A new category.
A compounding
moat.
Santander UK: +74% click-rate lift, +14% sales lift against their own demographic targeting. Live across five institutional partners. The graph densifies with every client. Decision Science replaces $600B of demographic spend.
A $600B ad market built on guessing.
Companies have AI. They have demographic data. They know who their customers are. They still do not understand why those customers choose. That gap is the tax.
Customer acquisition cost is a tax on misunderstanding.
Churn is a comprehension problem, not a retention problem.
More data is not more understanding.
Everyone is organized around identity. We're organized around mindset.
Who they appear to be.
Age. Income. ZIP. Household. Proxies for behavior, borrowed from census data and browsing history. They optimize for people who resemble past buyers. That resemblance is surface.
Why they actually choose.
Active decision signals. Mindset. Role. Tradeoffs. The rational and emotional drivers of the next action. Navier-Stokes classifies by the shape of the choice, not the shape of the person.
Two systems. One decision engine.
NAVIER
A four-layer knowledge graph of real consumer choices. 230M+ records, mapped across 8 mindset dimensions. The substrate. It gets smarter the more behavior it sees.
STOKES
A multi-agent AI orchestrator that turns a mindset profile into a next action. In real time. For chat, for email, for the sales rep's brief at handoff. Insight into action.
Decision Science, live.
Three stages. One compounding relationship.
The architecture of every customer relationship that lasts. Decision Science operationalizes all three, across the full lifecycle. Lower customer acquisition costs. Higher lifetime value. Retention as a property of the product.
Known
Classify by mindset, not identity. Replace look-alike audiences with the people who actually choose the way your best customers do.
Cared For
Every interaction matched to the driver that matters. The right offer, the right reason, at the moment of decision.
Belong
Deeper relationships lower churn and compound value. Retention stops being a program and becomes a property of the product.
We plug into where your customer data already lives.
No migration. No data move. Navier reads signals from the systems your teams already use. Stokes delivers insights back through the same pipes. Typical deployment: under 30 days.
Ad platforms
Customer relationship & marketing
Customer data platforms
Any tool with an API connection
Commerce & retention
Analytics & comms
Understand intent.
Activate precisely.
The next generation of marketing won't target. It will understand. See what Navier-Stokes finds in your own customer base.
Request a demoSantander UK
Behavioral intelligence against Santander's own demographic benchmarks. Two emails were enough to move customers from intent to action.
A head-to-head against demographic targeting.
Santander UK had a control: their own, well-tuned demographic segmentation running against a defined customer cohort. We ran Navier-Stokes against the same customers, using only behavioral signals. Same audience. Same product. Same channel. Two different engines.
Navier profiled each customer across eight mindset dimensions. Stokes generated message variants matched to each profile. No copywriter. No A/B framework. Just the right reason, for the right person, at the right moment.
The gap was not small.
Click rate improved by 74%. Sales improved by 14%. And it happened inside two email sends. The lift was not driven by more volume, more spend, or better creative in the traditional sense. It was driven by a different question: not "who is this person" but "why would this person choose now."
The result is now the benchmark for expansion across Santander UK and a proof point in active pipeline discussions with NatWest, HSBC, and other UK retail banking peers.
Benchmark for expansion.
Navier-Stokes out-performed Santander's control on the same cohort, same product, same channel. The deployment is now the benchmark for expansion across Santander UK and a reference point in active pipeline discussions with peer UK retail banks.
Specific performance metrics and cohort details are shared with qualified investors and partners under agreement. Request the data room.
Three steps. No personal data exchanged.
Behavioral signals
Customer actions flow through Navier. No personally identifiable information leaves the Santander perimeter. Profiles return as mindset vectors.
Mindset profile
Each customer placed across 8 dimensions. Role, trade-off, emotional driver, decision readiness.
Stokes generates
Message variants produced per profile. Delivered into Santander's existing send infrastructure. Measured in-platform.
Run it against your base.
