— About, 2026
A performance company for the agentic era.
Systems Theory was founded on a simple premise. Performance marketing, network operations, and back-office work are all undergoing the same shift at the same time, and the companies that serve them need to be rebuilt around AI orchestration, not retrofitted with it. We started with customer acquisition because that is where our experience is deepest, and we are extending from there.
PRINCIPLES / 04
01 / EXPERIENCE
Operators first, everything else second.
Strategy comes from people who have done the work. Campaign management, network operations, and media buying across every major performance category. Taste and judgment that cannot be shortcut by a model.
02 / ORCHESTRATION
AI handles the repetitive surface.
Proprietary agent infrastructure runs monitoring, reporting, routing, and reconciliation. The goal is not to replace people. The goal is to let the right people spend their time on the work that compounds.
03 / OUTCOMES
Measured to payback, not impressions.
We take on advertisers who measure outcomes the way we do. CPA, LTV, ROAS, payback window. Volume matters, but volume without quality is a setup for a hard conversation later.
04 / STANDARDS
Senior attention on every engagement.
Builders and operators, not delegators. A small roster is a deliberate constraint. It is the thing that lets us move quickly and stay accountable to the work.
ORIGIN
Systems Theory was founded in 2017 on a simple idea, that performance marketing, network operations, and the back-office work behind them would eventually need to be rebuilt, not optimized. For years it was a thesis waiting for the tools to catch up.
When the technology and business cycles finally converged, we activated. Systems Theory scaled into the company it was always supposed to be, a performance operator that treats AI orchestration as foundational infrastructure, run by people who actually know how the work gets done.
We believe the next generation of performance companies will not look like the last one.
COMPANY AT A GLANCE
FOUNDED
2017
HEADQUARTERS
New Hope, Pennsylvania
FOCUS
AI-native performance marketing and operations
CONTACT
marcus@systemstheoryhq.com
TEAM & OPERATIONS
STRUCTURE
Small, senior, distributed.
A core team of operators and builders across the United States, plus embedded partners for finance, engineering, and creative work as engagements require.
CADENCE
Weekly ship, daily signal.
Engagements run on weekly shipping rhythm with daily reporting from agent infrastructure. Clients see what we see, in the same window we see it.
POSTURE
Selective, not scarce.
We run a small number of engagements at any time. Not a marketing posture, an operating constraint that keeps quality high and timelines honest.