New Lifestyle Site Helps Millennials Simplify Shopping

The founders of the brand agency Figliulo&Partners have launched Quiddity, a video-based product reviews and lifestyle site.

Quiddity is launching with six initial product categories: meal kits, renter’s insurance, wireless headphones, mattresses, blenders and wearable trackers. The site features a comprehensive buyers’ guide, product pages, original articles and a video series in an effort to inspire and inform an audience of urban Millennials.

“The purchasing process has never been more clouded for the consumer than it is today, and an overabundance of choice and information has been shown to lead to frustration and dissatisfaction,” said Bill Bradley, Editor at Quiddity, in a statement. “Quiddity serves the needs of people who are actively looking for information to help them choose. We meet consumers on their terms with information that is highly useful, as well as content that is highly inspirational.”


Quiddity also has created the Quid Score, a proprietary algorithm that combines the four perspectives needed to make better decisions about products and services: experts, other shoppers, retailers and brands. Consumers are provided with:

  • The Expert Score: The cumulative average score of every reputable expert review Quiddity’s researchers can find, from Wired and The New York Times to CNET and PC Mag;
  • The Customer Score: The cumulative average score of every customer review Quiddity’s researchers can find, from Amazon and big-box retailers to a small mom-and-pop shops;
  • The Brand Score: An evaluation that measures a brand’s heritage, innovation, reliability, social good and relevance. This score considers factors including Alexa rankings, social footprint, corporate responsibility and brand sentiment; and
  • The Retail Value Index: An index of the lowest price of a product relative to the average price of the entire category.

Quiddity’s team plans to expand the platform with an aggressive category expansion planned in 2018, as well as the development of more high-quality video content. The company already has signed an affiliate marketing deal with insurance company Lemonade.

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