We profile a defined cohort of your customers. You see the behavioral lift against your own control. Fixed fee. No integration required.
Start a pilotPockit / Monese
The most technically advanced deployment in the platform. A live, closed-loop campaign engine generating, refining, and measuring behavioral content end to end.
A closed loop, not a recommendation.
Most customer data platforms and activation tools surface insights. Someone downstream decides what to do. Pockit/Monese wanted the full loop. Generate. Refine. Measure. Repeat. All inside Navier-Stokes, with Pockit retaining final approval.
Per-segment content
Navier-Stokes produces email variants for each behavioral segment. Not templates with swapped names. Distinct reasoning per profile.
Stokes curates
The orchestrator ranks and filters to a send-ready shortlist. Voice-aligned. Compliance-safe.
Pockit deploys
Pockit approves, sends, and shares results back into the graph. The next cycle inherits what worked.
From engagement to origination.
The April 2026 loan pilot extends the same behavioral engine from marketing into a product decision. Stokes determines which customers are ready for a credit conversation, how to frame it, and when to surface it. Underwriting stays with Pockit. The mindset intelligence is ours.
Pockit originally partnered with Youtility in 2022 during the UK cost-of-living crisis. That relationship now runs the most technically integrated deployment in the platform.
Own the loop.
Generate. Refine. Measure. On your data, in your voice, with you holding the approval.
See the deploymentTwo systems.
One decision engine.
Navier is the substrate. Stokes is the orchestrator. Together they profile a consumer's mindset and translate it into a next action, in real time, across any channel.
The knowledge graph.
Navier holds 230M+ behavioral records organized across a four-layer graph. The layers compound: signal, context, decision, outcome. Eight mindset dimensions map the space in which consumer choice actually lives. Role, trade-off, trust, urgency, status, loss-aversion, identity, and belonging.
Personally identifiable information never enters Navier. Client data flows in as signal, flows out as mindset vector. The graph gets denser and sharper with every new client, every new deployment. The moat compounds.
The orchestrator.
Stokes is the multi-agent layer that turns a mindset into an action. It is channel-agnostic: the same profile drives the next email, the next chat response, the next rep briefing, the next product recommendation. Sub-20ms latency from signal to instruction.
Stokes is built on a closed-loop architecture. Every output is measurable. Every measurement strengthens the next decision. Unlike an LLM writing copy, Stokes reasons about why a specific choice should be made for a specific mindset in a specific moment.
Drop-in. Built around an API.
Native adapters for Salesforce, Segment, mParticle, HubSpot, Klaviyo, Braze, and most major customer data platforms and marketing systems. Activation partnerships in progress with Samba, Semasio, and the WPP and Havas demand-side platform stacks. Any tool with an API key is a candidate for a new connector. Typical first deployment from contract to live signal in under 30 days.
See it on your data.
A fixed-fee profiling engagement against a defined cohort. You see the behavioral lift against your own control.
Request a demoPlug in where your data already lives.
Navier-Stokes does not ask you to migrate your customer data. It reads what you already have, in place, and returns mindset intelligence through the same pipes. Typical first deployment runs under 30 days.
Two-way. Read and write.
Navier reads behavioral signals from the systems you already own. Clickstreams, transactions, service interactions, engagement history. It profiles each customer across eight mindset dimensions. Stokes then returns the decision: the right offer, the right message, the right channel, at the right moment.
The intelligence lands back inside the same tools your team uses every day. A Klaviyo segment. A Salesforce lead score. A Braze message variant. A Shopify recommendation. No new dashboard to adopt. No new seats to buy.
Where you spend.
Activate mindset-targeted audiences in the same demand-side platforms and ad tools you already buy through. Replace demographic look-alikes with think-alikes that convert at materially higher rates.
Where you speak.
Every customer email, text message, push, or in-app message matched to the mindset driving the decision. Stokes writes the variant. Your team approves and sends from the tools they already know.
Where your data lives.
