Our Companies


MAX Digital


In the Startup Studio

Labs team projects that emerge into startup companies incubate in our Startup Studio.

Our latest startup in the studio emerged out of INCISENT Labs’ Project Selfridge. Project Selfridge is developing search technologies based on a sophisticated data platform capable of transforming consumer shopping experiences.

MAX Digital

Born out of INCISENT Labs and launched as a company in 2011, MAX Digital powers the transformation of the car shopping process.

Today, MAX is already in over 1,500 dealership franchises across the United States. It was recently recognized as one of the fastest-growing software companies in the U.S. by Inc. magazine in its 2014 Inc. 500 rankings. Learn more.


FirstLook inventory management systems provides Software as a Service (SaaS) to automotive retailers empowering them with the ability to price, manage, appraise and procure inventory as well as manage store performance. In 2008, FirstLook’s dramatic growth earned the rank of #4 fastest-growing software company in the Inc. 500 rankings.

Chicago Founders' Stories

Chicago Founders' Stories logoIn collaboration with CEC and 1871, INCISENT Labs brings Chicago’s leading tech entrepreneurs to the stage to learn about their successes, challenges and advice in the start-up world.

Chicago Founders’ Stories interviews are designed to get behind the headlines of each entrepreneur’s story and break down their successes and challenges so that others can gain deep insights on critical topics such as Solving for Product-Market Fit, Making Two-Sided Networks and Marketplaces Work, Getting Funded, Creating the Right Team and more.

Check out the full videos on chicagofoundersstories.com or some great clips on Pat Ryan’s blog, Cooler by the Lake. Read more and see who we’ve talked to.