We help retailers and marketplaces match their products to people, using our proprietary psychometric profiling tool, engineered for scale using AI. We’re starting by disrupting the online gifting market – not because it’s the end goal, but because that’s where our solution has the most impact.

Problem: 

When people buy meaningful products, especially gifts, they’re trying to reflect someone’s taste, values and identity. But online retail still recommends based on the rudimentals of age, gender, relationship or price.

Online personalisation has become a key battleground for retailers but existing tech tracks the behavioural signals of the shopper; meaningless when shopping for others.

The result is long, noisy lists of generic products, choice paralysis and abandoned baskets, which leads to lost brand equity, and up to £27-billion-worth of returns when gifts miss the mark.

Solution and Impact:

Marketypes fixes this; our fun and user-friendly eight-question quiz identifies the personality of the loved one you’re buying for, before matching them to products that align with how they think, feel and choose.

Behind the scenes our AI-layer, trained on the Marketypes framework, is analysing the title, description and attributes of each of the Retailer’s product’s, segmenting even huge databases according to the personality type they would best suit, with human-in-the-loop QA for those products with low AI confidence scoring.

The outcome for shoppers is much more personal recommendations — hence our motto being: Don’t just get them gifts. Give gifts that get them.

And for the 30+ brands we’ve worked with to date, it’s meant a 220% uplift in online conversion rate.

Why We’re Raising:

Our ambition is to make Marketypes an Enterprise-Level SaaS product, used wherever goods are sold. With an initial £335,000 investment, we’ll complete the platform, onboarding our first major enterprise customers, and establishing Marketypes inside a commerce intelligence and personalisation industry where nearly £13 billion is predicted to be spent annually by 2033.

Team:

And we’ve got the team to execute on that. CEO, psychology graduate and marketer with 20 years’ experience Simon Vincent built the psychometric tool that underpins the whole product. CTO, Ian Cole, has spent his career building systems that turn human intent into measurable results. And Chief Customer Officer Laura Tait brings deep retail and editorial expertise.

We’re supported by a team that includes one of the inventors of Tesco Clubcard, an expert in Myers Briggs Type Indicator, and the founder of AI West.

Together, we combine psychology, technology and retail expertise in a way that’s very hard to replicate.