its algorithm, aiming to fight disinformation and give more relevance to expert opinions, without excluding those who don’t have specific skills or experience from the debate.” Energetic Antonio Ucciero adds: “The goal is not to let an algorithm decide what is true, but to rethink the criteria by which different voices gain relevance on social media, giving real weight to expertise and more control to users.” Bertin continues: “The model is based on four aspects: verified expertise—experts’ credentials are checked and their contributions receive an algorithmic weight up to 40 times greater; verified user identity to make fake accounts and identity theft more difficult; feed control, meaning users can choose topics to follow and decide to view only expert contributions. One key point is information verification through the Claims Analysis feature. AI can analyze statements in posts and comments by comparing them with authoritative online sources. The same tool can also be used on links, texts, and files outside the platform.” The headquarters Why choose Benevento as their base? Bertin answers quickly: “For professional skills, and I admit also for possible tax relief on hiring, but mainly to enhance the South and its territory.” How does it differ from other social platforms? Bertin is precise: “It comes from a simple idea: bringing the authority of content and people to offer better visibility. There are professionals in every field who do not get the visibility they deserve, while someone taking a shirtless selfie gets instant feedback and lots of followers. We want to give experts a voice on the platform.” Paladins of correctness? Bertin smiles: “The important thing is that if you are an expert on a certain topic, you provide more accurate information. Today, on any social channel, anyone who speaks has the same weight as an expert, and that’s not right.” Ucciero adds: “Ivory tries to redistribute this weight and visibility because it helps build a community that follows not fakes, but more reliable content.” Have you developed different algorithms? They both reply: “Exactly. An algorithm like ours doesn’t exist today. When you enter Ivory, it’s as if you’re sitting around a table with certified experts.” The need Where did this need arise from? Bertin is grateful: “It was actually Adam Nettles, the co-founder, who thought of it while he was still working on his PhD in Milan, where he had the idea to create a more restrictive social media, then together we thought of a broader space with more competent discussion and more content.” So you’re a sort of competitor to other social channels? Bertin answers confidently: “Yes. We are at a higher level, reaching more professional categories, for example even in a mechanical workshop for welding…” Ucciero adds: “More than competitors, we aim to redefine the concept of social network, not as a surrogate but as a real alternative that puts the user at the center, not polarizing content that traps you in information bubbles and prevents you from engaging in real life.” Costs Is there a cost to join? Nel and Antonio smile: “No. Actually, the platform is free and can be downloaded from both the Apple Store and Play Store, and soon there will be a web version.” What response has there been in Campania? Bertin: “There’s a good percentage of Benevento-based users, thanks also to Antonio’s work and our accountant Antonio Varrella. In short, the platform is starting to take off. This time it starts from the South and arrives in Milan.” If it’s so different and powerful, shouldn’t you quickly break through? Bertin is quick: “Certainly. The platform needs to be further defined and stable, and then we’ll start our user acquisition plan.” Are the algorithms proprietary? “Yes. We work with three developers but it’s as if there were 15, because AI multiplies our capabilities.” What are you working on? Bertin: “On the Ambassador program, where we involve university students.” Antonio continues: “We are working with seven Italian universities and many students are interested.” Do you participate in calls for proposals? They answer in unison: “No. Bureaucracy slows us down and could hinder our activities. For startups, the most important thing is speed!”
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