The Thesis
Surveys are the fax machine of people analytics.
The Problem
Organizations make critical people decisions (personnel selection, role assignments, high-stakes adjustments) using self-report surveys and subjective observation. Both are slow, biased, and miss the behavioral decision signals that actually predict outcomes.
Survey response rates are declining. Observer-based assessment doesn't scale. The data that matters most (micro-expressions, decision readiness under pressure, authentic behavioral signals) is invisible to both.
The Insight
Video already captures the behavioural signals enterprises need. No one is reading them. Paul Ekman's FACS (Facial Action Coding System) has been the gold standard for behavioural measurement for 40+ years. But until now, it required trained human coders. Expensive, slow, and impossible to scale.
GRW is the first company to productize FACS-based behavioural intelligence. Upload any video. Get eight proprietary scores from any video. Zero video retained.
Market Opportunity
Multi-vertical TAM across four markets.
Culture Amp, Qualtrics, Glint, 15Five. Subjective, slow, declining response rates.
Unscalable, unmeasurable, relationship-dependent
Data-rich but behavioural-signal blind
Physical metrics only. No behavioural layer.
Defensibility
Compounding moat. Not just features.
Eight Proprietary Scores
Decision Readiness Index, Decision Presence, Decision Clarity Window, and 5 more. Each computes from FACS-derived facial geometry that no competitor measures.
Adaptive Calibration
System learns personal baseline after 2 sessions. Predicts patterns after 5. Optimizes scoring weights from outcome data after 10.
Zero-Retention Architecture
Video processed locally in-browser. No video stored. PIPEDA/BIPA/GDPR-ready. Removes the primary enterprise objection to facial analysis.
Six Aggregate Intelligence Systems
Every analysis feeds anonymized benchmark distributions, temporal patterns, prediction loops, and context correlations. Platform gets smarter with each user.
Revenue Model
Product-led growth. SaaS expansion revenue.
Free first analysis, no signup required. Product demonstrates value instantly. Converts to Practitioner ($49/mo) for full score access.
Individual users upgrade to Director ($129/mo) for team features, predictive models, and the Group Culture Psychology Layer. 5 seats included.
Organization-wide deployment ($499+/mo). White-label reports, API access, SSO, unlimited seats. Enterprise behavioural AI typically costs $30,000–60,000+/yr.
Vision
The behavioural intelligence layer for every people decision.
Today: sport, business, healthcare. Tomorrow: advertising effectiveness, education, telehealth, insurance risk assessment. Behavioural intelligence is horizontal. Every industry that makes decisions about people has the same blind spot.
GRW is building the infrastructure to read it.
We're happy to share our detailed investor deck, technical architecture documentation, and roadmap.
Or email directly: info@boostinnovation.ca
The moat