Pioneering Decision Intelligence for Growth.
Marketing has been channel-first for decades. We're building a new category Decision Intelligence from the ashes of composable CDPs. Every audience, signal, and action flows through a unified decision layer. iCustomer is the Decision OS that makes every play smarter and every outcome compound.
Leadership
Founded by practitioners who've built CDPs, ABM platforms, adtech, and AI/ML based enterprise grade growth systems at scale.
CEO
Abhi Yadav
Jose Chan
COO
Iqbal Kaur
Decision Science
David Slavich
Growth
Jiten Kumar
Engineering
From the Founder
Why We Built iCustomer
A decade ago, we helped pioneer the CDP category. The job was simple: unify fragmented customer data so teams could finally see the full picture. That problem is largely solved.
But a new one emerged.
Today, teams have warehouses, CDPs, CRMs, ad platforms, and dozens of GTM tools. Every vendor ships "AI features." Yet marketing and growth teams are still hand-stitching decisions across channels building separate segments, scores, rules, and experiments in every tool.
The problem isn't more data. It's disconnected decisions.
Every channel has its own "mini brain." No shared logic. No feedback loops. No compounding.
We asked: what if there was a single decision layer that told every tool and ad engine who to engage, when, with what, and why and learned from every outcome?
That's why we built iCustomer.
Our thesis:
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Decisions drive growth—not campaigns. The winners aren't running more campaigns. They're making better decisions, faster, across every channel.
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First-party data needs real-world context. Your data infrastructure is the foundation—but it only becomes powerful when enriched with external signals and activated in real time.
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Your audience data belongs in your warehouse—not a black box. The unified foundation of your customers and audiences should live in your data cloud, not locked inside another vendor's tool.
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AI should augment your team, not replace it. iWorkers act as digital twins for your marketing and GTM organization making your team 10X more effective, not obsolete.
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Growth compounds when decisions compound. Every outcome feeds back into the system sharpening segments, improving plays, and compounding ROI automatically.
iCustomer is the Decision OS that connects your data layer to your execution layer martech, adtech, CX, and paid media. We run the OODA loop (Observe → Orient → Decide → Act) on your data, publish decisions to your tools, and feed outcomes back for continuous learning.
Your data cloud owns the truth. Your tools are the muscles. iCustomer is the brain in the middle natively within
your data cloud.
If you're ready to move from tool-sprawl to a decision-first growth stack, we'd love to work with you.
Abhi Yadav
CEO & Co-founder, iCustomer
CDP Pioneer turned Decision OS Builder
How it works: The OODA Loop
Marketing has an operations challenge. Data lives in warehouses. Signals flow through dozens of tools. Campaigns run across channels. But there's no single command center to continuously monitor, interpret, and act on it all.
iCustomer is that GTM command center running continuous OODA loops across your entire growth stack:
1. Observe
Continuously monitor data, signals, and activities across your data cloud, channels, and tools in real time
2. Orient
Continuously monitor data, signals, and activities across your data cloud, channels, and tools in real time
3. Decide
Determine the next best action based on your playbooks, guardrails, and autonomy levels routed to the right iWorker
4. Act
Execute with the right mix of human and agent augmentation from fully autonomous to human-in-the-loop
iCustomer fills that gap
We're the Decision OS that sits between your data cloud and your activation channels. We don't replace your warehouse or your tools, we build context, connect that with a shared decision layer that makes every play smarter.
The Decision OS Your Stack Is Missing
Most marketing and growth stacks have a gap: they have data infrastructure (warehouses, CDPs) and execution tools (MAPs, CRMs, ad platforms)—but no shared decision layer connecting them.
Every tool builds its own "mini brain" separate segments, scores, rules, and experiments. No unified logic. No feedback loops. No compounding.
Every outcome feeds back into Observe creating a continuous loop that sharpens segments, improves plays, and compounds ROI automatically.
How iCustomer is Different
Traditional Tools
Siloed decisions in each channel
Static segments, manual updates
AI features bolted on
Data locked in vendor black boxes
Campaign-first metrics
iCustomer
Unified decision layer across all channels
Dynamic segments that learn from outcomes
AI-native from the ground up: iWorkers
Composable, warehouse-native: own your data
Decision-first metrics tied to revenue
A true data → signals → decisions → activation → learning loop. Your core tools stay. Your data stays. iCustomer adds the brain with context engineering & unified foundation.
Our Values
What drives us every day.
Relentless Curiosity
We never stop learning. Audacious goals fuel everything we build.
Constant Elevation
We seek exceptional talent and foster continuous growth, ours and yours.
Impactful Focus
We prioritize what creates real, lasting impact, for customers and their customers.
Agile Efficiency
Fast decisions. Clear communication. No unnecessary complexity.
Empathetic Kindness
We build a supportive environment through genuine care, for teammates and clients.
Grounded Humility
We stay open, listen, and embrace diverse perspectives.
iCustomer Blog Posts
See how Decision Intelligence, dynamic ICPs, and a true decisioning engine help GTM teams move from channel-first to outcomes-first ABM and compounding growth in 2025.
