GearBrain

GearBrain operates as a specialized online marketplace and recommendation engine focused on the Internet of Things (IoT) and smart devices. Founded in 2015 by Mark W. Westlake and Lance Lewis, the New York City-based company aims to simplify the complex ecosystem of connected products for consumers and small businesses. Westlake, the CEO, brings over two decades of digital media experience from roles at companies like AutoTrader and About.com, where he was involved in two successful exits totaling over $660 million. His motivation for starting GearBrain stemmed from a personal frustration with the lack of interoperability among smart devices, specifically the difficulty in finding a compatible thermostat for his home.

The company's core offering is its patented IoT configurator, an AI-powered platform that serves as both a compatibility finder and a marketplace. This tool allows users to research, discover, and purchase smart devices, ensuring they work together seamlessly. Users can select products they own or are interested in, and the platform identifies compatible devices from a database of thousands of products and connections. The platform addresses a key market pain point: the challenge consumers face in navigating the fragmented smart device landscape and avoiding costly hardware mismatches. For manufacturers and retailers, GearBrain helps reduce customer care costs and product returns by resolving interoperability issues upfront.

GearBrain's business model is multifaceted. It generates revenue through traditional digital media channels like display advertising and affiliate marketing, where it earns a commission on products purchased through links on its content site, GearBrain.com. The content, which includes news, reviews, and how-to guides, is created independently to maintain editorial integrity. A significant and evolving part of its strategy is a revenue-sharing model based on licensing its patented platform and AI virtual assistant to third-party retailers, service providers, and manufacturers. This B2B approach provides partners with a white-label solution to deliver smarter product recommendations and enhance customer satisfaction. The platform is free for consumers, who can create a profile to store information about their devices, providing easy access to manuals, setup guides, and warranty details. Keywords: IoT marketplace, smart device compatibility, IoT configurator, smart home platform, connected devices, interoperability solution, Mark W. Westlake, Lance Lewis, consumer technology, smart device reviews, IoT recommendation engine, affiliate marketing, technology licensing, AI virtual assistant, smart home automation, connected car, product discovery, New York City, Same Page Capital, B2B IoT solutions