# Joe Schaeppi

> Joe Schaeppi is the Minneapolis-based co-founder and CEO of Solsten, an audience-intelligence company that combines psychology, behavioral data, and AI. His path runs through adventure-based psychotherapy, UX leadership at MRM McCann and Big Fish Games, outdoor photography, and a bootstrapped product business before arriving at a durable founder thesis: digital products improve when their makers understand the person behind the click.

- **Role:** CEO and Co-Founder at Solsten
- **Organizations:** Solsten, 12traits, Big Fish Games, MRM McCann, Epicstoke, The North Face
- **Nationality:** American
- **Education:** University of Wisconsin-Madison, MS in Clinical Psychology
- **Known for:** Co-founded Solsten and led it through a reported $22 million Series B in 2022., Co-authored the 2016 Harvard Business Review article 'A Data-Driven Approach to Group Creativity.', Named as an inventor on multiple issued U.S. patents involving psychological attributes, digital behavior and content adaptation.

## Career timeline

- **2010** — Co-founded the self-funded design venture Epicstoke with his brother Nick Schaeppi.
- **2013** — Epicstoke's recycled-billboard wallet campaign surpassed its crowdfunding goal, raising $21,955 from 547 backers.
- **2014-2015** — Worked in UX at MRM McCann, contributing to digital experiences for clients including Verizon, ExxonMobil, Intel and Cisco.
- **2016** — Served as senior manager of user experience at Big Fish Games and co-authored an HBR article on group creativity with Bastian Bergmann.
- **2018** — Co-founded 12traits, later renamed Solsten, with Bastian Bergmann; the company was established on April 18.
- **2021** — Solsten raised a $7 million Series A and described a base spanning Berlin and Minneapolis.
- **2022** — Solsten raised a $22 million Series B led by Konvoy, bringing reported total funding at that time to about $31 million.
- **2025** — Solsten announced non-dilutive growth funding from Decathlon Capital Partners to expand its services and Elaris platform.
- **2026** — Solsten entered an exclusive partnership with Super League around psychology-driven audience intelligence for marketing programs.

## Achievements

- Co-founded Solsten and led it through a reported $22 million Series B in 2022.
- Co-authored the 2016 Harvard Business Review article 'A Data-Driven Approach to Group Creativity.'
- Named as an inventor on multiple issued U.S. patents involving psychological attributes, digital behavior and content adaptation.
- Led UX work at Big Fish Games after agency UX work for major technology and consumer brands.
- Co-founded Epicstoke, whose 2013 recycled-billboard wallet campaign raised 146 percent of its crowdfunding goal.
- Served as a ski athlete ambassador for The North Face.

## Latest updates

- **2026-01** — Appeared on the Inside Startup Investing podcast to discuss Solsten's cognitive-behavioral AI and its move toward self-serve access.
- **2026-01** — Solsten and Super League announced an exclusive partnership applying psychology-driven audience intelligence to marketing campaigns.
- **2025-09** — Solsten announced growth funding from Decathlon Capital Partners to support expansion and the Elaris platform.
- **2025-03** — Shared the story of how a cold email led to Solsten's first meaningful commercial agreement.

## Links

- Website: https://solsten.io/
- LinkedIn: https://www.linkedin.com/in/schaeppi/
- Twitter/X: https://twitter.com/joeschaeppi
- Instagram: https://www.instagram.com/joeschaeppi/

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Profile page: https://yespress.io/joe-schaeppi
Published by YesPress — https://yespress.io
Last updated: 2026-08-26