Ten Years in the Making: The InfoTrust Suite Comes Out of Stealth
Today is a big day.
Four months ago, we quietly put something in the hands of a few of our customers. No press release. No launch party. No “AI-powered” sticker slapped on the box. Just a product, a handful of customers, and a lot of our people working late to make it real.
Today it comes out of stealth. It’s called the InfoTrust Suite, and I am super excited to tell you where it came from. Because, like most overnight successes, this one took about fourteen years.
A baby and a badge
We became a Google partner in July 2012. It’s a little scary to type that. I will never forget the year, because my son’s birth and our certification were days apart. I took one of our final partner interview calls from a waiting room outside the labor and delivery department. Priorities, I know. The full story is in our book, Crawl, Walk, Run.
What happened next is the part that matters.
July 2012
Became a Google partner
A baby and a badge, days apart.
September 2012
First beta of Tag Inspector
Built for a customer managing thousands of websites.
Ten years
Automating at massive scale
Rebuilt, then rebuilt again, into SunDevil.
Four months ago
A handful of customers
No press release. No launch party.
Today
The InfoTrust Suite comes out of stealth
We never sold media. That was the whole point.
Here’s something most people outside our industry don’t know. A lot of the money in marketing services is made by buying media. When your partner makes more money when you spend more money, guess what they tend to recommend? Spending more money. Shocking, I know.
We never sold media. We never competed for your media dollars. We stayed true to being a technology company, years before that was a cool thing to say at a conference.
That sounds like a small detail. It’s the whole story. Because we had no agenda except getting your data right, the biggest brands in the world let us into the engine room. For the last ten years, we have supported the who’s who of global brands, and every hard problem they handed us became one of our SOPs, our processes, our expertise. Our customers didn’t just pay us. They trained us.
The button
When you work with organizations this big, “automation” means something different. It doesn’t mean a clever little workflow that saves someone twenty minutes. It means you push one button and update thousands of production sites, containers, and environments. Right every single time. At enterprise scale, “mostly right” is just a polite way of saying wrong.
We learned this the hard way, which is the only way anyone learns anything. Our first automations ran on an off-the-shelf workflow tool we built alongside one of the largest consumer goods companies in the world. It worked great, until it didn’t. API limits. Servers falling over when the jobs got big. So we rebuilt it. Then we rebuilt it again. Along the way we learned how to undo our own mistakes, how to finish in hours a job that used to take days, and how to make every change show up under the customer’s own name so their audit trail stays clean.
One fitness franchise used to set up analytics and tags by hand every time a new club opened. We turned it into a button. Their team called us wizards. We are not wizards. We just really, really hate doing the same thing twice. So should you.
The engine we ended up with is called SunDevil. The original name was Automation System Utility. ASU. As in Arizona State. As in the Sun Devils. This is why engineers should never be allowed to name anything. And yes, I’m an engineer, so I’m allowed to say that. It comes from love.
Today SunDevil works across the Google Marketing Platform APIs, and we are extending it to platforms like Meta. And I am not talking about reading reports. Anybody can read. I am talking about making changes. Enterprise-grade changes, across an entire enterprise, that you can trust.
So what is it?
Ten years of automating at massive scale and fixing multi-layered, complex enterprise problems has led to a new generation of technology.
I don’t like buzzwords. To me, it’s simple. Our mission is to build a platform that keeps your systems healthy in near real time by finding problems early.
Here’s the part I care about most. Right now the whole industry is gluing “AI” onto everything that doesn’t move. We didn’t vibe-code our way to an easy answer. We built it to be right. Every single time. The checks in the Suite are rules your team approves, so the same setup gives the same answer on any day, including the day your auditor shows up. Nothing changes in your stack unless a named person on your side says yes.
Rules your team approves
The checks in the Suite are rules your team approves.
Same setup, same answer
On any day, including the day your auditor shows up.
A named person says yes
Nothing changes in your stack unless a named person on your side says yes.
- Approved by
- Named person on your side
- Shows up under
- Your own name
- Audit trail
- Stays clean
Says yes
We built it for organizations that need clock-like precision on multi-step processes, right every single time. The most complex, most regulated organizations out there.
But the InfoTrust Suite is not just for global CPG or regulated companies.
Our development team pushes a feature that changes the way a tag is configured, or the DOM changes, and we don’t have much visibility. If it stops, it might be days before we notice. Active monitoring is important.
We built it for complex, regulated, multi-property organizations. A fitness network with 2,000 clubs. A retailer with a global footprint. Any organization with constantly changing layers of technology that need to be watched, by someone who never gets tired and never forgets.
Tag Inspector, all grown up
There’s one more piece of this story.
We launched the first beta of Tag Inspector in September 2012, the same year we became a Google partner. We built it because one of our customers was trying to manage thousands of websites around the world and had no idea what was actually firing on them. Neither did anyone else. That tool turned into a patented platform that has kept some of the most complex organizations on earth compliant for over a decade.
Now Tag Inspector is coming home. We are integrating it into the Suite, so the state of your consent and how your tags actually fire become one more thing the Suite watches for you. And we are using Tag Inspector’s technology to deliver Data Layer Validation, which in our experience is the single most time-consuming problem in enterprise analytics. The thing that eats your team’s week. We want it back for you.
Thank you
None of this happened because Michael and I drew something smart on a whiteboard.
To our team: thank you. I see the late nights, the extra effort, and the willingness to learn completely new ways of working. A launch is a leader’s idea and a team’s burden, and you carried it. I’m proud of you. I’m grateful for you.
To our customers: you taught us everything. Every “can you fix this across 400 sites by Friday.” Every problem nobody had solved before. Every time you trusted us with the keys to your production environment. The InfoTrust Suite is for your hard problems, turned into something the whole industry can now use. We will never forget who taught us.
Today is the day.
Let’s keep going.
Gratefully yours,
Alex
P.S. If you run dozens of brands, sites, or locations or franchises and you're tired of finding out about broken data a month later, let's talk. You have my word as a CEO, and I'll give you my cell phone.
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