Amazon ready to launch end to end delivery system, page-58

Even GSW say they don't have anything unique. The amount of time and dollars they spend is about what I would expect for a product of the complexity of GSW's app, but they have not spent that much nor taken that long. My estimate is with a decent team you could replicate GSW app in around 6 months for something a little over a million dollars or in 12 months for $500K. Their previous CTO was obviously pretty good and I can see why they considered his retention critical to their future success.

As for why big companies have signed up we should not lose sight that this is not much of a commitment since they only pay if they use the software and can end at any point.

Why Fidelity put in their money that is not something I can say. Maybe they didn't care about the tech at all and were backing the selling ability of the GSW management which does appears to be world class.