Native adapters for the major customer data platforms. Navier reads unified customer profiles in, returns mindset vectors as a new attribute set, and powers downstream activation across every connected destination.
Where you hold the keys.
If a platform supports API-key or OAuth authentication, Navier-Stokes can integrate with it. New connectors typically ship in days, not quarters. Bring us your stack and we'll come back with a deployment plan.
Where customers shop.
Mindset-tailored product recommendations, retention flows, and post-purchase journeys. Built for DTC brands operating at scale on commerce-native stacks.
Where you measure.
Measure mindset segments like any other cohort. Every output is observable, every lift is attributable, every dollar is traceable to the decision the customer actually made.
If your stack isn't listed.
It's usually one request away. We build new connectors in days, not quarters. Tell us where your data lives and we'll come back with a deployment plan.
See it running on your stack.
A fixed-fee profiling engagement against a defined cohort of your customers, wired into the tools you already use.
Request a demoThe people building Decision Science.
Operators from banking, growth equity, behavioral modeling, and data science. Dual headquartered in Richmond, Virginia and London, Mayfair.
Tyler Boyd
Founded Youtility to build the next decision layer for how businesses understand customer choice. Prior operator across Credit Suisse, MVision, Health Catalyst Capital, and Chief Strategy Officer at Squeeze ($10M to $90M). Former D1 heavyweight rower.
Vijay Perincherry
Architect of the Navier-Stokes model. Two decades in applied behavioral modeling. Previously Chief Data Scientist at Indiggo (10 years), co-founder and CSO at Discourse Analytics. IIT; Ph.D., Delaware.
Charlie Quigley
Operating backbone. Commercial infrastructure, deployment standards, client delivery. Makes the platform ship.
Imran Gondal
Platform architect. Navier-Stokes infrastructure, data moat, security posture. Runs engineering across London and Richmond.
Dan Smith
Product and narrative lead. Owns the client-facing experience, the brand, and the translation of research into interface.
Adam Wise
New applications, new verticals. Pressure-tests the model against every new shape of choice we encounter.
The people behind the balance sheet.
Brian France · Silver Falcon Capital, Chairman · John Harbert · Harbert Management · Frank RoccoGrande · Deutsche Finance International. Advisors: Alex Castellanos, Purple Strategies founder · Jeremy Ford, Manet Capital · Tom Weiss.
Want to build with us?
We are hiring across data science, applied ML, enterprise sales, and design in London and Richmond.
Get in touchDecision Science, in production.
Two live deployments. Santander UK in multi-year production since 2025. Pockit / Monese in active deployment across embedded fintech. The same behavioral engine, proven on retail banking decisions and extending into credit origination.
Santander UK
Multi-year contract. Head-to-head against Santander's own demographic campaigns. Behavioral intelligence directly influenced the moment of financial decision.
Pockit / Monese
The closed-loop deployment. A generate-refine-measure behavioral engine. Loan origination POC launching April 2026, extending behavioral intelligence from marketing into a credit decision.
Active pipeline.
Behavioral intelligence discussions are active across peer UK retail banks (NatWest, HSBC, Barclays), US financial services (JPMorgan, Klarna), and scaled US DTC (Coterie, Instacart, Total Wine, Home Depot, Walmart, PetSmart). First US DTC POC targets Q2 2026.
Put Decision Science against your base.
We profile a defined cohort of your customers. You see the behavioral lift against your own control. Fixed fee. No integration required.
Start a pilotWhat's shipping.
Recent partnership announcements, product milestones, and leadership additions. Each link goes to the source release.
For interview requests, briefings, and quotes, contact the Youtility press team. Response within one business day.
Follow the rollout.
Major partnership announcements and product milestones are shared via press release. Additional commentary available on the Youtility blog.
Visit the Youtility blog ↗See Navier-Stokes on your data.
Tell us a bit about your business and where the decision friction sits. We will come back with a fixed-fee profiling proposal against a defined cohort of your customers.
Or email us directly · tb@youtility.co.uk