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Northshore October 2025
Business partners Tony Peluso and Peter Ettenborough had long run a data aggregation and analysis company together. But for years, they wanted to do something that would have a social impact. Then, in 2013, Ettenborough’s son asked a question: “What do you guys do to give back?” That question spurred the pair to action; they began looking for an answer. A lottery ticket, bought on a whim, proved key. They discussed the near-infinite number combinations the lottery yields, and wondered if colors could replace numbers. If so, charities could use their own individual combinations to identify and brand themselves. “T
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