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Google backs Distance, startup bringing mixed reality to cars, planes

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Distance Technologies develops a product that it says can turn any transparent surface into an augmented-reality display.

Distance Technologies

Distance Technologies, a Finnish startup that aims to bring mixed-reality technology to any car windshield or plane cockpit, has raised 10 million euros ($11.1 million) of funding from GV, the venture capital arm of Alphabet and other investors.

Distance raised the cash injection in a seed round led by GV, with existing investors FOV Ventures and Maki.vc also stumping up more cash for the startup, the company told CNBC on Thursday.

Helsinki-headquartered Distance develops technology that it says can turn any transparent surface into an augmented-reality display, enabling the user to see 3D digital objects overlayed on top of the panel they’re viewing.

This avoids the need for any clunky hardware, like a mixed reality headset or augmented reality glasses, both of which require a user to pull an actual device over their eyes to immerse themselves in the experience.

“One of the great barriers for mixed-reality is that, as long as you need to put something on your head, it will never be effortless or elegant as a solution,” Urho Konttori, CEO and co-founder of Distance, told CNBC in an interview earlier this week. Konttori was formerly chief technology officer of Varjo, another Helsinki-based mixed-reality firm.

Distance is primarily focused on selling into the auto, aerospace and defense markets.

The way Distance works is by using tracking technology to identify where you are looking and then compute the correct light field to match the exact positions of your eyes, according to Konttori.

Distance’s solution adds a set of optics layers on top of most liquid crystal displays (LCDs), which allow its tech to beam an image onto the places where your eyes are focusing.

Using this technique, Distance can separate the light fields into your left and right eyes, while also creating an additional optical layer underneath that creates a high brightness.

Distance says its system is capable of “infinite” pixel depth, meaning it can create a life-size field of view in any setting — whether behind the wheel of a car or flying an F-18 fighter jet.

GV, which was formerly known as Google Ventures and counts the internet search giant’s holding company Alphabet as its sole limited partner, told CNBC that it was attracted to invest in Distance due to the “potential to build the next-generation of user interfaces.”

“We are particularly excited about how some of the nearer-term pathways to bring this to market in automotive and aerospace allow the potential for users to get their hands on this technology,” Roni Hiranand, principal at GV, told CNBC.

Commercializing mixed reality isn’t an easy feat. For one, mixed-reality devices are still expensive. Apple’s Vision Pro and Microsoft’s HoloLens 2 devices both start at $3,500 — and they’re not cheap to make, either. A new AR glasses concept device Meta unveiled Wednesday reportedly cost the firm $10,000 per unit to make, according to The Verge.

Meta was not immediately available for comment when contacted by CNBC.

Meta unveils Orion AR glasses

Augmented reality heads-up displays, or HUDs, aren’t a new phenomenon in the automotive industry. Companies have been working to add AR features to cars for several years, with tech giant Huawei among the early movers to pioneer the tech in China.

A slew of other display technology firms are developing their own AR HUDs for cars, including First International Computer, Spectralics, Envisics, Futurus, CY Vision, Raythink, Denso, Bosch, Continental, and Panasonic.

According to Distance Technologies Chief Marketing Officer Jussi Mäkinen, the company’s system can cover the entire surface of any transparent surface, not just a specific corner or the bottom half of a display — a limitation that most automotive AR HUDs are facing today.

“The main difference here is that we are driven by the software,” Mäkinen told CNBC.

The company previously showcased a proof-of-concept version of its technology at the Augmented World Expo USA 2024 mixed-reality industry trade show in June.

For now, Distance has had to use simple optics and normal LCD displays to demonstrate its technology to prospective partners and investors. Going forward, Konttori said he’s getting ready to push a “very expensive” button: advancing Distance’s optics technology into what he calls the next generation early next year.

“I would say that we have been in the research cycle now,” Distance’s CEO said. “Now, we are switching into the product cycle. And the key thing to do is work with somebody who will become your customer … one or two to work very closely with, and then a finalized product specification.”

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Applications open for CNBC’s top global fintechs list

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For the third year in a row, CNBC is working with market research firm Statista to list the world’s top financial technology companies.

Including startups, scaleups and established tech players, the top global fintech list aims to assess companies using an objective, key performance indicator-based methodology.

You can find out more information on the research project and methodology by clicking here.

Woman using digital tablet and credit card to do shopping.

John Lamb | Digital Vision | Getty Images

Applications are now open for companies to register their information for consideration by Statista’s researchers. To qualify, a company must focus primarily on developing innovative, technology-based financial products and services.

This year, we’re also digging deeper into the research to name the standout companies operating in the U.K. — the largest fintech market in Europe, as measured by the amount of funding raised.

