Aptera is a company founded in 2011 by Chris Lavery, dedicated to simplifying the process of purchasing complex services and products that require customization. They focus on industries that don't sell through big box stores, providing tools to educate buyers on flexible solutions that cater to unique and evolving needs. Aptera's Cruxtera recommendation system refines the purchasing process by analyzing pricing data, customer requests, and partner details. The company emphasizes customer education and satisfaction, utilizing big data and industry knowledge to revolutionize the purchasing experience. With a flat organizational structure and a focus on product quality, Aptera aims to provide premier support for customers and partner companies.