Cohesion
At a glance
Cohesion was our first project — an AI-powered idea prioritisation tool. A B2B SAAS product to help teams make confident, evidence-led decisions. Unfortunately, the app is no longer publicly available but building it and working alongside partners like Birchal taught us invaluable lessons. The experience ultimately inspired the launch of Cohesion Technologies and continues to shape how we build and think today.
The full story
At the start of 2023, the three of us, working together under our PhD scholarship program, were keen for an opportunity to build something practical and impactful. As we were trying to find products to build, we found a glaring gap in the product management space: decision-making felt inconsistent, chaotic, and overly reliant on individual intuition and/or experience. We believed there had to be a better way; one that’s structured and aligned with broader strategic goals.
We followed this thread to fruition, leading to the creation of Cohesion; a smart, evidence-led software tool built to help individuals, founders, and teams make confident decisions. We wanted to create a product that evaluated ideas, aligned them with an organisation’s mission, and adapted as new information emerged, ensuring that every step forward was deliberate and supported by data.
The process was simple, but powerful. Users would input their personal or business goals alongside ideas or initiatives to achieve them. Our unique AI model would then automatically evaluate and rank those ideas based on factors like feasibility, impact, and alignment. Then as teams collected new insights or evidence, the system would re-score ideas, allowing decisions to evolve in real-time, while still remaining connected to their long-term strategies.
However, building the product was only the first step. To test it in the wild, we launched a series of beta programs with a range of organisations and individuals. One of the most valuable collaborations came through working with Birchal Crowdfunding; who joined us early in the journey. Their participation shaped the product in important ways—providing real-world feedback, pressure-testing features, and helping us understand what worked (and what didn’t) under real business conditions. It ultimately led to the creation of a product which we thought solved the market’s gap. Birchal’s CEO, Matt Vitale, described it best:
“Cohesion gives me clarity and confidence by collecting evidence and separating great ideas from the noise”
— Matt Vitale - CEO, Birchal
That sentiment reflected what we had hoped to achieve from the very beginning. However, despite persistent efforts we were unable to grow the target audience beyond a few key business. We decided in early 2025 to shut down the public facing front of the app. Although Cohesion is no longer available as a live product, the experience of building and testing it was incredible. It sparked the launch of Cohesion Technologies, expanded our understanding of AI-powered workflows, and gave us a deep appreciation for how teams make decisions under pressure. We learned what it takes to guide prioritisation not just with data, but with context; how goals, culture, and timing shape what ideas succeed.
Perhaps most importantly, we learned that even when a product’s lifecycle ends, the insights and relationships built along the way carry forward. Our work on Cohesion continues to inform everything we do, from the way we build, to how we evaluate problems, to the kind of problems and solutions we believe are worth pursuing.
Cohesion was a meaningful chapter and we’re proud of what it taught us.