How it started

The value of a brand is the relationship it has with its customers. Cohorts are how we measure - and underwrite - that relationship. After years in Excel and frustration with expensive SaaS tools, we built our own cohort software for diligence. And now we are offering it to any consumer founder. It's not proprietary, but it is free. If it helps founders build better customer relationships, that's a win.

We obsess over cohorts because they show how customers behave over time - what they buy again, how marketing pays back, and when to scale or slow down. They also reveal which customers, channels, and products actually create long-term value - the same lens investors use to underwrite a business.

This data is yours. If you'd like our eyes on it, invite us to your dataset. And feedback is always a gift — cohorts@listen.co.

- Rick and Johnnie