Verto Veterans Launch Behavioral Data Firm

Former Verto Analytics execs Hannu Verkasalo and Surath Chatterji have announced a new company aiming to disrupt the market for online behavioral data. Behavix Inc. launches out of beta today, having raised seed funding earlier in the year.

Behavix's proprietary, free technology allows MR firms and app/web publishers to collect opt-in-based behavioral data from a wide range of consumer devices - it is then processed, enriched and delivered back to panel companies, providing them with deep behavioral profiles of their panelists. The company also offers data feed solutions (sourced from consumer panels) to businesses in finance, technology, media, gaming and market research, for use in internal processes, data models, products and marketing initiatives.

With headquarters in Helsinki and teams 'in the United States and across Europe', Behavix uses a business model built on the concept of behavioral Data as a Service (DaaS), and says it will focus on innovation for its on-device data collection, data processing and enrichment capabilities. From today ths company is inviting customers - both panel companies and data users - to join its ecosystem.

The founders bring extensive experience in research, media and ad tech, SaaS and analytics platforms. Verkasalo (pictured top) has built and sold several companies, including MobiTrack Innovations; smartphone and tablet research provider Zokem, sold to Arbitron; and Verto Analytics. Chatterji (below) has held leading product development and tech innovation roles at Unity Technologies, Rovio/Hatch Entertainment, Verto - where he was VP of Technology - and insights and CX platform DISQO.

Chatterji says the firm's proprietary technology 'allows it to collect behavioral data across all digital touchpoints, providing a comprehensive view of consumer behavior that is unmatched in the industry'. He adds: 'We want to empower every product team with high-quality behavioral data which we think is the crude oil for building and marketing great products that consumers love'. Verkasalo comments: 'We are building a zero-party independent platform that bridges the gap between behavioral data supply and demand. Our goal is to democratize access to high-quality behavioral data, enabling businesses of all sizes to harness the power of data-driven insights'.

Web site: www.behavix.io .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.