Felton
Felton is an AI audience intelligence SaaS platform that profiles social media audiences at the individual level using NLP and computer vision. It serves sports organizations, entertainment companies, and consumer brands across EMEA and LATAM through direct enterprise sales.
- Company typePrivate
- Founded2020
- HeadquartersLisboa, Portugal
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Felton does
Felton is an AI audience intelligence company headquartered in Lisbon, Portugal (legal entity Plantel Protagonista, S.A.), founded in 2020 and operating across EMEA and LATAM with a secondary office in São Paulo, Brazil. Originally launched as Hoopers, a basketball community and events brand active in Portugal, Spain, and Brazil, the company spun out its technology business into Felton in 2026, retaining the original founders André Costa (CEO) and André Rocha (CTO). The company profiles social media audiences at the individual level — analyzing publicly available data from Instagram and other platforms using in-house NLP, computer vision, and machine learning models — and packages the output into an enterprise SaaS platform.
The Felton platform is a cloud-based SaaS solution built around six integrated modules: Audience Profiling (200+ data points per individual), Audience Segmentation (250+ filters with AND/OR logic), Emotion AI (25+ specific emotions across positive/neutral/negative categories, plus a proprietary Community Trust Score updated daily), Brand Detection (computer vision identifying 50+ brand items across fashion, sports, automotive, electronics, beauty, retail, food & beverage, and health), Content Intelligence (linking content format, topic, and timing to emotional response), and Influencer Intelligence (audience-first creator profiling and comparison). Proprietary metrics such as True Audience Value (TAV) and Toxic Rate extend the platform beyond conventional social listening, which Felton positions as only tracking mentions and three-category sentiment.
Felton sells exclusively through direct enterprise sales with custom pricing, multi-year contracts, and no self-serve option. Named customers include the NBA, Cleveland Cavaliers, A Bola, SLAM, Betano, Betclic, Sonae MC, Vivo, Musicalize, and Eaton, spanning sports, gaming/betting, media, retail, telecom, entertainment, and industrial verticals. The company is backed by GED Ventures Portugal, Portugal Ventures, Sport Horizon Holding, Buena Vista Equity Partners, and individual investors Neemias Queta, Ticha Penicheiro, and Nuno Sanches, with total disclosed funding of approximately $2.77M across a 2022 seed and a November 2024 round. Felton is GDPR-compliant and operates in accordance with the EU AI Act.
Felton firmographics
Firmographics- Name
- Felton
- Legal name
- Plantel Protagonista, S.A.
- Website
- https://felton.ai
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Felton is an AI audience intelligence SaaS platform that profiles social media audiences at the individual level using NLP and computer vision. It serves sports organizations, entertainment companies, and consumer brands across EMEA and LATAM through direct enterprise sales.
- Ownership category
- akta.pro rank
Felton industry classification
Industry- Product category
- Audience Intelligence Software
- NAICS
- Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Paid Social Advertising (BPAFACAB)
- akta.pro secondary industries
- Emotion, Sentiment & Paralinguistic Intelligence (HDAAAFAI), PR, Reputation Management & Earned Media Platforms (BPAMALAO)
Keywords
Where Felton is headquartered
LocationHeadquarters
- HQ city
- Lisboa
- HQ country
- Portugal
- HQ region
- Europe
Offices2 records
Markets served
Felton business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscription: Access to Felton's AI Audience Intelligence Platform is provided under a separate subscription agreement with B2B customers. Custom pricing based on scope and requirements. Platform is cloud-based SaaS solution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom enterprise pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Felton product offering
Product offeringCore offering
Felton is a cloud-based AI Audience Intelligence Platform that profiles social media audiences at the individual level using machine learning, NLP, and computer vision. The platform ingests publicly available data from Instagram and other social networks to build 200+ data point profiles per person, classify 25+ specific emotions, detect 50+ brand items, and generate the proprietary Community Trust Score (CTS) and True Audience Value (TAV) metrics for sports organizations, entertainment companies, and consumer brands.
Product overview
Felton is an AI Audience Intelligence Platform delivered as a cloud-based SaaS solution for sports and entertainment organizations. The platform consists of one unified core product — the AI Audience Intelligence Platform — powered by five integrated modules: Audience Profiling (individual-level profiles with 200+ data points), Audience Segmentation (250+ filters with AND/OR logic), Emotion AI (25+ emotion detection with Community Trust Score), Brand Detection (computer vision for 50+ brand items across 10+ categories), Content Intelligence (emotional impact analysis per content piece), and Influencer Intelligence (audience-first influencer analysis). The platform ingests publicly available data from Instagram and other social media platforms, processes it through AI models for individual-level audience understanding.
