About Inciteful

Founders shouldn’t have to build in the dark. People shouldn’t have to grow alone.

Founders and product teams use the Insight Engine to get honest, ongoing insight from the people they’re building for. That insight comes from people who answer questions about themselves and earn credits for coaching and support, at no cost to them.

Want the full picture of how it works? Read our mission.

CHAPTER 01 · THE STORY

Both sides of Inciteful come from my own life.

In 2020, I was frustrated at work and couldn’t figure out how to make it better. So I hired my first coach, Shavon, and paid out of pocket. Years later, she became the first coach to join Inciteful.

Within a year, I landed my first VP of Product role and my salary went up $70,000. I bought a condo. I helped my brother buy a house. One decision moved my whole family forward.

I realized how rare that was. The return on coaching is real, but the price keeps it away from the people who could use it most.

The other side came from my work. I’ve spent 18+ years in product, at early-stage startups and building my own companies. Every time I built something new, I felt the same tension: build fast on our gut, or build well with steady input from the people we were building for.

Building well always felt like a pipe dream. In startups, especially venture-backed ones, speed is what gets rewarded. Consistent user research took more time than we could give it, or more money than we had on a regular basis.

So I was stuck in a no-win situation. I wanted to do my job well, advocate for our customers, build the right things, and help us reach product-market fit faster. Every choice meant giving one of those up. No matter what I picked, someone lost: the customer, the team, or the company. And the research tools out there didn’t fix it. They either made you buy your way out of the problem or shifted the work somewhere else.

For years, I carried those two problems separately. Then it clicked.

They could solve each other.

In 2023, I started building Inciteful from a mattress on the floor of my new condo. The idea was simple. People answer questions about themselves and get coaching and support at no cost. Founders get honest, ongoing insight from the people they’re building for, without the time or the price tag. Each side gets what it needs, and nobody has to lose for the other to win.

Brittany Canty, founder and CEO

CHAPTER 02 · WHO I AM

I’m Brittany Canty, founder and CEO of Inciteful. I’ve spent 18+ years in product, including three roles as head or VP of product at startups. Along the way I worked at PayPal, Braintree, SpotHero, Teamshares, and Braven, and earned a patent at Redbox.

I’m also a two-time founder. Before Inciteful, I built Comfort Eats, a care package company that sold 1,500+ items to customers in 29 countries. I’ve been through two accelerators: Founders Institute Chicago as the founder of Comfort Eats, and Techstars Seattle as a founding team member at another startup. I’ve also mentored founders in a third.

Outside the day job, I’m invested in the people building around me. I’m the Operations Lead for Startup Grind Chicago, the local chapter of a global entrepreneurship community. I sit on the board of Black and Brown Founders, and I advise startups. I also run Second Opinion, an event series that gives founders an outside read on their product and strategy, and I’ve led workshops for the Kaplan Institute at Illinois Tech on the most expensive mistakes early-stage startups make.

I’ve sat in the same seat as the founders we build for.

CHAPTER 03 · TODAY

Where Inciteful is today

TO DATE

250+

people have shared information about themselves

21,000

data points collected and validated

$50,000+

paid to coaches and other Providers

paid by the people receiving coaching

RECOGNITION

WBENC-certified Women’s Business Enterprise (WBE)

Certified Women-Owned Small Business (WOSB)

Graduate of Intuit’s Ideas program

We’re also working with a university research partner to further reduce bias in how we design questions.

CHAPTER 04 · GET INVOLVED

Where to go next

Building something?

Join the Insight Engine waitlist.

Looking for coaching or support?

Visit inciteful.coach.

A coach or service provider?

See how it works for Providers.

An investor or partner?

Read our Mission and Commitments.