Who we are
Spotlight on Startups is a business media platform covering B2B founders and the companies they run. It launched in 2025 and is a d/b/a of Kell Web Solutions, Inc., a California corporation founded in 2001. Editorial operations are based in Laguna Niguel, California. Coverage is national.
Who edits & writes
Gregg Kell is the Founder and Editor of Spotlight on Startups. He founded Kell Web Solutions in 2001 and has worked in digital marketing and web services since then. He holds an MS in Technology and a BBA in Economics from East Tennessee State University. His LinkedIn profile is linked from every byline. The editor reports and writes each feature from interviews and written responses, and the subject is a source, not the author.
How features are produced
Features are drafted with AI assistance from the founder interview and the written responses provided. Every feature is then reviewed, fact-checked and edited by a named editor before publication, and that editor is responsible for the published piece and its accuracy. We use AI as a drafting and transcription tool. We do not publish AI-generated features without editorial review, and we do not use AI to invent quotes, facts or details that did not come from the source material.
How content is labeled
Each article states its type near the top. A founder spotlight is a reported feature about a company. An authority article is educational analysis or a comparison. Where an article discusses Spotlight on Startups, Kell Web Solutions or a competitor of either, it opens with a disclosure of the relationship. Spotlight on Startups publishes no sponsored content, so no article carries a sponsored label.
How we select
We approach companies directly, and we accept inquiries. Selection is editorial and rests with the editor. Coverage cannot be purchased. No company has ever paid for a feature. Buying services from Kell Web Solutions, Inc. does not produce coverage, and being covered does not require buying anything. We decline coverage where there is no operating business, where the founder is unavailable to answer questions directly, where the request is for an announcement rather than a company, or where a company is unwilling to have factual claims checked.
What we verify
Before publication we check founding dates, locations, named individuals, credentials and certifications, and any quantitative claim. Claims we cannot independently verify are either removed or explicitly attributed to the company. We do not publish revenue, growth, or performance figures we cannot source.
What we do not do
- We do not publish sponsored content, advertorial, or paid placements
- We do not sell links
- We do not grant subjects approval rights over finished features
- We do not remove published features on request
- We do not accept payment, gifts, or reciprocal coverage in exchange for publication
- We do not condition publication on a review, testimonial, or social media post
- We do not guarantee traffic, leads, rankings, or citation by any AI system
Corrections Log
Readers can report errors to [email protected]. The editor corrects confirmed errors, notes the correction and its date at the end of the article, and lists it in the corrections log. The editor does not change facts without a note.
Conflicts of interest
Some companies we cover are also clients of Kell Web Solutions, Inc. Where that is the case, it is disclosed within the feature itself. Editorial decisions are not influenced by commercial relationships, and commercial staff have no role in selection.
Our research
We publish original research on AI citation behavior, including the 2026 B2B AI Citation Benchmark, which tested 30 small and mid-sized B2B companies across ChatGPT, Gemini and Perplexity and published its full dataset. Our research describes what we measured. It is not a promise of results for any company we cover.
Verify us yourself
Do not take this page’s word for it. Apply the nine questions in How to Evaluate a Founder Publication to Spotlight on Startups, and to every other publication you are considering. Spotlight on Startups launched in 2025, so its track record is short. Read several features end to end before you agree to one.
Last reviewed
This page was last reviewed on November 2, 2026. The editor reviews it every six months.
Contact
Spotlight on Startups email: [email protected], 110 Chandon, Laguna Niguel, California 92677