Youtility Decision Science, a behavioral AI company focused on understanding and predicting consumer decision-making, announced that it has completed the second close of its seed funding round, bringing total capital raised to $4.2 million. The round was backed by a consortium of strategic investors, including Silver Falcon Capital, Fyllo, and National Media, along with additional industry investors and family offices.
The company will use the funding to accelerate the development and deployment of its proprietary decision science platform, which leverages real-time behavioral signals to identify the emotional drivers behind consumer decisions and dynamically adapt engagement strategies.
Youtility’s platform is designed to move beyond traditional demographic segmentation by identifying “Think-a-Likes” rather than “Look-a-Likes,” enabling organizations to understand not just who their customers are, but why they make specific choices. Delivered via APIs, the system integrates with existing marketing, sales, and customer engagement workflows, enabling businesses to adjust messaging and offers in real time as customer behavior evolves.
The company is already working with major financial institutions, including Santander UK, Virgin Money, and Monese, and has initiated multiple proof-of-concept deployments with organizations in the United States. Early results have demonstrated a measurable impact, including a 17% increase in sales in a campaign with a leading UK bank.
Youtility plans to expand its engineering and data science teams, increase the number of pilot deployments across consumer and retail sectors in the United States and Europe, and continue scaling its platform ahead of a planned Series A round.
Founded with operations in Richmond, Virginia, and London, Youtility is positioning itself as a next-generation data infrastructure provider for customer engagement, enabling organizations to transition from reactive marketing approaches to real-time, behavior-driven decisioning.
KEY QUOTES
“Companies today rely heavily on demographic assumptions, but simply knowing who those customers are doesn’t explain why they make the choices they do. Decision science changes that by modeling the behavioral signals and states of mind as they happen. We’ve built a platform that can be deployed quickly, operate in real time, and deliver individualized insights without requiring massive infrastructure. This funding allows us to accelerate development and expand deployments with organizations looking to move from reactive marketing to real-time decisioning.”
Tyler Randolph Boyd, CEO, Youtility
“Understanding customer behavior at the decision level is becoming essential for modern marketing and engagement strategies. Youtility’s decision science platform introduces a powerful, new layer of behavioral intelligence, and we’re excited to support the team as they bring this technology to market.”
Travis Moyer, Partner, Fyllo
“As organizations increasingly look for better ways to understand and engage customers, technologies that surface real behavioral signals are becoming incredibly valuable. Youtility’s decision science approach brings a new level of insight, illuminating why consumers actually make purchasing choices.”
Robin Roberts, Co-Founder And President, National Media
“Youtility is developing a compelling, new approach to behavioral decision science that we believe will resonate with organizations seeking deeper insight into customer behavior.”
Brian France, Founder And Brand Visionary, Silver Falcon Capital