Differentiator
Problem solved
Functional benefit
Products and services
- AI Audience Intelligence Platform Cloud-based SaaS platform using AI/ML to profile digital fan communities at the individual level, measure sentiment, detect emotions, identify brand affinities, and generate actionable insights for sports, entertainment, and consumer brand organizations. Delivers 200+ data points per person across demographics, psychographics, emotions, and brand affinities.
- Audience Profiling
Quantifiable outcome
- 1.2M profiles processed for Emotion AI use cases
- +1 more outcomes
Companies that use Felton
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Felton technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature8 records
Felton partnerships and signals
Strategic signalScale indicators5 records
Recent moves4 records
Expansion highlights6 records
Felton competitors and assessment
Company assessmentDirect peers
- ListenFirst: Audience intelligence platform purpose-built for entertainment, media and sports rights holders — Felton's most direct US-based competitor in the sports sponsorship analytics niche.
- Talkwalker: AI-powered consumer and audience intelligence platform with sentiment analysis, image recognition and brand-affinity analytics — directly comparable technology stack and use cases to Felton.
- Zoomph: Sports and entertainment sponsorship analytics platform that quantifies audience value and influencer impact for leagues, teams and brands — overlapping directly with Felton's TAV and Influencer Intelligence modules.
- Brandwatch: Enterprise social listening and consumer intelligence platform that profiles online audiences, tracks sentiment, and supplies brand and campaign analytics — the closest large-scale direct competitor to Felton's audience-intelligence proposition.
- Audiense: Audience intelligence and segmentation platform that builds individual-level profiles from social data and supports influencer selection — the most comparable niche specialist to Felton on segmentation logic.
- Pulsar TRAC: Audience intelligence and social-listening tool (Pulsar, now part of Brandwatch) offering emotion and sentiment analytics on social media — overlapping on Emotion AI and segmentation use cases.
Broad incumbents
- Meltwater: Media and social intelligence platform offering audience analytics, sentiment tracking and influencer evaluation to enterprise marketing teams — overlapping heavily with Felton's social-listening replacement pitch.
- Sprout Social: Public social-media management suite that includes audience analytics, sentiment reporting and influencer tools sold into the same sports, entertainment and consumer-brand buyers Felton targets.
- Sprinklr: Enterprise customer-experience and social-suite platform with AI-driven audience insights and analytics; competes with Felton at the high end of sports and consumer-brand contracts.
- Emplifi (formerly Socialbakers): AI-driven social media marketing and customer-care platform with audience analytics and influencer tools, frequently deployed by sports and consumer-brand marketers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Felton social profiles
Digital presenceFelton compliance and trust
Trust signalCompliance2 records
Felton financial estimates
Financial estimateRevenue estimate
Valuation estimate
Felton leadership team
Management profileNumber of profiles
Profiles4 records
Felton funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Felton M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Felton
What does Felton do?
Felton is a cloud-based AI Audience Intelligence Platform that profiles social media audiences at the individual level using machine learning, NLP, and computer vision. The platform ingests publicly available data from Instagram and other social networks to build 200+ data point profiles per person, classify 25+ specific emotions, detect 50+ brand items, and generate the proprietary Community Trust Score (CTS) and True Audience Value (TAV) metrics for sports organizations, entertainment companies, and consumer brands.
Is Felton a public or private company?
Felton is a private company. It is classified as venture growth investor backed and is currently operating.
When was Felton founded?
Felton was founded in 2020. It employs 11 to 50 people.
Where is Felton based?
Felton is headquartered in Lisboa, Portugal, in the Europe region.
How does Felton make money?
One revenue line is on record: saaS Platform Subscription.
Who are Felton's main competitors?
Direct peers on record are ListenFirst, Talkwalker, Zoomph, Brandwatch, Audiense and Pulsar TRAC. Broad incumbents are Meltwater, Sprout Social, Sprinklr and Emplifi (formerly Socialbakers).
Does Felton have an API?
No public API is recorded for Felton.
What industry is Felton in?
Felton's product category is Audience Intelligence Software. Its primary akta.pro industry code is BPAFACAB, Paid Social Advertising, with a secondary code of HDAAAFAI, Emotion, Sentiment & Paralinguistic Intelligence. Its NAICS code is 5418 and its SIC code is 7310.