Startup name: Selene
Website: https://getselene.ai/
Tell Us About Selene
Selene was built around a simple but demanding premise: true 1:1 personalisation should not require an army of marketers, analysts, and agencies to make it work. The platform ingests each customer’s demographics, behavior, purchase history, and engagement patterns, then uses this data to generate and orchestrate messages across email, SMS, WhatsApp, push, and in-app channels automatically.
Instead of relying on static lists and hand-built journeys, Selene evaluates every interaction as it happens and adapts messaging, timing, and channel selection for each individual user. Messages are not generic templates with a first-name merge tag; they are AI-crafted communications that stay strictly within a brand’s voice, design system, and compliance rules, while still feeling personal and human.
For brands that want to drive growth with greater efficiency and far less manual work, Selene positions itself as the AI-driven Customer Engagement Platform that automatically creates, optimises, and delivers personalised messages to every user across all stages of the customer journey. Marketers define the strategy and guardrails; Selene runs the day-to-day execution.
Why Do You Think the Customer Engagement Sector Needed An AI-driven solution Like Selene?
Over the last decade, companies have invested heavily in Customer Data Platforms and Customer Engagement Platforms, layering on data warehouses, analytics tools, and journey builders. In theory, this stack should enable sophisticated personalisation. In practice, it has created complexity and a surprising amount of manual work.
Most teams do not suffer from a lack of data; they suffer from a lack of real-time activation. Legacy tools were built around segmentation and pre-defined flows. Marketers are expected to predict every branch of the user journey in advance, encode that into journey builders, and then maintain those flows as behavior changes. As customer paths become more nonlinear, users jumping between devices, channels, and motivations, the old approach breaks down. Journeys turn into operational debt rather than a source of advantage.
At the same time, human teams and agencies cannot keep up with the volume and velocity of signals required for genuine 1:1 personalisation. They cannot continuously recalculate, for millions of users, which message to send, in which channel, at what moment, based on live behavior and context. The outcome is familiar: over-segmented lists, underused data, generic campaigns, and a lot of spend on tools and people that still cannot deliver the promised level of personalisation.
Selene answers this by reversing the fundamental assumption of the category. Instead of being another tool that humans operate, it is an autonomous system that operates on behalf of humans. It uses AI to evaluate more behavioral and contextual signals than a team could manage manually and grounds every decision: content, timing, channel. In doing so, it effectively challenges the role of expensive CDPs and traditional engagement platforms, shifting the center of gravity from data storage and segmentation to autonomous decisioning and execution.
From an investment perspective, this is significant. Selene is not just another point solution; it is a candidate to consolidate parts of the martech stack and to replace a large chunk of the operational work currently handled by in-house teams and agencies. It turns a cost-heavy, labor-intensive function into an AI-first, software-margin capability.
Who Can Benefit From Selene?
Selene is designed for any organisation that has rich customer data, repeatable interactions, and a need to communicate in a way that feels personal at scale. Its impact is especially pronounced in a few key categories: e-commerce stores, B2B companies, consumer apps, franchise businesses, and multi-location retail.
For e-commerce stores, Selene addresses one of the most critical levers of growth: repeat purchases. It uses browsing behavior, purchase history, and engagement patterns to decide how to bring each shopper back, what to recommend, and when to reach out. Instead of generic blasts about discounts, customers receive messages that reflect their actual interests, buying cycles, and preferences, which translates directly into higher conversion rates and lifetime value.
B2B companies benefit in a different but equally powerful way. Their funnels are long, multi-touch, and involve several stakeholders. Traditional nurture sequences are often rigid and out of sync with how prospects move through their evaluation process. Selene tracks behavior across the journey: site visits, content consumption, product usage, email engagement and adapts outreach to each account and contact accordingly. That means more relevant nudges, better timing around key milestones, and a system that quietly supports sales and customer success without requiring constant manual intervention.
Consumer apps, particularly in categories like fintech, health, productivity, and lifestyle, based on engagement and habit formation. Selene can recognise patterns in how users interact with features, where they drop off, and what brings them back, then tailor in-app messages, push notifications, and emails to guide each user toward sustained usage. Instead of static onboarding flows and batch notifications, users experience a dynamic, responsive engagement layer that feels aligned with their behavior and goals.
Franchise businesses and multi-location retail face the challenge of balancing centralised brand control with local relevance. Selene provides a way to maintain consistent messaging and brand standards while still adapting content, offers, and timing based on local behavior, preferences, and context. A single autonomous engine can manage the nuance of many locations without requiring thousands of local campaigns to be built and maintained manually.
Across all of these segments, the common thread is the same: these organisations already have the data and the need for personalisation, but the traditional combination of CDPs, engagement platforms, and human teams cannot fully operationalise it at a truly 1:1 level. Selene steps into that gap. It takes existing data, existing channels, and existing brand assets, and turns them into an autonomous system that delivers personalised experiences to every user in real time. For operators, that means better performance with less manual work. For investors, it represents a scalable, defensible way to transform a historically expensive and underperforming part of the growth stack.
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