Sooth

What Sooth does

Sooth (legally Sooth & Alchemy, LLC) is a New York-based predictive marketing intelligence company founded in 2022 by Ian Baer. The company applies AI, behavioral psychology, and neuroscience to decode the emotional, practical, and situational signals that drive consumer and business buyer decisions, positioning itself against traditional marketing approaches that rely on demographics and past behavior. Its customer base spans brands, agencies, and platforms across CPG, retail, automotive, technology, financial services, healthcare and pharmaceuticals, media and entertainment, travel and hospitality, energy and utilities, restaurants, and nonprofit sectors, with named enterprise customers including Amazon, Hilton, Samsung, Verizon, JPMorgan Chase, CVS, Bristol Myers Squibb, Audi, Alaska Airlines, and Colgate.

The product surface is centered on a proprietary AI decision engine called ELI (Emotional Logic Interface), trained on behavioral data from 300 million individuals and cross-referenced against more than 100 million real-time intent signals, with the company claiming 91% predictive accuracy. ELI powers an integrated system of five products: SEE (the Sooth Emotion Engine that ranks decision drivers), EmotionalOS (a Predictive Audience Playbook available in Express, Signature, and Enterprise tiers), SoothScore (predictive creative optimization), SoothTracker (real-time competitive analysis), and RISE (a budget reclamation and performance auditing engine), with EmotionalOS covering 220 million U.S. individuals refreshed weekly plus 100 million individuals across 20 global markets. MediaLine adds predictive channel strategy on top of the stack.

Sooth operates an enterprise field sales motion with no self-serve product distribution, offering complimentary Signal Snapshots as a top-of-funnel entry point and contracting on multi-year subscriptions whose pricing is quote-based and tiered by audience scope, region, and vertical complexity. The company is privately held and, based on available sources, appears to be founder-owned without disclosed external institutional investment. Demand generation is driven by content (ELI Reports, the Hot Steaming Cup of Truth blog), founder-led podcast and conference appearances, and earned media including ADWEEK Innovator 50 recognition in November 2025.

Name

Sooth

Legal name

Sooth & Alchemy, LLC

Website

https://soothbetold.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Sooth is a New York-based predictive marketing intelligence company founded in 2022 that uses its proprietary ELI AI engine to decode emotional and behavioral signals behind consumer decisions for enterprise brands, agencies, and platforms across multiple industries.

Ownership category

akta.pro rank

Product category

Predictive Marketing Intelligence

NAICS

Software Publishers (5132)

SIC

Services-Advertising (7310)

akta.pro primary industry

Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH)

akta.pro secondary industries

Real-Time Decisioning & Next-Best-Action Engines (HDAAAHAK), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN)

Keywords

• Predictive marketing intelligence
• Consumer behavior analytics
• Audience targeting platform
• Creative optimization software
• Competitive brand tracking

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Predictive Marketing Intelligence Services: Sooth provides predictive marketing intelligence services to brands, agencies, and platforms. The company offers five proprietary products (SEE, EmotionalOS, SoothScore, SoothTracker, RISE) that work together to help clients see up to 12x performance, 80% less waste, 75% retention improvement, and 5x customer value. Engagement appears to be project/contract-based strategic intelligence services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Sooth provides AI-powered predictive marketing intelligence through its proprietary ELI (Emotional Logic Interface) decision engine, which decodes the emotional, practical, and situational signals behind consumer decisions using behavioral data on 300 million people and 100 million+ real-time intent signals. The company sells a suite of five integrated products (SEE, EmotionalOS, SoothScore, SoothTracker, and RISE) on multi-year subscription contracts to enterprise brands, agencies, and media platforms, with a complimentary Signal Snapshot offered as the entry-point engagement.

Product overview

Sooth is a predictive marketing intelligence company offering a unified platform built around its proprietary ELI (Emotional Logic Interface) AI system. The Sooth System consists of five integrated products: SEE (the foundational emotion engine), Sooth EmotionalOS (predictive audience playbook available in Express, Signature, and Enterprise tiers), SoothScore (creative optimization), SoothTracker (competitive analysis), and RISE (performance auditing). Together, these products help brands decode emotional, practical, and situational signals to improve marketing performance up to 12x and eliminate up to 80% of wasted spend.

