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Fortune

Allie Garfinkle

The wedding industry is fragmented—and ripe for innovation. Here’s what one founder in the space says about the view from the altar.

United States Crunchbase

a bride and groom kissing at the alter of a wedding ceremony (Credit: Getty Images)

Steven Greitzer became a “wedding person” by accident.

In 2016, two friends asked him to officiate their wedding, and the experience proved to be a lightbulb moment. Greitzer ultimately spent a year stressing out about what it meant to build out a wedding service that was personal, and mostly found “Mad Libs templates” online.

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