Introducing Till-1.1

Your next product launch has already happened. We simulated it this morning.

We simulate the American consumer thousands of times a day. Last night's receipts grade this morning's model.

Today I'm announcing Attain Labs, and Till, our frontier model. I want to share why I believe this marks the most significant evolution in our company's history.

‍The demand gap

I've spent twenty years in the space between a brand's money and a consumer's behavior. Agencies, Clearstream (which we built and sold to Engine Group), EMX (which we scaled to $200m ARR). Now Attain. Different companies, same room: a long table, a research deck, a confident readout about what the customer wants. I've watched hundreds of millions of dollars move on those readouts. I've also watched the market grade them, and the market is a brutal grader. People answer questions with good intentions. Then they buy something else. Every business tragedy I've seen up close started in that gap.

The entire insights economy is built on testimony. We spent five years building the alternative on data.

The laboratory

Attain did the unglamorous work first. We have built a panel of millions of users who shared billions of transaction data points over years of activity. Dozens of categories from retail, financial services to CPG (and beyond). Millions of Americans who opted in and got paid for their own data, because I believe the people generating the most valuable dataset in capitalism deserve a cut of it. We built it to measure, optimize and personalize advertising outcomes.

Nvidia sold gaming chips for two decades before the world noticed they'd built the engine of the AI age. Amazon wired up server infrastructure to sell paperbacks and it became AWS. The pattern repeats: the asset built for one job becomes the launchpad for a much bigger one. Somewhere in the last eighteen months, staring at our own pipes and vast corpus, we saw it.

It turns out, we weren't just sitting on a measurement dataset. We were sitting on the largest labeled training set of American buying behavior ever assembled. Not what people say. What they do, receipt by receipt, timestamped, verified, refreshed in real-time.

So we built the lab.

Attain Labs is thousands of hours of engineering and research nobody saw. Turning billions of transactions into a training corpus. Building agents that interview real, verified buyers at the exact moment behavior changes: the first purchase, the brand switch, the quiet churn. Standing up an evaluation harness that grades every prediction against the purchase that follows it. And compute that never sleeps, because a model that retrains daily on what the country just bought doesn't take weekends.

The result is a frontier model of consumer demand. It runs thousands of simulations a day. It gets sharper every morning. And unlike the synthetic twins and AI panels raising billions right now, it doesn't grade its own homework. Reality grades it. We just kept the receipts.

The “terminal” demand never had

Here's what I keep telling my team: marketing is the smallest thing this model will ever do.

Bloomberg gave capital a terminal four decades ago. Every tick of every asset on earth, streamed to every desk that matters. Demand never got one. The force that actually moves the economy—what three hundred million people decide to buy next—has been read through surveys, quarterly filings, and vibes. That ends now.

A real-world purchase model evolves and reads the consumer economy before the government prints the number. It calls revenue while the quarter is still breathing. It prices credit on how people actually live instead of how a bureau file remembers them. It tells a retailer what to stock before the truck leaves the depot. It lets a policymaker simulate a tariff against real household behavior before it lands on real households. And when shopping agents start buying on behalf of every family in America, those agents will need ground truth about human preference. We’re the layer they’ll query.

We sequenced the human genome and it rewired medicine. Nobody ever sequenced the human checkout. That’s the project: a living model of demand, the heartbeat of the economy, finally connected to an instrument that can read it. It isn’t a projection; it is a constant, verifiable calculation. When we’re right, the till proves it. When we’re wrong, the till proves that too, and the model wakes up smarter. This is the scoreboard for a new economy.

The demand for demand…?

I expected the market to need convincing. I was wrong. Since we started discussing the model, the pull has been the loudest signal of my career. In just a few weeks of quiet conversations over a dozen enterprises are on the waitlist. Conversations that began as research pilots are ending as negotiations for model access. And the callers aren't who we pitched: funds want the demand signal, retailers want the forecast, platforms want the ground-truth layer under their own AI. When customers you never called start describing your roadmap back to you, you're not pushing a product anymore. You're catching a wave

What we believe

Some things we hold at Attain Labs, stated plainly.

People deserve to be paid for their data. Full stop. The training corpus of the AI economy is being strip-mined from the public for free, and we built the counter-model: opted in, compensated, dignified.

Models that grade their own homework will define this decade. Models graded by reality will define the century.

And the economy doesn't need more opinions about itself. It needs an instrument.

Come look

Attain is best-in-class in measuring what happened. Till anticipates what comes next. If you're a brand tired of testimony, a fund tired of stale panels, a builder who wants to work on the model with an answer key, or a skeptic, especially a skeptic: we built the scoreboard for you.

Agents to humans to Attain.

Bring receipts.