We were founded out of a tool that was supposed to be internal.

MarketWatch Intel was incorporated in Singapore in March 2020. The product began life as an internal Carousell tool for tracking competing classifieds platforms; Henrik built it in his weekends and quietly demonstrated to his then-CEO that the half-dozen brand and ops people who started reading the Friday-afternoon brief made meaningfully better decisions than the people who didn't.

When Carousell decided not to commercialise the tool internally, Henrik and Cara — who he had got to know during her Bolt years partnering with the company — agreed it was a product worth taking out. They raised seed funding from East Ventures and Wavemaker Partners that August and shipped the first paying-customer brief to a Singapore beauty brand in November 2020. The brand still pays us today.

The architecture decision that defined the company was made on the third Sunday in March 2021, when one of our customers told us politely that a competitor we'd flagged had not, in fact, raised funding — the language model had hallucinated the headline. We rewrote the system that month so that every claim is grounded in a deterministic signal and the language model only writes the narrative layer. We have not had a hallucinated claim leave the building since. We have a Wednesday morning we did not enjoy in our institutional memory and we are quite proud of how it shaped the product.

Today we are 41 across two offices — Singapore and London — with roughly two thirds of the team in engineering and customer success. We serve 174 D2C brands and we close every Monday with the brief delivered, the customer-success queue cleared, and a quick standup about the rules engine.