Disrupters


Simplicity is the ultimate disrupter

A new breed of brands is emerging, and they’re disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic: simplicity is at the core of experiences they deliver.

What disrupters are doing to deliver simplicity

Empowering people: They side-step traditional industry protocols and shift power to consumers. Brands like Airbnb and VRBO have usurped power from hotels and given it to local residents, allowing them to rent out vacant properties—from spare rooms to vacation houses. Aereo gave viewers affordable access to broadcast television on their mobile devices and computers, and more incentive to “cut-the-cord.”

Reimagining experience: They turn underwhelming experiences into moments of delight. Warby Parker brought buying eyeglasses to digital platforms by offering online look-books, sizing-guides, and at-home try-ons. Blue Apron reduces the complexity of cooking by delivering proportioned and pre-measured ingredients right to the customer’s kitchen, and eliminating the tedium of preparation.

Removing friction: They identify pain points in everyday processes, and remove them. Venmo makes paying other people as easy as sending a text message, reduces waiting periods for available funds, and bank fees. Uber comes to the aid of pedestrians who can’t hail a taxi by sending cars directly to them, after just a couple of taps on their mobile phones.

Saving time: They value people’s time by providing services to them where and when they need it most. FreshDirect saves people a trip to the store by delivering an online grocery shopping experience, and fresh groceries right to your door. Time is money, and smart thermostat Nest helps customers save both by learning peoples’ behavior to tailor household temperature—and the ability to manage it from a smartphone or tablet makes it easy for customers to conserve energy in more ways than one.

United States

1.
GrubHub

Rank change from Previous Year:

N/A

Brand Simplicity Score:

944

Industry:

Restaurants

2.
Uber

Rank change from 2013:

N/A

Brand Simplicity Score:

924

Industry:

Travel/Car rental


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3.
Aereo

Rank change from Previous Year:

N/A

Brand Simplicity Score:

911

Industry:

Telecom/Cable

4.
Warby Parker

Rank change from Previous Year:

N/A

Brand Simplicity Score:

910

Industry:

Retail/Fashion

5.
FreshDirect

Rank change from Previous Year:

N/A

Brand Simplicity Score:

910

Industry:

Retail/Grocery

6.
Blue Apron

Rank change from Previous Year:

N/A

Brand Simplicity Score:

891

Industry:

Retail/Grocery

7.
Square

Rank change from Previous Year:

N/A

Brand Simplicity Score:

880

Industry:

Banks/Retail

8.
Venmo

Rank change from Previous Year:

N/A

Brand Simplicity Score:

859

Industry:

Banks/Retail

9.
Seamless

Rank change from Previous Year:

N/A

Brand Simplicity Score:

823

Industry:

Restaurants

10.
PeaPod

Rank change from Previous Year:

N/A

Brand Simplicity Score:

793

Industry:

Retail/Grocery

11.
GoPro

Rank change from Previous Year:

N/A

Brand Simplicity Score:

783

Industry:

Electronics

12.
VRBO

Rank change from Previous Year:

N/A

Brand Simplicity Score:

781

Industry:

Travel/Hotels

13.
Spotify

Rank change from Previous Year:

N/A

Brand Simplicity Score:

771

Industry:

Internet retail


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14.
Pandora

Rank change from Previous Year:

N/A

Brand Simplicity Score:

762

Industry:

Internet retail

15.
RunKeeper

Rank change from Previous Year:

N/A

Brand Simplicity Score:

758

Industry:

Fitness


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16.
Nest

Rank change from Previous Year:

N/A

Brand Simplicity Score:

738

Industry:

Appliances


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17.
My Fitness Pal

Rank change from Previous Year:

N/A

Brand Simplicity Score:

737

Industry:

Fitness


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18.
Etsy

Rank change from Previous Year:

N/A

Brand Simplicity Score:

735

Industry:

Internet retail

19.
Google Wallet

Rank change from Previous Year:

N/A

Brand Simplicity Score:

704

Industry:

Banks/Retail

20.
Delivery.com

Rank change from Previous Year:

N/A

Brand Simplicity Score:

703

Industry:

Restaurants

21.
Airbnb

Rank change from Previous Year:

N/A

Brand Simplicity Score:

703

Industry:

Travel/Hotels


Also view in:

22.
Soap.com

Rank change from Previous Year:

N/A

Brand Simplicity Score:

685

Industry:

Retail/Health and beauty

23.
FitBit

Rank change from Previous Year:

N/A

Brand Simplicity Score:

682

Industry:

Fitness

24.
PayPal

Rank change from Previous Year:

N/A

Brand Simplicity Score:

676

Industry:

Banks/Retail


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25.
Ally

Rank change from Previous Year:

N/A

Brand Simplicity Score:

667

Industry:

Banks/Retail

26.
Jawbone UP

Rank change from Previous Year:

N/A

Brand Simplicity Score:

665

Industry:

Fitness

27.
Gilt

Rank change from Previous Year:

N/A

Brand Simplicity Score:

655

Industry:

Retail/Fashion

28.
Buzzfeed

Rank change from Previous Year:

N/A

Brand Simplicity Score:

627

Industry:

Media

29.
Beats Radio

Rank change from Previous Year:

N/A

Brand Simplicity Score:

602

Industry:

Internet retail

30.
BleacherReport

Rank change from Previous Year:

N/A

Brand Simplicity Score:

589

Industry:

Media

31.
Tesla

Rank change from Previous Year:

N/A

Brand Simplicity Score:

586

Industry:

Automotive

32.
WhatsApp

Rank change from Previous Year:

N/A

Brand Simplicity Score:

582

Industry:

Telecom/Cell phone


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United Kingdom

1.
Netflix

Rank change from Previous Year:

N/A

Brand Simplicity Score:

851

Industry:

Internet retail

2.
OVO Energy

Rank change from Previous Year:

N/A

Brand Simplicity Score:

791

Industry:

Utilities

3.
Airbnb

Rank change from Previous Year:

N/A

Brand Simplicity Score:

791

Industry:

Travel/Hotels


Also view in:

5.
Uber

Rank change from 2013:

N/A

Brand Simplicity Score:

753

Industry:

Travel/Car rental


This is also a story.

Also view in:

6.
Spotify

Rank change from Previous Year:

N/A

Brand Simplicity Score:

752

Industry:

Internet retail


Also view in:

7.
WhatsApp

Rank change from Previous Year:

N/A

Brand Simplicity Score:

747

Industry:

Telecom/Cell phone


Also view in:

8.
Eventbrite

Rank change from Previous Year:

N/A

Brand Simplicity Score:

726

Industry:

Internet retail

10.
My Fitness Pal

Rank change from Previous Year:

N/A

Brand Simplicity Score:

703

Industry:

Fitness


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11.
PayPal

Rank change from Previous Year:

N/A

Brand Simplicity Score:

701

Industry:

Banks/Retail


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13.
Dropbox

Rank change from Previous Year:

N/A

Brand Simplicity Score:

681

Industry:

Internet retail

14.
Nest

Rank change from Previous Year:

N/A

Brand Simplicity Score:

661

Industry:

Appliances


Also view in:

15.
TSB

Rank change from Previous Year:

N/A

Brand Simplicity Score:

657

Industry:

Banks/Retail

16.
RunKeeper

Rank change from Previous Year:

N/A

Brand Simplicity Score:

637

Industry:

Fitness


Also view in:

17.
Metro Bank

Rank change from Previous Year:

N/A

Brand Simplicity Score:

629

Industry:

Banks/Retail

18.
Wonga

Rank change from Previous Year:

N/A

Brand Simplicity Score:

526

Industry:

Banks/Retail