When Hello Alfred CEO Marcela Sapone hired a former Uber employee as CTO, she asked her engineering employees to articulate their values in a code of conduct. Hello Alfred, the personal concierge service that assists city dwellers with in-home services like laundry and groceries, is setting its sights high. The New York-based startup already operates in nine cities and now, with another $40 million in the bank, has plans to expand to 25 cities. Hello Alfred is “a human service with...


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