Former Petabyte executives are bringing their data expertise and technology acumen to Rhodium, a new Seattle-area startup focused on helping medical Beauty & Spa brands enhance customer engagement. The company, which recently raised $2 million in initial funding, aims to address a critical gap in the beauty and medical spa industry: leveraging data to improve customer experience and drive revenue.
CEO Michael Hyman, who previously led Petabyte, a Seattle-based veterinary software startup acquired by Chewy for $43.4 million in 2022, believes that the beauty industry is ripe for transformation. “I look for places where there’s a lot of data and a lot of money, but not a lot of companies effectively using that data to generate revenue,” Hyman explained. Petabyte co-founder Alex Krooglik, also known for co-founding Embrace Pet Insurance, has joined Rhodium as chief operating officer.
Rhodium’s core offering is a software-as-a-service (SaaS) platform that integrates machine learning and AI to help beauty clinics and brands better understand and engage with customers. The platform gathers data from electronic medical records, Amazon, Shopify, Meta, Google, and other sources, enabling automated marketing campaigns and personalized customer interactions before, during, and after an appointment or product purchase.
In a move uncommon for early-stage software, Rhodium has merged with three direct-to-consumer (DTC) beauty brands to create a unified company. These brands include Rootine, a wellness-focused drink powder brand; SiO Beauty, a skincare patch company; and Solomomo, a firm that produces devices for measuring skin condition. This strategy allows Rhodium to use its own software across its portfolio, ensuring practical application and real-world refinement.
Hyman emphasized that DTC brands and medical spas face similar marketing challenges—growing their client base, nurturing existing customers, and increasing revenue. However, many businesses fail to effectively communicate with customers or utilize internal data to optimize engagement. Rhodium plans to bridge this gap by integrating AI-driven tools to enhance customer interactions and speed up development processes. “There are so many new tools and techniques available—it’s a great time to be in tech,” he said.
Rhodium enters a competitive space, challenging Zenoti, another Seattle-based software provider for spas and wellness clinics, currently ranked No. 2 on the GeekWire 200 list of top Pacific Northwest startups. However, Hyman brings extensive experience to the venture, having previously held leadership roles at Amazon, Microsoft, and Oath (formed through the AOL-Yahoo merger). Additionally, he serves as a city councilmember for Yarrow Point, a town near Seattle.
The leadership team includes Cindy Engstrom, founder of Solomomo, who now serves as chief marketing officer at Rhodium. Rootine is led by Rachel Sanders, a former investment banking associate, while SiO Beauty is headed by Audrey Leibovich, a veteran in marketing and merchandising.
With a team of approximately 25 employees, Rhodium has secured backing from Relevance Ventures, a Nashville-based venture capital firm, and Loeb Ventures, both of which were previous investors in Petabyte. As Rhodium expands, it seeks to redefine customer engagement in the beauty and wellness industry by harnessing the power of AI-driven insights and automation.
