Parmley started wishing for a product that could let money transfer in real time, real fast. He was also ready for a change and knew that if he stayed in the market, there was a possibility his company would be squeezed out. So, after six years of running Phood, he took a big swing. He pivoted the company’s business, renamed the whole thing ORNG, and started pitching the financial contacts he made while building Phood on a bigger, more expansive idea.