The world is changing. Software is transforming the traditional economy.


We are INCISENT Labs and we are part of the movement. We fundamentally reimagine and reengineer conventional business practices by creating groundbreaking new products.


Companies We've Created: Our first two start-ups were analytics based B2B Software as a Service (SaaS) companies with a focus on what is now popularly called "Big Data":

  • Transforming the Classified Ad for the Internet Age

    MAX is revolutionizing online inventory ads for the Internet age by placing the focus where it belongs: on the consumer. Learn more about how MAX was born in INCISENT Labs and launched as a company in early 2011. MAX gathers virtually everything about each specific car from across the Internet, identifying the most relevant attributes and creates online ads "as if the consumer wrote an ad for the car they wanted to buy."

  • Transforming Traditional Industry: Getting the Automotive Industry “Off Its Gut”

    FirstLook offers innovative Software as a Service (SaaS) based inventory management systems that are transforming the most traditional of industries: automotive. Learn more about how our first company is enabling the automotive industry to rapidly evolve so that it can survive today and thrive in the future.

  • FirstLook: 4th Fastest-Growing Software Company in the U.S.

    In 2008, FirstLook's dramatic growth earned the rank of #4 fastest-growing software company in Inc. Magazine's prestigious Inc. 500 rankings- the highest ranking ever by a Chicago based software company. MAX, our newest business, has already outpaced this dramatic growth in its first full year.