Decide

Decide

Machine learning ad platform optimizing campaigns

Overview

Decide.co runs a machine learning decision platform called the Decision Marketplace that optimizes digital advertising for both advertisers and publishers. It uses proprietary attribution technology to measure value at a granular level, down to a single impression, while focusing on achieving specific business outcomes and protecting user privacy by reducing reliance on third-party cookies. For advertisers, the platform helps optimize campaigns to improve performance and outcomes; for publishers, it helps maximize ad revenue. The company differs from competitors by combining outcome-based optimization with fine-grained, privacy-conscious attribution across both sides of the market, offering a single platform that serves both advertisers and publishers. Its goal is to deliver measurable advertising performance and monetization gains without compromising user privacy.

About Decide

Simplify's Rating
Why Decide is rated
C
Rated C on Competitive Edge
Rated B on Growth Potential
Rated D+ on Differentiation

Industries

Data & Analytics

Enterprise Software

AI & Machine Learning

Company Size

11-50

Company Stage

Series A

Total Funding

$6.3M

Headquarters

St. Louis, Missouri

Founded

2008

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Simplify's Take

What believers are saying

  • CafeOne deployed Decide for Work on July 17, 2026 across 30+ Nigerian locations.
  • Techpoint reported over 3,000 users by February 6, 2026, including paid customers.
  • Google Workspace Marketplace updated Decide AI on August 16, 2026, expanding distribution.

What critics are saying

  • Three employees cannot defend against Microsoft, Google, and OpenAI bundling spreadsheet AI fast.
  • Techpoint reported no external funding on February 6, 2026; runway risk stays acute.
  • CafeOne is one rollout; if enterprise conversions stall, Decide remains a niche product.

What makes Decide unique

  • Decide’s agent executes spreadsheet tasks directly inside workbooks, not just chat answers.
  • Adetona built Decide in Lagos in 2025 with no external funding.
  • The product ranked among the world’s top spreadsheet agents on SpreadsheetBench in 2026.

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Funding

Total Funding

$6.3M

Below

Industry Average

Funded Over

2 Rounds

Series A funding typically happens when a startup has a product and some customers, and now needs funding to scale. This money is usually used to grow the team, expand marketing, and improve the product. Venture capital firms are frequently the main investors here.
Series A Funding Comparison
Below Average

Industry standards

$15M
$6M
Decide
$8.2M
Discord
$15M
Canva
$30M
Kalshi

Benefits

Competitive salary

Unlimited paid time off

Stock options

Paid parental leave

Professional development opportunities

401(k) with 5% company match

Paid volunteer days

Health, dental, & vision insurance

Disability & life insurance

Work from home

Free gym membership & yoga

Free mobile plan

Growth & Insights and Company News

Headcount

6 month growth

-2%

1 year growth

-6%

2 year growth

2%
BusinessTech Africa
Jul 19th, 2026
Decide expands into Nigerian workplaces with CafeOne partnership.

Decide expands into Nigerian workplaces with CafeOne partnership. July 19, 2026 Nigerian startup Decide is taking a different route to grow its user base. Instead of chasing individual sign ups, the company wants to reach people through the places where they already work. To do that, it has launched Decide for Work, an enterprise offering aimed at businesses, universities and co working spaces. The first rollout comes through CafeOne, a co working network with more than 30 locations across Nigeria. Under the partnership, eligible CafeOne members will receive premium access to Decide as part of their subscription. They will be able to use the startup's spreadsheet assistant for analysing data, working through reports and carrying out research without paying for a separate subscription. Businesses are looking for practical AI tools. The launch comes as more businesses across Africa start finding practical uses for AI in their daily operations. According to PwC, 64% of African workers used AI at work during 2025, above the global average of 54%. KPMG has also reported that 65% of West African CEOs expect the technology to improve efficiency during 2026. For Decide founder Abiodun Adetona, the bigger issue is not whether AI is capable enough. It is making sure the tools are available where people already spend their working day. That thinking sits behind Decide for Work. Rather than asking every employee to register individually, the company will work directly with organisations to roll out the platform across teams, handle onboarding and provide support where needed. Pricing will depend on the size of each deployment, the number of users and any custom requirements. Building on early traction. Adetona, a former Flutterwave software engineer, founded Decide in 2025. The platform lets users analyse spreadsheets using plain language prompts instead of formulas, making it easier to work through large sets of business data. The startup says users have completed more than 41,000 spreadsheet analysis sessions and created or analysed over 21,000 spreadsheets since launch. It also says professionals in more than 10 Countries now use the platform. Decide adds that its spreadsheet assistant scored 82.5% on SpreadsheetBench, a benchmark that measures how well AI systems handle spreadsheet tasks. According to the company, that places it alongside products from OpenAI and Anthropic. CafeOne is the first step. For the startup, CafeOne was an obvious place to begin. Its members include founders, freelancers, analysts and growing businesses that regularly work with spreadsheets, reports and business data. Eligible CafeOne members will receive premium credits that unlock Decide's paid features. Access will remain available until those credits are exhausted. CafeOne subscriptions range from ₦8,525 per day to ₦109,950 per month Decide says it is already in talks with other co-working operators, universities, professional communities and businesses interested in offering the platform to their members or employees. The CafeOne partnership marks the first step in that strategy. Whether it leads to wider adoption remains to be seen, but it gives Decide a chance to put its software in front of people who are likely to use it every day.

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