As a longtime entrepreneur passionate about consumer advocacy, Michael co-founded Sitejabber nearly two decades ago to help shoppers make informed decisions by providing a space for real customer reviews. Over the years, he noticed a growing challenge—not only were people looking for brand reviews, but they were also struggling to discover new brands that fit their specific needs and values. With search engines cluttered by ads and social media dominated by influencers, finding trustworthy brands had become time-consuming and frustrating.

Recognizing this gap, Michael envisioned SmartCustomer—a brand discovery platform designed to cut through the noise and help shoppers filter through brands based on criteria that actually mattered to them. By launching SmartCustomer, Michael is continuing his mission to empower consumers, offering a transparent, intuitive, and personalized way to explore brands across industries. What started as a tool for clothing brands is only the beginning—SmartCustomer is on track to revolutionize how people find and connect with brands across all verticals, making shopping smarter, easier, and more reliable than ever before.