Meet the Psympl Team

“Meet the Psympl® Team” is a series published under Psympl Answers, highlighting the leaders behind Psympl and their vision for transforming consumer engagement through Psychographic AI™. This edition features Ran Mullins, Co-Founder and CEO of Psympl.

What is your background? Describe your career before Psympl.

For over 25 years, I’ve been at the intersection of brand strategy, digital transformation, and revenue operations, working with C-suite leaders to refine how businesses engage and grow. As CEO of Relequint®, I lead B2B growth strategies for major players in healthcare, technology, and financial services, helping brands such as Diversified, DotLoop/Zillow, Kinettix, and New York Blood Center Enterprises optimize their marketing and operational strategies. Before that, I acted as CEO of Cleriti, where we grew revenues by five hundred percent in 18 months.

In 1997, I founded Metaphor Studio, which was acquired by LEAP Group in 2009. Through my work with Allegori, I’ve had the opportunity to lead global branding initiatives in Kenya, Israel, and Switzerland.

My experience spans agency leadership, SaaS development, and startup acceleration. I always focus on how businesses can use technology and data to better connect with their customers. I’ve been involved in multiple ventures, including launching EditSpot, Globili, and BrandCloud. BrandCloud’s superfan social platform served major consumer brands like Disney, MTV, Kraft, and P&G. Whether leading agencies, advising startups, or scaling businesses through brand and technology, my work has always revolved around helping organizations turn insight into action.

Why did you join Psympl?

I co-founded Psympl because I saw a significant gap in how financial and insurance companies understood their customers. Businesses have long relied on demographics and transactional data but lacked a deeper, more nuanced understanding of consumer motivations—the why behind their financial decisions. Through my experience in branding and digital transformation, I’ve seen firsthand how businesses struggle to create truly personalized engagement strategies. When Brent Walker, my Co-Founder and Chief Strategy Officer, shared his vision for operationalizing psychographics through AI, it became clear that this was the missing piece.

We partnered with Ipsos to conduct groundbreaking research on consumer financial decision-making, which became the foundation of our proprietary Financial Segmentation Model. With Psympl, we’re transforming how companies understand and engage their customers, enabling them to predict behavior, personalize messaging, and drive better outcomes. It’s not just about better marketing—it’s about empowering businesses with deep Motivation Intelligence™ to build stronger, lasting customer relationships.

What is your current role and responsibilities?

As Co-Founder and CEO of Psympl, I’m responsible for establishing the strategic, operational, and cultural infrastructure necessary to scale a Psychographic AI™ company in the enterprise financial services space. My role spans three critical phases: laying a durable foundation, activating the brand in the market, and scaling operations with precision.

I lead the company’s vision, strategy, and execution as we bring Psychographic AI™ to market. That means working closely with our leadership team, investors, and partners to ensure our platform delivers real business value for financial institutions, wealth management firms, and insurance providers. I also oversee product development, market positioning, and go-to-market strategies, ensuring we align our offerings with our customers' evolving needs.

Beyond strategy, a big part of my role is building the right team and culture at Psympl. Startups thrive when you have the right people in place, and I focus on fostering an environment of innovation, agility, and collaboration. I also spend much time engaging with enterprise clients, helping them understand how Psympl’s insights can transform their customer acquisition, retention, and engagement approach.

In our foundational phase, I aligned Psympl’s business plan with measurable growth objectives, hired the core team, ensured legal and regulatory compliance, and oversaw product development milestones. Along with our CTO, I also led the establishment of our IT and security infrastructure, guiding the organization toward enterprise-grade standards such as SOC 2.

In market engagement, we developed and launched our brand awareness campaigns, drove our customer acquisition strategy, and set up operational systems to support beta pilots, strategic partnerships, and early customer experience. This includes setting up key performance metrics and implementing feedback loops across product, marketing, and customer support.

As we transition into scale, I lead cross-functional alignment to expand our market reach, grow and enhance our product offerings, and solidify our CRM and client engagement strategies. This phase also includes deepening leadership capability across the team and planning for our next capital raise. I focus on creating enterprise value by combining data science, psychographic intelligence, and marketing technology into a platform that unlocks behavioral motivation at scale—bridging the gap between financial institutions and the consumers they serve.

What motivates you in your work?

I’m motivated by the challenge of solving complex problems and making a lasting impact. In financial services and insurance, engagement strategies have been stagnant for decades—firms still rely on outdated targeting methods that don’t account for human behavior. With Psympl, we’re changing that by equipping businesses with tools to understand why consumers make decisions and how to influence those behaviors responsibly. The ability to turn deep psychological insights into actionable, scalable marketing strategies excites me every day.

Psympl sits at the intersection of Fintech and Martech, but it is best categorized as Fintech with a Martech application—specifically Marketing Technology for Financial Services.

Because Psympl leverages Psychographic AI™ to enhance customer acquisition, personalization, and engagement in wealth management, consumer financial services, and insurance, it supports financial institutions in improving business performance through marketing and communication. That makes it a Fintech enabler with a strong focus on behavioral data, predictive modeling, and communication optimization—tools traditionally rooted in Martech but applied directly to financial use cases.

I’m also motivated by the people I work with—our internal team and clients. We’re building something entirely new, and it’s exciting to collaborate with forward-thinking professionals who see the potential of Psychographic AI™. Helping our customers create stronger connections with their audiences and watching them succeed because of our insights is incredibly rewarding.