4 yrs 8 mos, 500+ accounts
Founder
5 years, bootstrapped
Fractional CMO
3 years
Now
SANE/REBELS
SANE/REBELS helps mission-driven companies scale: we run paid traffic on Google, Bing, and Meta, and rebuild the pages and shops it lands on.
And to us, AI is an opportunity for doing good, handled with care. Here is a short story of how we got here.
Twins
At Google, we talked a lot about digital twins. About how to find people online who are your future fans and loyal customers: those who think, buy, act alike the ones we already knew.
We were using those insights to help place ads better. To make the right people click. To drive more revenue.
If it works for ads, then what if you could map something deeper than purchase behavior? Not what someone buys. What someone really cares about?
Turns out, now you can.
Mirror
2022. Tbilisi, Georgia. I'd left Google, the first real LLMs had just emerged. I was building and breaking things constantly:
I built a digital twin of myself. Fed it years of writing. Notes, journals, half-finished essays. Everything I'd thought carefully about, now queryable.
Then I started talking to it.
It showed me patterns I hadn't noticed. Contradictions between what I said I valued and how I actually lived.
Proof
In 2025, we took a coach's proven methodology and built it into a web-app that would guide their clients through that process. A system that carries their frameworks, their logic, their way of helping.
It felt like a future for static online courses - the first users loved the experience and we were excited to launch it to the world.
Today, that system allows many more people access to guidance that otherwise wasn't possible - too expensive for the person in need, too little time in the expert's calendar.
It's not built to replace the expert, it's built to give access to what's been working well for all clients. We continuously ensure we keep the intelligence beneath it well within its boundaries - it will not answer to unrelated, untested demands, and it will not pretend to be something it isn't. But - and that's what's important to us: it helps those who are curious enough to give it a shot.
Today, the expert can focus on the work that actually requires them. The breakthrough moments. The hard conversations.
Our Mission
We want to work towards a future where we can use our technological breakthroughs for mission-driven experts and companies, the ones who care. We want to give them a means to scale their impact further. We work towards building and growing, what's good.
SANE
We help people with offers worth scaling. Data and research form the hypothesis, and AI with a human in the loop speeds the work.
REBELS
And we work with those who dare to take a stance, who stay curious and a little rebellious, with very little patience for AI hype.