Insider Pages Set To Launch Today

Pasadena-based Idealab is set to launch its newest company today, Insider Pages (, according to sources. The new web site is a twist on social networking, allowing people to sign up and connect with friends, and offering recommendations for local businesses and services. Gross is planning on launching the venture at the Web 2.0 Conference. Idealab is best known for its success in launcing Overture Services, CitySearch, and recently for its sale of Picasa to Google. The new company will be headed by Stuart Macfarlane, and wholly owned by Idealab. The company's services are currently limited to the Los Angeles area, and has been available in beta form for months.