System1 Inc, formerly known as OpenMail, was founded in 2013 by Gus Tai and Chuck Ursini. The company is a technology platform that uses data science and machine learning to drive customer acquisition for leading brands. Headquartered in Venice, California, System1 operates with the mission of making advertising more efficient, effective, and accountable.
System1's core product is a customer acquisition platform called "IntentKey." The platform uses artificial intelligence and big data to identify consumers who are most likely to engage with a brand's advertising and convert into paying customers. By predicting user intent, System1 helps brands target their advertising more effectively and deliver personalized and relevant content to potential customers.
The company is known for its focus on performance marketing and cost-per-click pricing model, which aligns its revenue with the success of its customers' campaigns. This approach has made System1 a preferred partner for many direct-response marketers seeking tangible results from their advertising efforts.