Updated:
System1 LLC
System1 LLC: AI-powered responsive acquisition marketing platform founded in 2013. Named after Kahneman's behavioral economics model. 300-person team.
System1 LLC
System1 was founded in 2013 by a team that drew inspiration from Nobel laureate Daniel Kahneman's prospect theory, naming the firm after his System 1 mode of fast, instinctive thought. The company is headquartered in Marina Del Rey, California, with an additional office in Bellevue, Washington. The firm's Responsive Acquisition Marketing Platform (RAMP) uses AI and machine learning to optimize search engine marketing, social, and display advertising across multiple consumer verticals. System1 builds its own consumer brands and privacy-focused products, while also delivering qualified leads to advertising partners. It operates across North America, with a focus on digital advertising and performance marketing. System1 employs over 300 people, including engineers, data scientists, and buy- and sell-side experts. The firm has grown through both organic hiring and complementary acquisitions. It maintains a structured team approach, with its search engine marketing unit organized into smaller groups of two to five specialists. A structural differentiator is System1's explicit grounding in behavioral economics — the firm's name and operating philosophy derive from Kahneman's model of fast, intuitive decision-making, shaping how it targets consumer intent online. This academic foundation informs its technology stack and media buying strategy.
General information
Firm type
Asset Manager
Year founded
2013
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Marina Del Rey
Corporate office
Marina Del Rey, CA, United States
Additional offices
Bellevue, WA, United States
Sector focus
Frequently asked questions
Who founded System1?
System1 was founded in 2013 by a team in Venice, CA. The company's name and inspiration come from Nobel laureate Daniel Kahneman's prospect theory research on System 1 thinking — fast, instinctive decision-making.
How does System1's platform generate revenue?
System1's Responsive Acquisition Marketing Platform (RAMP) uses AI and machine learning to acquire high-intent customers for advertisers across search, social, and display channels. The firm generates revenue by delivering these leads to advertising partners at scale.
What is System1's relationship to behavioral economics?
System1 explicitly bases its name and operating model on Daniel Kahneman's System 1 concept from prospect theory. Kahneman's research distinguishes fast, intuitive thinking (System 1) from slower, deliberate reasoning (System 2), and System1's platform targets the instinctive online behavior of users.
Does System1 manage external investment capital?
System1 does not publicly disclose an AUM or investment structure. The firm operates as a technology company focused on digital advertising, not a traditional asset manager, and it does not report third-party investment management.
What is System1's team structure?
System1 employs over 300 people across engineering, data science, and advertising operations. Its search engine marketing team is organized into smaller units of two to five members, and the firm emphasizes team bonding and remote collaboration.
Where is System1 headquartered?
System1's corporate headquarters is at 4235 Redwood Ave, Los Angeles, CA 90066. The firm also maintains an office at 10800 NE 8th Street, Suite 200, Bellevue, WA 98004.
What is the legal entity name of System1?
The firm operates as System1 LLC.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
Need institutional-grade insight on family offices?
Altss delivers:
Prefer a guided tour?
We’ll walk you through: