Profila

We are looking for a small number of trust-forward brands to partner with us on a new project. At Profila, we’re building relationship data infrastructure — the system that governs how brands and customers exchange intent, consent, and value over time. Not tracking. Not guessing. Not dark patterns. Most retention teams I speak with are stuck in the same place: • Inferred data they don’t fully trust • Rising compliance and regulatory risk • “Personalization” that’s louder, not more relevant We’re testing a different model. Instead of extracting signals, customers explicitly share preferences and boundaries. Instead of surveillance, customers are compensated for accuracy. Instead of fragile data, brands get durable, consented signals they can actually use. We’re opening a handful of 2026 brand trials with companies that: • Care deeply about customer trust and long-term loyalty • Operate in regulated or brand-sensitive categories • Want to help shape what post-cookie engagement actually looks like If you’re a CMO, growth leader, or founder — or know one — and this resonates, then connect with our CEO, @ShawnJensen001 or our CMO, @KenHerron, for a short, no-pressure conversation. Sometimes the most meaningful innovation doesn’t start with scale. It starts with the right design partners. 🙏 Thanks to this community — it’s consistently generous in helping thoughtful ideas find the right home.

Food brands live on loyalty. Preferences are personal. Habits are emotional. Trust is essential. Nestlé’s category highlights how nuanced customer relationships can be. Taste, health goals, dietary needs, and ethics all play a role. Behavioral data only shows part of that story. Declared preferences reveal more. When customers share dietary interests or boundaries directly, communication becomes more relevant and responsible. This also matters for compliance in health-adjacent categories. Clear consent and transparency reduce risk. Retention in food is not just about repeat purchase. It is about staying aligned with evolving needs. As AI enters nutrition and wellness, signal quality becomes even more important. The brands that listen directly will adapt faster. Profila’s platform introduces a governed layer of declared intent, helping brands align outreach with what customers willingly share rather than what algorithms infer. If your retention strategy could reflect customers’ stated goals, not just past purchases, how would your messaging evolve?

@hthieblot Yes @ShawnJensen001

In 2026, I’m inviting 1,000 founders to San Francisco to start their companies. Are you in?

LEGO thrives on co-creation. Customers do not just consume. They build, design, and imagine. That spirit is a useful metaphor for the future of data. Traditional data models treat customers as sources. Emerging models treat them as participants. Declared data invites collaboration. Customers share preferences intentionally. Brands build experiences around them. That creates a healthier value exchange. Customers feel heard. Brands gain better signals. As AI reshapes marketing, co-creation may become a differentiator. Systems that incorporate explicit input can align more closely with real needs. There is also a trust dividend. Participation builds loyalty. The most forward-looking retention strategies I see today are collaborative by design — including models like Profila, which introduce governed layers of declared intent. Customers are not just part of the funnel. They are part of the system. If your data strategy invited customers to help shape it, what would you build differently? #CoCreation #CustomerVoice #FutureOfMarketing

When you tell your legal counsel you're going AI-native, expect hard questions. And you should welcome them. The concerns are valid. AI-generated code raises real questions around IP ownership. Hallucination is a known risk — anyone who's used AI for research has seen it confidently present something that doesn't exist. And shifting an entire operating model deserves board-level scrutiny, not just a founder's conviction. We agree with all of that. Which is why governance isn't something we're bolting on later — it's built into how we operate right now. Here's how we think about it: Our IP isn't the code. It's the domain logic behind it — years of R&D, proprietary processes, and industry-specific frameworks that we've documented and evidenced. That's what we protect. Code is the output. Context is the asset. AI is the delivery engine for that context. It gives us speed that would have been unthinkable two years ago. But speed without oversight is just chaos with momentum. So every critical output passes through domain experts. Not as a formality — as a genuine verification layer that checks for accuracy, strategic alignment, and legal soundness. The human isn't in the loop as a courtesy. The human governs the loop. We're building fast and building with guardrails. The two aren't in tension — they're the same strategy. I think the strongest AI-native companies in 2026 won't be defined by how quickly they shipped. They'll be defined by how well they governed what they shipped. How are you balancing speed and oversight in your teams? #AINative #StartupStrategy #IPProtection #HumanInTheLoop #Governance @ShawnJensen001

