Fynn founded RootsRated.com in 2012. Between 2014-2016, the site grew into one of the largest sites for adventure travelers in the U.S. In 2016, the company launched RootsRated Compass, a content marketing platform for outdoor brands and destination marketing organizations (e.g. Osprey Packs, Marmot, Utah Tourism, Atlanta CVB, Vail Resorts, etc).