DeepSee

A Category-Defining Brand for Financial Services AI

DeepSee came to KBD when they were still called “Resemble Tech”.

KBD has worked with DeepSee since 2019, starting before the company had its current name. Over seven years we have helped name the company, built its brand from the ground up and evolved it as the business and the market changed, supporting the marketing team along the way. Our partners throughout have been CEO Steve Shillingford and CMO Armen Sargsyan.

The company started as Resemble Tech, building AI for financial services before most of the market understood what AI could do. Its early messaging described a proprietary machine that reads, understands and acts on data locked in static documents and repositories, turning information into knowledge a business could use. The technology was ambitious and hard to explain in a sentence. KBD worked with the founding team to arrive at DeepSee, a name that speaks to the AI’s ability to read and understand complex financial data below the surface. We then built the launch brand around it, including the logo, visual identity, website and investor deck, giving the company a clear and credible presence from its first conversations with investors and customers.

Defining a new category.

Generic automation tools claimed to serve financial services, but few were built for the complexity of banking operations. Through brand strategy work and stakeholder interviews across DeepSee’s target segments, KBD worked with the DeepSee team to shape Knowledge Process Automation as a category for banking. We developed messaging around the company’s Financial Services DNA, describing a platform purpose-built for banking workflows and the regulatory demands that come with them. The positioning carried through a new visual identity, brand guidelines, website and fundraising materials aimed at institutional buyers and investors.

Growing with the market.

DeepSee was building what the market now calls AI agents years before that language existed. As the market caught up, KBD evolved the brand alongside the company, with new positioning, websites and fundraising decks at each stage. Today the brand centers on AI orchestration for financial services, delivered through specialized AI blueprints for banks, financial market infrastructures and capital markets firms. Along the way, DeepSee joined Microsoft’s Pegasus Program, won the ICBA ThinkTECH Accelerator’s Most Valuable Participant award and launched pilots with Tier 1 financial institutions.

Since the company’s inception, KBD has worked closely with Steve, Armen and the DeepSee team on investor decks, websites, events and sales materials. Over seven years, we have helped DeepSee explain technology the rest of the market is only now catching up to.