900,000 contact records exposed in Aura data breach — An identity protection company just exposed customer records. Let that irony land for a moment. Aura — a firm whose entire business is protecting people's data — confirmed this week that a phishing attack gave an unauthorised party access to names, emails, phone numbers, and home addresses. The breach came through a marketing tool linked to a company Aura acquired in 2021. This is the fundamental flaw in today's data economy. Companies collect consumer data, centralise it, and become targets. Even the companies built to protect you can't protect themselves. At Profila, we designed for this reality from day one. Our platform database will hold zero personal data — no emails, no names, no phone numbers. Every person is represented by an opaque token. Personal data lives in an isolated, encrypted vault that the platform itself cannot access without the individual's explicit consent. Every access is audited. Every field requires permission. We're building toward a future where personal data lives exclusively on the consumer's own device — never centralised, never a target. When there's no honeypot, there's nothing to steal. The question isn't whether your data will be breached. It's whether the companies you trust still need to hold it in the first place. Learn how the Reverse CRM works at Profila #Profila #DataBreach #PrivacyTech #ConsumerData #ReverseCRM #DataOwnership helpnetsecurity.com/2026/03/19/aur…

The EDPB has launched its 2026 Coordinated Enforcement Framework targeting Articles 12-14 of the GDPR — the rules requiring organisations to clearly explain how they collect, use, and share personal data. This matters because transparency violations have already generated over EUR 252 million in fines. And that number is about to climb. Most companies scramble to retrofit transparency into systems designed to collect data quietly. Privacy policies get longer. Cookie banners get more complex. Compliance teams get bigger. At Profila, transparency isn't a compliance layer — it's the architecture. Consumers see exactly what data they share, with whom, and why. They control the cadence and channel through Metronome. When your business model starts with consumer control, you don't need to worry about a transparency audit. Explore how Profila works for brands at profila.. edpb.europa.eu/news/news/2026… #Profila #GDPR #Transparency #DataPrivacy #EDPB #ConsentArchitecture #PrivacyByDesign

900,000 contact records exposed in Aura data breach — An identity protection company just exposed 900,000 customer records. Let that irony land for a moment. Aura — a firm whose entire business is protecting people's data — confirmed this week that a phishing attack gave an unauthorised party access to names, emails, phone numbers, and home addresses. The breach came through a marketing tool linked to a company Aura acquired in 2021. This is the fundamental flaw in today's data economy. Companies collect consumer data, centralise it, and become targets. Even the companies built to protect you can't protect themselves. At Profila, we designed for this reality from day one. Our platform database will hold zero personal data — no emails, no names, no phone numbers. Every person is represented by an opaque token. Personal data lives in an isolated, encrypted vault that the platform itself cannot access without the individual's explicit consent. Every access is audited. Every field requires permission. We're building toward a future where personal data lives exclusively on the consumer's own device — never centralised, never a target. When there's no honeypot, there's nothing to steal. The question isn't whether your data will be breached. It's whether the companies you trust still need to hold it in the first place. Learn how the Reverse CRM works at profila.me #Profila #DataBreach #PrivacyTech #ConsumerData #ReverseCRM #DataOwnership

$450M to transform how restaurants connect with their customers. inKind just raised one of the largest Series B rounds in hospitality fintech history. Their mission: make dining more rewarding for everyone. But here’s the structural challenge every hospitality platform faces at scale: You’re sitting on mountains of transaction data — what people ordered, when they visited, how much they spent. But you have almost zero insight into why. Why did they choose your restaurant? What cuisine do they actually crave? Are they celebrating an anniversary or grabbing a quick lunch? Transaction data tells you what happened. Zero-party data tells you what will happen next. At Profila, we believe the future of hospitality loyalty is built on declared, compensated, revocable intent — not inference. Imagine a world where your best diners voluntarily share preferences, dietary needs, and celebration calendars, because they trust the platform and receive real value in return. That’s how the next generation of loyalty works. For restaurant platforms scaling nationally: how are you thinking about the gap between transaction data and true customer intent? #HospitalityTech #ZeroPartyData #CustomerRelationships

