We believe the future is one where the friction of execution goes to zero.
Software is the clearest example of this transformation: tools like Cursor and Claude make it possible for anyone to code anything. As models get smarter and people build at the application layer, agents will soon make creating anything—digital or physical—straightforward.
When creating becomes easy, choosing what to create is what matters. Taste becomes the most important tool for engineers, regulators, and creatives.
So far, taste is built purely on intuition. This is because understanding your customers is slow, expensive, and manual—user interviews are demanding and don’t scale, surveys capture noisy signals, and A/B tests take weeks to monitor metrics that might not matter. The tools for understanding people haven't kept up.
We believe the technology for this to change is here. For the first time, we can now simulate human behavior at scale.
At The Simulation Company, we're building the infrastructure to understand how people think, what they value, and how they behave. We create world models and synthetic users that give teams a living, queryable layer of customer intelligence. By deploying these models on top of real data, we can model market research, user feedback, and feature experimentation, turning weeks of manual work into hours of simulations.
We're starting with giving the best product and engineering teams better intelligence, but when you can simulate how people think and what they want, the surface area goes well beyond software. Every good decision is downstream of understanding people. We're building the infrastructure to do that at scale.