Today we're launching
Minerva, backed by $20M in funding from
The General Partnership,
8VC,
Lingotto,
Topology Ventures, NBA Investments,
Citrini Research and many others, alongside a research collaboration with
OpenAI.
AI has changed what’s possible in marketing. Claude can write great copy. Midjourney can create beautiful images and AI ad makers can make realistic UGC.
But none of these tools solve the real problem: they don’t know who the customer is, what they care about and when they are ready to buy. They lack context.
Example: Right now brands send the same email and show the same ads to a 24-year-old woman living in Soho and a 67-year-old woman in Boise, Idaho. This makes no sense.
AI should be able to fix this.
Today it can.
Minerva has proprietary data on 270 million Americans… similar data to what Meta has but won’t share.
So when a customer searches on Google for “luxury handbags,” Minerva knows.
Our agents can understand that signal, identify the customer and reach them via an email, a Meta ad or a text message at the precise moment their habits suggest they’re ready to buy.
This makes it so marketing feels human and relevant instead of generic and spammy.
This is only possible because of agents that can standardize a brand’s data, improve it with our data and provide it to agents that create campaigns personalized to each person at scale.
So far it’s working: Minerva has lifted paid media ROAS by 3.5x and direct mail response rates by 2.5x. Billion-dollar brands like
Wander,
Trust & Will,
Luxury Presence and
Juicebox use Minerva to help them drive more revenue.
Everything in my life has led me to building Minerva:
I grew up in my parents’ restaurant in Colorado and started working when I was 8 years old as a dishwasher.
By 16, I was running the business.
That restaurant taught me the thing I still believe most deeply about business: the best companies know their customers best.
In person, this is obvious. You know the regular who always orders the same thing. You know who wants to be left alone and who wants to talk. You know who is celebrating, who is in a rush, who needs a recommendation and who just wants to feel remembered.
That is what great marketing should feel like. Somewhere along the way, as brands moved online, we lost that intimacy. Customers became segments, audiences, cohorts and lookalikes.
Minerva is my attempt to bring back what I learned early in life: every person is different, and the best brands make people feel unique.
It's been the privilege of a lifetime to build Minerva with
Mathew and
Daniel, and I can't thank our customers, partners and team enough. Importantly, to Whitney, Chris and Helena: none of this happens without the three of you.
To celebrate the launch, we’re sponsoring your first campaign for free. Comment your niche below and we’ll send you a link for the platform.
Expect more from me as we bring Minerva to brands around the world, this is just the beginning!