Nymphenburgerstr 86
München, BY, 80636

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Our story


Our story starts in an airport, Franz Josef airport, close to the city of Munich. Armed with only a couple of MacBook Pros the founders boarded a flight to Palermo to begin their story.

The time for conversations and planning was over. Over the next three weeks, from an apartment with a view of the Mediterranean, within shouting distance of the meeting point for the off-shift garbage-truck workers they would work day and night on the very first version of what would become

The core of what they built in Italy still sits at the core of our platform. Over time everything changes and the SIO story is no exception. What remains the same is the idea, the intention, the mission of the company.

Create better tools for human expression and down the road you may just get better humans beings. Change the world by making it one fractionally improved person at a time.

March 2015 - LONE STAR

Our original goal was to build a direct to consumer app and launch at SXSW. The timescales were tight but we managed to get through the App Store approval process in the nick of time. We arrived in Austin full of excitement, ready to tell our story.

SXSW Interactive is a melting pot of investors, startups, brands, agencies, developers and media. For two days the team pitched their app to anyone who would listen. A pattern emerged. Brands and agencies were fascinated with the possible applications for business. The noise became so loud that after a night of soul searching we decided to withdraw our app from the App Store and pivot to a b2b company.

A week later, at home in Munich, we began carefully planning all the software infrastructure required to offer the service direct to the business community.

July 2016 - MIRABELLE

Marco Pierre White, the first English chef and the youngest to win three Michelin stars, when asked how he achieved that distinction answered "perfection, as it turns out is simply a lot of little things done very well".

For us, perfection meant creating services to answer three questions:

1. How do people feel?

2. Why do they feel that way?

3. What actions should be taken based on that data?

By the summer of 2016 the platform could comfortably answer the first two questions through a set of tools for frictionless expression which we would call Feedback Stories, a UI paradigm designed to make a participant pause, blink just long enough to elicit a moment of critical thinking - because that's where the value of the data comes from.

(and any meaningful feedback application must do the same, make the participant think, in order for the results to have any value)

An early version of Emotion Analytics was being tested by our friends at SAP Hybris and we began to think about answering the third question. Over the next few weeks we began to conceptualise and prototype what would become the answer, Actionable Insights.

March 2017 - SEEING

Jose Saramago's Blindness is a story of a woman who has retained her sight when everyone else has gone blind. It's a powerful story of isolation and a lesson in the value of perspective.

For us, our Actionable Insights are the computational representation of perspective. They are a lens into a world of emotions and anayltics that make decision making based on user sentiment possible.

After two-something years of development we were ready to call all that blood sweat and tears, lines of code, a minimum viable product. We were ready to go out into the world.


We continue to innovate the platform, building more expression tools, figuring out new ways to acquire and process data.

But today we also spend a lot of time building discrete products that leverage the power of the platform, applications that answer fundamental business questions in areas as diverse as HR, branding and consumer behaviour.

We're growing our partner network, our R&D capability and our customers.