System1 was founded in Venice, CA in 2013. We are led by a team of passionate and experienced entrepreneurs and industry veterans who have built and managed multiple billion dollar companies. We have assembled an incredible group of data scientists and engineers, made several strategic acquisitions, and expanded our offices around the world. And we are just getting started.

Why the name System1?

Our inspiration comes from groundbreaking prospect theory research by Nobel laureate Daniel Kahneman and his partner Amos Tversky. Their findings distinguish between two modes of thought: System 1, which is fast, automatic and frequent – similar to how users engage online – vs. System 2, which is slower, more effortful and infrequent.