$350M to make enterprise AI accessible to every organization. SambaNova Systems is building the full-stack AI hardware and software platform that powers some of the world's most demanding workloads. That's extraordinary engineering. But here's an inconvenient truth about enterprise AI: The models are only as good as the data they're trained on. And most enterprise customer data is incomplete, outdated, or unethically sourced. Every enterprise AI team faces the same dilemma: How do you personalize experiences without violating privacy? How do you train models on customer intent when you're relying on inferred behavioral signals? Zero-party data solves this at the root. When customers build and maintain their own data profiles — their real preferences, not algorithmic guesses — AI models get cleaner inputs, better outputs, and zero compliance risk. At Profila, we view this as the missing infrastructure layer: declared, compensated, revocable intent that gives enterprise AI systems trustworthy inputs by design. The future of enterprise AI isn't just faster chips. It's better data foundations. For AI infrastructure leaders: what's your strategy for ensuring the data layer is as trustworthy as the compute layer?

$350M to build humanity's next home in space. Axiom Space is constructing the world's first commercial space station. The ambition is breathtaking. Now consider this: when you're building products and experiences for astronauts, researchers, and space tourists — you cannot afford to guess what they need. In extreme environments, personalization isn't a marketing buzzword. It's a safety requirement. The companies that operate in the highest-stakes environments have always led the way in consent-based, preference-driven data relationships. Healthcare did it. Aviation did it. Space will too. At Profila, we believe the same principle applies here on Earth: the most accurate customer data doesn't come from tracking behavior. It comes from declared, compensated, revocable intent. The broader lesson for every scaling company: the most resilient data foundations are built on trust — not surveillance. What industries do you think will be next to shift from surveillance data to zero-party data? #SpaceTech #ZeroPartyData #CustomerExperience

$257M to automate cell therapy manufacturing and save more lives. Cellares is solving one of biopharma's most heartbreaking bottlenecks: patients whose lives could be saved by FDA-approved therapies die waiting because manufacturing can't keep up. That's a data problem as much as it's an engineering problem. Every patient in a cell therapy pipeline is unique. Their cells, their treatment plan, their clinical journey — all deeply personal. Managing this requires the most rigorous data relationships in any industry. Biopharma companies are already leaders in consent-based data practices (they have to be — it's regulated). But the opportunity goes further. What if patients could build and maintain their own health profiles? Share specific data with specific providers for specific purposes? Revoke access with one click? This is exactly the type of governed, patient-controlled data relationship platforms like Profila are designed to enable. That's not just compliance. That's trust. And trust is the foundation that scales. For healthcare and biotech leaders: how are you thinking about patient data sovereignty as your therapies scale globally? #CellTherapy #PatientData #ZeroPartyData

$250M and 100+ enterprise customers in just two years. Decagon's AI customer service agents are already handling support for Notion, Duolingo, Substack, and Rippling. Revenue went from zero to $10M+ ARR in record time. Here's what makes AI customer service truly transformative: The best support interactions don't just resolve tickets. They learn. They remember. They anticipate. But that only works when the data is right. And right now, most AI agents are trained on observed behavior — what a customer clicked, what they browsed, what they complained about. Imagine if AI agents had access to what customers actually WANT. Their real preferences. Their communication style. Their tolerance for frequency. That's the zero-party data advantage. With Profila’s platform, customers can build and maintain their own profiles — declaring preferences, intent, and permissions directly. AI agents can then use those profiles to deliver personalized service that feels genuinely human. Less guessing. Less frustration. More trust. For companies building AI-powered customer experiences: are your agents learning from surveillance data or from customer intent? #AICustomerService #ZeroPartyData #CustomerExperience