Differentiator

Problem solved

Functional benefit

Products and services

• ELI (Emotional Logic Interface) Proprietary AI decision engine trained on behavioral data of 300 million people and 100 million+ real-time intent signals, scoring audiences with claimed 91% predictive accuracy across strategy, message, and spend use cases. ELI underlies every Sooth product and powers the broader Sooth System.
• SEE (Sooth Emotion Engine) Foundational scoring engine that quantifies emotional, practical, and situational drivers of real-world decisions and ranks them by impact. Processes over 3 quadrillion signal combinations built on 100 million+ verified signals and 300 million modeled individuals. Powers every Sooth product or can be used independently.
• Sooth EmotionalOS Predictive Audience Playbook that turns SEE audience blueprints into verified direction—who to target, what drives them, where to show up, and when. Draws from 220 million U.S. individuals refreshed weekly and 100 million across 20 global markets, mapped across 100,000+ unique signals. Available in three tiers: Express (one audience), Signature (multi-audience), and Enterprise (complex segmentation, multinational execution, B2B environments).
• SoothScore Predictive Creative Optimization tool that scores creative concepts against SEE audience blueprints at any stage from concept to execution. Identifies emotional gaps, benchmarks competitive signals, and reduces wasted spend and testing cycles.
• SoothTracker Real-Time Competitive Analysis tool that tracks brand momentum, emotional shifts, and competitive moves weekly. Monitors category share of emotional requirement, penetration, favorability, and momentum across named competitors at up to 90% less cost than traditional brand tracking.
• RISE (Reclaim Intelligence Scoring Engine) Performance auditing engine that scores spending, messaging, media, and targeting to reveal where brands are winning, wasting, and where to improve. Includes Signal Audit, Reclaim Index, and Performance Index; brands have reclaimed as much as 93% of wasted budget.

Quantifiable outcome

• Up to 12x improvement in marketing performance
• +11 more outcomes

Named customers24 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

One partnership is on record.

• Legacy Maker FarmscoreStrategic or Co-development PartnerLegacy Maker Farms uses ELI to guide all marketing and product decisions. Ian Baer serves as fractional CMO and Board advisor. The partnership demonstrates ELI's application in food/beverage CPG for product positioning, packaging, and marketing strategy grounded in verified predictive intelligence about what customers respond to.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Nielsen is the dominant legacy provider of media measurement, audience ratings, and consumer insights globally. Sooth competes directly in brand tracking, audience intelligence, and marketing effectiveness, but Nielsen operates at far greater scale with decades of panel data and agency-embedded contracts.
• Ipsos: Ipsos is a global market research and consumer intelligence firm with deep advertiser relationships and syndicated brand-tracking products. Sooth competes for the same brand measurement and creative effectiveness budget, but Ipsos operates at materially larger scale across 90+ markets.
• Comscore: Comscore is a legacy media measurement and consumer analytics firm with syndicated cross-platform audience and advertising effectiveness data. It competes with Sooth's SoothTracker in brand tracking and competitive analysis, but at much larger scale and with established agency and advertiser relationships.
• GfK (now part of NIQ): GfK is a global market intelligence firm providing consumer behavior, brand tracking, and marketing effectiveness research. Following its consumer business merger with NielsenIQ, it competes broadly with Sooth in predictive consumer intelligence and brand performance measurement.

Direct peers

• System1 (formerly BrainJuicer): System1 is a marketing research firm focused on predicting advertising and brand effectiveness using emotional and behavioral science. It is highly comparable to Sooth's methodology of decoding emotional drivers and predicting campaign performance, with a similar focus on creative effectiveness measurement.
• Realeyes: Realeyes is an emotion-AI company that uses computer vision to measure audience emotional response to advertising via webcam-based attention and emotion analytics. It is a direct peer to Sooth's SEE/SoothScore capabilities for predicting creative and message performance through emotional intelligence.
• Resonate: Resonate is a predictive consumer intelligence platform that delivers AI-driven audience insights for marketers. It directly competes with Sooth EmotionalOS in providing psychographic, intent-based audience targeting and predictive marketing intelligence to enterprise brands.
• CivicScience: CivicScience is a consumer intelligence and predictive analytics company offering real-time brand tracking, ad effectiveness measurement, and consumer sentiment analysis. It is a direct peer to Sooth's SoothTracker and SEE capabilities, focused on continuous brand and competitive intelligence.

Others

• Kantar: Kantar is one of the largest marketing intelligence and brand research firms worldwide, offering brand tracking, ad effectiveness, and consumer panel solutions. Like Sooth, Kantar sells predictive insights to CMOs at major brands, but as part of a much broader portfolio spanning consulting, syndicated tracking, and analytics.

Emerging players

• Affectiva (Smart Eye): Affectiva, now part of Smart Eye, is a pioneer in emotion-detection AI using facial coding and voice analysis for advertising research. It overlaps with Sooth's SEE in decoding emotional drivers of consumer response, though it focuses on biometric signal capture rather than predictive audience strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/soothbetold
• LinkedInlinkedin.com/company/soothbetold

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sooth