Youtility, a pioneer in behavioral AI focused on understanding why consumers make decisions, has announced the second close of its seed funding round, bringing total funding to $4.2 million. The round was backed by a consortium of strategic investors, including Silver Falcon Capital, Fyllo, and National Media, along with other industry investors and family offices.
The new funding will help accelerate the development and rollout of Youtility’s proprietary behavioral decision science platform, which uses real-time behavioral signals to identify the emotional drivers and barriers behind consumer choices and adapt engagement in the moment.
Youtility’s AI goes beyond traditional demographic segmentation by identifying “Think-a-Likes” instead of just “Look-a-Likes,” enabling more accurate targeting. It recommends the next best action across marketing, sales, and customer engagement channels. Delivered through APIs, the platform allows companies to move beyond static segmentation and engage customers as individuals with personalised messaging and real-time offers.
“Companies today rely heavily on demographic assumptions, but simply knowing who those customers are doesn’t explain why they make the choices they do,” said Tyler Randolph Boyd, CEO of Youtility. “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.”
Youtility currently partners with organisations including Santander UK, Virgin Money, and Monese, and has also secured several proof-of-concept deployments with U.S. companies, reflecting increasing demand as it expands internationally.
Early deployments have shown strong outcomes. In one campaign with a leading UK bank, Youtility’s behavioral modelling delivered a 17% increase in sales, highlighting the effectiveness of behavioural intelligence compared with traditional demographic-based targeting.
“Understanding customer behavior at the decision level is becoming essential for modern marketing and engagement strategies,” said Travis Moyer, Partner at Fyllo. “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.”
“As organizations increasingly look for better ways to understand and engage customers, technologies that surface real behavioral signals are becoming incredibly valuable,” said Robin Roberts, Co-founder and President at National Media. “Youtility’s decision science approach brings a new level of insight, illuminating why consumers actually make purchasing choices.”
“Youtility is developing a compelling, new approach to behavioral decision science that we believe will resonate with organizations seeking deeper insight into customer behavior,” said Brian France, Founder & Brand Visionary at Silver Falcon Capital.
Youtility will use the new funding to grow its engineering and data science teams, support more proof-of-concept deployments with consumer and retail companies across the US and Europe, and scale its decision science platform further.
The company also plans to keep the round open and aims for a full close later this year, ahead of a planned Series A as it expands deployments. Additional strategic investors in this round include Alex Castellanos, founder and chairman of Purple Strategies; Ashwin Navin, CEO of Samba; along with other high-net-worth individuals and family offices.
