Co-founders Simon Phillips and Stuart Anthony developed the tool after spending nearly 60 years in the industry, where they grew frustrated by the manual labor required to audit competitor landscapes. The platform leverages AI to generate interactive territory maps, archetype breakdowns, and tone scoring. According to the founders, it does not seek to replace human strategy but rather to accelerate the early-stage research phase, allowing teams to move toward creative execution with greater speed.

Designed for agency teams, founders, and investors, the software targets three primary use cases: developing new brand systems, rebranding existing identities, or validating current market positions. The system functions by comparing a brand against up to six named competitors, using a methodology that benchmarks against 30 different industries. During its testing phase, the tool was utilized in a successful competitive pitch, where its output served as the core strategic foundation for the resulting brand identity. Subscription plans for the platform start at $199 per analysis, with tiered pricing options available for agencies and larger firms.