It all started back in 2018 when a young bio-chemist from New Jersey experienced something, literally twice in the same week, that billions of people around the world experience on a daily basis; falling victim to online reviews.

That week he had made multiple decisions based on reading online reviews. But he ultimately came to find that what he had read in the reviews online did not align with his personal experience. Not only was this highly disappointing but also a huge waste of time, money and a massive lost opportunity cost.

He couldn’t figure out how or why certain places, items or services would get 5 Star reviews from some people and 1 Star reviews from others. Then, after combing through thousands of online reviews and working with a top clinical psychologist, he realized what the issue was.

It wasn’t that the reviews were fake or inaccurate (although some are…which we’ll get to later). It was simply that people with different personalities, backgrounds and life experiences just view things differently.

In fact, he found that in some cases even siblings provided polar opposite reviews on the very same service, place or thing...

So, without telling friends or family, he went to work on developing a way to filter online reviews; not based on star rating, “newest” or “most helpful” but by which were written by someone who was just like him.

He realized that if could develop a way to give people the ability to only read those reviews which were written by those who were similar to themselves, it would help save people around the world trillions of dollars and trillions of hours of time.

In 2024, after six years of research and development, and advancements in technology and AI, he was able to complete his secret project which he had given a code-name in private emails and messages by combining the words similar and akin.