$250M at a $1.5B valuation. 900% revenue growth in one year. Upwind Security is proving that runtime cloud security is becoming core infrastructure. They’re helping Siemens, Peloton, Roku, and Booking.com cut through 98% of alert noise. But there’s a more important question underneath the security story. Security protects data from bad actors. Privacy protects data from overcollection in the first place. The strongest cloud security posture in the world does not solve the wrong data model. If data was collected without meaningful consent, at excessive volume, or without clear purpose limits, protecting it is only part of the problem. That is why the next conversation is not just about defense. It is about minimization. At Profila, we believe the better model is zero-party data: data people intentionally declare, selectively share, and control under clear terms. That shifts the question for security and privacy leaders from “How do we protect more data?” to “Why are we holding so much of it to begin with?” Less unnecessary data. Smaller attack surface. Stronger trust. Better compliance. The companies that win this decade will not just secure data better. They will architect their businesses to need less of it. For security leaders: is your data minimization strategy as strong as your perimeter defense? #CloudSecurity #ZeroPartyData #DataMinimization

$163M to put a smart electrical panel in every home. Span is building the hardware layer for the home energy revolution — EV charging, solar, battery storage, all managed from one intelligent panel. But here's what the smart home industry keeps getting wrong about data: Every smart device in your home is collecting data ABOUT you. Your energy usage patterns. When you're home. When you're asleep. What appliances you use. Most homeowners have no idea this data exists, let alone who has access to it. The smart home companies that win long-term won't be the ones that collect the most data. They'll be the ones that earn the most trust. That’s why Profila’s model matters. Instead of devices silently extracting behavioral data, homeowners can build their own profile of preferences and intent — and selectively share it with utilities, solar providers, or EV platforms on their own terms. Privacy-first smart home data isn't a constraint. It's a competitive advantage. How do you feel about your smart home devices knowing your daily routine? #SmartHome #EnergyTech #DataPrivacy

$150M to build the next generation of AI cloud infrastructure. PaleBlueDot AI is scaling a cloud computing platform purpose-built for AI workloads. As more enterprises move AI from experiment to production, infrastructure like this becomes critical. But infrastructure is only half the equation. The other half? The data flowing through it. Every AI cloud provider faces an emerging question from enterprise customers: "Can you guarantee that the data powering our models was ethically sourced?" As AI regulation accelerates globally — the EU AI Act, state-level privacy laws in the US, emerging frameworks in Asia — the provenance of training data is becoming a boardroom issue. Zero-party data offers a clean answer. Profila’s platform provides the governed intent layer where individuals intentionally create and share data with clear consent and defined purposes. No scraping. No inference. No legal gray areas. The AI infrastructure providers that build data provenance into their stack will win the enterprise. What's your organization's strategy for ensuring AI training data is ethically sourced? #AIInfrastructure #DataProvenance #ZeroPartyData

$140M Series A. For a nuclear energy startup. That's not just funding — that's a statement of conviction. Standard Nuclear is betting that the future of clean energy requires new approaches to nuclear. Building a nuclear company from scratch requires something most startups never think about: absolute, unconditional public trust. No industry understands the cost of broken trust better than nuclear energy. One data breach, one transparency failure, one perception of secrecy — and decades of public goodwill evaporate. The smartest infrastructure companies are building trust by design, not as an afterthought. That means giving communities real control over what information they share, how it's used, and by whom. Profila’s platform makes this possible — giving people a way to declare what they want to share, with clear consent, clear value, and full transparency. Zero-party data principles aren't just for consumer brands. They're for any organization where trust is the product. For energy and infrastructure leaders: how are you building transparent data relationships with your communities? #NuclearEnergy #PublicTrust #DataTransparency

$130M to help people navigate the healthcare system. Solace Health is scaling a platform that guides patients through the most confusing, frustrating, and high-stakes journey of their lives: getting the care they need. Healthcare navigation works best when you truly know the patient. Not just their diagnosis — their preferences, their fears, their communication style, their family situation. But most health platforms rely on claims data and EHR records. That tells you what happened medically. It doesn't tell you what the patient wants. What if patients built their own health profiles? Shared their real preferences — not just conditions, but how they want to be communicated with, what matters most to them, what stresses them out? That’s exactly the kind of declared-intent infrastructure Profila’s platform provides. It's zero-party health data. More accurate, more current, and infinitely more compassionate than anything scraped from a billing system. For healthcare leaders: are you designing around the patient's medical record, or around the patient as a person? #HealthTech #PatientExperience #ZeroPartyData

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WhatsApp can't be trusted. Signal can't be trusted. Telegram can't be trusted. Then what is the solution?