Applications from companies headquartered in the U.K. will — in addition to being considered for the global fintech list — also be considered for a separate list of the U.K.’s top fintech companies. Firms do not need to fill in a separate application to be considered for the U.K. ranking.

Last year, fintech startups in the U.K. raised $3.6 billion in venture capital, ranking second worldwide and first in Europe for funding, according to industry trade body Innovate Finance. The country is also home to Revolut, Europe’s biggest fintech unicorn with a $45 billion valuation.

How to apply

Companies can submit their information for consideration by clicking here. The form, hosted by Statista, includes questions about a company’s business model and certain key performance indicators, including revenue growth and employee headcount.

The deadline for submissions is April 25, 2025.

If you have any questions about the lists or need assistance filling out the form, please reach out to Statista: [email protected].

Successful companies will be listed in the category that most closely reflects their business model. This year, insurance technology will be included as a category in the global fintech list. The other categories are payments, neobanking, digital assets, alternative financing, wealth technology, and enterprise fintech.

You can check out last year’s list here, which included well-known brands such as Mastercard and China’s Ant Group, global unicorns such as Brazilian digital lender Nubank and buy now, pay later firm Klarna, as well as smaller disruptors including payments platform Primer and investing app Stash.

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Democrat senators question what Elon Musk plans to do with CFPB data

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Sens. Elizabeth Warren, D-Mass., center, Amy Klobuchar, D-Minn., and Senate Minority Leader Charles Schumer, D-N.Y., conduct a news conference after the Senate Policy luncheons in the Capitol, March 14, 2017.

Tom Williams | CQ Roll Call | Getty Images

Democrat lawmakers led by Massachusetts Sen. Elizabeth Warren on Tuesday held a forum pushing back against the moves that the Trump administration and Elon Musk have taken to neutralize the Consumer Financial Protection Bureau.

Guests at the event included a retired military veteran helped by the agency, a mortgage broker who said the CFPB has helped curb industry abuses, and the bureau’s former head for supervision.

But the focus of the senators’ attention was Elon Musk, the driving force behind the so-called Department of Government Efficiency. While Musk was invited to the Washington, D.C, event, according to Warren, he didn’t make an appearance.

The lawmakers questioned whether Musk was conflicted in his efforts to dismantle the CFPB, highlighting his recent plan to launch a digital payments service within X, the social media network he owns.

“By seizing control of the agency, Musk can now root through all of the CFPB’s confidential data that DOGE has accessed on these potential competitors,” Warren said. “As Musk launches his new app, he faces oversight from the CFPB. His plan seems to be to eliminate the watchdog.”

A representative for Musk and X didn’t immediately respond to request for comment.

Earlier this month, operatives from DOGE gained access to CFPB systems, shortly before the bureau’s new leadership shuttered the agency’s headquarters, froze nearly all activities and laid off roughly 200 employees. A CFPB union has alleged in a lawsuit that acting CFPB Director Russell Vought intends to fire more than 95% of the agency’s staff.

“Elon, how do you justify shutting down the agency that’s going to be looking at your peer-to-peer payment plan?” Sen. Amy Klobuchar, D.-Minn., asked rhetorically during the hearing Tuesday. “How do you justify shutting down the agency that has jurisdiction and oversight over many of the other financial issues that you are going to make money from doing?”

‘Secret sauce’

Responding to a question from Sen. Chris Van Hollen, D.-Md., about what Musk could do with CFPB data, Lorelei Salas, the former CFPB supervision director, said the regulator kept “very sensitive trade secret information,” including from payments services PayPal, CashApp and Zelle, as well as online lenders.

“We’ve been looking at a number of digital wallet companies, payments companies, and we have information… on the technologies that they’re using,” Salas said. “We have information on the secret sauce of the credit models that people used with artificial intelligence to make decisions about whether you get a loan or not.”

Late last year, the CFPB took steps to supervise tech giants and payments firms that dominate the market, including Apple and PayPal, and sued the operator of the Zelle payments network and the three biggest U.S. banks using it for allegedly failing to properly investigate fraud complaints.

Besides confidential data on companies examined by the CFPB, the agency has “very sensitive data” from consumers filing complaints, Salas added. Consumers often leave account numbers and other personal data in their complaints, agency sources have said.

Now, with the CFPB and its employees in a state of limbo, the question is how far Musk and Vought can take their campaign to minimize the watchdog. A federal judge has halted their efforts, saying that they cannot fire employees or purge bureau data for the time being.

“The CFPB has been sidelined, but it is not dead,” Warren said, asserting that only Congress can shut down the bureau. “Advocates are in court right now asking judges to enforce the law, and I am confident they are going to win.”

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Stocks making the biggest moves after hours: CAVA, INTU, WDAY, LCID

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