Pluralytics, a startup using natural language processing (NLP) to match corporate language with customer values, announced that it is officially launching its new SaaS platform, ValuesFinder™, and raised $1M in seed funding. In addition, the company announced that Speedway Motors, Nelnet Renewable Energy, and two Fortune 500 companies would be early adopter customers.
Despite the meteoric rise of the values-based consumer, investor, and employee, this product launch coincides with the necessity of purpose-driven enterprises and all companies responding to that rise. In the wake of the social and political events of 2020, many companies are also rethinking how to communicate with stakeholders driven by values. The language that consumers use directly influences their relationship with brands and products.
According to Alisa Miller, co-founder, and former CEO of Pluralytics, “More than 50% of consumers actively consider a company’s values when making purchasing decisions and will walk away if there isn’t alignment. And it is higher for Millennials and GenZ. Values drive decisions and words convey values. Pluralytics is like the 23andMe of values. We have analyzed millions of words, phrases, and other signals to build predictive models about who language is likely to connect with based on a person’s unique combination of values.”
Pluralytics is the first language intelligence solution that is powered by the user’s values. The platform analyzes content – from email to social and web – to identify who will engage with it. It then recommends phraseology that will deepen engagement. The analysis of millions of words and phrases by Pluralytics enabled brand values to be predicted and maintained consistently across all communications by using a ValuesFinder™. Across platforms, this technology has consistently led to 140% higher response rates for messaging.
Ecliptic Capital led the seed round for the company, which focuses on early-stage investments in innovative companies that are poised for magnitude, regardless of industry or geography.
Adam Lipman, a Co-Founder and Managing Partner at Ecliptic, commented, “Pluralytics is using behavioral science and machine learning to improve the way we communicate, which has world-changing potential. 2020 has shown us that we are at a critical inflection point when it comes to being purpose-driven and Pluralytics is uniquely positioned to help countless organizations connect meaningfully with their stakeholders, who are demanding values alignment.”
The manufacturer, retailer, and distributor of high-quality automotive parts and racing products, Speedway Motors, is using the software to add a values signal to its digital marketing messaging for products and to optimize its website copy.
Betsy Grindlay, Speedway’s director of marketing, said, “Speedway Motors is more than a speed shop or parts supplier. We are partners in our customer’s passion for cars. Pluralytics gives us an analysis of our messaging that helps us lean in on the signal of the value, which is a key element of the Speedway brand. Their insights and language suggestions have been great.”
