In 2016, she set out to digitize the process and, by 2017, she had built a minimal viable product and launched Xendoo. The first half a million dollars was bootstrapped. Roberts invested her money into the company.
The seed plus round was harder because Roberts had to learn the lay of the land — what venture capitalists seek from an investment. Her previous companies were all funded through debt. Fortunately, her pre-seed round of financing gave her time to learn the rules of the road. In April 2018, Xendoo won the eMerge Americas technology competition, beating 99 other companies.
In May 2019, Roberts won $100,000 from the Rise of the Rest pitch competition, hosted by former America Online CEO Steve Case. In the fall of 2019, Xendoo secured a $3.54 million investment led by South Florida-based Malachi, Washington, D.C.-based Rise of the Rest Seed Fund, Orlando-based DeepWork Capital. Angel investor Jason Calacanis' Launch Syndicate in San Francisco also joined in the seed-plus round.