Proclivity Systems

About Proclivity Systems

Proclivity Systems, founded by Sheldon Gilbert in 2006, is a New York-based company that develops and operates electronic marketplaces for the secure, real-time trading of digital assets like data and media. The company's predictive analytics platform combines machine learning with high-speed trading technology to provide clients with insights into consumer purchasing behavior, enabling them to optimize targeted marketing and merchandising programs.

Sheldon Gilbert, who holds a degree in biophysics and biochemistry from Yale, founded Proclivity after identifying the growing need to structure the vast amounts of unstructured data being generated. His background in molecular genetics and data mining influenced the company's data-centric approach. Proclivity initially focused on e-commerce, serving major retail brands like Saks and Coach by helping them utilize their data to determine which ads to buy and at what price to maximize ROI. The company has since expanded its expertise, developing LayerRx, which has become the largest electronic advertising marketplace in the highly regulated pharmaceutical and healthcare industry. This platform allows for the secure buying and selling of data and digital advertising, connecting consumer brands with verified healthcare professionals (HCP) and patients (DTC).

The business model centers on empowering companies to make critical business decisions and immediately target audiences across various channels to maximize revenue. Proclivity's LayerRx platform specifically addresses the risk of data leakage in healthcare by providing a secure marketplace for data transactions. The company has historically raised $8.8 million in funding and generates an estimated $4 million in revenue.