Surff is building the infrastructure layer for decision data in the age of AI - capturing how people actually choose, giving them ownership and rewards for it and giving brands the truth instead of guesswork.
Why Surff exists
For two decades the industry measured clicks and stitched probabilistic conversions on top of them. That scaffolding is collapsing - cookies are deprecating, walled gardens are tightening, privacy is now the law. Brands pay more to know less.
Then AI agents arrived. When an agent searches, compares and chooses on someone’s behalf, the click disappears, the session disappears, the funnel disappears. Traditional analytics breaks completely.
Pixels, CDPs, survey panels and rewards apps each own one slice of the story; nobody owns the whole journey. Surff was built to be that layer.
The missing layer
What was chosen - the outcome, not a proxy for it.
What was considered - the shortlist that never shows up in a conversion pixel.
What tipped it - the moment the decision actually happened.
The cross-domain journey - the full path behind it, not one site’s slice.
How it works, in one line
People opt in via a browser extension, choose what they share and earn rewards. Surff’s AI structures that behaviour into an open schema - the Surff Event Protocol - and serves it to brands as consented, anonymised cohort intelligence.
The same protocol powers a personal AI that already understands how you decide.
See exactly how it worksWhat we believe
Clicks aren’t intent. We’ve measured the wrong thing for two decades.
Consent is leverage, not friction. The systems built for consent will win the next era.
Decisions are the unit - not impressions, not sessions.
People should be paid for the most valuable data in the digital economy.
Standards beat silos. Our protocol is open by design.
What we’re not
You build decision intelligence - we help you share in the value.
Now in beta - early access opening 2026.